CNN International has been selected by Ericsson for an integrated advertising campaign to promote the tech brand as the forefront in information and communications technology. Launching today, the ‘Tomorrow Transformed’ campaign comprises a series of documentaries which examines how innovations in society and business have been enabled by technology.The focus of Ericsson’s campaign is on brand awareness amongst an upscale audience and creating engagement for its Networked Society initiative.
The segments, airing fortnightly, will be presented by CNN anchor Richard Quest and will air during CNN International’s ‘Quest Means Business’ and ‘News Stream’. A 30-minute special highlighting the most innovative stories from the series will be produced in 2015.
Creative production for the campaign’s advertising spot, billboards, co-branded promotions and online branding have been developed by Turner Commercial Productions, the advertising sales creative solutions division for CNN international.
“CNN is delighted to be the exclusive global platform for this campaign with Ericsson,” says 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.”
Ola Rembe, Vice President External Communications at Ericsson adds, “We are thrilled about the opportunity to communicate our Networked Society vision. We believe ‘Tomorrow Transformed’ is an ideal concept to rightly associate our brand with the very latest in how industries and societies are transforming through mobility and ICT. CNN is a very attractive media platform for our campaign to reach an engaged and influential audience.”