SITE Crystal Awards 2016 – ICP Group Case Study

Award: Most Effective Incentive Marketing Campaign

Winner: ICP Group S.A., Warsaw, Poland

Title of Winning Program:  “Daimler Trucks Discovery”

When Mercedes-Benz Poland asked ICP Group S.A. to help increase truck sales and improve their truck dealers’ motivation, ICP Group met their task with patent passion and hard work. By creating an action-packed incentive trip to Brazil and creating enormous excitement throughout the year with an industrious marketing plan developed around the truck dealers’ demographic, all young men at ages 30-40, the “Daimler Trucks Discovery: Stars League, Edition: Brazil” program increased sales by 15% in 2015 and over 95% of participants claimed to feel more engaged with the company.

The ICP Group created a year-long program based around incentives, including monthly cash-prizes and quarterly vouchers, all leading up to a winning trip to Brazil full of unique sports attractions including bike rides along the famous Copacabana and Ipanema beaches, unusual Hawaiian canoe tours on Guanabara Bay, surfing classes with professional surfers, morning jogs along Copacabana, and a taste of local sports culture with “footvolley” classes taught by a Brazilian trainer. The team designed a rigorous, year-long marketing strategy that accurately tapped into the dealers’ interests, using football as the central focus of all communications to promote the Brazilian trip as an once-in-a-lifetime experience.

Using a Mercedes-Benz TV Channel, the ICP Group created a monthly broadcast recorded in Rio de Janeiro by a local actress, talking about the amazing places that the winners of the incentive trip were going to visit. The material was broadcast from Maracana stadium, a well-known samba club or from a local restaurant where the chefs were preparing churrasco. The “MB TV” drove more engagement to the program and led to even stronger competition, resulting in increased sales. Along with personal text messages to participants and fun gamification tracking sales throughout the year, the ICP Group built a very robust motivation to win the Brazilian adventure getaway throughout the group, even overcoming the challenges of the Zika virus breaking during the incentive trip program.