On your marks. Get Set. Go.
Like every vendor in the sector, Lenovo Benelux works with an incentive programme for its resellers. In such a loyalty programme, the reseller receives points for each copy of the selected models sold.
Off to the races
Some four years ago, All Colors Of Communication recast this incentive programme in a new format. In our concept, the fundamental theme was Accelerate. The term refers not only to the partners’ growth and sales, but also to the prizes that all involved speed and cars. Depending on the quarter, the reward was a ride through the Ardennes in a 4X4, racing on a track, karting or a ski trip. At the moment, the winners are waiting for their ticket to ride (or slide) karts... on ice.
Everything in-house: from content to DevOps
For us, this was not a short sprint but a long endurance race. Several teams had to be brought into play for the entire project. The Accelerate portal was created entirely in-house by our developers. In other words, not only the visible part of the site, but also the back end. This was to a large extent automated, which meant that we could easily and quickly oversee everything. Specific modules made it possible to upload the points to the site and participants could automatically view the interim balance (in their category). Everything was nicely divided up by country and reseller type, so that people could see at a glance whether they need to shift to higher gear in order to reach the podium.
All Colors was also at the helm for the entire communication campaign towards partners: the invitation emails, follow-up emails with interim scores and the final outcome, temporary special offers with which you could win double points, thank you messages and the mailing to the winners. Our energetic account manager brought together the internal specialists of the content team, branding team and digital team.
But the finish line was not yet in sight. On the contrary: we had yet to ride with the winners of the accelerate experiences. We took on the entire organization as well, in collaboration with a partner that is specialized in such motor sport events.
the success of a story depends on what you do with it
Reaching KPI's - that's what it's all about. We are one of the few agencies in the Benelux to combine the strengths of PR, (digital) marketing, content and design in-house. This gives us the opportunity to translate the most complex questions into successful result-driven campaigns.