celebrities in advertising - a guideline 2009

celebrities in advertising - a guideline
2009
2
foreword
Dear Reader,
The use of well-known personalities in advertising enjoys a long tradition. Although sponsoring and usage of testimonials has become an established and powerful communication
tool for emotionalizing brands, there continue to be very few agencies that offer sufficient
experience in this area.
In the United States, every fourth TV commercial features a celebrity, while in Germany, a
slight but continual increase has been observed. The potential of well-known personalities
to differentiate a brand and make it desirable is a far from exhausted resource.
With over 150 successful cooperative efforts in recent years, we consider ourselves to be
the right partner for companies and agencies when they are selecting the right personality
to support their business objectives. Therefore, we feel it is our responsibility to make our
work transparent. That’s why we have produced the following guideline.
Pleasant reading!
Peter Olsson
CEO
3
4
Celebrities in advertising
table of content
chapter 1 celebrities in advertising
8
A history of personality marketing
9
Luxor soap advertising - example from post-war europe
10
chapter 2 objectives and opportunities with celebrity advertising
14
Why are celebrities used in advertising?
18
Marketing and communication objectives
19
Requirements for success
20
Survey of advertising experts
chapter 3 chapter 4
Changing circumstances
frequently asked questions about celebrity advertising
24
Basic tenets for effective use of celebrities in advertising
selecting the right celebrity to develop a partnership
32
Celebrities in advertising – selection criteria for a successful partnership
33
The three cornerstones for maintaining the value of a celebrity
chapter 5 Talent Management/PERFORMANCEPLUS AT work
36
How do The Performers position the personality effectively?
37
3-phase model
38
Excerpts from Michael Ballack's master plan
40
Service and support
42
Representative cases
52
Agency
53
Legal overview
54
References
5
6
CHAPTER 1
CELEBRITIES IN ADVERTISING
"Celebrity advertising and celebrities themselves are an increasingly hot topic. There
is even an exhibit on "Celebrity advertising in Germany" opening today at the Haus der
Geschichte in Bonn."
Johannes Röhr, Celebrity Advertising, 2001
7
a History of personality-driven marketing
What does celebrity mean?
Meyers Lexikon associates the term with people who
"Due to their public office or professional reputation enjoy
special recognition and are considered representative elites in society."
Napoleon filet or Bismarck herring?
Celebrity advertising is not only a modern phenomenon. It can be traced back to the 19th
century. At that time, millions of plaster busts of Mozart, Beethoven, or Napoleon were produced and distributed. The notorious claim of Franz Liszt, "I am the concert," is proof that
the effect of an artist is as much determined by his personality as by his ability.
Even Goethe lamented the trivialization of his person: "I am to be found like old Fritz on
pipe bowls and teacups."
The Koblenz-based company Deinhard & Co. used the visits of Kaiseress Augusta in 1875
and Kaiser Wilhelm II in 1897 to its cellars to advertise for its wines; and not long after his
retirement, the portrait of the "Iron Kaiser" Otto von Bismarck became a popular motif that
is still used today. Whether on perfume bottles, snuffboxes, mugs, or restaurant signs; even
at that time many businesses used recognizable names for advertising purposes.
Fürst Bismarck, Kornbrand
of the princely Bismarck
distillery
As monarchs, the aristocracy, and statesmen were used for advertising purposes in the
19th century, sports, music, film, and entertainment starts are sought after today.
8
Luxor soap advertising - example from post-war europe
Beautiful woman and strong man – the soap magic of post-War Europe
During the 1920s in the United States, advertising with celebrities increased dramatically.
Unilever called on American film stars like Joan Crawford and Ginger Rogers to introduce
its "Lux toilette soap.“ The brand competition did not heat up in Germany until the economic miracle of the 1950s. Consumer demands were no longer oriented around the necessary – but the desirable.
Philips campaign with Max
Schmeling, 1950s
Because products were hardly discernable in terms of quality and price,
it was especially difficult to attract consumers to a particular product.
Stars are needed to trigger the impulse to buy a certain brand.
And so advertising strategists increasingly used the glamour of the film industry to appeal
to consumers.
Marlene Dietrich was the first German movie star to be used in
advertising.
Katja Flint as Marlene Dietrich in the
Joseph Vilsmaier film
50s Luxor advertisement
with Marlene Dietrich
9
changing conditions
Brand competition in the 21st century is fueled by extraordinary media spending (the Push
Principle: for traditional media alone, 20 billion EUROS were spent). The number of annual
TV commercials has increased five-fold since 1992. Not all of this is perceived as positive
by consumers. Quite the opposite, nowadays a large part of the population goes out its way
to avoid advertising. A popular daily newspaper today now contains as much information as
a person in the 16th century received in a lifetime.
By the age of 35, the typical consumer has seen nearly 150,000 commercials, not to mention countless advertisements and billboards.
In order to be noticed among the 2,000 advertisements that reach German citizens every
day, companies are seeking new ways to position their brands as emotional orientation
guides. This is leading to increasingly sharp competition for the attention of the consumer.
The right deployment of a personality within corporate communications can support this
objective. To be sure, competition is exacerbated by an increasingly divided media landscape.
