Program Objectives

  • Engage with reseller partners and sales people
  • Gain uplift in market share
  • Increase sales of a particular product range

The Solution

CR Worldwide designed ‘Peak to Peak’, an incentive program taking full advantage of the campaign environment by using an online gaming format with a strong creative element.

Program Objectives image

What we did

HP was looking to engage with their reseller partners and sales people, with a primary focus of gaining uplift in their market share and sales of a particular product range, over a six-month period.

A very challenging overall target had been set, and it was recognized that to engage the target audience, an exceptionally high impact campaign would be needed. A further challenge which HP and CR Worldwide set themselves was to harness the incentive power of peer performance, encouraging individuals to excel by highlighting achievement against others, whilst respecting distributor confidentiality and individual privacy.

CR Worldwide designed ‘Peak to Peak’, an incentive program taking full advantage of the campaign environment by using an online gaming format with a strong creative element.

Each participant chose their own user name and created their own avatar, thus preserving anonymity and taking ownership of their role in the program. Individual sales performance was represented graphically as an ascent of 12 of the world’s highest mountain peaks. The participant’s dashboard showed his or her avatar’s position on the current slope, together with avatars of close-running competitors for comparison. Users progressed up each mountain each time they had sold the targeted product and had been approved by their manager. The result encouraged friendly, anonymous rivalry and tension, in a fun, high-impact graphic environment.

To ensure equal winning opportunities for all, participants were leagued in three tiers according to company performance. Participants could also receive double or triple points on specific products, throughout the campaign, to help drive momentum and encourage all sales people to be engaged with the program and push them to achieve more.

During pre and post launch, CR Worldwide generated a mixture of media and communications including an online portal, promotional materials, games designed specifically for the campaign to encourage registrations, drive momentum and to keep participants fully engaged.

The program included an online reward catalog for ongoing points-based reward against validated sales. Plus, nine overall top performers also won a luxury holiday of their choice for two people, at one of the 12 destinations included in the program.

Along with the holiday prize, our Events Team also created an awards ceremony held in a top London Hotel to recognize the top achievers.

A separate complementary program was run simultaneously for HP’s direct salesforce.

The sign up rate to the scheme exceeded the original objectives by 17%. Nearly 950 salespeople from 145 partners signed up to the ‘Peak to Peak’ channel campaign. The 5% uplift target was achieved within four months of campaign launch, instead of the original planned six months. By campaign end, market share had risen to 56.4%.

Participant feedback concluded the program was ‘fun’, ‘competitive’ and ‘changed their way of thinking’.

Results

56.4%

By campaign end, market share had risen to 56.4%

17%

The sign up rate to the scheme exceeded the original objectives by 17%

“CR Worldwide were recommended to us to help drive and create a high impact channel incentive campaign. The results have been exceptional with over 1,000 sales people from over 140 partners signed up to the campaign. The 5% uplift target was achieved within 4 months of launch and by the end had risen to 7%.”
HP Marketing
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