Jaguar Land Rover 'The Great Race' Internal Campaign

The Client
Jaguar Land Rover is one of the world’s premier automotive manufacturers, with a strong portfolio of luxury vehicles – from sports saloons and cars through to 4x4’s and utility vehicles.

What was the challenge?
To incentivise staff globally at the National Sales Companies (NSC) and their customer facing staff within the dealer network to sell more accessories at point of purchase as well as encouraging the completion of longer term marketing activities to ensure that accessories were always front of mind for both staff and customers.

What was the connection?
We implemented a web-based incentive programme which allowed for changes or result uploads to be viewed in real time. The website included traditional monthly sales targets and ‘bonus’ activities for staff to complete based around tactical marketing initiatives and implementation of ‘best practice’ activities among employees, which contributed to dealer’s overall position in the ‘race’. Prizes were awarded to the top 3 performers each month, with a further prize awarded to the overall best performing site once the race had finished.

Client Testimonial
“For a relatively small investment this programme has generated outstanding results both tactically and strategically. It is simple to implement and run, and is now an established part of our marketing plan.”
Regional Manager, Middle East Region

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