UNISYS KICKS OFF GLOBAL AD CAMPAIGN

Seeks to Overcome Confusion About Company Services

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NEW YORK (AdAge.com) -- Unisys Corp. today kicks off a global brand campaign designed to emphasize how it can deliver
Image: Unisys
Simulated news crews star in new Unisys TV commercial.
key technology services to businesses such as The Wall Street Journal.

The print, TV and interactive campaign, created by darkGrey, the technology and telecom practice of Grey Global Group's Grey Worldwide, New York, breaks today in the Journal and during NBC's broadcast of the U.S. Open golf tournament.

Larry Weinbach, chairman, president and CEO of Unisys, declined to say how much the company was spending on the global push, except that it will be "substantially more" than the $13.3 million Unisys spent in measured media in the U.S. in 2001, according to Taylor Nelson Sofres' CMR.

Change in direction
The push marks a major change in direction for the Blue Bell, Pa.-based tech firm's advertising. While known as a provider of mainframe computers and other hardware, the marketer hopes to show the value of its business services with a campaign featuring customers who have benefitted from them.

One of those clients is the Journal, which appears in one of two TV spots in the campaign's initial flight highlighting new systems integration capabilities and services.

Image: Unisys
From the print campaign. Click to see larger image.

The commercial shows reporters at a press conference during a question-and-answer session, shooting questions at two officials in middle of an unresolved argument. The voice-over: "This used to be the deadline until Unisys' systems integration bought The Wall Street Journal valuable extra time. Because only the latest news is the real news." The campaign also introduces a new tagline, "Imagine it. Done."

'Journal' newsroom
"We changed the entire editorial software [at the Journal] to enable people to write whatever their story was at the last minute," Mr. Weinbach said.

The systems integration product has allowed reporters to file 20 minutes before a deadline and for their editors to send stories straight to the printing presses. Editors can rejigger a page as breaking news events warrant.

"Manifesto," the introductory ad in the Journal, flags Unisys' capabilities and key customers, such as HSBC, Barclays' and Lloyds' banks, Subaru of America, MaryKay Cosmetics, and the U.S. Department

of Defense. More ads featuring case histories are planned. Ads will run in the Journal, The New York Times and USA Today; Fortune, Business Week and other business titles, as well as tech trade magazines.

Service confusion
"People knew the Unisys name but they didn't know what Unisys did," said Dave Tutin, global creative director of darkGrey, adding that the company extends well beyond hardware. Unisys sells a variety of computer infrastructure, hardware, software and consulting services.

Technology services now accounts for 75% of Unisys' business, while hardware comprises the rest. The company's competitors are varied depending on segement -- it competes against IBM Corp., Sun Microsystems and Hewlett-Packard in services and Accenture, EDS and others in consulting.

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