By paying a direct, personal visit to Austrian householdswithin the framework of the 2010 Football World Cup, Kelly GmbH initiated one of the most comprehensive nationwide promotion campaigns ever to be organized in the country. EVENT SERVICE was entrusted with the overall logistical planning and operative realisation of this enterprise: 30 vehicles, 60 promoters and four weeks of commitment secured impressive figures, resulted in a nomination for the Austrian Event Award in the “Consumer Events”-category and provided the basis for a perennial continuation of the campaign.
After the successful first campaign, the focus was shifted from football to carnival, a season during which sales figures of salty and spicy snacks are traditionally lower than those of sweets. In order to enable successful realisation, several bases were installed at strategically favourable locations across the country. Supported by radio, print and social media campaigns and equipped with specially branded Kelly's cars, an annual number of 30 extensively trained promoter teams with expertise in campaigning, products and brands embarked on their daily tour, which was supervised by appointed on-location base managers.
In order to evoke positive emotions in the course of their mission, Kelly's “Carnival Heroes” rang the doorbells of Austrian homes, rewarded their owners by handing out valuable product vouchers to restock snack supplies, and consoled “not-yet” customers with current sample packages from Kelly's product world. Alternating team constellations, daily targets and route selections as well as thrilling “battles” between teams motivated the promoters to deliver maximum performances every day and added “a charming and cheerful crackle to carnival”, no matter how challenging the weather and road conditions may have been.