SELECTION CRITERIA FOR CELEBRITIES
Image
Authenticity
Affinity with the target group
Sympathy
Awareness
Reliability
Media presence
Affinity with the product
Success in the job
job sector
Character/intelligence
Humor
Attractivity/Look
Sex
Age
Amount of advertising contracts
Eloquence
Private situation
Polarising personality
Internationality
29
27
24
21
20
47
46
43
39
36
34
71
69
67
66
87
86
84
83
80
share value in %
target group: top 500 advertising companies
base: brands using celebrities
source: tns-emnid institute
10
Against this background, testimonials can effectively serve as "the face of a brand" and
make a significant contribution toward guiding consumers. As familiar and likeable brand
representatives, celebrities have a direct path for transporting brands into the "hearts" of
consumers.
The human factor is present at all levels of communication.
Due to the convergence of content among various media as well as the amalgamation of
media corporations, celebrities are becoming a factor in a growing number of media outlets. For brand experts, this is an opportunity to transport their message across a broad
communication spectrum. However, integrated, trans-media concepts that bundle communications from disparate channels are required in order to present a consistent relationship
between brand and testimonial so that the message is anchored in the public awareness.
In 2000 over 40 million seconds of advertising (6,700 commercials a day)
were broadcast in Germany. To watch all of them consecutively, one
would need 75 years!
Uschi Glas, Ruth Maria Kubitschek, and Ilja Richter
pitch for Jägermeister (1970s)
11
12
CHAPTER 2
objectives and opportunities with celebrity advertising
"Today's advertising doesn't need convincing arguments for products. The products are
virtually interchangeable. Advertising needs to attract attention, and this is achieved by
celebrities."
Peter Wippermann on the future of celebrity advertising, Nov. 2001
13
Why are celebrities used in advertising?
Advertising is increasingly dependent on key stimuli in this age of information overload. The
use of celebrities serves as an eye catcher because their appearance is associated with a
high degree of entertainment value. Of 1,000 spots, approximately 50 percent enjoy aboveaverage effectiveness. Whereas 67 percent of commercials featuring celebrities reach this
threshold – closely followed by fantasy stories and erotic ads, which both come in at 57
percent.
We regularly select products when we at least recognize the brand or packaging.
We always prefer the identifiable over the unknown.
Michael Ballack and
adidas
Oliver Bierhoff and Bitburger
Eva Padberg for Astor Cosmetics
14
If this mechanism was necessary for survival in the past, today it primarily serves to simplify decisions.
Especially with daily consumer products, our purchases "function" on the
principle of "I recognize it; I buy it." Celebrities stimulate buying simply by
promoting advertising and brand recognition.
IMAS surveys reveal that celebrities can facilitate a definite buying preference – especially
among their fans.
When selecting a celebrity for advertising, it is important to examine what degree of
popularity the star enjoys within the prescribed target group.
Katja Flint for Neutrogena, tv commercial
15
The advantages of using a well-known personality are undisputed. They function as multipliers that can be deployed in all areas of the communication mix. Celebrities help achieve
rapid brand recognizability and establish a desirable image.
the market research institute IMAS recorded an 8 percent advantage at
spontaneous brand recognition when TV commercials feature celebrities.
Public relations work is just as important as advertising measures. Brands are placed in
the public eye by prominent protagonists via television and printed media. Celebrities motivate employees through events and incentives, and they increase customer satisfaction.
The achievement of mid- and long-term sales and revenue goals will depend increasingly
on inserting a star's visual presence at the point of sale to over the next few years.
A study by the Gallup Institute reveals that the average impact value of advertising using
unknown actors is 19 percent – but with celebrities it is as much as 40 percent.
Michael Ballack for McDonald´s
SHARE VALUE OF CELEBRITY ADVERTISING IN THE CampaIgn mix
20
15
14
15
16
10
5
share value in %
target group: top 500 advertising companies
base: brands using celebrities
0
source: tns-emnid institute
2006
2008
2010
16
The attention values generated by stars are even higher than those of testimonial advertising:
66.3 percent noticed the ads more frequently, 70.6 percent also notice the product and
brand name, 26 percent have more respect for the brand, and 83.2 percent are more likely
to buy the product.
Heidi Klum for McDonald´s
According to IMAS, one out of four TV commercials in the United
States features a celebrity. The trend in Germany is also on the increase.
In Germany in 1993, the amount of advertising with celebrities was 3 percent.
Result:
The impressive success of this effect is underscored by the constantly growing number of
celebrities integrated into advertising campaigns.
Miuhammad Ali for adidas
DEVELOPMENT OF CELEBRITY ADVERTISING
Aktive sportives
22
74
24
Young heroes
50
Actors - tv
46
Actors - movie
45
Avatars
42
25
Passive sportives
41
31
Speakers
40
Musicians
Casting stars
22
26
14
40
47
7
32
29
18
40
42
33
25
65
12
winning
5
equal
loosing
source: tns-emnid institute
17
Marketing and communication objectives
Which integration opportunities does a company seek in a partnership with a popular personality? In order to reach marketing objectives – i.e., increase brand recognition and emotionalization – businesses need to actively integrate the personality into the following areas:
AREAS OF ACTIVITY FOR CELEBRITY COMMUNICATION
ClassiCAL ADVERTISING
ADVERTISING
PR
Events
+ tv commercials
+ Editorial work
+ Charity
+ Radio
+ Photo spreads
+ Internal
+ Cinema spots
+ Exclusive + Posters
+ Print ads
+ Internet
+ Special forms of advertising
+ Catalogues
interviews
appearances
PROMOTIONS
Incentives
+ POS/Sales
+ CRM
+ Using a celebrity to
+ Content development
campaigns
+ CRM
promote the brand
+ Access to new target
+ Sweepstakes
+ Performances + Media
+ TV appearances + Trade Fairs
NBD1)
BRAND AMBASSADOR
below the line
cooperations
+ Sampling at
Events
+ On packaging
+ Mailings
+ Merchandising
groups
+ Employee
+ Product development
motivation
+ Integration into
+ Access to the celebrity´s conventions and
platform
1) New Business Development
conferences
+ Training videos
Individual concept- and platform development
18
requirements for success
To minimize risk when selecting a celebrity, obtaining preliminary data on the person is
recommended:
+ Visual recognition (eye catcher function),
+ Degree of likability (me-too effect),
+ Subjective appropriateness (productfit)
+ image profile (to avoid dissonances with the brand image and loss of
credibility)
Successful advertising is still able to place the brand in
the foreground. It is the hero – not the prominent protagonisT.
