celebrities in advertising - a guideline 2009 2 foreword
Dear Reader,
The use of well-known personalities in advertising enjoys a long tradition. Although spon- soring 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 Changing circumstances 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 frequently asked questions about celebrity advertising 24 Basic tenets for effective use of celebrities in advertising chapter 4 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 pro- duced 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 Fürst Bismarck, Kornbrand at that time many businesses used recognizable names for advertising purposes. 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 econo- mic miracle of the 1950s. Consumer demands were no longer oriented around the neces- sary – but the desirable.
Because products were hardly discernable in terms of quality and price, it was especially difficult to attract consumers to a particular product. Philips campaign with Max Schmeling, 1950s 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 50s Luxor advertisement Joseph Vilsmaier film 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 commer- cials, 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 consu- mer.
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 87 Authenticity 86 Affinity with the target group 84 Sympathy 83 Awareness 80 Reliability 71 Media presence 69 Affinity with the product 67 Success in the job 66 job sector 47 Character/intelligence 46 Humor 43 Attractivity/Look 39 Sex 36 Age 34 Amount of advertising contracts 29 Eloquence 27 share value in % Private situation 24 target group: top 500 advertising companies base: brands using celebrities Polarising personality 21 Internationality 20 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 out- lets. For brand experts, this is an opportunity to transport their message across a broad communication spectrum. However, integrated, trans-media concepts that bundle commu- nications 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 above- average 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 Oliver Bierhoff and Bitburger Eva Padberg for Astor Cosmetics adidas
14 If this mechanism was necessary for survival in the past, today it primarily serves to sim- plify 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 multi- pliers 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 celebri- ties.
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 moti- vate 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 16 15 15 14
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 adverti- sing: 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 74 22 5 Young heroes 50 24 26 Actors - tv 46 40 14 Actors - movie 45 47 7 Avatars 42 25 32 Passive sportives 41 31 29 Speakers 40 40 18 Musicians 33 42 25 Casting stars 22 12 65
winning equal loosing source: tns-emnid institute
17 Marketing and communication objectives
Which integration opportunities does a company seek in a partnership with a popular per- sonality? In order to reach marketing objectives – i.e., increase brand recognition and emo- tionalization – businesses need to actively integrate the personality into the following areas:
AREAS OF ACTIVITY FOR CELEBRITY COMMUNICATION
ClassiCAL ADVERTISING below the line BRAND AMBASSADOR NBD1)
ADVERTISING PR Events PROMOTIONS Incentives
+ tv commercials + Editorial work + Charity + POS/Sales + CRM + Using a celebrity to + Content development + Radio + Photo spreads + Internal campaigns + CRM promote the brand + Access to new target + Cinema spots + Exclusive appearances + Sweepstakes + Merchandising groups + Posters interviews + Performances + Media + Employee + Product development + Print ads + TV appearances + Trade Fairs cooperations motivation + Access to the celebrity´s + Internet + Sampling at + Integration into platform
+ Special forms of Events conventions and 1) New Business Development advertising + On packaging conferences + Catalogues + Mailings + 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:
In addition to consumer recognition and public image, credibility and likeability are extremely important when selecting a testimonial. Nena for Mitsubishi
Secondary considerations are success, character, prestige, and trustworthiness as well as affinity to the product and brand.
Why do companies using celebrities?
Creating attention 89
Increasing brand publicity 76
Improving the brand-/company image 53
Creating a unique position 36
Creating a brand-/company image 35
Increasing investment in the product 34 share value in % target group: top 500 advertising companies base: brands using celebrities Increasing product sales 26 source: tns-emnid institute
20 Celebrity advertising testimonials are recruited according to "occupational category", pri- marily from sports, music, and entertainment. Determined by a strong media interest in additional to growing popularity in the sports, music, or television industry, athletes, musi- cians, 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
Positive transfer of image from celebrity to brand 64%
Boosting the high profile of the brand 35%
Increase in publicity 33%
Creating credibility 24%
Uwe Ochsenknecht pitched for High sympathy values 16% “Der Grüne Punkt“ Identifying the celebrity with the brand product 14%
High PR potential 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.
A continual presence on television is a basic requirement for successful 1 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's message, 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 the simple Presence of a celebrity without a further relationship with 3 the brand or product is not sufficient.
The affinity of a celebrity with a brand or product is a critical success factor in the partner- ship. 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? + Does a campaign already exist, and is the intention to strengthen it with a celebrity? initial situation + 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 + Attractive story (success and image) selection criteria + 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 contri- butes 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.
