celebrities in advertising - a guideline 2009

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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

foreword

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A history of personality marketing

Luxor soap advertising - example from post-war europe Changing circumstances

Why are celebrities used in advertising?

Marketing and communication objectives

Requirements for success

Survey of advertising experts

Basic tenets for effective use of celebrities in advertising

Celebrities in advertising – selection criteria for a successful partnership

The three cornerstones for maintaining the value of a celebrity

How do The Performers position the personality effectively?

3-phase model

Excerpts from Michael Ballack's master plan

Service and support

Representative cases

Agency

Legal overview

References

chapter 5 talent ManageMent/perforManceplUS at work

chapter 4 Selecting the right celebrity to develop a partnerShip

chapter 1 celebritieS in advertiSing

chapter 3 freqUently aSked qUeStionS aboUt celebrity advertiSing

chapter 2 objectiveS and opportUnitieS with celebrity advertiSing

celebritieS in advertiSingtable of content

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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

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what does celebrity mean?

Meyers Lexikon associates the term with people who

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

at that time many businesses used recognizable names for advertising purposes.

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.

"dUe to their pUblic office or profeSSional repUtation enjoy Special recognition and are conSidered repreSentative eliteS in Society."

a hiStory of perSonality-driven Marketing

Fürst Bismarck, Kornbrand of the princely Bismarck distillery

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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.

And so advertising strategists increasingly used the glamour of the film industry to appeal

to consumers.

lUxor Soap advertiSing - exaMple froM poSt-war eUrope

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.

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

Philips campaign with Max Schmeling, 1950s

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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.

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.

by the age of 35, the typical conSUMer haS Seen nearly 150,000 coMMer-cialS, not to Mention coUntleSS advertiSeMentS and billboardS.

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Selection criteria for celebritieS

share value in %target group: top 500 advertising companiesbase: brands using celebrities

ImageAuthenticity

Affinity with the target groupSympathy

AwarenessReliability

Media presenceAffinity with the product

Success in the jobjob sector

Character/intelligenceHumor

Attractivity/LookSexAge

Amount of advertising contractsEloquence

Private situationPolarising personality

Internationality source: tns-emnid institute

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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.

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.

the hUMan factor iS preSent at all levelS of coMMUnication.

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)

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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

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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.

why are celebritieS USed in advertiSing?

we alwayS prefer the identifiable over the Unknown.

Michael Ballack and adidas

Oliver Bierhoff and Bitburger Eva Padberg for Astor Cosmetics

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If this mechanism was necessary for survival in the past, today it primarily serves to sim-

plify decisions.

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.

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.

Katja Flint for Neutrogena, tv commercial

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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.

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.

the Market reSearch inStitUte iMaS recorded an 8 percent advantage at SpontaneoUS brand recognition when tv coMMercialS featUre celebri-tieS.

2006 2008 2010

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Michael Ballack for McDonald´s

Share valUe of celebrity advertiSing in the caMpaign Mix


source: tns-emnid institute

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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.

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.

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.

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Miuhammad Ali for adidas

developMent of celebrity advertiSing


Aktive sportives

Young heroes

Actors - tv

Actors - movie

Avatars

Passive sportives

Speakers

Musicians

Casting stars

winning equal loosing

Heidi Klum for McDonald´s

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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:

+ POS/Sales

campaigns

+ Sweepstakes

+ Media

cooperations

+ Sampling at

Events

+ On packaging

+ Mailings

+ Charity

+ Internal

appearances

+ Performances

+ Trade Fairs

+ Editorial work

+ Photo spreads

+ Exclusive

interviews

+ TV appearances

+ CRM

+ CRM

+ Merchandising

+ Employee

motivation

+ Integration into

conventions and

conferences

+ Training videos

+ Content development

+ Access to new target

groups

+ Product development

+ Access to the celebrity´s

platform

1) New Business Development

+ tv commercials

+ Radio

+ Cinema spots

+ Posters

+ Print ads

+ Internet

+ Special forms of

advertising

+ Catalogues

+ Using a celebrity to

promote the brand

AREAS OF ACTIVITY FOR CELEBRITY COMMUNICATION

CLASSICAL ADVERTISING BELOW THE LINE BRAND AMBASSADOR NBD1)

PR PROMOTIONS INCENTIVES

individUal concept- and platforM developMent

EVENTSADVERTISING

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To minimize risk when selecting a celebrity, obtaining preliminary data on the person is

recommended:

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.

reqUireMentS for SUcceSS

+ 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.

