factbook - oliver kahn€¦ · factbook. 2 brand essence. 3 »further, always further. it’s not...

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FACTBOOK

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B R A N D E S S E N C E

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» F U R T H E R , A L W A Y S F U R T H E R .

I T ’ S N O T J U S T A B O U T W I L L P O W E R ,

B U T E S S E N T I A L L Y T H E N E E D T O C O N S T A N T L Y

D E V E L O P Y O U R S E L F . «

OLIVER KAHN

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B R A N D S T O R Y

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IF YOU NEED BALLS, MAKE SURE THEY’RE TITANIUM ONES

Titans are children of the gods. Giants

who fight for their freedom. Since at least

the 2002 World Cup Oliver Kahn is also a

giant – both as an athlete and as a per-

son, equipped with willpower as strong

as titanium. His willingness to perform to

the max and his abilities as a goalkeeper

have made him a legend and global role

model. “Further, always further” is his

credo and it drives him to constantly

learn new things and further develop

himself.

To achieve great things, Oliver Kahn

brings all his skills to bear. He views set-

backs and lows as productive opportuni-

ties. He is a winner who knows how to

lose and who is not too proud to take a

backstage role if it’s for the greater good.

The higher the requirements and the

greater the challenge, the more his per-

sonal potential can fully have an impact.

Oliver Kahn lives this attitude in all he

does with intensity and success like no

one else.

B R A N D S T O R Y

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EUROPEAN CHAMPION

1996

WORLD CUP WINNER

2001

WORLD CUP RUNNER-UP

2002

CHAMPIONS LEAGUE WINNER

2001

UEFA CUP WINNERS

1996

DFB CUP WINNER

1998, 2000, 2003, 2005, 2006, 2008

DFB LEAGUE CUP WINNERS

1997, 1998, 1999, 2000, 2004, 2007

B R A N D S T O R Y

BEST PLAYER AND GOALKEEPER OF THE FIFA WORLD CUP

2002

WORLD GOALKEEPER OF THE YEAR

1999, 2001, 2002

EUROPE‘S GOALKEEPER OF THE YEAR

1999, 2000, 2001, 2002

GERMANY‘S FOOTBALLER OF THE YEAR

2000, 2001

GERMANY‘S GOALKEEPER OF THE YEAR

1994, 1997, 1999, 2000, 2001, 2002

GERMAN CHAMPIONS

1997, 1999, 2000, 2001, 2003, 2005, 2006, 2008

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MY WILLPOWER DRIVES ME TO TRY NEW THINGS

Oliver Kahn‘s career as a world-class

goalkeeper has created the foundation

for his extensive expertise, high level

of public recognition, and credibility.

It’s the kind of success that makes him

independent and allows him to provide

clear and transparent content about

peak performance that goes far beyond

the sport. He provides new impetus that

gives people guidance and inspiration.

Oliver Kahn believes in inner strength.

He believes that people can achieve a lot

with discipline, patience and passion.

He has proven it again and again - even

after his career as a professional foot-

baller ended: He holds an ‘A’ trainer’s

licence, a master’s degree in business

administration and, as a football expert,

draws millions of television viewers. As

an entrepreneur and philanthropist, he

consistently translates his success as a

former high performance athlete into

achievements in different areas. He is an

example for all those who want to work

hard in life in order to progress.

And Oliver Kahn has by no means reached all his goals...

B R A N D S T O R Y

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B R A N D V I E W

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SOCIAL MEDIA

In 2016, Oliver Kahn’s influence will fur-

ther expand in order to enhance commu-

nication, interaction and his relationship

with the audience.

SAFE HUB

In 2016/2017 the Oliver Kahn Foundation

will launch a major educational athletics

project in Berlin. A training centre (Safe

Hub) with a football pitch will be built to

give socially disadvantaged children and

young people hope for the future.

SOCCERMATICS

An international documentary about

technology and big data in football.

Oliver Kahn is the protagonist & host of

this Red Bull Media House production.

S O C C E R M A T I C S

GOALPLAY

In 2016 Oliver Kahn will launch the first

brand in the world dedicated solely to

goalkeepers. GoalPlay will be the hub

for goalkeepers who want to share their

passion and further develop themselves

as sportsmen and women.