PerformancePlus provides our data to you in support of your decision-making process.
Additional data is also available thanks to our close contact with renowned market research
institutions, including IMAS ("Promimeter"), Emnid ("Semiometry"), the Gallup Institute,
and Sport&Markt.
Uwe Ochsenknecht for Appenzeller, tv spot
19
survey of advertising experts
A 2000 survey of experts at Germany's top advertising agencies produced the following
results:
Nena for Mitsubishi
In addition to consumer recognition and public image, credibility and
likeability are extremely important when selecting a testimonial.
Secondary considerations are success, character, prestige, and trustworthiness as well as
affinity to the product and brand.
Why do companies using celebrities?
89
Creating attention
76
Increasing brand publicity
53
Improving the brand-/company image
Creating a unique position
36
Creating a brand-/company image
35
Increasing investment in the product
34
Increasing product sales
26
share value in %
target group: top 500 advertising companies
base: brands using celebrities
source: tns-emnid institute
20
Celebrity advertising testimonials are recruited according to "occupational category", primarily from sports, music, and entertainment. Determined by a strong media interest in
additional to growing popularity in the sports, music, or television industry, athletes, musicians, and actors embody mainstream social ideals and emotional values such as success,
achievement, and dynamics. They also fulfill important advertising prerequisites such as
general recognizability, and likeability among consumers.
prospects / strenghts of using celebrites in ads
64%
Positive transfer of image from celebrity to brand
35%
Boosting the high profile of the brand
33%
Increase in publicity
24%
Creating credibility
Uwe Ochsenknecht pitched for
“Der Grüne Punkt“
High sympathy values
Identifying the celebrity with the brand product
High PR potential
16%
14%
12%
share value in %
target group: top 500 advertising companies
base: brands using celebrities
21
22
chapter 3 FREQUENTLY ASKED QUESTIONS ABOUT CELEBRITY ADVERTISING
"Nearly a quarter of US television commercials feature a celebrity."
Achim von Kirchhofer, IMAS.
23
basic requirements for effective use of celebrities
in advertising
After discussing some historical background in the first two chapters as well as objectives
and opportunities in celebrity advertising, in the next chapter we would like to talk about
the most relevant hypotheses when using celebrities.
1
A continual presence on television is a basic requirement for successful
celebrities.
One basic requirement for the success of a popular personality is a strong and credible
media presence. This will guarantee maximum recognition and always being up to date.
+ Celebrities are a basic part of our everyday ideology and effectively always on
television. There are practically no celebrities without a television presence.
+ Survey respondents differentiated between successful and not so successful
celebrities. Because of their limited success, the later group was not seen on TV
as often.
+ Success and television presence are highly correlated.
Source: KNSK & Johannes Röhr Unternehmensberatung, November 2001
24
2
celebrities overshadowing the advertised brand
The brand only becomes overshadowed when the affinity between product and personality is
not in tune, and the marketing and communication strategy is not implemented correctly.
+ Advertising must foster a positive promotional relationship, on the principle of
success embodied by the celebrity. Otherwise the celebrity may overshadow the advertiser'smessage, i.e., advertising the celebrity.
+ The overshadowing effect is only a reference to the mutually supportive relationship between the advertising message and the celebrity.
+ Both sides support each other, so that the advertising is directly recognizable.
performanceplus clients
Michael Ballack
Muhammad Ali
25
3
the simple Presence of a celebrity without a further relationship with
the brand or product is not sufficient.
The affinity of a celebrity with a brand or product is a critical success factor in the partnership. Credibility depends on it.
+ Celebrities embody relevant principles of success in our society.
+ That's why a "body" is sufficient to establish a relationship between a product/brand and a (celebrity) success principle.
+ A direct relationship through quotations or speech is not obligatory. However the suc-
cess principle and the subject of the advertising must mutually support each other, so that the celebrity has impact.
PERFORMANCEPLUS-Clients
Eva-Miriam Gerstner
Sonja Kirchberger
26
4
the high cost of celebrities always pays off.
The honorar always needs to be in relation to the total volume and leisure spectrum.
+ Celebrities help to integrate products and brands into the ideological foundation of daily life – and become part of the "relevant set" in a community.
+ They create an association with areas of identity. Through celebrities, products and brands can significantly gain relevance in daily life.
performanceplus clientS
Ottmar Hitzfeld
Wolfgang Lippert
27
5
celebrities can only develop an effective advertising impact when they
work for brands within their field of activity.
