How to Turn a Campaign Into a Personalized Sales Pitch

Unisys Uses Fortune, CNBC to Sell Directly to Best Customers

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Brand: Unisys
Category: Computers/software
Region: Global
Date: October 2006
Media Agency: PHD
Other Agencies: Strawberry Frog
Media Owner: Fortune, CNBC
Media Channels: TV, print, internet, out-of-home

Unisys needed to reach top clients, C-suite executives at the world's biggest corporations. The trouble was that rivals outspent the brand 400 to 1. To overcome this hurdle, communications would need to be extremely targeted, creative and unexpected.
Custom covers of Fortune magazine were created for each sales target.
Custom covers of Fortune magazine were created for each sales target.

The media solution was to identify 20 key executives who were existing clients and create content specifically for them. Unisys teamed up with Time Inc.'s Fortune magazine to create custom covers featuring portraits of the targets.

Each cover also came complete with a link to a special microsite where a personal video presented showcased relevant case studies.

The executives' journeys to work also were targeted with a mix of out-of-home executions such as wrapped trains and giant billboards.

The strategy hit home, with a 75% response rate with a number of chief information officers requesting meetings. A second round of activity targeting 125 clients, both current and potential customers, started in June.

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Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared's Creative Media Database.
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