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Objective


GEICO Direct reps to increase sales during a two-month period

Campaign Details


As a Busch Series NASCAR corporate sponsor, GEICO launched a terrific tie-in sales contest with a NASCAR theme. Each region hosted a kickoff rally, distributing “GEICO 500” caps, flags and mini tire-pressure key chains, and prizes ranged from stadium seats to smart mugs and race fan kits. During the two-month window, GEICO awarded race-themed promotional items and cash value scratch cards ($2 to $50) for every sale. Grand prizes of $1,000 debit cards were presented to each team member who showed the greatest increase in productivity.

Results


New corporate business increased by 9.4 percent company wide, and productivity was up 14.3 percent.