There are numerous relevant partners within a celebrity's areas of activity. But the affinity
with the brand/product plays a more important role.
+ Boris Becker for AOL or Angela Merkel for Sixt are positive examples of a contradic
tion of this hypothesis. Both motifs are very effective for their brands.
+ They show that the psychological qualities of the success principle embodied by the celebrity are key. They are not bound by the star's original area of success.
+ Conversely: surveyed consumers are interested in seeing how the celebrity success principle looks in different contexts.
Performanceplus ClientS
Steffi Jones
Natalie Geisenberger
28
6
advertising statements made by celebrities are not believable, because
they are bought.
No one expects a celebrity to do corporate advertising for nothing.
+ The last thing surveyed consumers check is whether a brand or advertising portrays a
unified representation.
+ Advertising statements are credible when they can be combined with the success principle.
performanceplus Client
Katrin Müller-Hohenstein
Hana Nitsche
29
30
chapter 4
selecting the right personality for a partnership
"Whether a celebrity is up to date is crucial for advertising impact. That's why a constant
TV presence is a basic requirement for successful celebrities."
Johannes Röhr, Celebrity-Werbung, 2001
31
celebrities in advertising – criteria for selecting a partnership
from the perspective of the company/agency
+ Is this a new campaign coordinated with a testimonial?
initial situation
+ Does a campaign already exist, and is the intention to strengthen it with a celebrity?
+ Should additional tools like promotions, events, media cooperation, etc., be added to an existing campaign?
+ Which feelings should be anchored by the campaign?
+ Which competencies should the product or presenter communicate?
objectives
+ Which qualities can truly be ascribed to the celebrity?
+ Are you verifying the desired image transfer?
+ Is the result in line with the advertising objective?
+ Does the celebrity have some kind of personal relationship with the product?
+ Likeability and recognition value
+ Industry or product affinity
selection criteria
+ Attractive story (success and image)
+ National and international popularity
+ Credibility / communication competence
+ Is the celebrity current?
+ Which media platform will attract the celebrity into a partnership?
+ Which other advertising partners does the celebrity have?
32
The three cornersteps for maintaining the value of a celebrity
The fit of a personality with a brand/product is determined by a series of criteria. In addition
to a strong personality, which influences image and likeability, success significantly contributes to the popularity of a celebrity. Equally important is a constant media presence, which
guarantees that the partnership is implemented and up to date. The greatest success of a
testimonial during the selection phase and the partnership itself is achieved when all three
cornerstones are equally effective. The celebrity's management should develop and pursue
a clear strategy, in order to keep the personality and media presence constant throughout
the entire partnership.
CHARISMA
CharaCter
Homestories
AWARDS
tv
appearances
RhetoriC
ReCordS
Team SPIRIT
success
PersONALITY
APPEARANCE
EDUCATION
CREDIBILITY
A strong personality is extremely important. But it
must feel authentic and communicate clear and
positive attributes.
industry
media
ColumnS
hero
status
FIGHTING
SPIRIT
CONSTANT MEDIA
PRESENCE
Constant and up-to-date success garantees
recognition and underscores the personality.
Interviews
internet
TitelS
charity
events
A strong presence in relevant media serves as
acelebrity transporter and additionally functions
as a platform for the pertnership.
If the three cornerstones are not in balance, the value of a celebrity
will be significantly reduced.
33
34
chapter 5
Talent Management / PERFORMANCEPLUS AT WORK
"Using our foundation of market knowledge, we work in conjunction with the client to develop individual synergized concepts and platforms, successively expand, and identify market
opportunities and trends. This is the secret of success for PerformancePlus.“
Peter Olsson, 2008
35
How do The Performers working for positioning a
personality in the right way?
PerformancPlus has developed a 3-phase model for talent marketing. It serves as a basis
for all personality marketing strategies and as a decision-making foundation for companies
seeking a possible partnership.
The successful marketing of a personality is based on three cornerstones: personality,
achievement, and constant media presence.
An "is analysis" is conducted using this basis. Because the most essential aspect is how
well the celebrity and brand/product fit each other, we begin the analysis with the 3-phase
model. Using the knowledge obtained, a marketing strategy is developed and optimum
partners for our clients are located.
Phase 1: In the personality assessment, a personalized questionnaire is used to determine
a celebrity's suitability for specific industries and brands.
No Angels and LEGO
Michael Ballack pitched
for McDonald´s
Phase 2: The second step contains a representative survey of the target group and seeks to
determine the level of recognition, potential likeability, and image profile of the celebrity.
Phase 3: The third step is made up of conversations with industry insiders and agency professionals in order to obtain expert opinions on how to proceed.
The goal of the model is to achieve most effective positioning of the star and the continuous
development of the personality with the brand.
"The consistent application of this philosophy makes it possible to maintain
and even increase the value of the testimonial for the advertising partner
for far into the future." Peter Olsson
36
3-phase model for determining marketing potential and strategy
Phase 1
Phase 2
personality
assessment
assessing
the public
+ Questionnaires with
+ Representative
+ Personal conver-
over 60 items related
market research study
sations with top pro-
to self-assessment,
to determine the
fessionals and creative
personal preferences,
visual recognition,
directors from adver-
career plan, etc.
likeability, and image
tising agencies about
profile as well as
advertising potential
industry and product
and industry affinity.
Phase 3
Expert opinions
positioning of the
personality
affinity.
