Flying higher
Turned a one-day internal sales event for Henkel into a viral, fully-branded experience that redefined corporate gatherings nationwide, with 1,000 staff on board and the CEO calling it the best he’s ever seen.
THE CHALLENGE
In an industry saturated with high-stakes showmanship, how do you top last year’s jaw-dropping Formula 1 corporate event—especially for a predominantly male audience clamouring for even more horsepower and thrills? With only three months to plan for 1,000 attendees scattered across the country, plus the added demands of custom videos, venue branding, and C-level presentations, the stakes had never been higher. Could it all come together seamlessly and leave a lasting brand impression that truly takes off?
“Not only is this the best event we’ve done, it’s the best event I’ve seen in Iran”
THE SOLUTION
We began by zeroing in on the natural progression from the Formula 1 concept—if four wheels were exciting, why not take to the skies? The strategy clicked the moment we realised “higher and faster” was the perfect metaphor for sales excellence. Thus, the Henkel High Flyers theme was born. Drawing inspiration from world-class aerobatic teams like the British Red Arrows, we designed an aviation-infused event that remained flexible enough to include friendly, fighter-jet-style competition.
We secured buy-in from the top by dressing the C-level team in air-crew attire for a playful invitation video. This video debuted on a dedicated Telegram channel for the 1,000-strong sales force—instantly going viral beyond Henkel’s walls, positioning the brand as both high-octane and forward-thinking. The channel became our communications hub, streamlining event RSVPs, hotel arrangements, and clothing logistics. When attendees arrived at their hotels, each received a welcome pack complete with a “boarding pass” for the next day’s activities.
On event day, Tehran’s Milad Tower Conference Hall set the lofty tone. We styled the space as a bustling aircraft hangar, complete with interactive booths, photo ops, and a paper-plane contest that challenged staff to hit a target for a cash prize—turning goals into tangible fun. To commemorate Persil’s 110th anniversary, we staged a live, participatory video segment, uniting everyone in a synchronized stomp-and-clap routine alongside a spirited percussion group. Across the board, the High Flyers theme connected seamlessly with Henkel’s sales objectives and high-energy corporate culture—proving that innovation and practicality can, indeed, soar in perfect formation.
THE RESULT
Right from the initial invite, Henkel’s staff and stakeholders were abuzz with excitement. The Telegram invite video—intended for internal circulation—racked up 7,000 unique views on a channel of just 1,000 members, a powerful testament to the viral energy fueling Henkel’s latest initiative. Most importantly, the CEO, Catalin Sfrija, praised the event as “not only the best event we’ve done, but the best event I’ve seen in Iran,” a ringing endorsement that validated every ounce of effort.
Logistically, our centralised communications strategy helped us shepherd 1,000 attendees without a hitch, establishing an industry standard for cohesive, large-scale events. The success reverberated beyond a single day: Henkel engaged us for future projects, marking a high-flying partnership for our newly founded agency. When you aim above and beyond, it’s amazing how quickly people start to see your work as the gold standard—proof that, with the right concept and execution, you really can take events to new heights.
