Software Powers Love, Shopping and Health in CA Ads

New Global Effort Shows How the 'App Culture' Touches All Aspects of Life

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Advertising Age Player

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."

The new campaign has a consumer feel to it, although it's aimed at business decision-makers and software developers.

In one spot, called "Café," a man and woman meet at a café after finding each other on an online dating site. The spot ends with a voiceover saying, "In the application economy, love is powered by software."

In another spot, called "Refrigerator," a consumer buys a refrigerator at a store and pays for it on a mobile device. The spot ends with the tag, "In the application economy, easy is powered by software."

In the third spot, a jogger is joined by a whole team of computer programmers and technicians to help him gauge his performance. In this application economy, it's the morning run that's powered by software.

The TV spots are running on CNN, Bloomberg TV and other cable channels. Print ads will appear in the New York Times, the Wall Street Journal, Forbes and other business publications.

As part of the campaign, CA has signed a global, multi-year partnership with Trek's professional racing team, Trek-Segafredo, launching with the 2016 Tour of Flanders race. Under the agreement, the racing team will use CA's Agile Management technology to collaborate and get performance feedback in real time.

CA also has plans to partner with CNN on an app, set to launch later this spring. The details of the app are not yet available, but it will demonstrate how businesses can use CA's software to succeed in the app economy.

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