Oliver Bierhoff pitched for DWS,
tv commercial
37
excerpts from michael ballack´s master plan through 2006
The master plan is a guide for all involved persons. It contains clear goal and strategy specifications and is primarily focused on positioning and
marketing strategy. This master plan builds on athletic achievement and is custom-tailored to Michael Ballack. It is long-term, continuously
revised, and absolutely unique for a German athlete. This definite strategy allows efficient examination of our activities and the possibility to react
more quickly and effectively to modifications in the plan.
Positioning / Image
Marketing Strategy
Clear and unambiguous personality and image
make up the foundation of marketing. No international partnership can exist without this foundation. The development of your image, i.e., how
the person is perceived in public, has been very
positive and unique. In addition to high degree of
recognition, other pleasant characteristics have
been attributed to you. The most important are
underlined:
Honest, open, leading, serious, likeable, resilient,
attention-grabbing, independent, credible, connected to home, responsible, fashionable, elegant, political, and engaged with social issues.
The underlined attributes should be further
developed, strengthened, and expanded as your
profile in the future, especially when interacting
with the media (interviews, etc.).
The media will accept this as a clear profile,
thus reducing the risk that the press develops
a profile on its own that has no substance.
Furthermore, I believe that with these characteristics, your clear profile, and your constantly
improving playing skills, you have the opportunity to be a role model on your way to becoming
a legend. The fact is that neither the national
team nor FCB has a player with a strong, clear
profile – they need a prestigious top player like
you.
The simple fact is that no other player in
Germany has this potential or has developed
a similar strategy. The closest was a strategy
that I developed for Oliver Bierhoff in 1996. But
it did not have the perspective of such a clear
position, a limited number of partners, and a
perfectly timed World Cup in Germany.
It was correct to plan the timeframe for negotiations with individual sponsors. Your market
value is much higher now, and companies are
now making plans for World Cup 2006. The fact
that the earlier and smaller partners have only
used you sparingly in their advertising makes
you even more attractive because you remain
relatively unused.
My goal is to select 4 or 5 long-term, global
partners while taking into consideration the
interests of the league team, the national team,
FIFA, UEFA, and the future development of soccer. You should have personal partners, who are
seriously interested in integrating your person
into their sports marketing activities, who are
established soccer partners, and who will be
sponsors at the European Championship and
World Cup.
When selecting partners, we should distinguish
between primary, secondary, and additional
sponsors. You will find the overview of individual partners on the next page. You will also find
that each partner has a specific significance and
MOST FASCINATING aCtivE SOCCER PLAYER
Place 1
Ballack
Place 2
Kahn
Place 4
Zidane
Place 5
Ronaldo
Place 8
Beckham
RECOGNIZABILITY
2001
2003
2005
17%
2%
1%
Place 25 Del Piero
1%
Source: Sport + Markt, March 2003
SECONDARY SPONSOR:
This includes all DFB and FC Bayern sponsors,
whom you are contractually involved with as a
member of the team.
ADDITIONAL SPONSOR:
This includes all smaller partnerships (e.g.
trading cards, figures, etc.) which require minimal or no days but never-theless support your
image.
2005
91,9 %
87,8%
68,9%
5%
Place 11 Figo
PRIMARY SPONSOR:
Limited number of personal and global companies that have a successful track record as
sports sponsors and as partners of FIFA, UEFA,
and FC Bayern München.
95,0%
10%
6%
sympathY
2001
2003
that they all fit together advantageously. In the
near future we will hold a workshop with global
partners to identify their objectives and develop
synergies. This would not only be a unique marketing strategy. Synergies between individual
sponsors would be the best marketing position
that has ever been achieved in Germany.
59,2%
Source: Sport + Markt, March 2003
Emnid-Sport, Sportbarometer 2001, July 2005
64,4 %
38
the new Strategy
“No german athlete has ever had such an innovative marketing strategy.“
The partners and their functions
Each partner has clear attribute and its own function within our strategy. It is very important that you
know them and can explain who they are.
+ Extremely positive image and a natural fit
+ Leading global football & apparel brand
+ Youth oriented
+ Trendy Y3 collection
+ Michael is member of the global team
(Beckham, Zidane, Raul)
+ Advertising in Asian markets
+ Adidas is a partner of FIFA, UEFA,
dfb and fc bayern Munich
+ One of the worlds largest and most innovative brands
for family and youth
+ Long-time soccer partner (UEFA/FIFA/dfb)
+ With 2,2 million customers per day, McDonald's provides
the strongest promotion platform in Germany
+ Reaches all levels of society
+ Ronald McDonald Houses are a great program to
help permanently ill children
+ Comprehensive partnership including consumer electronics, Sony Music, Sony Pictures and Playstation
+ Lifestyle partner combining sports, entertainment and music
+ One of the worlds most innovative and coveted brands
+ A brand for youth
+ FIFA sponsor 2007-2014, UEFA Champions League sponsor
Michael BALLACK`S
Primary partner
+ One of europes leading communication companies
+ Main sponsor of FC Bayern Munich
+ Sponsor of Euro 2004 and the FIFA World Cup 2006
+ Since 2005 partner of DFB
+ Expansion company in the sectors mobility and logistics
+ Fits to european champions in this sector
+ Logistics partner for the World Cup 2006
+ National supplier of the FIFA OK 2006
+ The worlds largest and most likable brand
+ Coca-Cola's focus is on 'fans'
+ Long-time global soccer partner
(nearly 40 years)
+ Coca-Cola is a partner of FIFA, UEFA,
DFB, FC Bayern Munich and most teams in the
german league
licensing partnerS
+ Revell figurines
+ Trading cards
+ Michael Ballack Calendar 2006
+ 3-d figurines
Additional
partners
39
STRATEGY SUCCESS
Project
Michael Ballack as a brand ambassador for Sony consumer electronics, music, Columbia Tristar and
PlayStation
"wega theatre" 2003
The `Wega Theatre` campaign was built around the Sony home cinema program, showing Michael in
a privat atmosphere enjoying a movie and music.
