Richards Humanizes CompUSA Technology

DALLAS CompUSA is breaking a brand campaign from The Richards Group that positions the company as the place for consumers to get the infusion of technology services and products they need and want.

“We got. We get it” is the new tagline for the Dallas-based retail chain, the client said.

The new campaign is running on a test market basis in five territories: Austin and Dallas, Texas, Hawaii, Phoenix and a Spanish version in Puerto Rico. In addition to the regional test markets, spots will run nationally on CBS, where CompUSA is an official partner of NCAA Sports, the company said.

Thirty-second TV commercials feature real CompUSA team members interacting in a world of technology products, the company said. Radio spots feature the new tag and CompUSA’s “Techknowledgist.” These ads come in 60- and 30-second versions.

Campaign spending is undisclosed. CompUSA spent $100 million on advertising in 2004 and $56 million through September 2005, per TNS Media Intelligence.

The brand campaign will include a revamped Web site, in-store collateral and a newly designed newspaper insert program. CompUSA catalogs have been redesigned to follow the new look and feel of “We got it. We get it.”

Richards, a Dallas-based independent, won the account last year.

“The campaign illustrates why CompUSA stands out in the retail technology category because it truly understands the human side of technology,” said Brian Schadt, principal at Richards. “This campaign connects with consumers on a deeper level and, as a result, elevates CompUSA’s reputation in the marketplace.”