Opvallers
Opvallers is a Dutch field marketing and field sales agency, founded in 2000 and based in Eindhoven, that deploys ~350 trained brand ambassadors across the Netherlands for commercial brands, non-profits, and government clients through field activations, field sales, and field-stories services.
- Company typePrivate
- Founded2000
- HeadquartersEindhoven, Netherlands
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Opvallers does
Opvallers is a Dutch field marketing and field sales agency headquartered in Eindhoven, founded in 2000, that deploys a trained workforce of approximately 350 "merkambassadeurs" (brand ambassadors) across events, festivals, retail locations, and public spaces throughout the Netherlands. The company operates through two legal entities — Opvallers B.V. (the parent brand) and Opvallers Field Force B.V. (the field-deployment operating company) — supported by roughly 30 office staff and an internal academy that screens and trains field workers. Over 25 years, the firm claims more than 50,250 completed projects and a candidate database of 6,500+ people.
The service offering is organized around three pillars: Merken (field marketing activations), Sales (field sales and retail-promotion support), and Verhalen (field stories, including recruitment marketing). A fourth, more recent vertical — Mensen. Maken. Maatschappij. — addresses non-profit and government clients. Commercial customers include Dior, Sony, Rabobank, Chocomel, Haribo, Capri-Sun, and De Mandemakers Groep; public-sector and non-profit clients include KWF, Statiegeld Nederland, BrabantSport, Visit Brabant, Zuid-Limburg Bereikbaar, and multiple Dutch municipalities (Amsterdam, Utrecht, Eindhoven, Waddinxveen).
The business model is project-based B2B professional services. Engagements carry a four-hour minimum per field worker and a 25% surcharge for bookings inside a 48-hour window. Publicly disclosed pricing shows only the worker cost line — €17.25 gross/hour for a Horeca Promotor/Hostess aged 21+ — with client-facing rates set per project quote. The tech stack is not publicly disclosed, and there is no evidence of AI, automation, or platform technology; the value proposition is fundamentally human-driven activation, not software.
Opvallers firmographics
Firmographics- Name
- Opvallers
- Legal name
- Opvallers B.V.
- Website
- https://opvallers.nl
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Opvallers is a Dutch field marketing and field sales agency, founded in 2000 and based in Eindhoven, that deploys ~350 trained brand ambassadors across the Netherlands for commercial brands, non-profits, and government clients through field activations, field sales, and field-stories services.
- Ownership category
- akta.pro rank
Opvallers industry classification
Industry- Product category
- Field Marketing Services
- NAICS
- Advertising Agencies (541810), Advertising, Public Relations, and Related Services (5418)
- SIC
- Services-Advertising (7310), Services-Advertising Agencies (7311)
- akta.pro primary industry
- Event Staffing & Brand Ambassadors (BPAFAGAC)
- akta.pro secondary industries
- Brand Ambassadors & Promotional Event Staff (HSACAEAE), Experiential Staffing & Brand Ambassadors (MPAAAGAJ), Event Staffing & Brand Ambassadors (Hosts, Greeters, Promoters) (THAHALAA)
Keywords
Where Opvallers is headquartered
LocationHeadquarters
- HQ city
- Eindhoven
- HQ country
- Netherlands
- HQ region
- Europe
Offices2 records
Markets served
Opvallers business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Field Marketing & Sales Services: Opvallers provides field marketing, field sales, and field story services to commercial brands and non-profit organizations. Services include promoters, sampling, flyer distribution, roadshows, guerrilla marketing, hostesses, in-store activations, sales, account management, and merchandising. Projects are scoped and quoted per campaign (offerte/projectprijs), with a minimum of 4 consecutive hours per field worker per project. Rush surcharges of 25% apply for changes within 48 hours. Revenue is generated through project fees charged to clients, based on the number of field workers, duration, and scope of activities.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | Field worker / brand ambassador hourly rate for horeca activations |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Opvallers product offering
Product offeringCore offering
Opvallers is a Dutch field marketing agency that deploys a network of 350+ trained brand ambassadors to execute on-site marketing, sales, and societal awareness campaigns for commercial brands and non-profit organizations. The company provides full-service campaign production—from concept and permits to logistics and execution—at festivals, retail floors, train stations, sports stadiums, trade shows, and public spaces across the Netherlands. Services are organized under three pillars: Field Marketing, Field Sales, and Field Stories.
Product overview
Opvallers operates as a field marketing and sales agency with a unified service platform delivering three core offerings: Field Marketing (promotors, sampling, flyering, roadshows, guerrilla marketing, hostesses, in-store activations), Field Sales (sales support, account management, merchandising), and Field Stories (awareness campaigns for societal impact). The company serves two market segments through dedicated divisions: 'Mensen. Maken. Merken.' for commercial brands, and 'Mensen. Maken. Maatschappij.' for non-profit organizations and municipalities. With nearly 25 years of experience, the company deploys approximately 350 field ambassadors complemented by 30 office staff, having completed over 50,000 projects across the Netherlands. Opvallers Field Force B.V. functions as the field force subsidiary entity.
Differentiator
Problem solved
Functional benefit
Products and services
- Field Marketing
- Field Sales
- Field Stories
Quantifiable outcome
- 50,250+ projects completed for brands
- +2 more outcomes
Companies that use Opvallers
Customer profileNamed customers17 records
Segments2 records
Ideal customer profiles2 records
Opvallers technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Opvallers partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered notable client and notable campaign partner.
