CDW orchestrates a re-brand in key B2B areas

Just in time for spring, integrated information technology solutions provider CDW has launched a series of TV, digital, radio and print ads entitled Orchestration by CDW which showcases the companies expertise in areas of retail, healthcare, education and IT.

The campaign was created by Ogilvy & Mather Chicago, and launched this past week during the beginning of the NCAA "March Madness" basketball tournament. In the past, the company had chosen the NCAA tournament season to re-brand the company by featuring basketball star Charles Barkley. But, this time, they chose to focus on the ‘story’ behind the story so to speak.

Directed by award-winning filmmaker and television commercial director Craig Gillespie, the ads are running during the NCAA March Madness broadcasts on CBS and the CBS College Sports Network (CBSN) through early April. In addition, radio spots will run on affiliated stations. The print and digital elements of the integrated campaign feature a new, evolved look and feel and will run throughout the year.

The "Orchestration by CDW" is centered around the advent of 'March Madness" and the college basketball tournament season because it is traditionally a time when "a broad audience are watching it on multiple screens - not just TV but also digital," according to a company spokesman.

"Our people are technology experts - they understand the demands organizations face and can serve as a trusted advisor," said Doug Eckrote, senior vice president, strategic solutions and services at CDW. "As a conductor of IT orchestration, CDW helps our customers achieve anything - from engineering the ultimate fan experience to protecting patient data and supporting spikes in data center traffic."

In the ad called "CMO crash" the company illustrates how integrated healthcare systems for doctors and hospitals can effectively treat patients before an accident occurs and this is depicted with a bit of dark humor.

In the video, the CMO of a fictitious company is rushed to the hospital after he flips over a railing while hover boarding around the office. In another ad entitled "Rocket Science", CDW illustrates how it has the technology to make rocket science simple for actual rocket scientists. During a clip of a rocket launch, the narrator describes how CDW collaborates with Intel and PCs to lay the foundations for the launch.

The celebrating "Nasa-like" rocket scientists are over-the-top but the message is clear. In a third clip entitled "Meltdown by A-Lister" a movie star has a global meltdown throwing her shoe against a wall, and interest in the shoe itself goes viral. CDW states that VM Ware and CDW can make that happen.

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