CDW, a provider of technology services to the business, government, education and healthcare industries, is launching the latest iteration of its "People who get IT" campaign. The TV spot, which debuts tonight during ESPN's "Monday Night Football," stars, of course, Charles Barkley, and continues to follow the journey of the fictional Gordon & Taylor, the company that "wins at everything."
CDW's 'The Dome'
Last year, CDW introduced Barkley as a part of its "People Who Get IT," developed by Ogilvy & Mather, Chicago, with a series of TV spots. The commercials feature a fake company, Gordon & Taylor, that excels at everything—except basketball. So the CEO hires Charles Barkley as an "IT Guy/Ringer" to help the company win a corporate basketball league championship.
The new spot, dubbed "The Dome," features Barkley, along with Gordon & Taylor's new hire former Heisman Trophy winner Doug Flutie. It showcases the new (fake) football stadium Gordon & Taylor built, dubbed "the most technologically advanced stadium in the world," tricked out with CDW solutions.
"The creative concept for 'The Dome' campaign aligns with our extensive experience deploying technology solutions across major professional sports facilities, and it ties together CDW's capabilities in a memorable way," said Neal Campbell, senior VP-CMO at CDW, in a statement. "If we can enable Gordon & Taylor to build the most technologically advanced stadium in the world, imagine what we can do for your business. Charles Barkley, and now Doug Flutie, help us highlight technology solutions that deliver a better experience, improve business performance and boost productivity."
The brand campaign is part of CDW's overall efforts to lead and grow in the IT market—and it seems to be working. The company said customers who have seen "People Who Get IT" were 13.3 percent more likely to identify CDW as a "leading IT solutions provider." In addition, customers who agree that CDW is a leading IT solutions provider report an average of 100 percent more annual revenue than those who don't.
-See this CDW release
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