Unisys, Keep Breaking Through

CHALLENGE:
Unisys, a 150-year-old global IT solutions company, had strong capabilities but lacked brand awareness and modern relevance. Once an industry innovator, it had faded from public consciousness, struggling to secure leads and differentiate itself from larger competitors like Accenture.

STRATEGY & EXECUTION: To reposition Unisys as a modern leader, TBWA\Chiat\Day LA led a bold brand transformation centered around "Experience Breakthroughs." Extensive research, including 46 client and prospect interviews, 45 internal leadership discussions, 15 competitor analyses, and nine global associate listening sessions, shaped the new brand identity and messaging. The refreshed identity featured a cutting-edge visual system incorporating CGI, motion graphics, and sonic branding to reinforce innovation.

The integrated campaign launched across digital, radio, OOH, and social media, with high-impact advertising in priority cities, airports, and tier-one media publications. Unisys also sponsored top podcasts like This American Life and executed a robust paid social strategy. The website was overhauled with refined storytelling, while a targeted digital advertising push drove engagement. Internally, 16,000 employees participated in a brand advocacy program, amplifying reach and strengthening cultural adoption.

PERFORMANCE:
- Website & Search Impact: 4x increase in client/prospect site visits, with visitors spending 61% longer on-site and a 40% YoY rise in pages visited. Google searches for "Unisys" increased 55%, and new website users grew by 25%.
- Social & Employee Advocacy: LinkedIn followers grew 26% YoY. Employee advocacy fueled a 61% surge in social engagement and a 68% increase in associate-driven posts.
- Business Growth: The brand refresh generated a 10-figure marketing-influenced pipeline, comprising 34% of Unisys' total qualified pipeline.
- Client Retention: Achieved a 93% client renewal rate, reinforcing Unisys’ reputation as a trusted industry leader.

CONCLUSION:
The Unisys brand transformation successfully repositioned the company as an innovative, future-ready leader. With a bold identity and purpose-driven message, Unisys reasserted itself in the industry, proving that breakthroughs are not one-time events but an ongoing journey. Unisys. Keep Breaking Through.