Problem Tektronix was launching an update to its 4 Series MSO in a competitive market space. They needed to make a splash with engineers around the globe who have a strong voice in specifying which oscilloscopes are purchased. It was critical that the concept resonated with folks in the Americas, China, Japan and more. Concept development, headline options, print/digital examples Solution Hydrogen made the 4 Series B MSO stand out by blending in. "A new level of adaptability" was a point of differentiation that could be applied to the suite of collateral Tektronix developed to drive interest and engagement across a variety of global marketing channels. The unique talents of a chameleon—and the new 4 Series B MSO—were relevant and understood across international markets. Tracy Laroche
Tektronix
Global Marketing Marcom
Program Manager 4 Series MSO Oscilloscopes “I have to say, pretty much everyone LOVES the chameleon! People make comments on it every time they see it!"” Close-up image of a vintage wire brush, featuring a worn wooden handle and metal bristles, commonly used for cleaning surfaces or tools. Mixed signal oscilloscope from Tektronix, model MSO46B, displaying a colorful waveform on its screen. The device features multiple input channels, various control knobs for triggering and scaling, and a user-friendly interface designed for electronic testing and analysis. Tektronix 4 Series B Mixed Signal Oscilloscope (MSO) featuring advanced signal analysis capabilities, with a colorful chameleon illustrating adaptability for various testing challenges. Homepage of a test and measurement equipment website featuring the new 4 Series B MSO, showcasing various digital oscilloscopes, power supplies, and measurement tools. Chameleon perched on a branch next to a digital oscilloscope, showcasing its vibrant colors, with the oscilloscope displaying waveform analysis and measurement features. Alt text: A colorful chameleon beside a Tektronix 4 Series B Mixed Signal Oscilloscope, showcasing its 13.3” high-definition display and advanced measurement capabilities for engineers. The image emphasizes versatility and ease of use in debugging and analysis. Chameleon perched on a digital oscilloscope displaying waveforms, highlighting versatility and adaptability in testing applications.

PCC Community Markets – Organic Social

PCC Media Case Study

A joyful couple engages in a lighthearted conversation, showcasing a strong connection and openness. The image features the text "LET'S TALK," highlighting the importance of communication in relationships, with the Planned Parenthood logo visible.

Planned Parenthood Services Campaign

TikTok, Snapchat, OTT, CTV, Display and Retargeting
Young woman with colorful hair expressing a desire for easy birth control, promoting Planned Parenthood services.

Planned Parenthood College Campus

Instagram, TikTok, newspaper print ads, E-newsletter banners, campus posters
Colorful chameleon perched on a branch next to a Tektronix 4 Series mixed signal oscilloscope displaying electronic waveforms, illustrating the intersection of nature and technology.

Tektronix 4 Series MSO Oscilloscopes

Close-up of a sleek Microsoft device showing its angular design and reflective screen surface against a dark background, highlighting modern technology aesthetics.

Next Gen Tek

Facebook, Instagram, Linkedin, Native, tek.com promotional banners, email, website, launch event promotion
Sleek silver semi-truck driving on a scenic highway surrounded by trees, showcasing modern design and powerful performance.

Kenworth Truck Company-100th Anniversary Print and Digital Campaign

WSECU logo featuring a playful dog with a tennis ball, a hand holding a payment card, and a green patterned background, symbolizing community and financial services.

WSECU-Awareness Campaign

CTV / Online Video / YouTube, Digital Display, Meta (Facebook/Instagram), Linkedin, Snapchat, TikTok, Digital Out-Of-Home, Native Advertising, Paid Search
Close-up of a control knob with a metallic finish, featuring a red ring and a textured grip, positioned between blue and red indicator lights. The image displays branding for Agilent and Keysight Technologies, highlighting its use in laboratory or technical equipment.

Keysight Technologies: Global Name Change

Print, Digital Banners, Video, Magazine Wraps

Planned Parenthood Low-cost Health Care Awareness Campaign

Graphic featuring a stylized map of Washington State with a turquoise background, accompanied by the text "Here we grow" and the WSECU logo, symbolizing growth and community engagement.

“Answers, Not Judgment” campaign boosts WSECU membership among young adults by 27%

B2C Video Production, Paid Social, Display and Native
Smiling woman in a plaid shirt sitting in the driver's seat of a truck, with a warehouse and loading docks in the background. The image highlights the professional trucking industry and showcases female drivers in transportation.

Kenworth Trucks “Thank you for your drive” Brand Campaign

Brand Campaign
Bulldog logo for CPRS with the tagline "Tenacity Pays," symbolizing strength and determination in business.

CPRS: B2B Brand Campaign

B2B Branding/Website Content & Build/Trade Show Posters & Materials/Customizable Sales Materials & PowerPoint
Bright green advertisement on a bus promoting ear, nose, and throat specialists at The Polyclinic, featuring the slogan "Pick your nose doctor."

The Polyclinic Specialty Care Advertising Campaign

Transit Ads, Pandora Radio, Digital Advertising
High-speed red train in motion, showcasing advanced design and technology, with a blurred background indicating speed. Keysight Technologies logo in the corner.

Keysight Technologies: 5G Campaign

Digital Advertising, Global Print Ads
Veterinarian Dr. Kodama smiles while holding a pug in a well-decorated clinic, showcasing a warm and welcoming environment for pet care.

Heritage Bank: Brand Campaign

Television, Print, Digital, Pandora and Broadcast Radio, In-Branch Signage, Brand Standards, Times Square Digital Takeover, Employee Campaign

365 by Whole Foods Market: Brand Launch

National Print and Digital Takeovers, Social, Digital Content and Advertising, Direct Mail, Transit Ads, Guerilla Marketing, Retail Sales, Out-of-Home