You know you’re onto something special when the idea is beautifully simple – people are driven by the potential for reward and are hardwired to play games. So we put that thinking right at the heart of this campaign, creating a gamified competition where the reward was substantial and attainable. The result was a digital race across the globe with a physical finish line.
New, existing and lapsed customers were given the chance to take part in a 9-month race where each purchase moved them along a map, closer to a personal target and the finish line.
We created the campaign’s visuals, mechanics, print and digital communications, and personalised microsites. We even used real-time data to tailor behavioural messaging for each participant to encourage under performers and congratulate over achievers.
In the back end of the site, an unseen competition was being played out amongst the sales team. They could see whose customers were performing best on a leader board. That gave individual sales people the opportunity to contact their customers and help them achieve their targets.
The race was a runaway success – the market had never seen anything like it, and it scooped Ideal an armful of awards. Then there’s the numbers, which don’t need pontificating on.
Year on year sales growth
Increase in market share
We needed to protect our position as market leader and move further ahead of our competitors. We’re absolutely thrilled with how it performed.Danielle Lillis, Commercial Director