CNN International is the exclusive global media platform selected by Ericsson for an integrated advertising campaign promoting the company as a leader in information and communications technology (ICT).
Starting on September 18, the main focus of Ericsson’s activity with CNN is association with Tomorrow Transformed, a new strand of programming about innovation in society and business enabled by technology. Presented by CNN anchor Richard Quest, the segments will air fortnightly during CNN International’s Quest Means Business and News Stream. Tomorrow Transformed will complement CNN’s business programming by covering the impact of connectivity for businesses across a range of areas such as transportation, media, finance and energy. The segments will also air on CNN US to deliver a global audience. A 30-minute programming special highlighting the most innovative stories from the series will air in 2015.
In addition, a number of bespoke 30″ spot adverts produced for Ericsson will air across CNN International, and a Tomorrow Transformed microsite on CNN.com/TomorrowTransformed will have exclusive Ericsson advertising banners.
Ericsson selected CNN International for the network’s reputation for high quality content and unrivalled reach amongst a relevant audience of global business decision-makers – this is reaffirmed by CNN’s leadership positions in recent EMS surveys for Europe, Middle East and Africa. Ericsson’s campaign is focused on brand awareness of Ericsson amongst this upscale audience and creating engagement for its vision of a Networked Society.
The creative production for the bespoke advertising spot, billboards, co-branded promotions and online branding is developed by Turner Commercial Productions, CNN International Commercial’s advertising sales creative solutions division.
“CNN is delighted to be the exclusive global platform for this campaign with Ericsson,” said Petra Malenicka, Vice President, Ad Sales, EMEA, CNN International. “Tomorrow Transformed is an exciting editorial proposition that will engage our viewers in many aspects of innovation. By aligning with Tomorrow Transformed and embarking on an integrated spot and digital campaign with CNN, Ericsson will enhance its brand credentials amongst our unrivalled upscale global audience.”
“We are thrilled about the opportunity to communicate broadly our Networked Society vision,” said Ola Rembe, Vice President External Communications, Ericsson. “We believe Tomorrow Transformed is an ideal concept to rightly associate our brand with the very latest in how industries and society are transforming through mobility and ICT. CNN is a very attractive media platform for our campaign to reach an engaged and influential audience.”