"HD bravia" 2005
As part of the global release of high quality products, Sony produced a tv spot and print campaigns,
especially for the german market with Michael Ballack as testimonial.
"TRICK THE TIGER" 2006
In order to increase the profile of high definition television among German people and to make an
HDTV-compatible television appealing to as many consumers as possible ahead of the Football World
Cup, Sony and ProSieben launched a joint advertising campaign. Sony and ProSieben took advantage
of Michael Ballack‘s high profile and the fact that lots of people like him for the campaign, in order to
create a credible link to the theme of football and the 2006 World Cup.
Sony Wega Theatre
campaign 2004
Charity event: Michael
Ballack and Will Smith
signing footballs in
order to raise money for
a good cause
Sony "Trick the Tiger"
print campaign 2006
40
STRATEGY SUCCESS
Project
Michael Ballack as a brand ambassador for all McDonald’s football activities in relation to EURO
2004, Confederations Cup 2005 and FIFA World Cup 2006. The main focus is on children and families
as the target group.
examples of cAMPAiGns
McDonald's war offizieller
Partner der FIFA WM 2006.
"McCHoice" 2004
The „McChoice“ campaign was McDonald‘s most successful campaign in the last 3 years and the
„Advertisement of the Month“ (German „Ad Age“). Compared to 2003, sales rose by approx. 7.8%
(January 2003/2004).
"kick mac" 2004
The „Kick Mac“ campaign involved action scenes featuring Michael Ballack for EURO 2004. The
first football burger was created for the „Kick Mac“ campaign. The campaign achieved an attention
impact of 41%.
"big Tasty" 2005
The „Big Tasty“ product was supported by Michael Ballack through a TV commercial in May 2005.
As a role model, Michael Ballack appealed to the male target group and ensured that the product
was successfully introduced on the market. The degree of awareness of the „BIG TASTY“ campaign
was over 33%.
"Mini WC Ball" 2006
The „Mini World Cup Ball“ campaign
"football EScORT" 2004-2006
One of the most important programmes was the two-part McDonald’s “Football Escort” campaign. Part 1
started in the run-up to EURO 2004 and part 2 to mark the 2006 FIFA World Cup. The measures adopted
included TV commercials, competitions, promotions and posters.
The McChoice Campaign was McDonald´s most successful campaign nin the last 3 years and the
"Advertisement of the month" (german "ad age"). compared to 2003, Sales rose by approx. 7.8%
(January 2003/2004).
The EURO 2004 „Football Escort“ programme activated 650,000 children aged between 6 and 10 in
Germany. This represents 10% of all the 6-10-year-olds in Germany.
"Football Escort" FIFA WC 2006 tv spot
Print 2005
McDonald´s "Football Escort" 2004
41
"Big Tasty" tv spot
our understanding of Service & Support for our Partners
In addition to a high degree of marketing expertise, PerformancePlus possesses an advanced and lively understanding of service. This is reflected in our comprehensive service and
support palette.
+ Delivery of existing market research and biographical data
+ Input strategy / concept development
+ Supporting PR work
+ Status checks
+ Sponsoring meetings
+ Documentation
Client support already begins during the acquisition phase, when PerformancePlus compile all available project-related market research and media data, and subsume them under
specific requirements of the potential sponsor. PerformancePlus also illustrates to companies the integration potential between various special forms of advertising, testimonials,
etc., and traditional, established communication strategies.
After the contract has been signed, the partnership is managed as a dialogue for the
benefit of the client. This includes continuous documentation and newsletters about the
project. Together with media evaluations, these tools express a visual and textual portrait
and assessment of the sponsorship. To continuously optimize partnerships and promote
regular exchanges between partners, PerformancePlus organizes sponsoring meetings
for various projects.
42
www.performanceplus.de
PerformancePlus website
Our homepage is our most important communications platform. Here you will find important information about our clients, business developments, and news. The regularly updated pages also contain relevant information about our stars, including pictures and market
research data.
+ Our newsletter keeps you informed of the latest news
+ With a password you can access market research data on our stars
+ Current cases give you an overview of our activities
+ Detailed information on our corporate philosophy, references,
and legal portfolio
43
Case study – Oliver Bierhoff + Dany Sahne
Task
The public considered Dany Sahne a high-calorie luxury product that was not seen as nutritious but as a "special extra". This positioning conflicted with growing fitness concerns that
came with the wellness and health wave of the mid-1990s. More and more influence was
being seen on nutritional habits. The result: sales of Dany Sahne were stagnating.
Strategy
Increase in sales of Dany Sahne by positioning the product as a regular part of the full
shopping basket. The product was to be clearly positioned in wellness, fitness, and health
segments. A testimonial campaign with a sports personality should achieve an image
transfer to athleticism, lightness, and health.
