Finalist
Energise, Educate, Empower: Revitalising Sales Performance in an Aquatic Arena
by Synergy Vision on behalf of Santen Asia
Summary of work
Santen Asia’s commercial team approached Synergy Vision to uplift internal communications around an underperforming dry eye disease product. We dove in, brought actionable insights to the surface, and the ‘Diquas Derby’ set sail. This innovative, multi-faceted programme was designed to create a confident, knowledgeable, and equipped sales force based on three pillars: energise, educate, empower. The ultimate goal was to help sales teams leverage strong efficacy and safety data, driving Diquas sales.
An underwater world was built, with each market represented by a seahorse mascot (nodding to the seahorse motif in the product logo). In this aquatic arena, we hosted an inter-market competition driven by sales and learning, asynchronous microlearning, and a skills-based objection-handling programme. Inspired by Southeast Asia’s ‘cuteness culture’, the campaign was fresh and immediately recognisable, despite significant cultural and language barriers. The programme was delivered via existing communication channels, ensuring seamless integration into day-to-day communication.
The Diquas Derby resulted in increased sales, surpassing regional targets. Performance indicators showed high engagement, increased learning, and greater sales confidence. With its gamified approach and sustainable learning model, the Diquas Derby set a new standard for internal engagement, equipping Santen Asia’s sales team with the knowledge and motivation for long-term success.
Judges’ comments
The “Energise, Educate, Empower” project identified a really clear need and the judges could see that it genuinely worked. It all came together well and produced an increase in sales. The judges also really liked the cute and eye-catching creative, with good active content.
