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Four years of sales force motivation via digital gamified communications
CASE: CORPORATE UNIVERSE
Four years of sales force motivation via digital gamified communications
CASE: CORPORATE UNIVERSE
Our client launched a complex, innovative product.
Goal: to develop an alternative sales channel and motivate employees to be local brand ambassadors.
Problem
How do we engage employees to take part in a corporate referral program? How do we create a habit out of selling, considering it's not directly a part of the job for the majority of the staff?

The client was ready to experiment.
Problem
How do we engage employees to take part in a corporate referral program? How do we create a habit out of selling, considering it's not directly a part of the job for the majority of the staff?

The client was ready to experiment.
Solution
We developed a beautiful and immersive gamification platform.
During four years of its existence it became a recognizable inner brand with a development strategy, continuous updates, and integrations to overall company communication ecosystem.
Solution
We developed a beautiful and immersive gamification platform.
During four years of its existence it became a recognizable inner brand with a development strategy, continuous updates, and integrations to overall company communication ecosystem.
1. Environment and target audience analysis
The target audience of this initiative is very complex. First, it includes all employees in Russia, from trainees and production workers to top managers. This fact raised expectations on big idea. It had to be exciting and understandable for everybody.

At the same time, the end target audience is friends, families and social environment of the employees.
1. Environment and target audience analysis
The target audience of this initiative is very complex. First, it includes all employees in Russia, from trainees and production workers to top managers. This fact raised expectations on big idea. It had to be exciting and understandable for everybody.

At the same time, the end target audience is friends, families and social environment of the employees.
“
Every time we came up with a mechanic or an email, we kept in mind two audiences, two key messages, and two motivations.
— Andrey Bolshakov, Senior Account Manager, Convergent
“
Every time we came up with a mechanic or an email, we kept in mind two audiences, two key messages, and two motivations.
— Andrey Bolshakov, Senior Account Manager, Convergent
2. Creative idea and strategy
We had to make this initiative special and apart from standard work processes. It had to be very engaging and inspiring. The idea of a universe, exploration and getting out-of-ordinary was a perfect fit! The bright design, special tone of voice, packaging goals in one mission, fun trainings and virtual currency attracted a lot on attention.

The platform was launched as a space-centric concept, with unique creative setting every annual season. By the end of year 4, we refocused the idea to "return to home Earth" and immersed employees to the concepts of science and technology around the products.
2. Creative idea and strategy
We had to make this initiative special and apart from standard work processes. It had to be very engaging and inspiring. The idea of a universe, exploration and getting out-of-ordinary was a perfect fit! The bright design, special tone of voice, packaging goals in one mission, fun trainings and virtual currency attracted a lot on attention.

The platform was launched as a space-centric concept, with unique creative setting every annual season. By the end of year 4, we refocused the idea to "return to home Earth" and immersed employees to the concepts of science and technology around the products.
Every season has its concept: we update the visuals, adapt the mechanics and key messages to new goals. At the same time, keeping the central message of care for the future and our loved ones throughout every season.

Our main objective is to keep focus on the company's values and strategic goals for every employee.
Every season has its concept: we update the visuals, adapt the mechanics and key messages to new goals. At the same time, keeping the central message of care for the future and our loved ones throughout every season.

