Mr Kaiser
Mr. Kaiser is an advertising figure from Hamburg-Mannheimer who appeared in television advertising from 1972 to 2009. The slogan "Hallo, Herr Kaiser!" , Which has long been used there , has entered the German language as a winged word .
The first television commercial with the character of the fictional insurance agent Mr. Kaiser was broadcast on September 5, 1972. For 18 years, Günter Geiermann embodied the initially unnamed representative who personally advises customers on insurance issues. In 1980, the first name Günter was publicly introduced for Mr. Kaiser. In 1990 Franz Michael Schwarzmann took over the role, from 1996 it was played by Nick Wilder .
Geiermann was already very identified and known with the role:
“I always carried a pack of autograph cards with me, and they went away quickly. I even had a fan club and got a lot of letters and proposals for marriage. And when I did the theater, some really just came into the show to see me. They weren't interested in the piece at all. "
Like Tilly , Klementine or Ms. Antje, Mr. Kaiser belongs to the category of presenter advertising, in which recurring central characters advertise the same product with consistent language formulas. The figure is considered a pioneer in the personalization of companies in advertising and achieved a level of awareness of 86% in Germany in 2002 . The high level of awareness of the figure was also used by Hamburg-Mannheimer outside of commercials by naming products (e.g. "Kaiser-Rente").
The fictional Mr. Kaiser was widely received as a representative of the insurance industry. In 2005, for example, as part of collective bargaining in the insurance industry, the slogan “Hello Mr. Kaiser, already Hartz IV insurance?” Was used. In the movie 7 Dwarfs - Men Alone in the Forest , the queen uses the figure as a disguise.
After the takeover of Hamburg-Mannheimer by Ergo Lebensversicherung , Mr. Kaiser was given up as an advertising figure at the end of 2009.
In October 2017, the comparison portal Check24 used Mr. Kaiser in a commercial in the series "Two Incomparable Families". The character is also played by Nick Wilder and is the family's previous insurance agent. At the end, referring to the early advertisements, it is also mentioned that he is from Hamburg or Mannheim .
Individual evidence
- ↑ a b Mr. Kaiser loses his job after 35 years . World, November 20, 2009
- ↑ What is actually doing ...: Günter Geiermann ( Memento of the original from March 25, 2012 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. . Stern, December 7, 2004
- ↑ Ulrich Wergin, Karol Sauerland: Literature and theology: writing processes between biblical tradition and historical experience . Königshausen & Neumann, 2005, p. 297
- ↑ Alexander Kirchner, Raimund Brichta: Media training for managers: Convincing in public - optimizing investor relations and public relations . Gabler Verlag, 2002, p. 34
- ↑ Thomas Scheuer: Marketing for service providers: How to successfully market invisible services . Gabler Verlag, 2010, p. 53
- ↑ New collective agreement - insurance employees get more money . Handelsblatt, December 22, 2005
-
↑ Brand celebrity: Check24 brings Mr. Kaiser out of the advertising grave . ( handelsblatt.com [accessed October 27, 2017]). CHECK24 - When the insurance agent rings - 2 incomparable families. Retrieved December 1, 2017 .
