Product Campaign X-TRACT TM


TOMRA Systems ASA is a Norwegian manufacturer of industrial solutions in the fields of recycling, reverse vending, food and mining. The company employs over 4,500 people worldwide. Its subsidiary TOMRA Recycling Sorting, based in Mülheim-Kärlich, Germany, develops state-of-the-art equipment for sorting various types of waste and metals. To date, more than 8,200 TOMRA Sorting Recycling units have been installed in over 100 countries worldwide.


Market launch of the new generation X-TRACTTM, a sorting system for metal applications, with the goals of strengthening its image, generating leads and further expanding its market share.


We developed a three-step product campaign, divided into teaser, pre-launch and launch phases. The campaign measures developed included a website, several films, a brochure, online and offline ads as well as LinkedIn ads. All measures were adapted to the various phases of the campaign.


Strategic consulting | Campaign action plan | Concept development and ideation | Design | Implementation | Project management


TOMRA X-TRACTTM has already been successful on the market for 15 years. With the new generation, TOMRA want to extend its competitive edge even further. With the motto "Metal performance, accelerated", the company is making a clear statement. For each phase of the campaign, relevant claims lend emphasis to the motto with self-confident messages.

Key visuals for teaser, pre-launch and launch phases

Modern, aesthetic design meets forward-looking recycling technology: we create awareness among the target groups with the key visual during the teaser phase. With the veiled machine, the pre-launch phase arouses curiosity and teases the market launch of the new generation. The launch phase continues the campaign mentality and sets the stage for the new X-TRACTTM from TOMRA.


The campaign website combines the campaign's aesthetic design with a clear and user-friendly structure. The content gets to the heart of its strengths and services - and has been adapted or expanded for the respective campaign phases.

Icon development

We developed icons to match the existing corporate design, which depict the content around the topics "Key Benefits" and "Technical & Warranty" in a simple and understandable way.

Campaign films

A 180-second campaign film tells the success story of X-TRACT®. Designed as an infotainment clip, we included all versions – from the teaser to the launch phase – in one shoot. Individual sequences tell self-contained stories and can be extracted for social media contributions.


In the teaser phase, the X-TRACTTM campaign brochure reveals the rich history of the world's leading x-ray transmission sorting machine in an informative way. For the launch phase of the new generation, we focused on the new and improved features.

LinkedIn Ads

Ads adapted to the campaign phases were played out to the target groups and ensured extra attention - directly on the smartphone of the potential customers.

X-TRACTTM Holiday Ad

In keeping with the holiday season, we surprised our client with an "X-Mas" ad. Embedded in the campaign, it delighted our client and the target group alike.

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