Snowbombing

Snowbombing

A blast of a winter brand experience

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This was a demographic-specific incentive campaign and event. The client had a big target to hit and so did we.

The Challenge

The client wanted to run a Q1 incentive for their internal sales team. The incentive campaign and event had to appeal to the target audience: young (18-25), ambitious and outgoing sales people. In addition, the client had a big target to meet so the impact of the incentive had to be significant and appeal to all 300 sales staff. The time of year was key and the event must take place as close to the end of the quarter as possible. The client was looking for something different rather than the obvious choice.

The BIG Idea

We pitched Snowbombing, a big winter sports and music festival in Austria that would appeal to the target audience. The event would be promoted as the ultimate end-of-season party for top performers. This group would receive a bespoke VIP experience both on and off the mountain, including a luxury hotel stay, exclusive access at the festival and VIP invites to the best parties. The event would include flights, transfers, lift passes, ski hire, lessons, hosting and ski-themed goody bag inclusive of a brand new pair of Oakley ski goggles.

A festival filled with fresh air, blue skies, black runs and white-hot parties

The Highlights

The festival was a big hit with the group, with everyone fully embracing the ultimate “party on the slopes” feel to the event. One of the highlights from the festival was finding the fabled secret disco, which the group discovered in a large igloo off the beaten track after much searching. The group enjoyed the chance to hit the slopes themselves and take in some big events on and off the snow. The après-ski stories were certainly ones to remember!

The Upshot

Over the campaign period, the client recorded an increase in sales of over 40%, making it their most successful promotion to date. The campaign generated considerable attention engaging all of the sales team. The event strengthened relationships, increased loyalty and demonstrated the capability of the sales floor when an attractive incentive was on offer.