Uwe Ochsenknecht for Appenzeller, tv spot

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A 2000 survey of experts at Germany's top advertising agencies produced the following

results:

Secondary considerations are success, character, prestige, and trustworthiness as well as

affinity to the product and brand.

SUrvey of advertiSing expertS

in addition to conSUMer recognition and pUblic iMage, credibility and likeability are extreMely iMportant when Selecting a teStiMonial.

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Nena for Mitsubishi

why do coMpanieS USing celebritieS?

Creating attention

Increasing brand publicity

Improving the brand-/company image

Creating a unique position

Creating a brand-/company image

Increasing investment in the product

Increasing product sales



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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.

64%

35%

33%

24%

16%

14%

12%

Uwe Ochsenknecht pitched for “Der Grüne Punkt“

proSpectS / StrenghtS of USing celebriteS in adS

Positive transfer of image from celebrity to brand

Boosting the high profile of the brand

Creating credibility

High sympathy values

Identifying the celebrity with the brand product

High PR potential

Increase in publicity


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chapter 3 freqUently aSked qUeStionS aboUt celebrity advertiSing

"Nearly a quarter of US television commercials feature a celebrity."

Achim von Kirchhofer, IMAS.

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1

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 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.

baSic reqUireMentS for effective USe of celebritieS

in advertiSing

Source: KNSK & Johannes Röhr Unternehmensberatung, November 2001

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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.

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perforManceplUS clientS

Michael BallackMuhammad Ali

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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 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.

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perforManceplUS-clientS

Eva-Miriam Gerstner Sonja Kirchberger

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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.

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Ottmar HitzfeldWolfgang Lippert

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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.


Steffi JonesNatalie Geisenberger

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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.

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perforManceplUS client

Katrin Müller-HohensteinHana Nitsche

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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

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initial SitUation

celebritieS in advertiSing – criteria for Selecting a partnerShip froM the perSpective of the coMpany/agency

Selection criteria

objectiveS

+ Is this a new campaign coordinated with a testimonial?

+ 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?

+ Likeability and recognition value

+ Industry or product affinity

+ 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?

+ Which feelings should be anchored by the campaign?

+ Which competencies should the product or presenter communicate?

+ 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?

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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.

if the three cornerStoneS are not in balance, the valUe of a celebrity will be Significantly redUced.

A strong personality is extremely important. But it must feel authentic and communicate clear and positive attributes.

Constant and up-to-date success garantees recognition and underscores the personality.

A strong presence in relevant media serves as acelebrity transporter and additionally functions as a platform for the pertnership.

perSonality

appearance

credibility

edUcation

chariSMa

rhetoriccharacterrecordSteaM Spirit

awardS

fighting Spirit

titelS

colUMnS

eventS

hoMeStorieS

charity

internet interviewS

conStant MediapreSence

SUcceSS

heroStatUS

tvappearanceS

indUStryMedia

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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

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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

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

No Angels and LEGOMichael Ballack pitched for McDonald´s

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3-phaSe Model for deterMining Marketing potential and Strategy

phaSe 1perSonalityaSSeSSMent

phaSe 2aSSeSSing the pUblic

phaSe 3expert opinionS poSitioning of the

perSonality

+ Questionnaires with

over 60 items related

to self-assessment,

personal preferences,

career plan, etc.

+ Representative

market research study

to determine the

visual recognition,

likeability, and image

profile as well as

industry and product

affinity.

+ Personal conver-

sations with top pro-

fessionals and creative

directors from adver-

tising agencies about

advertising potential

and industry affinity.

Oliver Bierhoff pitched for DWS,tv commercial

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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.

excerptS froM Michael ballack´S MaSter plan throUgh 2006

positioning / image

Clear and unambiguous personality and image make up the foundation of marketing. No inter-national partnership can exist without this foun-dation. 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, con-nected to home, responsible, fashionable, ele-gant, 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 characte-ristics, your clear profile, and your constantly improving playing skills, you have the opportu-nity 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.

Marketing Strategy

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 nego-tiations 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 soc-cer. 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 individu-al partners on the next page. You will also find that each partner has a specific significance and

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 mar-keting strategy. Synergies between individual sponsors would be the best marketing position that has ever been achieved in Germany.

priMary SponSor:Limited number of personal and global com-panies that have a successful track record as sports sponsors and as partners of FIFA, UEFA, and FC Bayern München.

