THE GNOME EXPERIMENT by OgilvyOne London for Kern

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THE GNOME EXPERIMENT

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Industry Business equipment & services
Media Direct marketing, Case study
Market United Kingdom
Agency OgilvyOne London
Art Director Graham Jenks
Copywriter James Nester
Photographer Piet Johnson
Released June 2012

Awards

Eurobest 2012
Direct Business to Business: Products & Services Gold
Direct Best Integrated Campaign Led by Direct Marketing Bronze

Credits & Description

Type of entry: Product & Service
Category: Business Products & Services
Advertiser: KERN & SOHN
Product/Service: PRECISION SCALES & CALIBRATION
Agency: OGILVYONE WORLDWIDE London, UNITED KINGDOM
Advertiser KERN & SOHN
Product PRECISION SCALES & CALIBRATION
Entrant OGILVYONE WORLDWIDE London, UNITED KINGDOM
Type of Entry: Product & Service
Category: Business Products & Services
Title: THE GNOME EXPERIMENT
Advertiser/Client: KERN & SOHN
Product/Service: PRECISION SCALES & CALIBRATION
Entrant Company: OGILVYONE WORLDWIDE London, UNITED KINGDOM
DM/Advertising Agency: OGILVYONE WORLDWIDE London, UNITED KINGDOM

Executive Creative Directors: Charlie Wilson/Emma De La Fosse (OgilvyOne London)
Creative Director: James Nester (OgilvyOne London)
Creative Director: Graham Jenks (OgilvyOne London)
Deputy Creative Director: Nick Hearne (U-Dox)
Copywriter: James Nester (OgilvyOne London)
Art Director: Graham Jenks (OgilvyOne London)
Art Director/Social Media Creative: Nick Hearne (U-Dox)
Public Relations Lead: Blair Metcalfe (OgilvyPR)
Digital Producer: Aphrodite Paxinou (OgilvyOne London)
Public Relations Analyst: Pete Dyson (OgilvyPR)
Public Relations Manager: Allan Edwards (OgilvyPR)
Website Developer: Chris Hanes (OgilvyOne London)
Developer: Teresa Chao (OgilvyOne London)
Developer: Fahim Chowdhury (OgilvyOne London)
Developer: Daniel Tanner (OgilvyOne London)
Photographer: Piet Johnson (Piet Johnson Photography)

Describe the brief from the client
Kern makes some of the planet’s most precise scales. And now they want to grow their reputation and revenue in the education and laboratory sectors.

But there are millions of labs and schools around the world - and credible data into who buys science equipment simply doesn’t exist. Making the challenge even tougher, Kern’s marketing budget was ‘lightweight’.

So the brief was to create a newsworthy campaign that would reach and engage this huge audience, without the costs global campaigns usually generate. This strategy would also help us boost Kern’s Google rankings which are key to success in this sector.



Creative Execution


An experiment easily could have been dull and not generated publicity. So we used a twist on the travelling gnome prank.

Gnomes are well-known for globe-trotting. So we equipped one with a Kern Scale and packed him in a flight case.

Once scientists received the gnome, they happily escorted him to landmarks for photos – they even sent him from one laboratory to another, from the South Pole to the CERN particle collider.

And as he travelled, each world-famous institution acted as a highly credible endorsement for Kern.




Describe the creative solution to the brief/objective.



Scientists love experiments. So Kern is conducting the world’s first mass-participation science experiment: one that reveals a little-known phenomenon.

Earth’s gravity actually varies, so you’ll weigh slightly more or less wherever you go. These fluctuations wouldn’t even register on typical scales, but Kern scales are more than capable of measuring them.

The audience would play a starring role in demonstrating just how accurate the product is by recording the gravitational variation in their location and adding the data to the experiment website.




Describe the results in as much detail as possible.



The experiment immediately captured the hearts and minds of our audience. Within 2 days of media launch, the story had reached an audience of over 355m in 152 countries, with 3 requests every minute from people wanting to weigh the gnome.

After 2 weeks, 16,386 websites had linked to GnomeExperiment.com which pushed Kern from page 12 to page 1 on Google, resulting in an 11% sales uplift and a 1,042% ROI. There was a TED talk all about the experiment, while several countries added the Gnome Experiment to their curriculum.

Kern’s fame continues to grow.