Implenentation and Success
The requirements of the testimonial were clearly defined: a sports personality that had
high awareness and likeability values, in addition to a pleasant appearance and an obvious
laxity that embodied the attributes of the fitness trend had to be found.Oliver Bierhoff was
perfect for the role of the testimonial. With a recognition factor of nearly 65 percent and a
likeability among that group of 68 percent, he fulfilled not only the basic requirements but
also brought a smartness and integrity to his image. Alongside his top position in German
soccer, he delivered all the factors that a credible partnership required. The campaign
included TV and radio commercials, which where run in two flights in two three-week intervals. The first flight ran networked across all relevant programs on television and radio.
The second flight concentrated primarily on TV. The numbers prove that Oliver Bierhoff's
testimonial for Dany Sahne was a success: sales for the year of the campaign increased
9.8 percent!
Oliver Bierhoff and Dany Sahne, tv commercial
44
Case study – oliver bierhoff + dws
Task
DWS campaign 1997-2001, Position the product with sports fans
Strategy
The strategy was to use a sports testimonial to attract a sports-minded target group in
addition to traditional target groups. Former professional footballer Oliver Bierhoff was
DWS, 1997-2001, campaign
the perfect person to attract this target group because he scores highly on awareness and
likeability and he has a smart appearance.
Implementation + Success
The campaign consisted of several TV commercials, advertisements, posters, promotions
and print campaigns during this period. Thanks to the Oliver Bierhoff testimonial, Deutsche
Bank successfully managed to spontaneously attract the attention of 16% of the target
group. 15 million Germans aged 14 and over considered the partnership between DWS and
Oliver Bierhoff to be „highly credible“. This campaign has been the most successful ever
for Deutsche Bank. Awareness of the TV commercial was in some cases twice that of other
campaigns not featuring Oliver Bierhoff.
Oliver Bierhoff for DWS, tv spot
45
Case study – Oliver Kahn + Lion
Task
Consulting on the search for a credible testimonial as well as handling of negotiations that
resulted in a contract with Nestle for the product "Lion."
Strategy
Based on market research results, a person was sought who had an ideal fit with the product ascribed attributes "passion, strength, endurance, clever humor, and independence".
This person should improve the awareness and image of the brand among the target
group.
Implementation and Success
Thanks to the strategy and the access of PerformancePlus, Oliver Kahn was won and was
a perfect testimonial in his function as a Lion hero.
An integrated marketing concept (TV, print, POS, Internet, PR) was implemented where
Lion and Oliver Kahn shared the leading role. The greatest success here was Kahn's outstanding achievement during the 2002 World Cup, which resulted in better positioning in
shops and a sales increase in the double digits.
Oliver Kahn for Nestlê tv spot
46
Case study – timo hildebrand + continental
Continental was official partner of the FIFA WC 2006.
Project
Integration of a credible testimonial in the communication strategy to support sales of
Continental tyres and sponsoring
Strategy
As a result of his fast reaction ability as goalkeeper and his high awareness, Timo
Hildebrand was chosen as a testimonial for Continental tyres and implemented in the
communication strategy.
Implementation + Success
This partnership allowed the company to involve Timo Hildebrand in target areas such as
print and TV campaigns.
The response was extremely positive and sales figures shot up considerably. Awareness
of the TV commercial more than trebled between September and December 2004.
Continental tv spot and print campaign, 2004-2006
47
case study – legO + no angels
Project
Support for the introduction onto the market of the lego product „Clikits“.
Strategy
The idea was to use the most successful German pop band to cultivate further awareness
and image of the product in the core target group of kids and communicate to the extended
target group of parents a positive feeling when purchasing the product.
Implementation + Success
The campaign encompassed a TV commercial and advertising on billboards, in the printed
media and at the POS which was underscored very successfully with a personal concert
given by No Angels in Legoland (attended by approximately 18,000 people) and within 6
weeks permitted more than 90 million instances of exposure. The perfect match between
product, band and target group was the ideal formula for a partnership. Only a few weeks
after the start of the partnership, this fact was clearly reflected in an increase in sales and
increased demand in retail outlets. This ensured a market share of 20% while, by comparison, the most significant competitor had a share of barely 5%.
Concert in the Legoland, September 2003
48
case study – mcdonald's + heidi klum
McDonald's was official
partner of the FIFA WC 2006.
Project
Heidi Klum as a brand ambassador for the McDonald‘s „Healthy, active, dynamic lifestyle“
global campaign
Creating a marketing and communication programme for the „salads plus“ products /
Heidi Klum as a testimonial for fashion, fitness, wellness etc.
Strategy
Using Heidi Klum as a testimonial should appeal to a new target group for the „salads
plus“ products. The campaign should target young, figure-conscious women. Heidi Klum
was a suitable person to do this because she appeared credible thanks to her pleasant and
natural charisma.
Implementation + Success
The campaign involved TV commercials, printed advertisements, an Internet site and measures at the POS. The content was also used for PR measures and events.
Heidi Klum and McDonald´s, print campaign
Heidi Klum and McDonald's 2005/2006
49
case study – Uwe Ochsenknecht & Der Grüne Punkt
Task
There had been previous large-scale testimonial campaigns for Der Grüne Punkt. Everyone
recognizes the "green dot", but only a few know if the dual system is effective. The new
campaign aims to encourage consumers to continue sorting their waste.
