Just Imagine

DESCRIPTION

Telecoms company Ericsson wanted to show that it was a forward-thinking brand linked with innovative technology to a business audience.

 

It teamed up with CNN International for the second year running. Together they created a short-film series of five 60-minute films fronted by five visionaries who examine how science and technology will shape and enhance our lives in the future.
 

The solution took advantage of CNN’s improved digital offering and the fact that the media owner now had additional online video capabilities. It also included a WAP component on CNN Mobile and streaming across internet TV service Joost, giving audiences on-demand access.

CNN Ad Sales’ in-house creative production unit, Turner Commercial Productions also produced a series of commercial films, which were licensed to Ericsson for use in its own business communications. Ericsson was also the sole sponsor of the series website, www.cnn.com/justimagine.

The 2007 campaign saw brand awareness increase by 12%. Key metrics, such as associating Ericsson with innovation, increased by 22%. Results for the 2008 campaign are not yet available.

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