Most advertising for the IT audience is filled with technical specs and computer jargon, but this campaign for CDW took a completely different approach. Instead of demonstrating CDW knows how IT people talk, we showed that they understand how IT people feel.
It focuses on Fred the IT Guy, and all the stupid things non-technical people say to him. It was written with just enough tech speak to seem authentic, but trust me, it was all made up.
Judging by the results, this campaign proved that IT audiences like to be entertained just like everybody else.
The Power of Empathy
Within a year, it turned into a cult favorite among IT people. CDW customers began sending in Fred stories—so many that we compiled them into a promotional give-away book. The campaign won multiple advertising awards, including a Gold Effie and B-to-B Magazine’s Integrated Campaign of the Year.
Thanks to David Sokolik, André Nel, Deb DeWitt and Roy Trimble for their hard work.