La spiegazione è riportata più avanti nel testo, credo sia proprio quello che stai traducendo, e secondo me puoi usare una traduzione letterale.

Campaign files. You can use ZENworks to distribute multimedia files as part of a promotional or instructional theme or marketing campaign. For example, you could change the look of the interface for a specific holiday or regional promotion. Or you could include instructional animation of a card being inserted into the ATM's card reader to give customers an effortless experience
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