The Challenge

Zebra Technologies is one of the biggest companies you’ve never heard of. A world leader in RFID tracking, its products, software and services underpin many of the world’s largest companies in Healthcare, Retail, Manufacturing,Transportation and more. But despite its undoubted success there were many who still thought of it as ‘the printer company’ (its original business). What was needed was a voice for the company that was as remarkable and intelligent as the products it now offered.

The Solution

Although a B2B company, Zebra embraced the role a strong creative idea could play in creating a competitive edge. In launching its TC8000 Zebra was introducing a mobile handheld computer ergonomically streamlined to make use easier and faster for the worker - 14 % faster. In a world where 1-2% efficiency gains were applauded, a gain of 14% required a much bolder statement. The campaign brought to life the difference an extra 14% can make to an outcome by applying it to well-known works in art, engineering and design.

Results

The TC8000 launch was a big success for Zebra. Early enterprise users declared it to be a ‘game changer’, the product was widely adopted and remained a market leader for 5 years, before being replaced by an upgraded version, the TC8300.

creative work courtesy of Two x Four Agency