Epson “Strike It Rich”

The Challenge

HPE needed an awards event that delivered more than recognition.

Epson needed to increase reseller engagement and drive consistent sell-through across a competitive channel.

Traditional incentive programmes created friction – manual processes, complex mechanics, and low visibility reduced participation and limited impact.

Resellers were also managing multiple communications across platforms, with no single, simple way to engage. The opportunity was to remove barriers and create a system that could scale across markets while driving sustained behaviour change.

The Strategy

Audience: Resellers across South Africa and broader MEA markets

Key insight: Immediate, easy-to-use platforms drive higher participation

Channel mix: WhatsApp engagement, chatbot automation, digital incentive programme

Creative direction: “Strike It Rich” – a gamified, reward-led system with clear value exchange

Commercial objective: Increase participation, drive sell-through, and build long-term loyalty

The Execution

Campaign rollout

• Designed and launched a mobile-first incentive programme
• Built a clear qualifying product framework
• Created simple, consistent communication flows

Technology enablement

• Developed a WhatsApp chatbot for logging and engagement
• Enabled real-time tracking of reseller activity
• Automated reward allocation to remove delays and friction

Programme management

• Implemented a transparent monthly reward structure
• Managed ongoing engagement and participation
• Continuously optimised based on reseller behaviour

Scaling the model

• Piloted in South Africa
• Expanded into Middle East and Africa markets
• Adapted mechanics for local relevance while maintaining consistency

The Impact

• 140 active resellers – strong adoption of the platform
• Multi-market rollout – scaled beyond initial pilot
• Sustained sell-through growth – driven by always-on engagement

This shifted incentives from periodic campaigns to a continuous performance system.

Why It Worked

• Removed friction through a familiar platform
• Real-time rewards reinforced behaviour
• Simple mechanics increased participation
• Built for scale from the start

Team

Account Manager: Kerry McLaren
Campaign Strategist: Jess Louw
Design Strategist: Innocent Madonsela