Fifty top retailers were invited to participate in the toughest challenge on earth: The Philips Ironman.Similar to a triathlon, retailers would combat in 'product knowledge/presentation', 'staff motivation' and 'promotion/sales strategies'.

Five mailing stages to train retailers and deliver information/advice. They were encouraged to try harder, as only the best could win. Successful commitment was awarded with sports gifts at each stage (shoes, sweaters).Those who reached targets were invited to the final competition in March 2004 - the beach games in Singapore. And visit the greatest Philips iron factory. There, the best of all Ironmen will be awarded the golden Ironman medals.

Target group:Fifty-two top dealers aged 20 to 40 from Eastern and Central European states, 90% male.Exploited media:Five direct mailing stages and one email contact.Expenses:Euro 208,995.Cost-benefit analysis:Participation: 96%! And enthusiastic feedback from the participants.Due to the ambitious target sales set by Philips, a total increase in sales of 15% (which means an additional 76,000 irons sold) could be attained among all retailers. The invested sum payed off seven times.The best three retailers achieved 113% (by the greatest retailer, Russia), 91% and 88%.