Case study: Group Incentive

Softcat – India

  • Sector Tech
  • Destination India
  • Attendees 60
  • Date November
Beach huts at sunset in Goa

What did the client want?

Softcat challenged us to come up with an incentive for their top 60 performers that would drive sales and employee engagement throughout the entire salesforce. We needed to come up with a destination and programme that would motivate a young but well-travelled group that had been there and done that.

We gathered the might of our experienced team of MICE experts, put our collective heads together and established that India was the destination that would provide just the right mix of carefully selected hotels, distinctive culture and boundary-pushing experiences to encourage winners to get out of their comfort zone and strive to meet the ambitious targets set for them.

What made it stand out?

A number of eshots were sent out to the network in the lead up to the trip, teasing hidden programme elements, increasing the levels of excitement surrounding the trip and encouraging everyone to put in one final push for that all-important seat on the plane.

Beautiful palace hotels, once-in-a-lifetime experiences and authentic meals formed the base of this incredible experience and in true Black Tomato Agency style, we threw in a few surprises along the way. With the winners announced, the full details surrounding this eight-day, fully immersive programme were unveiled. The trip saw the group challenged to a cricket match by locals, film their very own Bollywood movie in the streets of Mumbai, get to grips with the rough-and-tumble sport of kabaddi, enjoy a bespoke traditional festival near Jaipur, make the most of some well deserved rest and relaxation on the picturesque beaches of Goa, followed by an elaborate gala dinner and a screening of their Bollywood blockbusters.


Gateway of India monument lit up at night
Rajasthan mountain fortress

How did the event add value?

The trip received a near-perfect score from attendees and the feedback from the hosts was that it was the best incentive in the company’s existence. Those who won a place achieved astronomical figures of 105%-355% of what were deemed ambitious targets, well above forecasted results; the 12 delegates who achieved at least double their target stated their impressive performance was due to the drive that the promise of this trip of a lifetime gave them.

“I just wanted to say a huge thank you, once again, for the non-stop work you and the on-the-ground team put in. For all of us, the experience created memories that will last a lifetime – and that really is what we hope for, but do not always achieve. So, mission accomplished!”

Managing Director

The numbers

  • Film crew

  • Wicket winning margin in the cricket

  • Bollywood films created

  • %

    Attendees rated the trip as 'Excellent'

  • %

    Target reached by one winner

  • Delegates achieved over 200% target

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