Our Work
Case Studies
Unisys
Challenge: Get the attention of select executives for dozens of FORTUNE 500 companies to raise awareness of and grow Unisys security services.
Solution: Develop a comprehensive marketing campaign personalized to the individual executive-level target.
Details
To raise awareness of its capabilities and gain more of its top prospects' IT spend, Unisys desired a highly targeted, in-your-face marketing campaign. Security Unleashed aimed at a select group of C-level executives for dozens of Fortune500 companies. To get the attention of these seemingly untouchable executives, imc², in conjunction with Unisys print advertising agency, StrawberryFrog, created marketing collateral that couldn't be ignored. The guerilla-style print marketing campaign consisted of personalized billboards and airport posters in areas each target frequented, along with custom FORTUNE Magazine cover stories featuring each executive as the hero-thanks, of course, to their decision to partner with Unisys. In support of the print campaign, imc² created these digital elements:
- Hyper-personalized Web sites for each target featuring a "news report" given by well-known news reporters highlighting the target company's future success with Unisys, content about their industry's trends and business challenges, plus a brief overview of Unisys capabilities and success stories
- SecurityUnleashed.com, designed for anyone else who saw the advertisements and wanted to learn about the Security Unleashed campaign
imc² created 16 websites about two to three pages deep with personalized content for each target. This personal attention poignantly delivered the message that their company's business was valuable enough for Unisys to create an advertising campaign tailored to them.
The Security Unleashed campaign encouraged people to think about Unisys as a strategic partner to enable secure business operations-not as way to keep things out, but let amazing things in. The extremely targeted approach emphasized the highly personal nature of security and engaged prospects in a dialog with Unisys. Additionally, Unisys hoped to strike a chord with these targets by showing they desire their company's business enough to create an entire campaign focused completely on them. The company encouraged these executives to engage with Unisys through private events showcasing Unisys subject matter experts or to simply reach out to its account executives.
Because decisions involving IT vendors, particularly security or outsourcing initiatives, generally take 18 to 24 months, the broad spectrum of this campaign's success is not yet available. Unisys considered the key indicator of its success to be the number of people who logged in to each Web site, and nearly two-thirds of the executives targeted logged in to get the Security Unleashed story. Unisys also received feedback from the targeted individuals that confirms these efforts have increased awareness and consideration amongst the companies.
Coverage from major publications such as The Wall Street Journal has the industry buzzing about this unique campaign and will only contribute to its success.
In the coming months, imc² has plans to launch a second round of the campaign with a more interactive and guided experience focusing on 100 senior executives.
