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Fresh City Tour for Emmi Appealing and high-impact guerrilla marketing drive

USP has planned and organised four of the popular and successful Emmi CAFFÈ LATTE Fresh City Tours, during which promoters riding Segways distribute the complimentary ice cold coffee drinks to the target group as a “fresh kick”. Segways are ideal as surprising and highly mobile sampling vehicles and are guaranteed to generate plenty of attention. The agile two-wheelers are allowed to use the same paths as scooters, motorbikes and bicycles.

USP took charge of the concept design, planning and organisation for each of these nationwide projects. This meant that Emmi received everything from a single source, including route planning and location evaluation, partner management, organisation of promotional material and coordination of branding, as well as recruitment, work rosters and training of the strong promotional team.

USP had the Segways branded in a summery Emmi CAFFÈ LATTE look and organised the installation of custom cooler boxes. The USP promotional team completed a driving course to ride the trendy vehicles and received thorough additional training to ensure efficient organisation, correct contacting of passers-by and general preparation for the event. Organising the sampling logistics – including the power supply for the cooler trailer and the Segways themselves – was a tricky but necessary task to ensure that the Emmi CAFFÈ LATTE was served ice cold at a perfect temperature for the target group’s enjoyment. The USP project team personally accompanied the promotional tour and organised a video shoot for the Fresh City Tour mood film.

Over 60,000 “fresh kicks” were distributed in nine cities over the 12-day tour. In addition, the appealing drive with a cool brand image also made a big contribution to brand awareness and image. The guerrilla marketing project stopped off at universities and colleges, shopping streets, public transport hubs, riverbanks, lakeside promenades, shopping precincts and other lively places to catch the target group in a surprising setting. Regular sweeps with waste disposal were included in the tour planning to prevent littering.

Briefing

Creative and unusual sampling drive with a good mix of reach and equity share to communicate the brand image.

Solution

High-impact guerrilla marketing project as a surprising way of contacting the target group in an unusual environment where consumers are especially receptive to the message. Cool and branded presence, a charming team of promoters, sophisticated logistical processes and meticulous daily planning of the different cities and locations to ensure a high-quality performance.

Result

Nationwide 12-day tour, 60,000 trials, 100% brand experience and a positive summer feeling!

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