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CDW's new campaign: "People Who Get IT".

Via Ogilvy & Mather, Chicago, it's their newest iteration of the serial campaign, "Smart Growth," and uses broadcast, online, and social media components throughout March Madness and continuing into the summer.

CDW, provider of technology solutions to business, government, education and healthcare, launched "People Who Get IT" on 3/15. The effort, once again featuring NBA Hall of Famer Charles Barkley and fictional company Gordon & Taylor, will tip off the 2014 NC basketball tournament with spots appearing on national television and radio, in print and with expanded online digital engagement throughout March Madness and into the summer of 2014.

The campaign features broadcast, print and online; the What is the Seventh Man microsite; social media and internal engagement programs; sales enablement; promotions; and PR support. The ads, directed by award-winning and Hall of Fame television commercial director Joe Pytka, will run during the NC March Madness broadcasts on CBS, TBS, TNT, Tru TV, ESPN Radio and Westwood One.

"The creative concept for the 'Smart Growth' campaign is how CDW's technology solutions support and amplify business operations to help our customers grow and succeed," said Neal Campbell, senior vice president and chief marketing officer at CDW. "We chose March Madness as the backdrop for this campaign because technology coupled with professional expertise is truly the 'seventh man' for enabling smart growth."

The "Smart Growth" campaign enables CDW to highlight its expertise in cloud computing, mobility, data center optimization, networking and printing solutions. Just as Gordon & Taylor has evolved, CDW has evolved to become a leading provider of IT solutions with the national breadth and deep technological know-how required in today's rapidly changing marketplace. Partner solutions from Cisco, Crucial, HP, Intel, Lenovo, NetApp, Seagate and VMware are featured, along with the CDW capabilities that power them.

New elements include two Reddit Q&As sponsored by BizTech magazine in conjunction with CDW and STATS -- the leading sports technology, data and content company -- March 18 and live from Dallas during the Final Four, focused on how big data analytics can help fans pick winning brackets.

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Publication:Radio and Television Business Report (RBR+TVBR)
Date:Mar 17, 2014
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