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 February 2010

Credits & Description

Category: Corporate Image & Information
Advertiser: KERN
Product/Service: PRECISION SCALES
Agency: WUNDERMAN LONDON
Date of First Appearance: Feb 14 2010 12:00AM
Entrant Company: WUNDERMAN LONDON, UNITED KINGDOM
Entry URL: http://wn01.com/awards/2010/cannes_lions/kern/c10/index.html
Creative Lead: Nick Hearne (Wunderman London)
Creative Lead: James Nester (Wunderman London)
Executive Creative Director: David Harris (Wunderman London)
Senior Art Director: Chris Lawson (Wunderman London)
Media placement: Email And Video - Email And Video Landing Page - 14th Feb 2010

Describe the brief/objective of the direct campaign.
Kern calibrates and distributes some of the most accurate scales in the world. We believed there was a fantastic opportunity for our client to wish customers a happy Valentine’s Day, while also demonstrating the extraordinary precision of its products to its audience of scientists, engineers and pharmacists.

Explain why the creative execution was relevant to the product or service.
Marketing in this sector is typically functional, bland and price focused. Despite their impressive capabilities, precision scales have become scientific commodities and there is very little to differentiate suppliers of such technology. Certainly a Valentine’s message in this sector would be rare, let alone one that uses charm and humour to demonstrate the product. 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 just as obsessed with precision as its customers.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We emailed a charming Valentine’s video which proves it is possible to accurately measure the weight of an actual kiss using Kern technology. As this is a branding exercise, we weren’t predicting any responses to the email. We would have been happy with a 25% click-through – already a high result due to the niche audience we were targeting.

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.
95% open rate. 60% click-through rate. 50% response rate from current customers. As a branding message it is difficult to measure the full value of the video. But this is part of a larger campaign that has resulted in a 30% increase in revenue since the start of 2009.