To address the challenge of motivating employees to engage in a mandatory training program for BMW Group Academy, we developed "The Pacemakers" campaign. The strategy leveraged real employee testimonials to spark genuine interest, while a dedicated app featured a reward system and progress bar to sustain motivation throughout the training process. The campaign aimed to create awareness and encourage participation, despite the program's obligatory nature. Though this concept remained a pitch, it offered an innovative solution for driving engagement in corporate learning.