A global, integrated demand generation campaign for Unisys explored the stark divide between technology leaders and laggards in modern business.
Unisys and Octopus Group have been working together on PR activity for several years. In 2017, the IT giant asked us to broaden our partnership by creating a global integrated campaign to support demand generation and broader marketing communications.
We developed a creative idea around ‘The New Digital Workplace Divide’ which would examine the impact of technological capabilities on businesses’ bottom lines; and look at the types of digital workers businesses now need to cater for. The aim of this campaign was two-fold: firstly to secure high-quality media coverage across tier one publications in key markets; and secondly to help Unisys generate sales opportunities.
We commissioned our partner research agency, Loudhouse, to survey more than 12,000 people in 12 different countries across the EMEA, Latin America and Asia-Pacific regions to understand the importance of digital capabilities in the workplace.
The research output would go on to provide a unique perspective to position Unisys as a thought leader on the digital workplace – one of its key propositions. It would also be used to create content assets and an online diagnostic tool allowing prospects to benchmark themselves against their peers.
Thought leadership content
Loudhouse research formed the basis of 27 thought leadership content assets for the campaign. These consisted of a global report and infographic, alongside regional reports and infographics taking a deep-dive into individual country findings with comparisons to the global study.
This content was the centrepiece of the demand generation and PR activities carried out by the Octopus Group team in the UK and EMEA, and by the Unisys teams in Latin America and Asia-Pacific. It was also promoted with ongoing social media activity, paid social and search ads, and additional content (such as blog posts) to amplify the content further to reach key target decision-makers.
The New Digital Workplace Divide campaign has already resulted in more than 80 pieces of coverage globally, with some of the media highlights including Computer Weekly, Infosecurity, HR Review, New Business Radio, Wirtschaftswoche, Computable and Solutions Magazine. In addition to this, Unisys has received a number of sales enquiries from global brands.