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Invitrogen was a fast-growing biotechnology company looking for ways to train its worldwide network of 600 scientists in the art of selling the company's services in what had become an extremely complex selling environment. Their desire was to provide an entertaining environment in which to educate and motivate their team to sustain the company's accelerated expansion.

We developed a series of animations that were used each morning to open the general session at Invitrogen's national sales event. Each animation delivered the day's key selling message, which was then carried out in a training format that subscribed to: 1) Tell them what you're going to teach them, 2) teach them, and 3) tell them what we taught them. We also created a custom theme song using lyrics that delivered core messaging during the meetings. As a special final touch, we hired the musicians who'd written and produced the song to be headliners for the closing night gala dinner – an Invitrogen Idol Night.

The response to the meeting was phenomenal. The comments that came back on surveys indicated that this had been one of the best meetings ever for attendees. The event provided the scientists with a wealth of sales techniques and tools that they were motivated and eager to use in the year ahead. Not only did their newfound enthusiasm help sustain the company's continued growth; it resulted in Invitrogen taking on another 200 scientists before the next year's sales event.