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 mini-mal or no days but never-theless support your image.

recognizability 2001 2003 2005

SyMpathy 2001 2003 2005

59,2%

87,8%

Source: Sport + Markt, March 2003Emnid-Sport, Sportbarometer 2001, July 2005

91,9 %

95,0%

68,9%

64,4 %

MoSt faScinating active Soccer player

Source: Sport + Markt, March 2003

Place 1 Ballack

Place 2 Kahn

Place 4 Zidane

Place 5 Ronaldo

Place 8 Beckham

Place 11 Figo

Place 25 Del Piero

17%

10%

6%

5%

2%

1%

1%

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the partners and their functionsEach 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.

“no german athlete has ever had such an innovative marketing strategy.“

the new Strategy

MichaelPriMary

BallacK`SPartner

additional PartnerS

+ 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

+ 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

+ 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

+ 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

+ 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

LICENSING PARTNERS

+ Revell figurines+ Trading cards+ Michael Ballack Calendar 2006+ 3-d figurines

+ 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

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Strategy SUcceSS

project Michael Ballack as a brand ambassador for Sony consumer electronics, music, Columbia Tristar and PlayStation

"WEGA THEATRE" 2003The `Wega Theatre` campaign was built around the Sony home cinema program, showing Michael in a privat atmosphere enjoying a movie and music.

"HD BRAVIA" 2005As 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" 2006In 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

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Strategy SUcceSS

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.

projectMichael 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" 2004The „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" 2004The „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" 2005The „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" 2006The „Mini World Cup Ball“ campaign

"FOOTBALL ESCORT" 2004-2006One 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.

McDonald´s "Football Escort" 2004Print 2005

"Football Escort" FIFA WC 2006 tv spot

McDonald's war offizieller Partner der FIFA WM 2006.

"Big Tasty" tv spot

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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.

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.

oUr UnderStanding of Service & SUpport for oUr partnerS

+ delivery of existing market research and biographical data

+ input strategy / concept development

+ Supporting pr work

+ Status checks

+ Sponsoring meetings

+ documentation

43

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.

www.perforManceplUS.de

+ 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

44

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!

caSe StUdy – oliver bierhoff + dany Sahne

Oliver Bierhoff and Dany Sahne, tv commercial

45

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

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

DWS, 1997-2001, campaign

caSe StUdy – oliver bierhoff + dwS

46

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.

caSe StUdy – oliver kahn + lion

Oliver Kahn for Nestlê tv spot

47

caSe StUdy – tiMo hildebrand + continental

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.


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

Continental was official partner of the FIFA WC 2006.

48

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.


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

49

caSe StUdy – Mcdonald'S + heidi klUM

Heidi Klum and McDonald´s, print campaign

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.


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 2005/2006

McDonald's was official partner of the FIFA WC 2006.

50

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

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.

caSe StUdy – Uwe ochSenknecht & der grüne pUnkt

Uwe Ochsenknecht and Der Grüne Punkt, tv commercial

51

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

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.


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.

caSe StUdy – MitSUbiShi + nena

Nena for Mitsubishi

Printanzeige

52

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.

the agency

53

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

rightS & propertieS

54

11899

Adidas

Adidas

Audi

Bitburger Brauerei

BMG Ariola

Brauerei Beck‘s & Co.

Continental

Credit Suisse

DaimlerChrysler

Danone / Dany Sahne

Danone / Fruchtzwerge Deutsche Bahn

Deutsche Bank / DWS

DSF

Der Grüne Punkt

EA Sports

Esprit

FC Bayern München

Fiat

Heineken

Heinrich Bauer Verlag

Hugo Boss

Hugo Burda Media

HypoVereinsbank

Interwetten

ITR / DTM

IWC Uhren

Kangaroos

Lacroix

Lego

LG Electronics

L´Oréal

LR-International

Louis Vuitton

McDonald´s Deutschland

McDonald´s Schweiz

Mitsubishi

perforManceplUS – referenceS

Nestlé / Lion

Nestlé / Vittel

Neutrogena

Nike

Oddset

Otto Versand

Pepsi-Cola

Pfizer

Playstation

Powerade

Procter & Gamble

Puma

Quelle

Red Bull

Reisfit

Revell

RTL Television

RTL II Television

s.Oliver

Sat.1 Television

Siemens AG

Sony

Sony Ericsson

Sony Playstation

Strenesse

T-Com / T-Mobile

Toshiba

UNICEF

VHV Versicherungen

Vodafone

Volvic

VW

Wilkinson Sword

PerformancePlus GmbH Promenadeplatz 880333 MunichFon +49-89-599 890-0Fax +49-89-599 890-28

[email protected]

a 22Marketing AG Companywww.22marketing.com

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