PRECISION WEIGHING by Wunderman London for Kern

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PRECISION WEIGHING

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Industry Stationery
Media Design & Branding
Market United Kingdom
Agency Wunderman London
Executive Creative Director David M. Harris
Released June 2009

Credits & Description

Category: Stationery
Advertiser: KERN
Product/Service: PRECISION SCALES
Agency: WUNDERMAN LONDON
Date of First Appearance: Jun 1 2009 12:00AM
Entrant Company: WUNDERMAN LONDON, UNITED KINGDOM
Creative Lead: James Nester (Wunderman London)
Senior Art Director: Chris Lawson (Wunderman London)
Executive Creative Director: David Harris (Wunderman London)
Head of Design: Kevan Ansell (Wunderman London)
Online Designer: Ivan Pinto Bravo (Wunderman London)
Media placement: Stationery Design - Used For Direct Mail - 01/06/2009

Describe the challenges and key objectives
We needed to communicate our idea quickly. However we couldn’t allow the idea to dominate and takeover from the function of the stationery. The idea and execution also needed to communicate ‘clinical precision’, reinforcing the service offered by Kern.

Describe the brief from the client
Kern calibrates and distributes some of the most precise scales in the world, capable of measuring up to a staggering 7 decimal places. Our challenge was to bring the extraordinary precision of Kern products to life – with a lightweight budget.

Describe how you arrived at the final design
We asked Kern scientists to weigh every element of their corporate stationery (from the letterhead to the envelope, down to the very ink on the business card) to a staggering seven decimal places. We then incorporated these measurements into the design of the stationery. In this way, the stationery itself becomes an impressive demonstration of the extraordinary precision of Kern’s products. The precise kerning and regimented nature of the typeface communicates clinical precision. While the copy communicates in an engaging way both Kern’s obsession for precision and the extraordinary level of precision that their products can measure.

Give some indication of how successful the outcome was in the market
We used the full range of the stationery as the basis for a flat-pack DM piece sent to Kern’s prospects. We recorded a 24% response rate (beating previous records by 500%). It also resulted in 167 leads and four resellers signing up (predicted €200,000 revenue for 2010). Based on the €31,000 revenue created by direct sales alone, we're already over 750% ROI. This redesign is also part of a larger brand campaign that has resulted in a 30% increase in revenue since launch.