Who wants to be a millionaire?

Challenge:

Keeping a sales team motivated throughout a year is a tough task. We were appointed to come up with a way to keep the British Gas Business sales teams that drive new and continued business focused and productive without monetary incentives.

Solution:

When British Gas Business sets out to motivate their sales force, they go big. The Millionaires Club enticed the sales and retention teams to go beyond their targets with a handsome rewards programme worthy of their extraordinary efforts.

We turned what started off a small prize giving at the end of annual meetings into something much bigger. The ultimate reward was an indulgent holiday overseas for all of the go-getters who made an exceptionally outstanding contribution to British Gas Business through sales and retention or other recognised and measured means. (The Millionaires' lucky partners were also invited on the trip.)

The Millionaire's Club is now in its 3^rd year, each one has become bigger and more luxurious than the last with branded "Millionaire's Club" merchandise, T-shirts, badges and hats just a part of the reward. In 2008 the winners were carried off to spectacular Iceland, in 2009 the club travelled to exotic Jordan and this year's competition sees the winners heading off to Las Vegas, the ultimate playground for millionaires.

Launching the British Gas Business Millionaires Club internal rewards programme proved a grand affair: we developed an elegant logo (with a dynamic digital counterpart), individual letterpress invitations, deluxe award items, high-quality holiday accessories, and an ongoing email and web campaign to fuel competition and generate intrigue.

Results:

Through implementing the internal communications around the Millionaires Club, the business additional 10% of revenue against its targets.