OgilvyOne UK has created a ground-breaking campaign for Kern & Sohn precision scales by creating the worlds first mass participation gravity experiment. The agency was tasked with increasing brand awareness of Kern and increasing sales of precision scales, especially in the education sector.
The Earth’s gravity varies slightly according to where you are, and OgilvyOne set out to measure these differences by sending a gnome and a set of Kern precision scales to scientists around the world. The gnome’s weight was recorded in each country and his progress charted on a website along with photographic evidence before before travelling to his next destination. Fans followed the gnome’s travels on his personal blog and on twitter.
The campaign broke on Monday 19 March 2012 and to date the gnome has been weighed in more than a dozen countries including Mexico, Japan, South Africa, Snolab in Canada (the world’s deepest laboratory at 2km below the surface of the Earth), CERN (home of the Hadron Collider), and even the South Pole.
Albert Sauter, MD of Kern & Sohn commented: “We’re over the moon that both our little gnome and our scales company are fast becoming world famous”.
“This is the first garden gnome to aid mankind’s understanding of science.” said Graham Jenks and James Nester, the OgilvyOne creative team behind the campaign.
The campaign generated worldwide media attention and coverage in titles including the Metro, New Scientist and even the NASA blog.