factbook - Oliver Kahn

FACTBOOK
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BRAND ESSENCE
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»FURTHER, ALWAYS FURTHER.
IT’S NOT JUST ABOUT WILLPOWER,
BUT ESSENTIALLY THE NEED TO CONSTANTLY
DEVELOP YOURSELF.«
OLIVER K AHN
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BRAND STORY
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IF YOU NEED BALLS, MAKE SURE THEY’RE TITANIUM ONES
Titans are children of the gods. Giants
To achieve great things, Oliver Kahn
who fight for their freedom. Since at least
brings all his skills to bear. He views set-
the 2002 World Cup Oliver Kahn is also a
backs and lows as productive opportuni-
giant – both as an athlete and as a per-
ties. He is a winner who knows how to
son, equipped with willpower as strong
lose and who is not too proud to take a
as titanium. His willingness to perform to
backstage role if it’s for the greater good.
the max and his abilities as a goalkeeper
The higher the requirements and the
have made him a legend and global role
greater the challenge, the more his per-
model. “Further, always further” is his
sonal potential can fully have an impact.
credo and it drives him to constantly
Oliver Kahn lives this attitude in all he
learn new things and further develop
does with intensity and success like no
himself.
one else.
BRAND STORY
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EUROPEAN CHAMPION
BEST PLAYER AND GOALKEEPER OF THE FIFA WORLD CUP
1996
2002
WORLD CUP WINNER
WORLD GOALKEEPER OF THE YEAR
2001
1999, 2001, 2002
WORLD CUP RUNNER-UP
EUROPE‘S GOALKEEPER OF THE YEAR
2002
1999, 2000, 2001, 2002
CHAMPIONS LEAGUE WINNER
GERMANY‘S FOOTBALLER OF THE YEAR
2001
2000, 2001
UEFA CUP WINNERS
GERMANY‘S GOALKEEPER OF THE YEAR
1996
1994, 1997, 1999, 2000, 2001, 2002
DFB CUP WINNER
GERMAN CHAMPIONS
1998, 2000, 2003, 2005, 2006, 2008
1997, 1999, 2000, 2001, 2003, 2005, 2006, 2008
DFB LEAGUE CUP WINNERS
1997, 1998, 1999, 2000, 2004, 2007
BRAND STORY
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MY WILLPOWER DRIVES ME TO TRY NEW THINGS
Oliver Kahn‘s career as a world-class
He has proven it again and again - even
goalkeeper has created the foundation
after his career as a professional foot-
for his extensive expertise, high level
baller ended: He holds an ‘A’ trainer’s
of public recognition, and credibility.
licence, a master’s degree in business
It’s the kind of success that makes him
administration and, as a football expert,
independent and allows him to provide
draws millions of television viewers. As
clear and transparent content about
an entrepreneur and philanthropist, he
peak performance that goes far beyond
consistently translates his success as a
the sport. He provides new impetus that
former high performance athlete into
gives people guidance and inspiration.
achievements in different areas. He is an
Oliver Kahn believes in inner strength.
example for all those who want to work
He believes that people can achieve a lot
hard in life in order to progress.
with discipline, patience and passion.
And Oliver Kahn has by no means reached all his goals...
BRAND STORY
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BRAND VIEW
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2016: THE OLIVER KAHN SUCCESS STORY CONTINUES...
EURO 2016
GOALPLAY
ZDF will broadcast the 2016 UEFA
In 2016 Oliver Kahn will launch the first
European Championship live in France
brand in the world dedicated solely to
with Oliver Kahn as a football expert.
goalkeepers. GoalPlay will be the hub
for goalkeepers who want to share their
passion and further develop themselves
SOCCERMATICS
as sportsmen and women.
An
international
documentary
about
SAFE HUB
technology and big data in football.
Oliver Kahn is the protagonist & host of
In 2016/2017 the Oliver Kahn Foundation
this Red Bull Media House production.
will launch a major educational athletics
project in Berlin. A training centre (Safe
SOCIAL MEDIA
Hub) with a football pitch will be built to
give socially disadvantaged children and
In 2016, Oliver Kahn’s influence will fur-
young people hope for the future.
ther expand in order to enhance communication, interaction and his relationship
with the audience.
