South Africa
Multiplatform campaign enhances brand image
Challenge
Brand South Africa wanted to identify and refine the key attributes of South Africa to enhance the image and reputation of the country and promote the nation to an international audience of global investors, decision makers and frequent travellers.
They wanted to achieve these ambitions with campaign bursts around the World Economic Forums in Davos and later in Africa.
Solution
CNN International developed a multiplatform campaign that ran in two parts around the World Economic Forum in Davos and then later in Africa. Leveraging access to CNN International's affluent and influential audience, the campaign included TV, digital content and an exclusive networking event in Davos.
Part two of the campaign ran to coincide with World Economic Forum Africa with a cross-platform editorial programme, Africa Looks Forward and expansion of the TV campaign to additional markets.
Results
Editorial page views
Ad impressions
pre-roll video plays
TV units
Services this project covered
Television
Across TV, the campaign included 20-second fact files, an editorial theme week that highlighted innovative South African projects in 5 sectors and a spot campaign.
Fact files
CNNIC's brand studio, Create produced two 20-second fact-files, a National and Sector version, to promote Brand South Africa's key pillars and strengths to CNN’s affluent and influential audience.
Africa Looks Forward
Editorial theme week, Africa Looks Forward on CNN International highlighting South African projects in various sectors, hosted by CNNMoney (now CNN Business) Africa Correspondent, Eleni Giokos
Quest Means Business
The campaign contained 5 original segments (Analytical Agriculture, Healthcare Tech, Turning Waste to Energy, Future of Manufacturing, Digital Financial Solutions) in CNN's flagship business programme, Quest Means Business.
Advertising
Thirty-second spots ran for the duration of the campaign, up-weighted around the World Economic Forums in Davos and Africa.
Digital content
Across the campaign, Brand South Africa enjoyed dedicated content sections on CNNMoney (now CNN Business) and CNN International, as well as articles and image galleries drawn from the 5 TV broadcast segments.
Made in South Africa
Brand South Africa owned a dedicated, Made in South Africa content section on CNN Money (now CNN Business), with a 100% ad share of voice
Dedicated content
The second part of the campaign also included 14 pieces of content published online, from the 5 TV broadcast segments, carousel image galleries and article pages
Event
Part one of the campaign included a networking drinks evening in Davos during the World Economic Forum, hosted by Brand South Africa in partnership with CNN. CNN provided host of Quest Means Business, Richard Quest and produced the invitations for this exclusive event.
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