The new Audi model for next year was announced; the old Bayer product had been on the market for twenty years. Instead of pepping up flyers or adverts, Wächter focused on transforming salespeople and importers into brand and product evangelists through dialogue, excitement, and a global competition with extraordinary opportunities to win. The campaign was so successful that Audi sales zoomed by double-digit figures over planning and became the trophy in the success series. Similar activation projects at Bayer CropScience have had the same success. In this case, the worldwide sales force has excitedly awaited fascinating annual competitions and honour them with their utmost performance.