For our longstanding client ZEISS, we designed an international marketing campaign to launch the product series ZEISS O-DETECT and ZEISS O-INSPECT.
The two product series are part of ZEISS Optical Series – the new generation of optical measuring machines that measure components through cameras. The technology makes it possible to measure particularly small, flexible or sensitive parts. This is reflected in the campaign claim, “Easily capture things that are better left untouched”.
A special aspect of the campaign is that it is an international marketing campaign with 360° communication ». This means that content was individually prepared for different channels – in this case for web, print, a trade fair, social media and video. Moreover, the entire customer journey was covered by the campaign. The challenge here was to coordinate the international marketing measures.
As with all our projects, it was important to understand the product in depth before implementing the marketing campaign. Only by doing so can we identify unique selling points and communicate them clearly through the various channels. In the case of ZEISS O-DETECT and ZEISS O-INSPECT, this proved to be a particularly stimulating task as the difference between the two product ranges was difficult to visualise.
But the challenges did not end there: ZEISS is primarily known for its tactile measuring machines. This circumstance was complicated by the fact that there are already many competitors in the field of optical measuring technology. We therefore made sure to convey the advantages of the two product ranges in a particularly clear and differentiated way through our content.