Unlearn Outsourcing

Background

Unisys is a global provider of Secure Business Operations ranging from outsourcing to systems integration to infrastructure. The aim of this campaign was to help C-level executives ‘unlearn’ their negative associations with outsourcing and discover a new, positive perspective based on growth and opportunity.

Idea

To facilitate this ‘unlearn’ process, StrawberryFrog created a fictitious institute called the Unlearn Center, along with a highly targeted and personalised campaign to drive their time-poor audience to the Center. On the day of the launch, 100 CIOs from Fortune 500 companies received an issue of The Economist. On the cover was an illustration of their likeness as well as a personalised headline and an invitation to visit a website created just for them. On the inside cover was a personalised letter from a high-ranking Unisys executive. When the executives logged onto their personal URL, a video newscast featuring a noted business journalist began to play. The personalised broadcast referenced the executive’s name and even included an infographic with their picture. It also referenced the Unlearn Center – attributing each executive’s hypothetical success to having visited the Center. The video finishes and recedes to reveal that it’s been playing on a plasma screen inside the Unlearn Center reception area.

Once inside the Unlearn Center, cofounder of the Center Dr Stevens informs users that he’ll be taking them through the three steps of the unlearn process – from unlearning, to uncovering, to unleashing. He guides users through a highly personalised content-rich experience, presenting each executive with specific outsourcing obstacles they may face, how to overcome them and how Unisys Outsourcing can specifically help. Throughout the course of the web experience, we’re shown common misconceptions, facts correcting those misconceptions and case studies of others who’ve ‘unlearned’.

Results

53% response rate to date.

Target Audience

CIOs of Fortune 500 companies

Size

100 personalised cover wraps, news broadcasts and microsites

Our Thoughts

This takes personalisation to a new level. Executives Unisys were targeting were sent The Economist with their own likenesses on the front cover. They were invited to websites on which it rather looked as if they were the big story of the day on CNN. ‘Today Credit Agricole director Aileen Bec announced her company has industrialised the organisation ahead of schedule …on the back of a decision to partner with Unisys.’ The only problem I have with the idea is the concept of ‘Unlearning’ at its core, which seems to me such an ugly word.