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Client: Matthew Clark Wholesale/Coca-Cola Enterprises
Event: Best of Britisch

Objective/brief:
Launch and implement a joint incentive to drive the sales of Schweppes as well as Coca-Cola and Monster soft drinks brands.

There were two parts to the incentive: one for telesales staff, and one for the field account teams. However, we needed a single identity that would link the programmes, the end prizes and Schweppes.

The phase two account team incentive ran from July to September and the prize was to be an October weekend event, ideally within the UK but with the buzz of an overseas trip. The experience needed to engage and wow attendees and be unique; whilst still being sympathetic to the climate of the industry.

 

Particular challenge:
Finding the right venue within budget and in the right location (1.5 hour drive time from Bristol) was a challenge. We wanted a venue that combined traditional English features with a high standard of facilities, and that guests could enjoy in their free time. As the group was quite small and made up of people who didn’t regularly work together, we had to come up with a range of group activities that would involve everyone but didn’t feel ‘forced’.

How did we meet the objectives and overcome challenges:

 

We created a ‘Best of Britisch’ overall identity for the combined programmes, with the main incentive being the “Great Britisch House Party” held at the exclusively-hired Lemore Manor in the Herefordshire countryside. As guests arrived, they were greeted with an arc of 8 impressive supercars including a Ferrari, a Lamborghini, an Audi R8, an Aston Martin…. They had an afternoon-tea style lunch with a vintage theme before heading out for the afternoon in the cars, alternating cars and drivers along the way to make the most of the experience.

Once guests arrived back at the house they were welcomed with a glass of Pimms and the chance to be pampered: the ladies with their very own retro hairdresser and make-up artist and the boys with a traditional cut-throat shave.

During the evening, guests dressed to impress for a three-course evening meal and their very own disco, DJ and hot tub. Other activities for the weekend included a school sports day, a British cinema afternoon (the house had its own!) along with their own pick ‘n’ mix stand, a murder mystery evening and a picnic lunch – complete with scotch eggs, pork pies and homemade lemonade!

The weekend provided a balance between group activities and free time for the attendees to enjoy the venue and breath-taking surroundings.

Outcome.

The super car activity was a great way for the group to get to know each other; the school sports day brought out everyone’s competitive spirit and the murder mystery evening provided a fun environment for the group to work together and solve the crime.

Although the incentive group was relatively small with only 17 winners, we appointed two hosts to the event so that the group would feel spoilt in terms of attention.

The total average satisfaction score for the entire incentive was 95% with a 99% score for Assured Events’ creativity and organisation of the project. We were asked to organise the incentive for the following year on the back of this success and the outcomes.

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“I just wanted to thank all at Assured Events for your hard work in putting this event together. I was really impressed with the standard and content of the incentive and you all made us feel so welcome and relaxed. So a big thumbs up from me!”
Customer Development Director: Matthew Clark Wholesale

 

“The venue was brilliant, the event was brilliant and Assured Events were brilliant!”
Manager: Matthew Clark Wholesale

 

“The event met and way exceeded my expectations compared to the original brief we gave!”
Business Development Manager: Coca-Cola Enterprises

 

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