The Challenge
Motorola, at the time one of the country’s five leading communications companies, was competing head-to-head with Nokia, Kyocera, Alcatel, Sony Ericsson, and Siemens. The retail channel accounted for 20% of total mobile phone sales, but Frávega and Garbarino concentrated 60% of that channel’s sales. Motorola had never run an incentive campaign there.
The Solution
A combined campaign of sales force incentives (push) and consumer promotion (pull) during the year-end season, run across the Frávega, Garbarino, and Compumundo chains. Salespeople competed for group trips to Iguazú Falls and the Conrad Resort & Casino in Punta del Este. Consumers entered via coupon or by calling an IVR line with a “Motocódigo.” A Mystery Shopper audit was added, covering 66 points of sale in Greater Buenos Aires across 4 rounds.
Results
Motorola’s share in both chains grew 20 percentage points during the campaign (from 40% to 60% share), equivalent to 60,000 units sold through Garbarino and 55,000 through Frávega. According to the Mystery Shopper audit, 72% of salespeople spontaneously offered the Motorola brand, compared with 9% for Nokia, 8% for Samsung, and 6% for Siemens.
Notable Details
At the time, 70% of the sales force at those chains personally used a Motorola phone. The campaign won the 2005 SITE Crystal Award for Best Use of an Incentive to Solve a Marketing Problem, the 2005 Globe Award Silver for Best Retail Incentive Action, and both Gold and Silver at the 2005 FIP (Iberoamerican Promotions Festival).
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