Integrated Campaign Showcases CDW’s IT Solutions and Services Capabilities by Mixing Business and Sports in a Humorous Way
VERNON HILLS, Ill. – October 22, 2012 – CDW, a leading provider of technology solutions for business, government, education and healthcare, today launched the latest extension of its popular “People Who Get IT” campaign featuring NBA Hall of Famer Charles Barkley. The new campaign – “Client Golf” – is based on the practice of making business deals on the golf course. Like “The Ringer” campaign that ran in the spring, it features Barkley doing what he does best – or, in this case, worst – to help a fictional company win business.
“Our customers, partners and coworkers loved the Barkley ads we ran during March Madness because they were funny and explained complex IT solutions in a relatable way,” said Neal Campbell, senior vice president and chief marketing officer at CDW. “I believe that humor sticks with people. We get greater share of mind when customers laugh while seeing real-life challenges solved by CDW.”
The new campaign showcases Barkley as an IT employee at the fictitious company Gordon & Taylor. In the initial run of the campaign, which generated more than 5 million video views and 100 million impressions, Barkley served as the firm’s “IT Ringer,” hired to help the firm win a corporate basketball league championship. The new ads transport Barkley to the golf course as Gordon & Taylor’s “Client Golfer,” because the worse he plays against the firm’s clients, the more business the company wins. Also appearing in one of the spots is nine-time LPGA Tour Champion Paula Creamer. Creamer, who is sponsored by CDW, tries, unsuccessfully, to help Barkley fix his swing.
The characters also use analogies about Barkley’s golf game to discuss emerging IT trends, CDW’s premier brand partnerships and the technology products and services CDW provides to its customers. Enterprise mobility, cloud collaboration, networking, virtualization and data center optimization are topics of discussion for Charles and his “colleagues.” In some of the spots, they discuss CDW technology partner solutions from Cisco, HP, Lenovo and VMware.
Ogilvy & Mather, Chicago, worked with CDW to develop the fully-integrated campaign, which features both broadcast and online advertising; a “Barkley on IT” microsite where users can get Barkley’s views on various technology issues; a Barkley golf game on Facebook; social media and internal engagement programs; sales enablement; and, public relations support. The ads, directed by award-winning and hall of fame television commercial director Joe Pytka, begin airing today on various sports and business programs, including ESPN’s Monday Night Football and CNBC’s Squawk Box.
CDW is a leading provider of technology solutions for business, government, education and healthcare. Ranked No. 32 on Forbes‘ list of America’s Largest Private Companies and No. 270 on the FORTUNE 500, CDW was founded in 1984 and employs more than 6,900 coworkers. For the trailing twelve months ended June 30, 2012, the company generated net sales of more than $9.9 billion. For more information, visit www.CDW.com.