EURO 2016

ZDF will broadcast the 2016 UEFA

European Championship live in France

with Oliver Kahn as a football expert.

2016: THE OLIVER KAHN SUCCESS STORY CONTINUES...

B R A N D V I E W

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B R A N D V A L U E S

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B R A N D V A L U E S

“PEOPLE KNOW I’M NO CLOWN”

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B R A N D M I S S I O N

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“A SUCCESSFUL CAREER AS AN ATHLETE IS MERELY THE START OF YOUR DEVELOPMENT, THE MEANING OF WHICH ONLY BECOMES

APPARENT LATER ON.”

OLIVER KAHN

Oliver Kahn motivates and inspires people to set big goals and determinedly

follow them. With motivation, discipline, hard work and the necessary will, every

goal is achievable. Even the unattainable ones. Oliver Kahn conveys the strength

and continuity of believing in one’s self. He is an expert, motivator and a guide.

Oliver Kahn never gives up. He keeps going until success is inevitable.

B R A N D M I S S I O N

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B R A N D P R O M I S E

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OUR PROMISE: TITANIUM THAT’S WORTH ITS WEIGHT IN GOLD

Oliver Kahn epitomizes an authentic

willingness to perform to the maximum,

a strong will, bravery and courage.

He is a loyal and reliable partner who

sets his mind to the task at hand and

gives an impetus for continuous devel-

opment. He is never too proud to take a

back seat for the greater good in order

to strengthen and support others while

they achieve their goals.

B R A N D P R O M I S E

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WHO DOES OLIVER KAHN REACH WITH HIS PROMISE?

COMPANIES ...

…whose benchmark is high performance. Companies who want to use Oliver Kahn’s

activation potential in the areas of football, motivation, winning mentality and

entrepreneurship.

MEN AND WOMEN ...

…who want to get going, no questions asked, as well as those who know how to take

a back seat for the greater good from time to time. Everyone who understands that

hard work means getting your hands dirty but can also be a joyful experience that

leads the way to your destination.

CHILDREN AND YOUNG PEOPLE ...

... who grow up in socially disadvantaged areas and have no perspective in life. Those

who want to achieve things in their lives, who love playing football and appreciate

Oliver Kahn as an expert who can give them the necessary orientation.

B R A N D P R O M I S E F A C T S

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98% of the German population knows

Oliver Kahn. This places him in the

top sphere of German celebrities.

And, in line with his credo, there’s still

room for improvement.

ACHIEVE 98% RECOGNITION

2010 2012 20152011 20142013 2016

90 %

100 %

91,5 %

98,0 %

Source: Dr Grieger & Cie. Market Research; Status: July 2015

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IN EACH AGE GROUP, WHETHER MALE OR FEMALE.

98 %97,5%

98 %98,5%

99 %

femalemale Age 18-34 Age 35-54 Age 55-64


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FAR AHEAD IN A LEAGUE OF HIS OWN.



visualjust

the nametotal

recognitionØ German celebrities

94 %

4 %

60%

16%

98 %

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• 79 million people in Germany know Oliver Kahn.

• 29 million viewers on average ex-perience Oliver Kahn as an expert in football World Cup and European Championships during the German national team games.

• 10 million viewers on average tune in to the Champions League matches to follow Oliver Kahn’s analysis.

• 10 million readers of Oliver Kahn’s blog on bild.de since 2013.

• 8 million views on the “Oliver Kahn in Action” YouTube video. This is the highest number ever reached by a German footballer.

IT’S WHAT’S ON THE PITCH THAT COUNTS? NOT WITH OLIVER KAHN.

MORE INDICATORS:

• Best advertising recall

• Most Google searches

• Worldwide audience for the documen-tary “Soccer Automatics”

• Expansion of coverage in social media (Facebook, Instagram, etc.)


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YOUR CUSTOMERS WILL REMEMBER YOU BY THEMSELVES

8% of respondents recall the brands

associated with Oliver Kahn unaided.

And not just because he is so well known,

but also because he is an exclusive ad-

vertising partner.

