Gamified R&R for a
Leading Southeast Asian Telco

BUSINESS CONTEXT AND OBJECTIVE

To consolidate its market leadership and prepare for the future, a major telecom brand aimed to boost productivity, motivation, and engagement across its expansive sales and distribution network. The brief: reimagine recognition in a way that didn’t just reward performance but shaped a high-energy, high-ownership culture.

OUR SOLUTION-ING APPROACH

We redefined the traditional R&R approach by turning it into a high-stakes, high-visibility sporting league. Inspired by global sports tournaments, we gamified the entire experience—balancing data-driven performance tracking with the thrill of team rivalries and the pride of representing one’s region. This wasn’t just a reward program—it became a unifying force across the organization.
Key elements included:

Sports-League Format:Divided the national salesforce into five region-based teams, each branded like a
     professional franchise with unique names and leadership.

Performance-Based Scoring:Individual KPIs were tracked and published weekly, driving both personal
     accountability and team spirit.

Multi-Tiered Recognition: Recognition was tiered—weekly leaderboards, digital kudos, e-vouchers, and grand
     rewards like international trips for top teams.

Feature-Rich Mobile App: Central to the experience was a custom-built app offering real-time scores, slogan
     boards, chat rooms, training modules, and peer-to-peer recognition.

Organizational Integration: Over time, program scores influenced HR decisions, making it a formal part of
     performance reviews.

RESULTS DERIVED

18% of participants moved into the top-performing tier.

Attrition among the sales team dropped by 8%.

Market share rose from 28% to 34% over two years.

CONCLUSION

By blending creativity, gamification, and digital innovation, the telco built a recognition platform that not only rewarded but inspired—creating lasting cultural and business impact.