South Africa

Africa looks forward

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

They wanted to achieve these ambitions with campaign bursts around the World Economic Forums in Davos and later in Africa.

Results

126k Editorial page views

8.3m Ad impressions

1.7m Pre-roll video plays

1.1k TV units

Campaign Deliverables

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.

Image - South Africa - Africa Looks Forward

Image - South Africa Looks Forward - Quest Means Business

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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

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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.