We took a simple piece of research and grew the concept into a creative campaign that steered Sage to engage with an audience they had never spoken to before. We had them conversing with Government advisors to the PM through to everyday business jedis. We brokered participation from a wide range of business authorities including Department for Trade and Industry and the British Library’s Business and IP Centre and recruited senior members from seven of the UK’s leading business mentoring organisations It’s always a risk moving into new ground. The campaign reached 6.8million people and the Star Wars themed Twitter campaign? #BusinessJedi alone engaged 1.8million on twitter and drove 160% more entries to the Mentoring Matters competition than forecast. A calculated risk well worth taking.