'Kern precision weighing' by Wunderman for Kern Precision Scales

Kern calibrates and distributes a range of the world's most precise and sensitive scales and weights, capable of weighing to a staggering seven decimal places. Customers include scientists, pharmacists and engineers.

Strategy - broader business issues the company is facing
Despite their impressive capabilities, precision scales have become commoditised. There is very little to differentiate suppliers of such technology. As well as boost leads and sales, we wanted to create brand equity for Kern - and make their precision scales much more desirable.

Objectives of the campaign

• To generate UK leads.   Kern's direct mail creative
• To boost sales.
• To grow the Kern brand.

The target audience
The audience can be split into three groups:

End users: scientists, engineers and pharmacists
Buyers: of scientific equipment, for labs, pharmacies, etc.
Resellers: who need to offer brands they trust to their customers.
Insight: 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'.