With the introduction of competition within their market place, Royal Mail felt it was important to gain the edge over its new competitors. Home’s brief was to help Royal Mail create that edge.
Home’s methodology for the campaign was simple; create a campaign that rewarded employees in return for SME and other business sales leads. By creating a simple and rewarding way to capture new sales leads, everyone was going to win. Working closely with Royal Mail’s communications team, a new initiative was devised. One that made all employees ambassadors for the business by spotting possible sales leads. By using Royal Mail’s biggest advantage – its network of over 100,000 frontline staff – they could have 100,000 possible new sales in every corner of the British Isles overnight.
Colleagues, when out and about on their daily walks, were asked to spot opportunities (competitors delivering/collecting) and then feed these leads to the sales force, who then followed them up. The outcome of the sales call would then be fed back to the lead generator and, if it was successful, the generator would be incentivised for their contribution. This whole method would drive engagement with the business.