We created 'Cars for Africa'; a four-month internal sales incentive programme, offering instant rewards, monthly achievement rewards and a major prize of an African Safari. Initally staff received a teaser pack - a pair of binoculars wrapped in canvas with the line 'Keep your eyes peeled, the big game’s on its way!'. Next came the launch pack - a leather-look book complete with wild animal sound effects (with a grand prize valued at over NZ $50,000, we had something to make a noise about!). The campaign included monthly scorecards for staff to both prompt the redemption of prizes and act as a reminder about the major prize.

Toyota achieved a record sales result in January 2005 and is leading the new vehicle sales race. The company firmly believes that 'Cars for Africa' has played a major and vital role in achieving this success. Feedback from staff has been wildly positive - we captured their attention and got them moving! Already Toyota has challenged us to develop a similar approach for next year, with one manager commenting that "the only way to possibly surpass 'Cars for Africa' is if they were to offer a trip to the Moon!".