Terra Fighters 2007
Terra Spain
Issue 5 | July 2008
Agency
OgilvyOne worldwide Madrid
Creative Team
Javier Arcos - Creative Director;Gerardo Fontanes - Art Director;David Pinel - Copywriter;Marta Gamboa and Celia Martinez - Designers
Production Team
Yolanda Martin
Other Credits
----
Date
January 2007 - ongoing
Background
The main objectives of the campaign were to encourage Terra's sales team to hit their quarterly and annual targets, and to help bond the team. Hitting annual sales targets requires great effort throughout the organisation, often involving additional incentives besides purely financial ones. Terra has been developing incentive plans for a long time and for 2007 they needed to come up with something that was completely different, highly motivating and had a strong impact.
Idea
To help them meet these objectives, OgilvyOne worldwide created the 'Terra Fighters Challenge 2007'. This involved depicting each sales person as a Mexican wrestler. Mexican wrestling was chosen as a good example of 'effort' in which the result depends solely on personal skill. It is also known for its showiness, paraphernalia and colour. Just as each Mexican wrestler has his personal, unique mask, so would each of the sales staff. And just as each Mexican wrestler has his nickname to depict his skills, so would the sales staff.
As well as the mask, the pack also contained the files of all the 'competitors' through which each sales representative would get to know the others' skills, always in a humorous tone, and a leaflet explaining the way the plan works and the catalogue of prizes. In addition to quarterly prizes and a final holiday, the two sales reps with the best results each quarter would be able to keep a real belt exactly the same as those awarded to boxers or wrestlers in their workplace. The names of the best performing sales staff would be announced in different in-house media across the company.
Results
The programme has met with great enthusiasm and has become widely known throughout the organisation, not only among the sales staff. First quarter targets, which were divided into quantitative and qualitative results, have not only been hit, but have been surpassed by 10% with respect to last year.
Target Audience
Terra sales staff
Our Thoughts
Exploiting the competitive nature of sales-people and dishing out luchador masks. This campaign couldn’t fail!