Elevate Rewards
Fletcher Building - Fletcher Insulation
EVT built the program from the ground up, developing the framework, the data architecture, and the participant engagement model from scratch.
Client
Fletcher Building - Fletcher Insulation
Program Type
Channel Incentive Program
Audience
Installer trade channel, Australia
Program Name
Elevate Rewards
Program Duration
12 months, June 2024 - May 2025
Reward
Incentive travel, Malaysia, September 2025
Agency
EVT Incentive Marketing
The Situation
The Australian construction sector during the program period was under severe structural pressure. 3,217 construction firms entered administration in 2024 alone, a 28% year-on-year rise, with eight businesses collapsing every day.
The insulation market was forecast to contract 11%. Residential construction had been in sustained decline, driven by rising mortgage rates and falling new residential commencements.
Fletcher Insulation had not previously run a structured incentive program for its installer trade channel. EVT built the program from the ground up, developing the framework, the data architecture, and the participant engagement model from scratch.
“While 8 construction businesses closed every day across Australia, Fletcher Insulation chose to invest in their installer channel.”
The Problem
Fletcher, on EVT's strategic advice, made the opposite call — committing to a structured installer incentive program at the moment conditions argued most strongly against it.
The program was designed to address five interconnected commercial objectives:
- Create genuine brand loyalty within the installer trade channel, shifting the relationship from transactional to one built on recognition, performance, and sustained value.
- Drive consistent sales growth across all 12 months, with the incentive structure designed to counter the seasonal irregularity of the insulation installation market.
- Remove price as the primary decision-making variable in the channel, repositioning Fletcher as a premium, value-driven partner.
- Demonstrate measurable return on investment to justify program expenditure and build the commercial case for a repeatable annual platform.
- Establish a scalable framework that could be refined and relaunched year on year, delivering cumulative value to Fletcher's channel strategy beyond the initial 12-month period.
The Solution
Every element of the program was grounded in a clear commercial principle: channel relationships built during a downturn deliver stronger long-term returns than those built in stability.
Program Name and Brand Identity
The Elevate Rewards name and visual identity were built to express a single proposition: upward movement. The wordmark itself carried this through with one half of the logotype sitting higher than the other — a typographic device embedding the program's purpose directly into its brand. Every touchpoint, from the credit structure to the communication tone, expressed the same idea.
Program Architecture
Members were divided into three tiers with growth targets set above the market forecast. A multi-criteria credits system rewarded behaviour across different dimensions of program engagement, ensuring sustained commercial activity throughout the year. Time-limited promotional windows provided a lever to drive category focus and purchase acceleration at key moments.
A qualification structure designed to reward sustained performance kept the program genuinely challenging across the full 12 months, ensuring results reflected consistent effort rather than short-term activity.
The App
Elevate Rewards was delivered through a purpose-built mobile application designed specifically for this channel. Built with a member UX philosophy at its centre, the goal was simple: make the right actions easy to take, and ensure participation felt as compelling as the reward.
Communication Strategy
EVT developed a detailed communication plan agreed with Fletcher before launch, deploying a multi-channel approach that reached participants across multiple touchpoints throughout the program lifecycle. Every interaction was planned, carefully worded, and tracked. During tactical promotional periods, an AI layer was used to generate hyper-personalised communications at scale, ensuring each participant received messaging relevant to their individual position and behaviour within the program.
AI-Powered Photo Verification
The social feed built into the app generated a continuous stream of installer job-site photography. EVT deployed AI verification across every submission, checking for community standards, confirmed Fletcher product presence, duplicate submissions, and originality. The result was an authenticated library of real installation content that Fletcher's marketing team could deploy immediately — content the brand had never previously been able to access at scale.
The Reward: Malaysia
The incentive travel reward to Malaysia, delivered by EVT in September 2025, was a strategic choice, not an afterthought. The quality of the prize determines whether a program performs. Participants evaluate the commitment being asked of them against the value of what they can earn. Malaysia gave the leaderboard genuine commercial meaning.
The Results
The Elevate Rewards results are best understood in the context of the market conditions the program operated in. The market was forecast to contract 11%. Elevate Rewards delivered meaningful outperformance against that forecast.
+8.1pts
Market Outperformance
vs. 11% forecast decline
74%
Average Engagement
Across all participant tiers
100%
Field Manager Activation
Internal program champions
Strong
Communication Performance
Industry-leading open rates across all program communications
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