As an event agency, INSTITUTE OF PROMOTION ran Telekom on the Road (Telekom na cestách), a sales promotion roadshow for Slovak Telekom: a mobile store built into a specially converted truck that came to customers in their own towns and villages. Over four seasons, from October 2016 to November 2019, the promo truck spent more than 400 days on the road and stopped in more than 100 towns and villages, from Bratislava in the west to Snina in the east. We ran the whole project: tour planning, logistics, tour management, hostesses and promoters, through to sales reporting and KPI evaluation.

The brief: bring the store to the customer

“We value every customer, so we come to them.” That was Slovak Telekom’s idea. The company wanted to showcase Magio internet and Magio TV in places without a Telekom store, and let people try and order the services on the spot.

The truck had to work as a fully fledged store with clear sales KPIs, while building brand awareness in smaller towns and villages.

Brand activation: a store that unfolds on the town square

With its tractor unit, the converted truck was 14 metres long. Once deployed, it widened from 2.55 to 5 metres, opening into a mobile store with a stage, sales desks and a smartphone display.

Customers were meant to feel at home. They could charge their phone, use free wifi and have a coffee while going through the offer with a sales rep. Kids had their own corner with a tablet and colouring books, and got visits from Telekom’s mascot Ťuki.

Anyone who signed up spun the Wheel of Fortune, with prizes tied to Telekom’s S, M, L and XL plans. Customer experience and direct sales in one place.

Roadshow marketing: tour plan, logistics and the promo team

Every season started with a tour plan. We chose locations, agreed spots on town squares or next to shopping centres, and arranged permits, power hook-ups and satellite signal for Magio TV.

On site, a driver and a tour manager looked after the truck, unfolding it every morning and packing it up every evening. Hostesses and promoters invited passers-by inside, while sales reps from the nearest Telekom store handled the sales.

In smaller towns and villages, we also announced the truck’s arrival over the local public address system. A bit retro, but it worked 

Field marketing and sales reporting: every stop had its KPIs

Telekom on the Road was not just a brand showcase but a sales channel with concrete business targets. After every stop, we sent the client a sales report with the number of activations, renewals and migrations.

That gave Telekom daily visibility of each location’s results, not just a final report at the end of the season.

From Bratislava to Snina

The truck parked on village squares, outside shopping centres, at fairs, village feasts and local events. In 2016 it visited 40 towns from Bratislava to Humenné. Across four seasons, that added up to hundreds of stops in more than 100 towns and villages, mainly where Telekom was expanding its coverage. 

Every stop meant fresh preparation: the site, permits, equipment and team. Four years on the road call for a system, not improvisation.

Four seasons, KPIs met

Telekom on the Road combined event marketing, brand activation, field marketing and direct sales. It was not a one-off event but a long-term sales channel that met its KPIs in each of its four seasons. 

Four seasons. More than 400 days on the road. A mobile store that came straight to its customers.