Formula Win

Client: HP

Imola, Italy

HP faced a critical commercial moment: the end of Windows 10, the introduction of Windows 11 and AI PCs, and the need to stand out in an increasingly crowded vendor ecosystem. HP tasked CI Group with an incentive campaign that would energise its entire UK&I partner network, drive incremental Windows 11 sales, and make HP's global sports partnerships - Ferrari, Real Madrid and Wrexham FC - feel vivid and meaningful to the salespeople selling HP's products every day.

CI Group conceptualised Formula Win: a 12-week campaign built around F1 and HP's Ferrari partnership, fusing shared values of precision, innovation and performance under pressure. Thirty Partner Days at tier-one offices combined interactive product training with Ferrari-themed experiences and gamification, while Hype Days activated HP's Real Madrid and Wrexham FC partnerships across a broader audience. A live leaderboard, midway milestone rewards and a final-week sales push maintained competitive momentum throughout.

The twelve highest-performing salespeople were rewarded with a three-day trip to Imola for the Emilia Romagna Grand Prix - Ferrari's home circuit - where they experienced the race from grandstand seats, explored Bologna, and enjoyed curated regional dining and cultural experiences, with every detail designed to celebrate winners and strengthen relationships with HP's senior leadership.

Formula Win delivered an ROI of 1:20, trained 2,406 salespeople across 70 partner sites, generated 18,921 hours of direct engagement, and produced 479 social media posts amplifying campaign visibility across the channel. Following the 2025 success, HP committed to bringing Formula Win back in 2026, expanding its scope across HP's broader product portfolio.