Starting this week, On Japan is accompanied by a partnership between CNN International Commercial (CNNIC) and the Japanese global chemical company, Asahi Kasei. This international campaign is the latest partnership between CNNIC and Asahi Kasei, and spans sponsorship of the five ‘On Japan’ TV segments, a special 30-minute program as well as digital elements. In addition, the multi-platform campaign includes native ad integration on CNN Digital which includes storytelling around Asahi Kasei’s automotive business.
The native solution was produced by Create, CNNIC’s branded content studio. Using CNN AIM (Audience Insight Measurement), the campaign is targeted to increase Asahi Kasei’s brand awareness amongst CNN’s upscale cosmopolitan audience of business decision makers, top managers and a curious, technically interested On Japan audience – specifically audiences in Europe, North America and Asia.
“Delivering messages in a creative way for our clients is a key differentiator for CNN. Asahi Kasei’s automotive campaign is a good example of how digital native content can perfectly align with traditional TV-advertising and sponsorship,” said Sunita Rajan, Senior Vice President, Advertising Sales, Asia Pacific, CNN International Commercial. “This creative advertisement opportunity is being supercharged by our advanced data focus from CNN AIM which provides deeper reporting opportunities beyond click-throughs. I am delighted that Asahi Kasei appreciates our combination of creative and data-driven solutions and takes its successful relationship with CNN to another level.”
Makoto Yamazaki, General Manager, Corporate Communications, Asahi Kasei, said: “Japan is not only a world leader in pop culture, design and cuisine, but also a hub of innovation in transportation, functional materials, and new technological devices for the future. We are delighted to be associated with CNN’s theme week On Japan which pays tribute to this culture of innovation. Just like CNN, Asahi Kasei embraces the future by focusing on technical modernization in Japan and around the world. We value CNN’s creative options to tell our story and to merge CNN’s program with our aims. Therefore, Asahi Kasei is happy to continue its partnership with CNN’s On Japan for the third time.”