Strategy
The idea of the campaign is to portray the reasons for separating and recycling by "metamorphosing" raw materials like glass or plastic into new everyday products. As "the man
from Der Grüne Punkt“, Uwe Ochsenknecht determines the second lives of packaging.
He hears the demands of moving, speaking packages. It is a clever way to avoid a pedantic stance while using light comedy and the wink of an eye to confirm Der Grüne Punkt
efforts.
Implementation and Success
Uwe Ochsenknecht has just shot the "fan club" commercial for Der Grüne Punkt. It was his
fourth time embodying "the man from Der Grüne Punkt." The spot features a brash and
humorous chase scene – with a happy ending for environmental protection: the man from
Der Grüne Punkt is transforming his pursuers – packaging like toothpaste tubes and paper
Uwe Ochsenknecht and Der Grüne Punkt,
tv commercial
cartons – into new recycled products at the touch of a button.
The new commercial continues the successful campaign for the Dual System, "Give your old
packaging new life." Three commercials have already run featuring Uwe Ochsenknecht.
Uwe Ochsenknecht has been a part of the campaign since its inception, which has
seen public acceptance of Der Grüne Punkt significantly improve. The brand image of
the Cologne company improved 10 percent in one year, as reported by Gesellschaft für
Konsumforschung (GfK). 44 percent of the public remember the commercial with the green
dot – placing the Dual System far ahead of brands with considerably larger TV budgets.
50
case study – Mitsubishi + nena
Project
Nena as a testimonial for Mitsubishi Motors 2006;
To generate awareness about the introduction of the new Colt Cabrio CZC in Germany
Strategy
Mitsubishi uses the personality Nena as a testimonial in the campaign to introduce the
Printanzeige
new Colt Cabrio CZC model. The intention was that Nena‘s extremely high profile and the
fact that she is well liked and popular would make people aware of the new model in the
market more quickly and help to appeal to the relevant target group. Nena and the new Colt
Cabrio CZC convey the attributes of zest for life, power, lifestyle, sportiness and reliability in
a credible way. The high level of attention and impact created by Nena‘s involvement were
intended to boost sales of the new model. The partnership between Nena and the Japanese
car manufacturer is on a long-term basis.
Implementation + Success
Nena can be seen in TV commercials and printed advertisements for the new model. The
Colt Cabrio CZC is one of the best-selling vehicles in its class in Germany.
Nena for Mitsubishi
51
the agency
PerformancePlus GmbH is a specialised marketing and communications company, active
in the fields of emotional brand building and talent management. With extensive experience
in working with global brands and celebrities, the agency supports companies to connect
with the world of sports, music and entertainment. PerformancePlus is one of Germany‘s
leading celebrity agencies and a company of 22Marketing AG in Zurich, Switzerland.
Our services:
+ Development, planning and realisation of communication concepts in the fields
of sports, music and entertainment
+ Media activation
+ Rights marketing
+ Celebrity management
+ Sponsorship sales
+ Hospitality und events conception
„WE UNDERSTAND OURSELVES AS THE LINK* BETWEEN COMPANIES AND THE WORLD
OF ENTERTAINMENT, SPORTS AND MUSIC AND ITS STARS.“
* Link: We act as an early adapter and develop together with our clients innovative marketing strategies to ensure smooth implementation and to obtain optimum results.
52
rights & properties
Talent Management
Sport
Muhammad Ali
Michael Ballack
Natalie Geisenberger
Ottmar Hitzfeld
Steffi Jones
TV and Entertainment
Eva-Miriam Gerstner
Kathrin Müller-Hohenstein
Joko
Sonja Kirchberger
Wolfgang Lippert - Lippert`s Friseure
Hana Nitsche
Venue Marketing
Color Line Arena Hamburg
Cologne Arena
53
performanceplus – References
11899
Nestlé / Lion
Adidas
Nestlé / Vittel
Adidas
Neutrogena
Audi
Nike
Bitburger Brauerei
Oddset
BMG Ariola
Otto Versand
Brauerei Beck‘s & Co.
Pepsi-Cola
Continental
Pfizer
Credit Suisse
Playstation
DaimlerChrysler
Powerade
Danone / Dany Sahne
Procter & Gamble
Danone / Fruchtzwerge Deutsche Bahn
Puma
Deutsche Bank / DWS
Quelle
DSF
Red Bull
Der Grüne Punkt
Reisfit
EA Sports
Revell
Esprit
RTL Television
FC Bayern München
RTL II Television
Fiat
s.Oliver
Heineken
Sat.1 Television
Heinrich Bauer Verlag
Siemens AG
Hugo Boss
Sony
Hugo Burda Media
Sony Ericsson
HypoVereinsbank
Sony Playstation
Interwetten
Strenesse
ITR / DTM
T-Com / T-Mobile
IWC Uhren
Toshiba
Kangaroos
UNICEF
Lacroix
VHV Versicherungen
Lego
Vodafone
LG Electronics
Volvic
L´Oréal
VW
LR-International
Wilkinson Sword
Louis Vuitton
McDonald´s Deutschland
McDonald´s Schweiz
Mitsubishi
54
PerformancePlus GmbH
Promenadeplatz 8
80333 Munich
Fon +49-89-599 890-0
Fax +49-89-599 890-28
info@performanceplus.de
www.performanceplus.de
a 22Marketing AG Company
www.22marketing.com