The basic idea was to use a likeable sort of testimonial that represents the capability of FAGEL’s security systems as simple as possible. We also wanted to refer to the seal of approval “Made in Germany”.Because the target group of house owners mainly lives suburban or in countryside, the representative we searched for was already there: a garden gnome. So a typical gnome was modified in order to point out the protective functions of FAGEL’s safety features. After a carver built the prototype the wooden gnome was cast in the mould and then mass-produced – made of weatherproof PVC.

The mailing reached the target group via postal services. Almost 20% of the addressees answered, more than 30% of them made an appointment for an individual security check. Even people not interested in equipment or services by FAGEL have answered to thank for the garden gnome. And because most of the addressees really did place the garden gnomes in front of their homes, this promotion idea became and still is a topic to talk about.