Marketing campaign for ZEISS CONTURA – the most versatile multi-purpose measuring machine in the ZEISS IMT portfolio. The development and visual implementation of the customer-centred communication strategy was defined as both the goal and the challenge of the comprehensive communication project. This will clearly and uniformly convey the benefits of CONTURA in all internal and external communication.
Together with the customer, the key benefit was developed as the core message during intensive workshops in step 1:
“ZEISS CONTURA enables you to be prepared today for the measurement requirements of tomorrow.”
The challenge for the PESCHKE team was then to translate this core message into visual elements in step 2. For the theme of versatility, the symbol of the “multi-tool” was an obvious choice. It was also used for the campaign’s key visual with great effect.
Based on this, the other building blocks of the marketing campaign were designed, such as the landing page for the corporate website, 3D animations and various print assets.
The new concept was launched with great success at Control in Stuttgart, the largest trade fair in the industry.