ZEISS T-SCAN hawk 2
Product Launch & Communication
Following the successful launch of its predecessor, ZEISS Metrology asked us to position and introduce the new ZEISS T-SCAN hawk 2, the newest edition to the #HandsOnMetrology family.We were tasked with developing a 360 campaign reflecting the hawk’s 2 groundbreaking technical features, bold design approach and revised operating concept. Marketing materials included f.e. the concept and production of an engaging product video and a new visual language, an interactive product brochure and the solutions visual integration in the platform #HandsOnMetrology that we developed in 2021.
So, let’s do this. Take it. Make it.
Team
Design & UI:
Berit Schneider
Tone of Voice, Concept & Copy:
Silke Schlüter
Projectmanagemnet
Bettina (The Kitten) Frohn
Video realization:
Fokus Pokus Media
Created
2022
Client
Bringing the new ZEISS T-SCAN hawk 2 to life
A new product deserves a fresh approach to communication
We reimagined how ZEISS Metrology would promote their latest handheld 3D laser scanner, the ZEISS T-SCAN hawk 2. Our 360 campaign highlights the hawk’s technical advancements and fresh design while emphasizing flexibility and mobility. In our look and feel, we stayed true to whom the hawk is made for: the makers around the world. People who burn for their job, who are not afraid to get their hands dirty and are busy measuring and inspecting. The new ZEISS T-SCAN hawk 2 is just what they need to get about any job done. Take it. Make it.
Maximizing Minimalism
Simplifying the message to maximize impact
From interactive brochures to the #HandsOnMetrology platform, we streamlined all communications to embody the maxim of maximum minimalism. Our messaging is simple and easy to follow, guiding the user step by step through the features of the ZEISS T-SCAN hawk 2..
One shoot for infinite possibilities
Flexible communications with a variety of visuals
Two days, one product film, endless images. We supervised video and photo shooting in parallel on two consecutive days with a well-experienced team, creating a strong visual language and giving ZEISS maximum flexibility in its marketing strategy.
Simplifying Product Communication
Showing the User What to Expect and How to Use It
With simple overview toolkit compilations that show the professional user / customer exactly what to expect with the ZEISS T-SCAN hawk 2. Nothing is hidden, everything is shown.
Communication that sticks
Long-term brand awareness through personal connection
We created a low-threshold campaign that lets the user identify with the T-Scan hawk 2 by stickers, t-shirts, and other promotional items featuring simple, product-related hashtags such as:
#Precise #Fast #Reliable #Robust
This contributes to a long-term multiplication effect and helps to increase brand awareness.
A toolkit for the social age
Maximizing reach on social channels
We created a toolbox for all relevant social media channels, both B2B and B2C, allowing for easy playback of our promotional materials. From LinkedIn to Instagram, we were able to reach a broad audience and maximize the impact of our marketing efforts.
Empowering Resellers with customizable promotions
Flexible marketing for a wide range of needs
To support Zeiss Reseller, we crafted a comprehensive collection of customizable promotional materials such as ads. With the ability to modify, print and distribute it quickly, the reseller can bring their ZEISS marketing vision to life with just a few clicks.
All according to the campaign motto: Take it. Make it.
