BMW Business Partnership Programme
Agency: Zibrant LIVE
Winner of the Incentive Programme of the Year award, the BMW Business Partnership Programme by Zibrant LIVE was the highest scoring event across all categories, making it a worthy winner of this year's Grand Prix. Judges described the Namibia programme as slick and impressive, while BMW rated it "absolutely the best we have done".
Zibrant was asked to deliver an aspirational incentive, completely different from the previous year's trip to Whistler and Vancouver, on a reduced budget, and drive corporate sales performance despite BMW raising the qualification threshold from 100% to 120% of target.
A unique, four-night programme in Namibia was created, supported by a comprehensive and creative 12-month communications campaign around the theme 'Into the Wilderness'.
All the participants said they were kept motivated by the communications campaign and, despite the 20% increase in qualification criteria, 39 people were eligible for the incentive (two more than the previous year). Business Partnership reported a record year, with sales up around 50% year-on-year and the three top performers achieving over 200% of target, while 100% of winners rated the trip 10/10. On top of that, the programme achieved a 15% reduction in budget.