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 live in the suburban or in the countryside, the representative we searched for was already there: a garden gnome. 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 using weatherproof PVC.

The mailing reached the target group via post. 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 say 'thank you' for the garden gnome. Because most of the addressees placed the garden gnomes in front of their homes, this promotion idea became and still is a topic to talk about.