BRAND VIEW
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SOCCERMATICS
BRAND VALUES
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“PEOPLE KNOW I’M NO CLOWN”
BRAND VALUES
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BRAND MISSION
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“A SUCCESSFUL CAREER AS AN ATHLETE IS MERELY THE START OF
YOUR DEVELOPMENT, THE MEANING OF WHICH ONLY BECOMES
APPARENT LATER ON.”
OLIVER K AHN
Oliver Kahn motivates and inspires people to set big goals and determinedly
follow them. With motivation, discipline, hard work and the necessary will, every
goal is achievable. Even the unattainable ones. Oliver Kahn conveys the strength
and continuity of believing in one’s self. He is an expert, motivator and a guide.
Oliver Kahn never gives up. He keeps going until success is inevitable.
BRAND MISSION
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BRAND PROMISE
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OUR PROMISE: TITANIUM THAT’S WORTH ITS WEIGHT IN GOLD
Oliver Kahn epitomizes an authentic
gives an impetus for continuous devel-
willingness to perform to the maximum,
opment. He is never too proud to take a
a strong will, bravery and courage.
back seat for the greater good in order
He is a loyal and reliable partner who
to strengthen and support others while
sets his mind to the task at hand and
they achieve their goals.
BRAND PROMISE
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WHO DOES OLIVER KAHN REACH WITH HIS PROMISE?
COMPANIES ...
…whose benchmark is high performance. Companies who want to use Oliver Kahn’s
activation potential in the areas of football, motivation, winning mentality and
entrepreneurship.
MEN AND WOMEN ...
…who want to get going, no questions asked, as well as those who know how to take
a back seat for the greater good from time to time. Everyone who understands that
hard work means getting your hands dirty but can also be a joyful experience that
leads the way to your destination.
CHILDREN AND YOUNG PEOPLE ...
... who grow up in socially disadvantaged areas and have no perspective in life. Those
who want to achieve things in their lives, who love playing football and appreciate
Oliver Kahn as an expert who can give them the necessary orientation.
BRAND PROMISE FACTS
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BRAND PROMISE FACTS
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ACHIEVE 98% RECOGNITION
98% of the German population knows
And, in line with his credo, there’s still
Oliver Kahn. This places him in the
room for improvement.
top
sphere
of
German
celebrities.
100 %
98,0 %
91,5 %
90 %
2010
2011
2012
2013
2014
Source: Dr Grieger & Cie. Market Research; Status: July 2015
BRAND PROMISE FACTS
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2015
2016
IN EACH AGE GROUP, WHETHER MALE OR FEMALE.
99 %
98 %
97,5
%
98 %
98,5
%
male
female
Age 18-34
Age 35-54
Age 55-64
Source: Dr Grieger & Cie. Market Research; Status: July 2015
BRAND PROMISE FACTS
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FAR AHEAD IN A LEAGUE OF HIS OWN.
4 %
16%
98 %
94 %
60%
total
just
recognition
the name
Ø German
visual
celebrities
Source: Dr Grieger & Cie. Market Research; Status: July 2015
BRAND PROMISE FACTS
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IT’S WHAT’S ON THE PITCH THAT COUNTS? NOT WITH OLIVER KAHN.
• 79 million people in Germany know
MORE INDICATORS:
Oliver Kahn.
• Best advertising recall
• 29 million viewers on average ex• Most Google searches
perience Oliver Kahn as an expert
in football World Cup and European
• Worldwide audience for the documen-
Championships during the German
tary “Soccer Automatics”
national team games.
• Expansion of coverage in social media
• 10 million viewers on average tune in
(Facebook, Instagram, etc.)
to the Champions League matches to
follow Oliver Kahn’s analysis.
• 10 million readers of Oliver Kahn’s
blog on bild.de since 2013.
• 8 million views on the “Oliver Kahn
in Action” YouTube video. This is the
highest number ever reached by a
German footballer.
BRAND PROMISE FACTS
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YOUR CUSTOMERS WILL REMEMBER YOU BY THEMSELVES
TOP TEN
%
TESTIMONIAL
1
8.0
OLIVER KAHN
2
5.6
Jürgen Klopp
3
5.5
Dirk Nowitzki
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4.6
Heidi Klum
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4.4
George Clooney
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4.0
Thomas Gottschalk
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3.8
Sebastian Vettel
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3.2
Bastian Schweinsteiger
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2.8
Michael Ballack
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2.7
Katharina Witt
8% of respondents recall the brands
but also because he is an exclusive ad-
associated with Oliver Kahn unaided.
vertising partner.