- Rabobanknotable clientRabobank is listed as one of the brands Opvallers has brought to life, featuring a 'Rabobank x Opvallers' campaign showcase on the careers site.
- L'OYÉnotable clientL'OYÉ is listed as a brand Opvallers has worked with, featured in a campaign recap showing a live activation.
- Heartbreakersnotable clientHeartbreakers is listed as a brand Opvallers activated, featured in a campaign recap video.
- BrabantSportnotable clientBrabantSport is a non-profit sports organization for which Opvallers has run societal impact campaigns, as mentioned in the Maatschappij blog.
- Visit Brabantnotable clientVisit Brabant is a tourism organization partnered with Opvallers for regional activation campaigns.
- Zuid-Limburg Bereikbaarnotable clientA regional mobility/transport initiative partnered with Opvallers for awareness campaigns.
- 3FM Serious Requestnotable campaign partnerOpvallers partnered with Statiegeld Nederland to raise money for 3FM Serious Request, described as a 'double good cause' initiative.
Scale indicators5 records
Recent moves4 records
Expansion highlights5 records
Opvallers competitors and assessment
Company assessmentBroad incumbents
- George P. Johnson: Large global experiential marketing agency delivering brand experiences, events, and activations for enterprise clients. Overlaps with Opvallers in event staffing and brand activation, but at a much larger scale and broader geographic reach.
- Amplify (Amplify Agency): Australia-founded global brand activation and experiential agency providing brand ambassadors, sampling, event staffing, and activation campaigns. Competes in the same category of live brand activation as Opvallers, primarily serving APAC and global enterprise clients.
- Momentum Worldwide: Global brand activation and experiential agency designing and staffing live campaigns, retail experiences, and event programs. Competes for enterprise brand activation budgets that Opvallers also serves, with broader creative and media capabilities.
- Jack Morton Worldwide: Global brand experience agency producing live events, experiential campaigns, and sponsorship activations for major brands. Comparable to Opvallers in delivering live brand ambassador experiences, but operating at significantly larger scale and as part of the IPG network.
- Sparks (Publicis): Global experiential marketing agency within Publicis offering brand experiences, events, and ambassador programs at scale. Competes with Opvallers for enterprise experiential briefs but operates across many geographies with much larger budgets.
- MKG (MKG Experiential): New York-based experiential marketing agency delivering brand activations, pop-ups, and live event staffing. Overlaps with Opvallers in providing trained brand ambassadors and full-service campaign execution, but at a US-centric global scale.
Direct peers
- Promo Group Nederland: Netherlands-based promotional staffing and field marketing provider deploying promoters, hostesses, and brand ambassadors for retail and event activations. Operates a similar gig/field-worker model to Opvallers with comparable per-project pricing.
- ProActive: Dutch field marketing and promotional staffing agency providing brand ambassadors, sampling, and in-store activations across the Netherlands. Directly comparable to Opvallers in service offering, customer base (commercial brands + NGOs), and Netherlands-only footprint.
- BrandNew: Dutch activation and field marketing agency specializing in brand ambassadors, retail activations, and event staffing. Closely matches Opvallers' scope and go-to-market, often pitching the same A-brand clients for live campaigns.
Regional players
- Bruil: Dutch construction and infrastructure group with a dedicated event services arm offering crowd management and event staffing at Dutch festivals and venues. Comparable to Opvallers' on-site staffing capability at festivals and large public events, though primary business is non-adjacent.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Opvallers social profiles
Digital presenceOpvallers financial estimates
Financial estimateRevenue estimate
Valuation estimate
Opvallers leadership team
Management profileNumber of profiles
Profiles8 records
Opvallers subsidiaries and ownership
Company hierarchySubsidiaries1 record
Opvallers funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Opvallers M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Opvallers
What does Opvallers do?
Opvallers is a Dutch field marketing agency that deploys a network of 350+ trained brand ambassadors to execute on-site marketing, sales, and societal awareness campaigns for commercial brands and non-profit organizations. The company provides full-service campaign production—from concept and permits to logistics and execution—at festivals, retail floors, train stations, sports stadiums, trade shows, and public spaces across the Netherlands. Services are organized under three pillars: Field Marketing, Field Sales, and Field Stories.
Is Opvallers a public or private company?
Opvallers is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Opvallers founded?
Opvallers was founded in 2000. It employs 101 to 250 people.
Where is Opvallers based?
Opvallers is headquartered in Eindhoven, Netherlands, in the Europe region.
How does Opvallers make money?
One revenue line is on record: field Marketing & Sales Services.
Who are Opvallers's main competitors?
Broad incumbents on record are George P. Johnson, Amplify (Amplify Agency), Momentum Worldwide, Jack Morton Worldwide, Sparks (Publicis) and MKG (MKG Experiential). Direct peers are Promo Group Nederland, ProActive and BrandNew. Bruil is listed as a regional player.
Does Opvallers have an API?
No public API is recorded for Opvallers.
What industry is Opvallers in?
Opvallers's product category is Field Marketing Services. Its primary akta.pro industry code is BPAFAGAC, Event Staffing & Brand Ambassadors, with a secondary code of HSACAEAE, Brand Ambassadors & Promotional Event Staff. Its NAICS code is 541810 and its SIC code is 7310.