At the heart of the communication strategy were several live stagings of “Kick-O-Mania” interviews with Kahn and Ballack. Most cut-through example: during a live interview in the Number One broad coverage TV sport format “Sport Studio”. The soccer star Michael Ballack was requested to play with his “Kick-o-Mania” portrait against the moderator.

300,000 thousand exemplars were sold after the start of the campaign. These results exceeded expectations.