And not just because he is so well known,
BRAND PROMISE FACTS
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GOOGLED LIKE NO OTHER
The number of searches for Oliver Kahn
peaks are around the football World Cup
from 2011 to today clearly exceeds the
and European Championships.
Oliver Kahn
requests for Michael Ballack, Mehmet
Scholl, Jens Lehmann and Stefan Ef-
Michael Ballack
fenberg. Obviously, the very high search
Mehmet Scholl
Jens Lehmann
Stefan Effenberg
Jan. 2012
Jan. 2013
Jan. 2014
EM 2012
Jan. 2015
WM 2014
Source: Google Trends 2015
BRAND PROMISE FACTS
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“EVERYONE NEEDS TO MAKE UP THEIR OWN MIND. IT‘S NOT UP TO ME.“
Approval rating: 42 %
30 %
32 %
12%
13%
don’t like
really don’t like
12 %
like very much
like
neutral
Source: Dr Grieger & Cie. Market Research; Status: July 2015
BRAND PROMISE FACTS
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BEING LIKED ISN’T EVERYTHING WHEN YOUR NAME IS OLIVER KAHN
Oliver Kahn is a polarizing figure. Any-
life than many A-listers. This is what
thing else would not be Oliver Kahn. He
makes him so authentic and unique. If
does not want to be everybody’s darling.
one could portray this characteristic in
He’s not willing to bend. This is exactly
polls, Oliver Kahn would be right on top
why he is respected and often admired.
of the list. So really, one should read the
Just as for his courage, his perseverance,
graph as follows: 42% approval rating,
his dedication and for the rough edges
58% recognition, appreciation and au-
he shows. Oliver Kahn is far closer to real
thenticity.
BRAND PROMISE FACTS
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“YOUR ADVERTISING IN SAFE HANDS.”
A STRON G WILL, MOTIVATION AND THE P OWER TO CONVIN CE
BRAND PROMISE FACTS
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THE EXCLUSIVE OLIVER KAHN TESTIMONIAL
COMPE TEN CE & RELIABILIT Y
S AFE T Y & TRUS T
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BRAND PLATFORM
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Creative Key to Consumer Insight
F URTHER, ALWAYS F URTHER!
The Main Idea We Stand For
MOTIVATE PEOPLE TO PURSUE THEIR G OAL S WITH D E TER MINATION
Brand Personality Attributes
SU CCE SS-ORIENTED, MOTIVATIONAL, RELIABLE
STRONG PERSONALITY
ENTREPRENEUR
• Determined courage
• Innovates
• Understands losses as
• Further develops
productive opportunities
himself and others
• Commitment
• Calm leadership style
Oliver Kahn Heritage
SP ORTIN G ACHIE VE MENTS, THE WILL TO PERFOR M, IND OMITABLE SPIRIT, INNER STREN GTH
BRAND PLATFORM
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BRAND VISION
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HERE’S THE THING.
Everyone has courage. Everyone has
By translating my achievements as a
will power. It’s belief in these things
top athlete into my current activities,
that’s crucial. “I believe in myself.”
I want to give this voice strength and
That’s the inner voice that must al-
continuity. That’s my vision.
ways be present. And it needs to be
strong.
Louder
than
anything
else.
BRAND VISION
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PLEASE DON’T HESITATE TO CONTACT US AT
ANY TIME FOR FURTHER INFORMATION
Your contact person:
Oliver Kahn Marketing
Dr. Robert Niemann [robert.niemann@kahn.de]
Oliver Kahn‘s Management
Simone Derenthal [simone.derenthal@kahn.de]
Christian Forsthuber [christian.forsthuber@kahn.de]
Management Oliver Kahn | Atelierstr. 16 | 81671 München
Telephone: +49 (0) 89 2 42 06 18 - 0 | Fax: +49 (0) 89 2 42 06 18 - 88 | E-mail: info@kahn.de | www.oliver-kahn.de
Design: Bloom GmbH | bloomproject.de
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