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: Best Integrated Campaign Led by Direct Marketing
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/d/index.html
Executive Creative Director: David Harris (Wunderman London)
Creative Lead: James Nester (Wunderman London)
Senior Art Director: Chris Lawson (Wunderman London)
Head of Design: Kevan Ansell (Wunderman London)
Online Designer: Ivan Pinto Bravo (Wunderman London)
Media placement: Direct Mail - Prospects And Customers - 01/06/2009
Media placement: Email - Prospects And Customers - 01/06/2009
Media placement: Online - Website - 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 lightweight 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.
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. This idea breaks industry conventions and builds the Kern brand by dramatising the exceptional precision of their products. 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.
A 'guess the weight contest’ with a difference. We asked our audience of scientists, engineers and pharmacists to estimate the weight of extremely low mass objects. The ensuing video experiments perfectly demonstrated why these are some of the world's most precise scales. As this campaign was an ‘industry first’, predicting results was impossible. But based on the niche audience, we would have been pleased with a 10% response to the competition.

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.