Unisys Targets Just 20 Execs With Ad Campaign

Carl Bialik from WSJ writes, "Security company Unisys is taking niche marketing to a new level, aiming ads at about 20 top executives, delivering custom-covered issues of their Fortune magazine subscriptions, and even placing billboards where these individuals will be likely to see them, the Wall Street Journal reports." From the article: "If an executive flips over the mock Fortune cover, he or she will discover a letter — also individually tailored — from a senior Unisys manager describing challenges in the target's specific industry. The Fortune 'cover wraps' also offer personalized Web addresses, where the executives can find mock news videos that mention their names and tell how they achieved business success. To reinforce the message, Unisys is placing billboards and outdoor signs — albeit without information-chief portraits — close to the executives' offices. Some ads will even appear on video screens in the elevators of their office buildings."

Comments

Cool... or Creepy?

[gbulmash]

I'm torn as to whether this is cool or creepy. On the one hand, it sounds pretty cool because it's so individualized and personalized. On the other hand, if I was the target of this kind of marketing ploy, I might feel like I had a well-connected, well-financed stalker.

People talk about how advertising is becoming more invasive. It's everywhere. But what about when it knows who you are and maybe knows a little too much about you? Imagine a urinal that got your ID from your phone via bluetooth, analyzed your urine, and then said: "Hi, Bob. Noticed a high level of sodium in your urine. Ask your doctor about Gronkaflix XP. Better yet, I see that Doctor Finkelberg is your doctor of record. Say 'yes' if you'd like me to e-mail him the results of my analysis of your urine, Bob."

I don't know. While this Unisys campaign will impress some people as cool, it just makes me feel we're one step closer to nosy urinals.

- Greg