Formula Win

Client: HP

Monaco

Formula Win was a standout incentive campaign created and delivered by CI Group for HP, designed to drive adoption of Windows 11 upgrades and further cement HP’s reputation as a leader in the channel. Spanning 12 weeks, CI Group’s campaign captured the excitement of Formula 1 to energise 2,406 partner salespeople across 70 partner sites, with 70 hours of alliance-led training and a remarkable 16,609 hours of overall engagement.

Our approach drew on HP’s global sports partnerships with Ferrari, Real Madrid, and Wrexham FC to create dynamic in-office activations and gamified challenges. From racing simulators to football-themed SPIFFRs, every element was crafted to immerse participants in a high-energy environment. Weekly live leaderboards and real-time performance updates spurred ongoing motivation and healthy competition.

CI Group’s meticulous planning and flexibility ensured seamless delivery, adapting on-site to each partner office’s needs while maintaining a consistent and impactful message. Despite tight deadlines and logistical hurdles, the team kept the atmosphere electric throughout, reinforced by our curated social media packs that generated 479 LinkedIn posts and significant peer-to-peer recognition.

At the heart of the campaign was a luxury trip to the Monaco Grand Prix, crafted by CI Group to reward top performers and forge strong connections between partners and HP’s senior leadership. Fine dining, luxury accommodation, and sightseeing experiences were complemented by branded touches that celebrated excellence and deepened loyalty.

The campaign’s success was evident in its ROI of 1:20, the acclaim of being named “Vendor of the Year” by several partners, and, most importantly, the long-lasting impact on partner loyalty and engagement. Formula Win, delivered by CI Group, demonstrated the power of creative, immersive incentives to strengthen relationships and elevate brand visibility in a competitive landscape.