Homestories CHARISMA AWARDS
tv industry CharaCter RhetoriC appearances media Team SPIRIT ReCordS
CONSTANT MEDIA PersONALITY success ColumnS charity PRESENCE
APPEARANCE EDUCATION FIGHTING hero SPIRIT status internet Interviews
CREDIBILITY TitelS events
A strong personality is extremely important. But it Constant and up-to-date success garantees A strong presence in relevant media serves as must feel authentic and communicate clear and recognition and underscores the personality. acelebrity transporter and additionally functions positive attributes. 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 deve- lop 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. Phase 2: The second step contains a representative survey of the target group and seeks to No Angels and LEGO Michael Ballack pitched for McDonald´s 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 pro- fessionals 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 Phase 3 positioning of the personality assessing Expert opinions assessment the public personality
+ 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. 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 that they all fit together advantageously. In the near future we will hold a workshop with global Clear and unambiguous personality and image The simple fact is that no other player in partners to identify their objectives and develop make up the foundation of marketing. No inter- Germany has this potential or has developed synergies. This would not only be a unique mar- national partnership can exist without this foun- a similar strategy. The closest was a strategy keting strategy. Synergies between individual dation. The development of your image, i.e., how that I developed for Oliver Bierhoff in 1996. But sponsors would be the best marketing position the person is perceived in public, has been very it did not have the perspective of such a clear that has ever been achieved in Germany. positive and unique. In addition to high degree of position, a limited number of partners, and a recognition, other pleasant characteristics have perfectly timed World Cup in Germany. been attributed to you. The most important are It was correct to plan the timeframe for nego- underlined: tiations with individual sponsors. Your market PRIMARY SPONSOR: Honest, open, leading, serious, likeable, resilient, value is much higher now, and companies are Limited number of personal and global com- attention-grabbing, independent, credible, con- now making plans for World Cup 2006. The fact panies that have a successful track record as nected to home, responsible, fashionable, ele- that the earlier and smaller partners have only sports sponsors and as partners of FIFA, UEFA, gant, political, and engaged with social issues. used you sparingly in their advertising makes and FC Bayern München. The underlined attributes should be further you even more attractive because you remain developed, strengthened, and expanded as your relatively unused. SECONDARY SPONSOR: profile in the future, especially when interacting My goal is to select 4 or 5 long-term, global This includes all DFB and FC Bayern sponsors, with the media (interviews, etc.). partners while taking into consideration the whom you are contractually involved with as a The media will accept this as a clear profile, interests of the league team, the national team, member of the team. thus reducing the risk that the press develops FIFA, UEFA, and the future development of soc- a profile on its own that has no substance. cer. You should have personal partners, who are ADDITIONAL SPONSOR: Furthermore, I believe that with these characte- seriously interested in integrating your person This includes all smaller partnerships (e.g. ristics, your clear profile, and your constantly into their sports marketing activities, who are trading cards, figures, etc.) which require mini- improving playing skills, you have the opportu- established soccer partners, and who will be mal or no days but never-theless support your nity to be a role model on your way to becoming sponsors at the European Championship and image. a legend. The fact is that neither the national World Cup. team nor FCB has a player with a strong, clear When selecting partners, we should distinguish profile – they need a prestigious top player like between primary, secondary, and additional you. sponsors. You will find the overview of individu- al partners on the next page. You will also find that each partner has a specific significance and
MOST FASCINATING aCtivE SOCCER PLAYER RECOGNIZABILITY sympathY 2001 2003 2005 2001 2003 2005 Place 1 Ballack 17% 95,0%
Place 2 Kahn 10% 91,9 % 87,8% Place 4 Zidane 6%
Place 5 Ronaldo 5% 68,9% 64,4 % Place 8 Beckham 2% 59,2%
Place 11 Figo 1%
Place 25 Del Piero 1%
Source: Sport + Markt, March 2003 Source: Sport + Markt, March 2003 Emnid-Sport, Sportbarometer 2001, July 2005 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 + Comprehensive partnership including consumer electronics, + Trendy Y3 collection Sony Music, Sony Pictures and Playstation + Michael is member of the global team + Lifestyle partner combining sports, entertainment and music (Beckham, Zidane, Raul) + One of the worlds most innovative and coveted brands + Advertising in Asian markets + A brand for youth + Adidas is a partner of FIFA, UEFA, + FIFA sponsor 2007-2014, UEFA Champions League sponsor 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) Michael BALLACK`S + One of europes leading communication companies + With 2,2 million customers per day, McDonald's provides + Main sponsor of FC Bayern Munich the strongest promotion platform in Germany Primary partner + Sponsor of Euro 2004 and the FIFA World Cup 2006 + Reaches all levels of society + Since 2005 partner of DFB + Ronald McDonald Houses are a great program to help permanently ill children
+ The worlds largest and most likable brand + Expansion company in the sectors mobility and logistics + Coca-Cola's focus is on 'fans' + Fits to european champions in this sector + Long-time global soccer partner + Logistics partner for the World Cup 2006 (nearly 40 years) + National supplier of the FIFA OK 2006 + 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 Sony "Trick the Tiger" Ballack and Will Smith print campaign 2006 signing footballs in order to raise money for a good cause
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
"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% McDonald's war offizieller (January 2003/2004). Partner der FIFA WM 2006. "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 advan- ced 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 compi- le all available project-related market research and media data, and subsume them under specific requirements of the potential sponsor. PerformancePlus also illustrates to com- panies 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 impor- tant information about our clients, business developments, and news. The regularly upda- ted 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 nutri- tious 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 inter- vals. 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!
44 Oliver Bierhoff and Dany Sahne, tv commercial 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 pro- duct 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 out- standing 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 compari- son, 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 mea- sures 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 "meta- morphosing" 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 pedan- tic 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 Uwe Ochsenknecht and Der Grüne Punkt, tv commercial Der Grüne Punkt is transforming his pursuers – packaging like toothpaste tubes and paper 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 stra- tegies 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 [email protected] www.performanceplus.de a 22Marketing AG Company www.22marketing.com