Kern calibrates and distributes some of the most accurate scales in the world. Wunderman London therefore needed to dramatise the extraordinary precision of these products and start a compeling conversation between Kern and its audience of scientists, engineers and pharmacists – all with a lightweight budget.
In a market full of functional and bland communications, Wunderman London created a campaign that dramatised the precision of Kern scales by weighing every element. It encompassed a new stationery range (where even the weight of the ink was specified) to a DM pack, which included a tipped on feather. This invited prospects online to guess the weight of the feather along with other lightweight objects, in return for credit to spend with Kern.
Kern got a 45% response rate with 20 new resellers signing up and 50,000 euros of additional revenue being generated after just one month (500% ROI). The new resellers are expected to generate 1 million euros (each reseller typically results in 50,000 euros a year).