Huawei is extending its commercial partnership with CNN International launching a 12-week integrated campaign that spans program sponsorship, on-air weekly segments and vignettes, spot advertising, banner ads and digital components.
The centre-piece of the campaign is the sponsorship of CNN International flagship program ‘Connect the World’ in Asia and Latin America. Live from Abu Dhabi, ‘Connect the World’ is hosted by Becky Anderson and analyses today’s news stories, anticipates their consequences and contextualizes their origins.
The ‘Connect the World’ program sponsorship is complemented with the launch of a new on-air series called ‘The Connectors’ which will be seen across APAC, LATAM, and EMEA.
‘The Connectors’ explores the creative thinking behind some of the world’s most successful products, as well as the innovative business solutions shaping brands today. Each week will see a world-class creative team take audiences on a journey from idea to fruition.
Beginning week of February 1, 2016, the first segment features internationally-renowned Aardman Animations, the creators of the iconic Wallace and Gromit series. Aardman Creative Director Peter Lord and his team discuss the creative process behind Special Delivery, a new immersive 3D interactive short story project commissioned by Google Spotlight Stories.
In addition to the segments, weekly vignettes will showcase people from the world of business and lifestyle who use straightforward logic to solve problems plaguing their industry. Kicking-off the series is Dearman, a start-up clean tech company that uses liquid air and nitrogen to deliver zero-emission power and cooling.
Vice President, CNN International Advertising Sales Asia Pacific, Sunita Rajan: “CNN International and Huawei have had a long-standing relationship but this new campaign which incorporates program sponsorship and an on-air series takes the partnership to a much deeper level. We’re delighted to partner with Huawei across CNN’s television and digital platforms and we’re confident ‘The Connectors’ will resonate with audiences around the world.”
CMO, Huawei Consumer Business Group, Glory Zhang: “We are thrilled to further our relationship with CNN and its exceptional reach. ‘The Connectors’ series perfectly complements our vision of ‘Building a Better Connected World’, emphasizing a need for greater agility, creativity and compelling content behind businesses today. Being able to reach audiences via integrated platforms that resonate is key for us. We are confident the latest CNN campaign will propel our message to new heights, be it to showcase the newest Huawei watch, Mate 8 or P8 Smartphones.”
‘The Connectors’ begins week of February 1, 2016 and airs in CNN International flagship program ‘Connect the World’ hosted by Becky Anderson.
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Penelope Heath / Ingrid Hsu
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