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October 24, 2012

Latest CDW Campaign Features Charles Barkley Playing Golf

CDW (News - Alert) recently announced that it has further extended its well-appreciated “People Who Get IT” campaign. The latest campaign, “Client Golf” will feature Charles Barkley from NBA Hall of Fame. The latest campaign from CDW exhibits its IT solutions and services capabilities by incorporating business and sports in an entertaining manner. Similar to “The Ringer” campaign that was held in Spring, this campaign has its basis on the application of transacting business deals on the golf course. As part of the campaign, Barkley will assist an imaginary organization acquire business.

In a statement, Neal Campbell, senior VP and CMO at CDW said, “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. I believe that humor sticks with people. We get greater share of mind when customers laugh while seeing real-life challenges solved by CDW.”

In the latest campaign, Barkley will work as an IT employee at the imaginary organization Gordon & Taylor. Barkley worked as the organization’s “IT Ringer” in the original campaign that produced at least five million video views and 100 million parodies. In the original campaign, Barkley was engaged to assist the organization succeed in a corporate basketball league championship. Barkley will now be seen on the golf course in the latest ads. As the “Client Golfer” of Gordon & Taylor, the company will acquire more business if Barkley loses against the clients of the organization. As part of the campaign, Paula Creamer, nine-time LPGA Tour Champion, will be seen assisting Barkley fix his swing, though in vain.

Comparisons to Barkley’s golf game will be utilized by the characters to talk about rising IT trends, CDW’s lead brand collaborations and the technology products and services offered by CDW to its clients. Charles and his “colleagues” will also be talking about enterprise mobility, cloud association, networking, virtualization and data center optimization.

The completely-incorporated campaign was developed by CDW in association with Ogilvy (News - Alert) & Mather, Chicago. The latest campaign comprises of broadcast and web-based promotion; a “Barkley on IT” microsite; a Barkley golf game on Facebook (News - Alert); social media and internal engagement plans; sales enablement; and public relations assistance. 

Edited by Brooke Neuman

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