Cognizant
Launch Brand Campaign

In the crowded and established business services industry, launching a new brand is difficult enough. Imagine if you had to attempt it with a fraction of your competitors’ marketing budgets. At a time when I.T. departments were still reeling from an historic economic downtown. And in a landscape where seemingly almost every article was bemoaning the fact that waves of change would continue to have profound repercussions across continents, industries and organizations for decades to come. For a company like Cognizant Technology Solutions, a traditional marketing effort could hardly be expected to result in a differentiating, meaningful and needle-moving impact. Which is why we worked with them to create anything but.

Cognizant
Launch Brand Campaign

Forsaking the category conventions of business metaphors and case studies, we developed a global positioning for the brand that offered a unique insight into how technology and business are intersecting in a changing world. Under the umbrella of “the Future of Work,” we invited forward thinkers, change agents and C-suite catalysts everywhere to explore the stories behind four implacable forces requiring organizations to reconsider how they’ll operate, compete and innovate in the years ahead — and established Cognizant as a thought leader in IT, BPO and business consulting services.

The integrated campaign leveraged rich video content, search, social media, online, mobile and tablet advertising. Post-launch, we extended the campaign with innovative sponsorships with strategic partners (such as the Wall Street Journal) and of global events (such as the World Economic Forum in Davos, Switzerland). These sponsorships provided Cognizant an opportunity to converse with the world’s leading companies as they grapple with how to innovate in the future. And informed them about the IT services company whose way of working is already there.

Cognizant
Launch Brand Campaign

Cognizant’s message revolves around the statement that the Future of Work is no longer in the future — and judging by the results, it’s clearly an observation that’s resonating with Business and Technical Decision Makers. Within the first four months of launch, we drove more than 400,000 combined visitors to the campaign microsite and the Cognizant corporate website. The average time on the microsite approached two minutes, with more than 40,000 unique video views and over 2,000 white paper downloads. And in perhaps the most telling metric, searches for the phrase “Future of Work” increased by 7%.