The UNPIVOT
syntax is correct however not every database supports the function.
You might want to consider using a UNION ALL
:
select campaign_id, 'item1' as B, item1 as A
from campaign
union all
select campaign_id, 'item2' as B, item2 as A
from campaign
union all
select campaign_id, 'item3' as B, item3 as A
from campaign