Kern DM HAPPY VALENTINE'S by Wunderman London

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HAPPY VALENTINE'S

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Media Direct marketing
Market United Kingdom
Agency Wunderman London
Executive Creative Director David M. Harris
Released February 2011

Awards

Caples Awards 2011
Campaigns Interactive campaign Finalist

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: KERN & SOHN
Product/Service: PRECISION SCALES
Agency: WUNDERMAN
Date of First Appearance: Feb 14 2011
Entrant Company: WUNDERMAN, London, UNITED KINGDOM
Entry URL: http://www.wn01.com/awards/2011/Cannes/Direct/KernValentine/
Creative Lead: Nick Hearne (Wunderman)
Campaign Creative Director / Copywriter: James Nester (Wunderman)
Executive Creative Director: David Harris (Wunderman)
Senior Art Director: Chris Lawson (Wunderman)
Media placement: Email - N/A - 14th February 2011

Describe the brief/objective of the direct campaign.
Kern distributes some of the most accurate scales in the world to scientists, engineers and pharmacists. However, scales had become commoditised, with little to differentiate between brands.
So how could we demonstrate Kern’s passion for precision?
Valentine’s Day was the perfect opportunity to differentiate Kern with a charming and humorous message, while also demonstrating the extraordinary precision of Kern products. We believed this approach would boost loyalty with existing customers and generate awareness with prospects.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We sent an intriguing Valentine’s email that drove recipients to a charming online video: an experiment that proves it’s possible to measure the weight of a kiss using Kern technology.
The aim was to beat Kern’s previous email results: 50% open rates and 25% click throughs to the main site – already high figures due to the niche audience and product. If we didn’t beat these figures, Kern would return to the conventional offer-led email strategy.

Explain why the creative execution was relevant to the product or service.
We were targeting a creatively starved audience: marketing in this sector is typically functional, bland and price focused. Despite their impressive capabilities, precision scales have become scientific commodities with little to differentiate suppliers of such technology.

This Valentine's message breaks these industry conventions. It's an idea that appeals to the scientific minds of our audience, and it presents Kern as an innovative company that's as passionate about precision as its scientific customers.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Impressive results from a lightweight budget:
95% open rate, 60% click through rate and an email response from over half of Kern’s top 50 customers. There was an a additional €62,000 uplift in sales from existing customers targeted. Five new customers and two new resellers signed up which equates to 1,400% ROI. Plus, this was part of a larger campaign that has resulted in a 30% increase in revenue since inception in 2009.
Actual brand value is tricky to measure, but in the words of Thomas Fimpel, Kern Marketing Director, ‘We’re making Kern scales sexy.’