BMW UK: Costa Rica Group Incentive

BMW UK: Costa Rica Group Incentive

The Objective

We have worked with BMW UK Incentives for years, and their Ultimate Adventure Club is the jewel in the crown for top-performing retailers year after year. This year we needed a solution that took things to the next level. Meeting expectations was never going to be enough; we had to exceed them every step of the way to make sure the 160-retailer strong workforce flew past their target. The goal was to create an unforgettable itinerary to a high-profile and exclusive destination, to wow the guests. 

The Insight

Having worked with the key stakeholder for many years we know what works, but wanted to go bigger and better than our previous campaigns. Based on the client and in-house experience, we decided on Costa Rica as the trip destination. The BMW Sales Managers are an adrenaline-thirsty group, and so we ensured the experience itinerary was jam-packed and included a perfect blend of action and luxury.

To get the group excited, we: 

– Drip-fed qualification information to the retailer network about the new challenge
– Personalised e–shots linking to an online event countdown
– Adapted the logo of the Ultimate Adventure Club to reflect the choice of the event location
– Delivered pocket-sized video books to each of the retailers simultaneously
– Delivered a 90-second launch video that highlighted the adrenaline-fuelled trip in store for 60 winners and connected to what is now a full-service event website

The Advice

We made sure the experience had it all. First, guests ventured to a secret retreat before embarking on an adrenaline-fuelled day. Canyoning, zip-lining, scorpion experiences and rainforest river tubing…the group got truly immersed in the white-knuckled activities before relaxing into a tranquil waterfall lunch with masseuses on hand to take care of aches and pains.

Next, they boarded a luxurious catamaran trip, embarked on a private island tour and enjoyed a boat-to-beach gourmet dinner with a local band playing. The team then experienced a Top Gun experience, where the voyage continued to Andaz Peninsula Papagayo, one of the world’s most luxurious hotels.

Each day turned it up a bit more. Just when they thought it couldn’t get any better, helicopters were then on hand to whisk guests to the rainforest for a day of rafting and towering volcanoes. Throughout the entire experience, each element was highlighted with tasteful branded touches, all designed to recognise the winners’ year of remarkable achievements. With a professional photographer following every move, memories of the trip were transformed into take-home gifts for the retailer guests and used to motivate the following year’s contenders. 

“From the planning to delivery, every little part of the programme was delivered with pure excellence, even when things didn’t quite go to plan! What was also nice were all of the little surprises that Søster built into the programme to keep everyone (even me!) wondering what was coming next!” 

National Sales Manager

The Lasting Impression

We achieved 104% of the sales target which resulted in a 4% National increase in sales. The Ultimate Adventure Club certainly lived up to its name by building on the success of our previous incentives with the client, incentivising 48% of those who had won a place the previous year to go above and beyond once again to secure their spot. Tales of the previous trips were shared with the network and inspired 52% to join this illustrious club for the first time.

We gathered an impressive 100% positive feedback from attendees. Throughout the whole experience, guests were testing their own limits against snakes, scorpions, and the sun, which only contributed to the positive team spirit of the intrepid retailers. The success of the event is demonstrated in the figures, the positive feedback and the achievement of winning the C&IT Awards Special Commendation 2016. 

“This was the fifth incentive in a row that Søster have managed for me and yet again they have done a superb job. Having set out in the brief that I wanted to find ‘the next big incentive venue’ the team came up with Costa Rica. From start to finish no stone was left unturned to provide a really stunning incentive.” 

National Sales Manager