Business-to-business software marketer CA Technologies is launching a new global ad campaign today called "App Culture," showing how software is powering everything from love to shopping to health.
The multi-million dollar campaign was created by John McNeil Studio, Berkeley, Calif. and includes TV, print, digital and social media.
It breaks with three TV spots beginning today, and also includes a sponsorship with the Trek racing team to demonstrate how its technology can improve performance, both in sports and in business.
"The 'App Culture' campaign is meant to represent how technology in the application economy is touching our lives every day, and how we relate personally to the app economy through dating, how we buy and shop, and our personal health and wellness," said Lauren Flaherty, CMO at CA Technologies.
In September 2014, Ms. Flaherty oversaw the launch of a new brand campaign for CA called "Business, Rewritten by Software," also created by John McNeil Studio. That effort was designed to show how businesses of all sizes are going through transformations that are powered by software.
"That positioning has done really well for us," Ms. Flaherty said. She also said there is a shift going on with CA's business audience.
"There used to be a core IT decision-making group. Now, they are being flanked on one side by senior-level business decision-makers, and on the other side by developers," she said. "We needed a body of work to help people think differently about the company and feel differently about the company."