Dell Partner Incentive

Incentivising reseller Account Managers




revenue generated 


Account Managers engaged 

The challenge

  • Dell and Softcat wanted a campaign to incentivise Softcat Account Managers (AMs) to sell Dell accessories
  • They needed to really grab the attention of busy and pressured AMs and to stand out from other vendors.
  • They had a budget, a prize pot and the request for a 6-month campaign.
  • The rest was down to us!

The solution

  • On the busy Softcat sales floors we needed to create a real impact
  • We opted for stand out creative based on a fun, different to the norm concept that would get talked about
  • Our messaging was kept simple so that AMs would instantly know what the campaign is about and was reflected in the clear imagery
  • The concept was Accessorise to Accessorise: by selling accessories you’d benefit by winning cash-in-salary to buy things for yourself
  • This was brought to life in the creative with contrasting imagery of before and after selling Dell accessories
  • By including the Softcat Dell team in the creative we kept things personal, recognizable and made it real, helping to bring together the reseller and vendor
  • To launch and execute the campaign we included some pre-launch activity to build hype
  • An easy to use deal reg portal was designed and build
  • We also designed and built a live leaderboard that displayed on office screens

The result

  • It’s been the most talked about and successful partner incentive for Softcat of all time!
  • Highest level of engagement with AMs for any campaign run to-date (50% of AMs engaged)
  • Extremely positive feedback and recall of the incentive
  • This has centred around the eye-catching creative and the incentive being easy to understand - “everyone knows this campaign and knows what it’s about”
  • Highest ROI of any Softcat vendor incentive at 19,000%!
  • Over £15million in revenue generated during the campaign

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