Today’s IT professionals must do much more than implement and manage technology solutions. They must help their organizations derive real value from technology to meet business goals – from engaging with customers to improving efficiency to boosting sales. CDW, a national technology solutions provider with 6,900 coworkers, helps its customers solve business challenges with technology solutions every day. We developed our integrated “People Who Get IT” marketing campaign to reinforce CDW’s position as a leading IT solutions provider that truly understands its customers’ unique needs and works with them every step of the way to achieve their objectives.
Designed as a series, the campaign follows the fictional company Gordon & Taylor on its journey to uphold the company’s motto, “We Win at Everything.” The campaign’s first iteration, “IT Ringer,” introduced the audience to the campaign’s anchor, NBA Hall of Famer Charles Barkley. With Barkley’s help, Gordon & Taylor won a corporate basketball championship, won client business by losing in “Client Golf,” and went straight to its customers in a mobile office in “Winning on the Road.” This fall, NFL Pro Bowl Quarterback Doug Flutie joined Barkley in “The Dome,” in which Gordon & Taylor is now so successful that it builds the most technologically advanced stadium in the world – backed by CDW, of course. The Dome concept is reinforced by CDW’s real-world examples of implementing technology solutions for a number of professional sports franchises and venues.
With an ongoing campaign of this magnitude, a surround-sound marketing approach – including a carefully crafted mix of TV, radio, direct email marketing, online, print, event and social media components – was critical.