Category: Best Use of Branded Content & Sponsorship
Advertiser: MONGOLIA ECONOMIC FORUM
Agency: TURNER BROADCASTING SYSTEM
Executive Director/Ad Sales: Sally Young (CNN International)
Associate Director/Ad Sales: Esther Nip (CNN International)
Sales Planner/Ad Sales/North Asia: Janey Tan (Cnn International)
Producer/Turner Commercial Production: Annamarie Blight (CNN International)
Creative Director/Turner Commercial Production: Adrian Seah (CNN International)
Executive Producer/Productions: Elisa Berkowitz (CNN International)
Producer/CNNi Special Projects: Jean-Francois Edvige (CNN International)
Producer: Nicola Goulding (CNN International)
Media placement: TV- 2 Spots - CNN Only - 22 August 2011
Media placement: Online - Banners & Videos - CNN Only - 22 August 2011
Insights, Strategy & the Idea
Because of the exploitation of its vast mineral resources, Mongolia's economy is among the fastest growing in the world. Booming Mongolia is likely to grow faster than any other in the next decade making it a great place for foreign investors. The challenge was Mongolia has never had advertising on regional channels before. There were no creatives available before the campaign started. Mongolia is a place full of possibilities. The campaign's objective is to create a sense of intrigue amongst audiences who are interested to learn more about this culturally rich and surprising economy. By utilising different mediums such as TV and online, the 'Mongolia - Endless Possibilities' campaign targeted two categories of audience: tourists and investors. Two versions of Advertorial spots for Mongolia were filmed. One of the spots is a travel version and the other is a business version.
CNN initiated an 'Eye on Mongolia' programming theme week, which spent a week in Mongolia to take a close look at the country's dramatic economic and cultural transformation. This special theme week brought viewers a deeper understanding of all aspects of Mongolia, highlighting Mongolia’s innovation and influences in industry, business, technology, culture and more - such as looking towards the future.
A full 360 degree campaign harnessing print, online and social media was implemented across the APAC and Europe regions reaching millions of consumers.
Affiliate relationships were leveraged with operators within Mongolia to drive tune-in amongst local audiences, who were interested to see how their country and culture was being reported to the outside world.
The sponsor's logo was featured on strategic promotional platforms, providing added value to the client: Mongolia Economic Forum.
Results and Effectiveness
During the 'Eye on Mongolia' theme week, the audience reached in APAC region included the following:
-PR: 2 million readers through editorial stories placed in print and online.
-PRINT: 82k consumers through advertisements placed.
-SOCIAL MEDIA: Over 1m impressions delivered via Facebook.
-ONLINE: 1m impressions delivered via banners on the CNN.com website.
-AFFILIATE: 11k local consumers reached through affiliate platforms.
The Promo / PR Ad titled EYE ON MONGOLIA was done by Cnn advertising agency for product: Tourism / Investment (brand: Mongolia Economic Forum) in United States. It was released in the Aug 2011.