TOP TEN % TESTIMONIAL

1 8.0 OLIVER KAHN

2 5.6 Jürgen Klopp

3 5.5 Dirk Nowitzki

4 4.6 Heidi Klum

5 4.4 George Clooney

6 4.0 Thomas Gottschalk

7 3.8 Sebastian Vettel

8 3.2 Bastian Schweinsteiger

9 2.8 Michael Ballack

10 2.7 Katharina Witt


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GOOGLED LIKE NO OTHER

The number of searches for Oliver Kahn

from 2011 to today clearly exceeds the

requests for Michael Ballack, Mehmet

Scholl, Jens Lehmann and Stefan Ef-

fenberg. Obviously, the very high search

peaks are around the football World Cup

and European Championships.

Jan. 2012 Jan. 2013

EM 2012 WM 2014

Jan. 2014

Oliver Kahn

Michael BallackMehmet SchollJens LehmannStefan Effenberg

Jan. 2015


Source: Google Trends 2015

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like very much like neutral don’t like

12 %

30 %

Approval rating: 42 %

32 %

13%12%

really don’t like



“EVERYONE NEEDS TO MAKE UP THEIR OWN MIND. IT‘S NOT UP TO ME.“

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BEING LIKED ISN’T EVERYTHING WHEN YOUR NAME IS OLIVER KAHN

Oliver Kahn is a polarizing figure. Any-

thing else would not be Oliver Kahn. He

does not want to be everybody’s darling.

He’s not willing to bend. This is exactly

why he is respected and often admired.

Just as for his courage, his perseverance,

his dedication and for the rough edges

he shows. Oliver Kahn is far closer to real

life than many A-listers. This is what

makes him so authentic and unique. If

one could portray this characteristic in

polls, Oliver Kahn would be right on top

of the list. So really, one should read the

graph as follows: 42% approval rating,

58% recognition, appreciation and au-

thenticity.


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A STRONG WILL, MOTIVATION AND THE POWER TO CONVINCE

“YOUR ADVERTISING IN SAFE HANDS.”

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COMPETENCE & RELIABILITY SAFETY & TRUST

THE EXCLUSIVE OLIVER KAHN TESTIMONIAL

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B R A N D P L A T F O R M

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Creative Key to Consumer Insight

FURTHER, ALWAYS FURTHER!

The Main Idea We Stand For

MOTIVATE PEOPLE TO PURSUE THEIR GOALS WITH DETERMINATION

Brand Personality Attributes

SUCCESS-ORIENTED, MOTIVATIONAL, RELIABLE

STRONG PERSONALITY

• Determined courage • Understands losses as

productive opportunities• Commitment

ENTREPRENEUR

• Innovates • Further develops

himself and others• Calm leadership style

Oliver Kahn Heritage

SPORTING ACHIEVEMENTS, THE WILL TO PERFORM, INDOMITABLE SPIRIT, INNER STRENGTH

B R A N D P L A T F O R M

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B R A N D V I S I O N

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HERE’S THE THING.

Everyone has courage. Everyone has

will power. It’s belief in these things

that’s crucial. “I believe in myself.”

That’s the inner voice that must al-

ways be present. And it needs to be

strong. Louder than anything else.

By translating my achievements as a

top athlete into my current activities,

I want to give this voice strength and

continuity. That’s my vision.

B R A N D V I S I O N

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Design: Bloom GmbH | bloomproject.de

PLEASE DON’T HESITATE TO CONTACT US AT ANY TIME FOR FURTHER INFORMATION

Your contact person:

Oliver Kahn Marketing

Dr. Robert Niemann [[email protected]]

Oliver Kahn‘s Management

Simone Derenthal [[email protected]]

Christian Forsthuber [[email protected]]

Management Oliver Kahn | Atelierstr. 16 | 81671 München

Telephone: +49 (0) 89 2 42 06 18 - 0 | Fax: +49 (0) 89 2 42 06 18 - 88 | E-mail: [email protected] | www.oliver-kahn.de

factbook - oliver kahn€¦ · factbook. 2 brand essence. 3 »further, always further. it’s not...

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