- Unisys, the information services and computer technology company, is launching a $20 million global advertising campaign this week designed to rebuild its brand.
Unisys started life as a manufacturer of mainframe computers, but in recent years the bulk of its business has been as a provider of technology solutions and services. The aim of the campaign is to bring consumers' perceptions in line with this reality.
The press campaign, created by Unisys' global ad agency, Bozell Worldwide, introduces the new line: "we eat, sleep and drink this stuff" underlining the round-the-clock commitment Unisys' staff bring to their work.
The ads demonstrate this commitment by depicting Unisys staff in every day situations -- hailing a taxi, or on the golf course -- but with computer screens where their heads should be.
In one ad, a woman is curled up on the sofa next to her husband. The text reads: "He knew she was passionate about her work when he married her." The body copy describes the task that has kept her so busy: "When we take on a problem, we really get into it. Because we know we can make a positive difference. For example, because of the massive amount of paperwork involved, some of California's welfare applicants had to wait over a month before receiving assistance. But one of our teams worked around the clock to deploy a solution..."
The campaign, which breaks this Thursday in titles such as the Financial Times and Wall Street Journal, is targeted at senior management in large commercial and government organisations across all continents. Global media is through Bozell's media arm BJK&E.
Larry Weinbach, who became Unisys's chairman and chief executive exactly one year ago, said: "Our goal with this advertising campaign, one part of a broader brand positioning, is to introduce the world to the passion and scope that exists at a new Unisys."