HP “Shift into High Gear” Sales Incentive

The Challenge

HP needed to increase PC and Print sell-out in a competitive reseller environment.

Short-term incentives often deliver spikes, but the real challenge was sustaining performance over a six-month period while keeping partners engaged.

The programme had to directly link effort to reward, while reinforcing HP’s brand and creating a compelling reason for resellers to prioritise HP products.

The Strategy

Audience: High-performing resellers aligned to PC and Print targets

Key insight: Clear performance targets paired with exclusive rewards drive sustained effort

Channel mix: Campaign communications, sales tracking, incentive experience

Creative direction: “Shift into High Gear” – inspired by HP’s Scuderia Ferrari partnership

Commercial objective: Increase sell-out, maintain momentum, and strengthen reseller loyalty

The Execution

Campaign rollout

• Developed the full incentive concept and mechanics
• Rolled out themed communications aligned to the Ferrari partnership
• Maintained engagement across the six-month campaign period

Performance management

• Tracked reseller sales against defined PC and Print targets
• Verified results and identified top-performing partners
• Ensured transparency and credibility in the reward process

Incentive experience

• Delivered a premium reward: Formula 1 Australian Grand Prix in Melbourne
• Hosted 40 top-performing resellers
• Managed full travel, logistics, and on-the-ground coordination

Brand integration

• Embedded HP’s Ferrari alignment across all touchpoints
• Created a consistent, high-energy campaign identity

The Impact

• 200 attendees – full partner and executive audience reached
• Stronger engagement – storytelling and production elevated attention and participation
• Clear brand reinforcement – innovation and scale experienced firsthand

This moved the event from a recognition moment to a relationship-building platform.

Why It Worked

• Clear narrative that anchored the entire experience
• Strong alignment between creative, production and brand
• Designed for the audience in the room – not a generic format
• High execution standard across every touchpoint

Team

Account Manager: Ashleigh Fisher
Campaign Strategist: Tyrone Havenga
Design Strategist: Nyiko Rikhotso