James Nester – Creative Head
Chris Lawson – Creative Head
David Harris – Executive Creative Director
Piet Johnson – Photographer
Ivan Pinto – Web Designer
Kevan Ansell – Designer
WHAT IS WONDERFUL ABOUT THIS WORK?
We needed to dramatise the extraordinary precision of Kern products with a small budget. Results proved a creative idea has a precise value: a 24% response rate, 167 leads and four signed resellers.
To dramatise the extraordinary precision of Kern's products with a DM pack that generates leads and starts compelling conversations between customers, prospects and resellers.
STRATEGY AND TARGETING
Our audience are extremely intelligent and inquisitive types. Nothing is more important in their line of work than precision. They're the kind of people proud to be called 'geeky'. Our end users are scientists, engineers and pharmacists. Our buyers buy scientific equipment for labs, pharmacies, etc. Our resellers need to offer brands they trust to their customers. DM was the best way to reach our list of decision makers and it perfectly suited our idea. We needed one that would express everything about the brand but with a very small budget.