For those in the manufacturing, warehousing, and other logistics-related industries, the name Zebra has been synonymous with barcode scanning technology for decades. Automated conveyor belt product scanners, known as “scan tunnels,” were not a new concept, and most companies had stopped innovating. Zebra was ready to unveil a new scan tunnel called Aurora Velocity. However, they faced the challenge of generating excitement ahead of the launch while operating within a highly compressed timeline.
Aurora Velocity’s effortlessly modular and upgradeable framework was so game-changing that they wanted to keep everything about the product — even its name — an absolute secret until its launch day at the ProMat 2025 tradeshow. ProMat is the premier trade conference for companies that rely on high-speed logistics, drawing industry leaders such as FedEx and Amazon. Zebra needed a strategic teaser campaign leading up to the product’s debut in Chicago.
This presented several challenges. First, teaser campaigns are uncommon for niche industry tradeshows. Second, the event’s tight timeline left minimal room for concept development and media placement. Lastly, because the product was entirely new, there were no existing visuals or messaging for Adcetera to leverage. We had to craft the entire teaser and launch campaign from the ground up.
We quickly immersed ourselves in understanding Aurora Velocity, conducting focused Q&A sessions with product teams to define its positioning within the industrial scanning space and ensure it stood out on a crowded conference floor. Within days, we presented Zebra’s marketing stakeholders with multiple campaign concepts to shape the Aurora Velocity story. Each concept struck a balance between the intrigue of a teaser campaign and the clarity needed to capture the attention of logistics decision-makers.
Once a concept was selected, we rapidly developed a multi-channel teaser campaign, including 3D-modeled product imagery, marketing videos, e-blasts, sales collateral, and tradeshow signage. Our video production team was on-site at ProMat 2025, capturing dynamic footage of the launch. In under 12 hours, we edited, produced, and released a compelling “Day One” launch video, followed by a full event recap shortly after.
Adcetera’s long-standing partnership with Zebra was instrumental in the success of this campaign. As a trusted brand steward, we had a deep understanding of Zebra’s voice, design language, and market positioning. Over the years, our writers and strategists have developed extensive subject matter expertise, enabling us to grasp new technologies within complex industries.
Our ability to translate highly complex and specialized information into compelling and effective marketing has made us a leading B2B agency. As a result, we delivered campaign concepts that aligned seamlessly with Zebra’s objectives, addressed key challenges, and gained leadership approval — all within a highly condensed timeframe.
