Sony Aplha=Alfa Dealer Sales Incentive
Create an industry leading channel incentive scheme that will provide greater training; through broadening the knowledge of sales staff about Sony Digital Imaging products thus enabling them to confidently communicate the benefits of Sony’s innovation and technology.
FMI designed a campaign identity to communicate both the Sony ‘Alpha’ camera model and ‘Alfa Romeo’ car prize. A dedicated online incentive page was built on the existing trade portal, managed by FMI, to communicate full campaign details, plus a retail roadshow was launched with promo staff visiting stores to drive engagement. Excitement was driven with a full homepage creative takeover for the duration of the campaign promoting over £8,000 worth of weekly Sony product prizes. Users earned points for sales gaining tickets into weekly and final prize draws, with a qualifier of compulsory training modules that had to be completed in the 13 weeks.
Through the success of the programme Sony saw an uplift in digital imaging sales as a direct result of Alpha=Alfa. This was the second successful year of the Alpha=Alfa scheme having delivered the campaign four times and given away four fantastic Alfa Mito cars.
FMI won Silver Award for Alpha=Alfa as Best Sales Incentive Programme at the IPM Awards.