How Kieback&Peter is boosting brand awareness, its appeal as an employer and its sustainability through its partnership with Füchse Berlin.
In this Success Story:
Challenge
As one of the leading experts in smart building automation, Kieback&Peter has been a ‘hidden champion’ of the German economy for decades. The company is a well-established name within the industry, but is only known to a limited extent by the general public. Today, technology companies face the challenge of clearly positioning themselves in an increasingly competitive market – not only with customers and partners, but also as an attractive employer. Kieback&Peter tackled this challenge by asking how it could authentically communicate its core values – sustainability, innovation and long-term thinking – and bring them to life for new target groups. The aim was to raise awareness beyond its own sector and credibly strengthen Kieback&Peter’s position as a long-established company with social relevance.
SPORTFIVEs solution
As the exclusive main sponsor of Füchse Berlin, Kieback&Peter is aligning itself with a club that, like the company itself, stands for peak performance, sustainability and continuous development. It is no coincidence that a long-established company in the building automation sector is taking this step: Kieback&Peter is thus confidently stepping out of the shadow of its industry and demonstrating that it can hold its own even beyond specialist audiences and tender processes. The emotional appeal of handball brings the company the attention it has not previously enjoyed amongst the general public as a ‘hidden champion’, and highlights what has long been known within the industry: that Kieback&Peter is one of the innovation leaders in its field. Beyond increased brand awareness, the partnership directly enhances the employer brand and positions Kieback&Peter as a company that thinks just as ambitiously as the club with which it is associated.
Many people benefit from Kieback&Peter’s solutions every day without even knowing our name. Our partnership with Füchse Berlin has changed that. It provides us with an emotional platform on which we can demonstrate what we stand for as a company. We are united by the desire to improve every day, to take responsibility and to achieve success only as a team. The fact that this shared journey has already been crowned, after such a short time, with the club’s first-ever German championship title and other major successes fills us with pride and confirms that we have the right partner by our side.
Christoph Ritzkat, Managing Partner and CEO, Kieback&Peter
What makes this partnership special
Shared values
Excellence, sustainability, innovation, nurturing young talent
Strategic goals
Increase brand awareness, strengthen the employer brand, showcase expertise in sustainability
Factors of success
Authentic brand fit, sporting success, emotional engagement
Results
Kieback&Peter is now recognised as the main sponsor by a large proportion of Berlin’s population, as well as beyond the city and particularly within the handball community. This is made possible by the multitude of touchpoints along the fan journey: social media, the brand’s presence on the team’s shirts, television coverage, print adverts and visibility at the Max-Schmeling-Halle. Through this combination of digital and physical presence, Kieback&Peter is constantly visible within the world of top-flight handball.
This visibility not only boosts brand awareness but also enhances brand perception: the sponsorship is viewed positively by more than two-thirds of those surveyed, both within the core target group and amongst Berliners. The partnership thus not only generates reach but also forges a strong emotional connection to the brand.
An additional benefit stems from a historic achievement: as the main sponsor during Füchse Berlin’s first German championship title, Kieback&Peter is permanently linked to a milestone in the club’s history. This long-term emotional connection is virtually impossible to achieve through traditional communication channels.
Fotocredits: Imago, Julian Daiber, Kieback&Peter, Niklas Köppen
