Category: Best Use of Branded Content & Sponsorship
Advertiser: KOREAN AIR
Product/Service: AIRLINE
Agency: CNN
Agency: HSAD
Media Agency: CARAT, Hong Kong, HONG KONG
Account Director: Clinton O'Connor (CNN International)
Planning Supervisor: Holly Yuen (CNN International)
Regional Business Director: Jacqueline Pavich (Carat Hong Kong)
Group Account Director: Connie Park (HS Ad)
Senior Media Manager: Sung-Su Kim (HS Ad)
Media placement: TV Program - CNNGo - CNN International - 11 May 2011
Media placement: TV - CNNGo Highlight - CNN International - 11 May 2011
Media placement: Online - CNNGo TV Show Page - NN.com International And CNNGo.com - 11 May 2011
Media placement: Online - CNNGo Seoul Section - CNNGo.com - 11 May 2011
Insights, Strategy & the Idea
Korean Airlines wanted to position itself as the premier airline for frequent international air travelers in the Asia Pacific and Europe and needed to align itself to a brand and content that would reach this audience in a new and innovative way. CNN is the world’s leading media organisation in reaching the Frequent International Business Travelers audience and recently launched a new brand extension CNNGo.com that is about Local Insights and Global Experiences. Our strategy was for Korean Air to exclusively own content on multiple platforms that was both relevant and dynamic to the Korean Air brand and to our CNN audience. The CNNGo program has a unique take on global destinations, bringing views on dynamic cities in Asia and appeals directly to our upscale audience which is a perfect match for the aspirations of the Korean Air Brand also.
Creative Execution
Korean Air agreed to sponsor a 30 min monthly program called CNNGo. The CNNGo program has been shot in all corners of the globe. From key city route destinations for Korean Air such as Tokyo, Beijing and San Francisco to more off the beat destinations such as Ulaanbaatar, CNNGo has been able to naturally profile many of Korean Air’s most important destinations that it flies to in a fresh and dynamic way. Korean Air has regular sponsorship entitlements on air with the Billboards and TVC’s on CNNGo across CNNI and vignette highlights and Korean Air then tags their BB and TVC to it during commercial airtime on CNN. Korean Air has also been the sponsor of the online http://www.cnngo.com/tv and http://www.cnngo.com/seoul sections of CNNGo.com amd CNN iPad App with Pre Rolls and banner advertising. Korean Air receives brand association with all CNN promotion of the program on air, online and in print.
Results and Effectiveness
An achieving campaign evidenced by a Research Study conducted independently by Synovate in October 2011, showcasing effectiveness of Korean Air’s integrated campaign on CNN.
- Total campaign/sponsorship recall is high at 56%.
- Awareness of sponsorship has grown by one-third since February 2011 survey
- 7-8 in 10 of those recalling, agree the sponsorship boosts Korean Air’s image, raises interest, and is a good fit with Korean Air.
- Ad/sponsorship recall drives higher brand consideration: +77% uplift for leisure travel; +105% uplift for business travel.