Product: Cognizant Brand
Title: Cognizant Brand Campaign
Media: Online video
Country: United States
Date Of Campaign: Q4 2018
Background: As one of the world’s leading professional services companies, Cognizant specializes in transforming the business, operating and technology models of large, global enterprises. But while the company had expanded its already impressive digital capabilities over the last few years in order to deliver new ways for clients to simplify complexities, meet evolving industry needs, and exceed customer expectations, awareness of Cognizant’s digital prowess was lagging behind that of its larger, more established competitors. The goal of our new corporate brand campaign: demonstrate to its target audience (C-Suite leaders and business decision makers at Fortune 500 and Global 2000 companies) how Cognizant can help them meet their goals by pioneering new frontiers in their fields.
Idea: Building off our insight that businesses looking for a technology consulting partner were hungry for real help instead of more hype, we put the focus of our stories in the same place business leaders put their focus: on the end-customer. This spoke to Cognizant’s belief that digital advances only matter if they help advance us all — and enabled our brand campaign to trade business jargon for real-world emotion with relatable, everyday stories that showcase how Cognizant is impacting everything from career reskilling to industry innovation.In “First Day Jitters,” we use a simple narrative twist to make a message about career reskilling emotional, relatable and memorable, playing off the anxiety every student remembers feeling on the first day of school.In “Insurance To The Rescue,” we see an innovation in action through the eyes of an understandably confused couple, demonstrating how technology can solve a problem that’s becoming all too familiar — the inability of an insurance adjuster to physically access a disaster area at a time when those affected by the storm need the insurance company’s assistance the most.And in “First To Market,” we crafted a story designed to strike an empathetic chord with business leaders: no matter how fast a company’s digital products, services, or experiences evolve, they’ll always be no match for the even faster-rising expectations of the customer — or, in this case, an outspoken employee.
Results: The campaign has successfully met its key metric, increasing awareness of Cognizant’s digital capabilities, in ways both quantifiable and qualifiable. In a recently released ITSMA study, awareness of Cognizant as a provider of digital transformation solutions has risen to third in a field of more than 40 competitors.