Our main objective is to keep focus on the company's values and strategic goals for every employee.
3. Contact strategy
Teasers, weekly digests, platform-branded merch merchandise, POSMs, and two secured corporate groups in Microsoft Teams and Telegram — all of that made the platform an independent recognizable ecosystem.
3. Contact strategy
Teasers, weekly digests, platform-branded merch merchandise, POSMs, and two secured corporate groups in Microsoft Teams and Telegram — all of that made the platform an independent recognizable ecosystem.
4. Campaign development and tools
The main goal was to facilitate the sales. We developed all possible and needed actions with the client and programmed them.
4. Campaign development and tools
The main goal was to facilitate the sales. We developed all possible and needed actions with the client and programmed them.
  • 1
    From training to sales support through product education, every action has its own value of points and transfers to the virtual currency
  • 2
    Transparent rating system and progress bars: personal and teams
  • 3
    New mechanics and challenges every month or season, including additional quests, double points for deeds and battles
  • 4
    Engagement and loyalty interactives: easter eggs and a timekiller
  • 5
    Prizes: platform-branded merchandise, film and music subscriptions, game consoles, iPhones, Robot Vacuum Cleaner, and others
  • 6
    Auction has become the most discussed mechanic on the platform. The users could invest their points and win a trip to the FIFA World Cup or Capetown
  • 1
    From training to sales support through product education, every action has its own value of points and transfers to the virtual currency
  • 2
    Transparent rating system and progress bars: personal and teams
  • 3
    New mechanics and challenges every month or season, including additional quests, double points for deeds and battles
  • 4
    Engagement and loyalty interactives: easter eggs and a timekiller
  • 5
    Prizes: platform-branded merchandise, film and music subscriptions, game consoles, iPhones, Robot Vacuum Cleaner, and others
  • 6
    Auction has become the most discussed mechanic on the platform. The users could invest their points and win a trip to the FIFA World Cup or Capetown
The virtual currency has value outside the platform. For two years, our client company has been supporting a charity. As part of this support, employees can donate their points according to the inner exchange rate.
The virtual currency has value outside the platform. For two years, our client company has been supporting a charity. As part of this support, employees can donate their points according to the inner exchange rate.
Development and analytics
We used progressive web app technology to update large amounts of sales information without refreshing the page
We considered data security requirements and integrated the platform into the client's corporate ecosystem. Only employees registered in the intranet have access to the platform
We integrated client's Salesforce with our platform and configured data exchange to facilitate sales progress visibility
We collect analytics data and user reviews, engagement rates on various mechanics, and apply the changes making the platform even better
Development and analytics
We used progressive web app technology to update large amounts of sales information without refreshing the page
We considered data security requirements and integrated the platform into the client's corporate ecosystem. Only employees registered in the intranet have access to the platform
We integrated client's Salesforce with our platform and configured data exchange to facilitate sales progress visibility
We collect analytics data and user reviews, engagement rates on various mechanics, and apply the changes making the platform even better
The Universe today
The platform transformed into a convenient sales support and motivation tool. The users can find everything on the main page: prices and special offers, FAQs, instructions, and easy access platform functions.

Personalized interactive dashboard delivers statistics that reflects personal ratings and achievements.
The Universe today
The platform transformed into a convenient sales support and motivation tool. The users can find everything on the main page: prices and special offers, FAQs, instructions, and easy access platform functions.

Personalized interactive dashboard delivers statistics that reflects personal ratings and achievements.
RESULT
  • In partnership with the client, we created powerful inner brand.
  • We achieved high response rates on mechanics. We tested dozens of mechanics and approaches, denied the least efficient ones, and developed the most successful. We changed the CRM-strategy, launched special projects, and experimented with formats.
  • We integrated the BRM approach to maximize the platform value. We focused on the client's primary business goals and values — to activate employees and adapt the program to their interests and the final audience's needs.
RESULT
  • In partnership with the client, we created powerful inner brand.
  • We achieved high response rates on mechanics. We tested dozens of mechanics and approaches, denied the least efficient ones, and developed the most successful. We changed the CRM-strategy, launched special projects, and experimented with formats.
  • We integrated the BRM approach to maximize the platform value. We focused on the client's primary business goals and values — to activate employees and adapt the program to their interests and the final audience's needs.
  • 10%
    of product sales were initiated via the platform
  • ×2.5
    times over-performance
    on KPI (150% more)
  • 93%
    employees are active participants
  • 4
    years of continuous powerful performance
  • of product sales were initiated
    via the platform
    10%
  • times over-performance
    on KPI (150% more)
    ×2.5
  • employees are active
    participants
    93%
  • years of continuous
    powerful performance
    4
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