PRECISION WEIGHING by Wunderman London for Kern

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PRECISION WEIGHING

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market United Kingdom
Agency Wunderman London
Executive Creative Director David M. Harris
Released June 2009

Credits & Description

Category: Flat Mailing
Advertiser: KERN
Product/Service: PRECISION SCALES
Agency: WUNDERMAN LONDON
Date of First Appearance: Jun 1 2009 12:00AM
Entrant Company: WUNDERMAN LONDON, UNITED KINGDOM
Entry URL: http://wn01.com/awards/2010/cannes_lions/kern/a01/index.html
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: Direct Mail - Direct That Drives Online - 01/06/2009

Describe the brief/objective of the direct campaign.
Kern calibrates and distributes some of the most precise scales in the world. We needed an idea that dramatises the extraordinary precision of Kern products with only a small budget – one that generates leads and starts a compelling conversation between lapsed customers/prospects and Kern.

Explain why the creative execution was relevant to the product or service.
A pack that tells you how heavy it is. With the help of Kern scientists, we redesigned their stationery to incorporate accurate measurements of each element – from the letterhead to the ink on the business card. Using this stationery, we invited prospects online to guess the weight of the attached feather – and other extraordinarily lightweight items – in return for credit to spend with Kern. The desired outcome was website visits and sales uplift. As this campaign was an ‘industry first’, predicting results was impossible. But based on previous results, a 5% response would have been considered successful.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A pack that tells you how heavy it is. With the help of Kern scientists, we redesigned their stationery to incorporate accurate measurements of each element – from the letterhead to the ink on the business card. Using this stationery, we invited prospects online to guess the weight of the attached feather – and other extraordinarily lightweight items – in return for credit to spend with Kern. The desired outcome was website visits and sales uplift. As this campaign was an ‘industry first’, predicting results was impossible. But based on previous results, a 5% response would have been considered successful.

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.
A 45% response rate, 400 leads, 20 new resellers signed up. The resellers will generate a predicted €1 million for 2010 (each reseller typically results in €50,000 a year). And €50,000 of additional revenue resulted directly from the campaign after just one month (already a 500% ROI). Just as impressive were the conversations we started. While many prospects told us they took educated guesses, 20% actually weighed the items in lab conditions. Twelve prospects disputed the results, two at length. Of course, Kern’s sales team is continuing these conversations.