My Golden Ticket 3.0

The MEPS program was the third year of MGT 3.0 Unilever Middle East, Pakistan and Sri Lanka’s incentive program and received the best results yet.

Client: Unilever Food Solutions

Watch how we did it below

Degree of difficulty 10/10

12

Middle eastern countries all participating in the one growth program concurrently

12

Individual currencies to handle and measure

4

Languages spoken and marketing communication developed

158

Multi-lingual speaking delegates registered with complying visas

Background

Incremental Marketing Group has been executing sales incentive programs for more than 20 years. In 2016, we launched Unilever’s Middle East, Egypt, Pakistan and Sri Lanka’s (MEPS) third incentive program, called My Golden Ticket (MGT 3.0). The program was put in place to encourage sales through their distributor and wholesale customers. The program had a buying period of nine months. During this time, their customers worked towards a number of sales targets in an attempt to earn tickets to travel to Australia.

How we did it

The MEPS incentive program was Incremental Marketing Group’s exclusive one-of-a-kind concept, which consistently delivered year-on-year growth in each of the prior two years. Prior to the launch, we developed and deployed the official website, which was accessed from the 12 countries that were involved with the program. When we communicated with the delegates via Electronic Direct Mail (eDMs), the content was translated to their spoken language (there were four different languages spoken by the delegates). By doing this, it made the communication between our client and the delegates more personal and engaging.

MGT Brochure

MGT Brochure

Image of the MGT Launch Kit

MGT Launch Kit

To officially launch the MEPS incentive program, we designed, created and produced a launch kit. The unique kit featured a destination-themed shipping crate container, which had a kangaroo inside that sang a great Australian track. During the execution of the program, we managed the campaign’s buying period for the nine months, as well as all of the sales reporting and communication with the distributors and wholesalers – this was also done via eDMs. Post the buying period, we also managed the travel registration process. We booked each of the delegates travel, transfers, accommodation and activities. This also included communication with suppliers and businesses in the lead up to the event to ensure it was a success. For the event period, we managed the timeline from start to finish. This involved accompanying the delegates during their travels of Australia and assisting them with all their needs and questions.

Earning their ticket

For the delegates to earn their reward and secure their spot on the trip to Australia, they simply needed to buy and sell more of Unilever’s brands. At the beginning of the program, each customer was given a set of sales targets. On the achievement of a target level, they were rewarded with a golden ticket. The more targets they achieved, the more Golden Tickets they were rewarded with.

For example, if they were to achieve 22 tickets over the nine months, they were entitled to travel for four nights. If they achieved 28 tickets, they were rewarded with six nights of travelling. For those who over-achieved, they were welcome to invite two other people with them on the trip or use their additional Golden Tickets to extend their stay in Australia or upgrade to business class travel.

The memorable reward

Following the sales and registration period, those who achieved were rewarded with an all-expenses-paid trip to Australia. During their first day in Melbourne, Victoria, the group took part in a city tour, breakfast at St Kilda Beach and two optional tours of either the Yarra River or the MCG. They were then treated to an AFL game – this experience was chosen because it was uniquely Australian and the majority of the delegates were major sports fans. Following the game, the delegates had some downtime at their hotel, before attending their official welcome cocktail function.

Delegates received a first hand tour through Superior Foods in Melbourne

Delegates after their exclusive Superior Foods tour

Top: Delegates received a first-hand tour through Superior Foods in Melbourne
Bottom: Delegates after their exclusive Superior Foods tour

During their second day, the delegates attended a forum at Superior Food Services, where they learned about the Australian Food Service market and received a tour through Superior Food Service’s operating facilities. They also received an overview of the business from the company’s CEO and Co-Founder, Craig Phillips. Following the seminar, the group of 158 were flown to Sydney, New South Wales. During their three days in Sydney, the delegates took part in various optional activities, such as a Harbour Bridge Climb, a helicopter tour of the city and a Harley Davidson ride around town.

Glenn McGrath showing the delegates what he’s made of

Glenn McGrath showing the delegates what he’s made of

They were also given the option to either play a round of backyard cricket with Australian legends, Glenn McGrath and Brad Haddin or venture to the Blue Mountain to sightsee the Three Sisters. For their last night in Sydney, the group attended a Gala Dinner at the Sydney Opera House, where they experienced a private fireworks display over the harbour, which revealed the Unilever logo. Following this, the delegates immediately gave our client a standing ovation.

Fireworks display with UFS logo featured

Fireworks display with UFS logo featured

Due to their tier one achievement level, 20 per cent of the delegate’s experience ended in Sydney. The remainder were flown to Port Douglas, Queensland, where they enjoyed an additional two nights. On their arrival in far North Queensland, the delegates enjoyed optional activities of either go-karting, the Skyrail Rainforest Cableway or white-water rafting. They then enjoyed lunch at the Hartley’s Crocodile Farm, where they had the opportunity to cuddle a koala and pat a kangaroo. For their final day, they enjoyed a private charter out to the Great Barrier Reef, before finishing up with an exclusive dinner at The Flames of The Forest, where they enjoyed Indigenous meals and entertainment under the stars in a tropical rainforest.

Delegates snorkelling at the Great Barrier Reef

Delegates snorkelling at the Great Barrier Reef

Results

The MEPS program generated an OVERALL SALES GROWTH of:

27%

Sales growth by overall customer base

*Sales growth measured by overall customer base year-on-year.

57%

Sales growth by engaged customers

*Sales growth measured by engaged customers (customers who have achieved 1 or more Points).

The MEPS program was the third year of MGT 3.0 Unilever Middle East, Egypt, Pakistan and Sri Lanka’s incentive program and received the best results yet. Unilever experienced a 27 per cent growth in their sales during the buying period for the program. The program also received 57 per cent year-on-year growth from its most engaged customers who achieved more than one token. These figures were consistent and sustained over a nine-month period. For the rewarded trip to Australia, 158 delegates from seven countries achieved their sales targets and more than one ‘ticket’. This large number of attendees was up 73 delegates from the program the year before, which saw them visit various locations in China. The year prior, 80 delegates visited New York City, United States of America. This again shows and proves the incentive program increases engagement and sales each year, due to the memorable once-in-a-lifetime experiences that the delegates were rewarded with each program.

Testimonials

“Hi Incremental Marketing Team,

On behalf of UFS and all MGT Australia delegates, I would like to thank you for the seamless and professional execution of the MGT 3.0 program, from planning to ‘standing ovation deserved’ execution. The positive experience not only reflects positively on IMG but also UFS, so a big thank you for this. Hope you enjoyed a few relaxing days following our visit.

Best regards,
Myriam Estanboulie
Channel Marketing Manager – Trade Middle East, Pakistan and Sri Lanka”

“Hello Rob,

Hope my email finds you well. I am speechless and few words cannot express my feelings towards your hard work and professional hospitality. Just to let you know, whenever you step into Dubai, note that I will be at your service greeting you with all my heart. My regards to all your team.

Cheers,
Pierre Hachach
Senior Account Manager – Food Service Chef Middle East LLC”

“As an aside Tony I can’t praise Rob and the team enough. I expect high standards from the team following the great job done in China and yet again they are a credit to the business. The organisation is faultless to a ‘T’ but it’s the personality and camaraderie of the team that adds the magic. I will, of course, tell them but they are so professional they won’t listen to me!!!

Thanks,
Colin Butler
Managing Director Unilever Food Solutions Middle East, Pakistan and Sri Lanka”