Haygarth’s HP’s ‘The Palm Sales Apprentice’ campaign won the IPM gold awards for ‘B2B’ and ‘Sales Incentive Programmes’ after successfully demonstrating that its inventive training programme built real advocacy amongst staff and considerably increased their propensity to recommend a Palm handset.
With the brief ‘To win the hearts and minds of O2 retail staff’, Haygarth created the education and training programme to engage sales staff and inspire them to participate and become long-term ambassadors of Palm. The six week training and motivation programme (across 450 stores) was an unheralded success. Over 9 in 10 respondents believed the Apprentice Scheme made the brand much more appealing and substantially increased their knowledge of Palm; handset sales reversed a declining trend to climb week on week to 180% of the previous five week average.
Sophie Daranyi, CEO at Haygarth comments: “We are very proud that our work has been recognised for what it is meant to be - creative and effective. I want to say a huge thanks to the dedicated teams that made these two campaigns come to life, and our open-minded, supportive clients for giving us the opportunity to create award-winning work.”
