Kern

Wunderman

THE TEAM

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.

OBJECTIVES

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.