CNN International Commercial und Lexus starten Partnerschaft f r digitalen Content Thursday, March 15, 2018
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Lexus und CNN International Commercial (CNNIC) starten eine neue Partnerschaft mit digitalen Inhalten. Im Fokus der Kampagne steht ein zentraler Grundwert von Lexus, die japanische Gastfreundschaft Omotenashi, und ihre weltweite Anwendung im Luxussegment.
Im Rahmen der Kampagne stellt CNN Style in der gesponserten Editorial-Serie Masters of Experience die Feinheiten, Expertise und Handwerkskunst vor, die allesamt einen wichtigen Beitrag zu den au ergew hnlichsten Erfahrungen in unserer Welt leisten. Solche Erfahrungen sind ein wesentlicher Bestandteil der DNA von Lexus. Die Vision der Marke beruht auf der Kreation von Erlebniswelten, indem - gest tzt durch Omotenashi - Funktionalit t in Emotionen, Leistung in Leidenschaft und Technologie in Vorstellungskraft umgewandelt werden. Das Eingehen auf Kundenbed rfnisse noch bevor diese artikuliert werden, gilt als entscheidender Aspekt japanischer Gastfreundschaft und steht im Mittelpunkt des Kundenerlebnisses von Lexus.
Die Reihe umfasst sechs Videos und acht Multimedia-Features und pr sentiert unter anderem ein 32-G nge-Men des schwedischen 3-Sterne-Restaurants F viken sowie einen Reisebericht aus dem japanischen Seven-Stars-Zug. Die Kurzbeitr ge stellen anspruchsvolle Menschen aus der ganzen Welt in den Vordergrund, die auf der Suche nach neuen Erfahrungen sind und ihre Vorstellungskraft erweitern m chten. Als weiterer Bestandteil der Kampagne werden im Branded Content Hub Pioneering Spirits interaktive Features zur Verf gung gestellt, die von CNNICs Inhouse-Branded-Content-Studio Create entwickelt wurden. Dabei werden Geschichten von Menschen erz hlt, die weit ber ihre k nstlerischen F higkeiten und Innovationskraft hinausgehen - von der TakumiHandwerkskunst und der 300 Jahre alten Technik zur Herstellung des Kiriko-Glases, das im neuen Lexus LS zum Einsatz kommt, bis hin zur anspruchsvollen Entwicklung neuer Klangumgebungen.
Eine zielgerichtete Distribution der Inhalte an ein globales Publikum erfolgt nativ ber die digitalen Plattformen von CNN. Zuvor definierte Zielgruppen werden dabei mittels CNNs datengetriebener Zielgruppensegmentierung AIM (Audience Insight Measurement) und Turner Launchpad, einem Social-Marketing-Tool, ber soziale Medien erreicht. Im Fokus stehen dabei Entscheider in Frankreich, Gro britannien, Italien, Spanien, Deutschland, Polen und Russland.
Petra Malenicka, Senior Vice President Advertising Sales, Europa und Amerika, CNN International Commercial, sagte: Wir freuen uns, als strategischer Content-Partner die luxuri se Lexus-Marke in Verbindung mit den Prinzipien von Omotenashi zu pr sentieren. Dank der Kombination aus CNNs Storytelling, datengest tzten Premium-Inhalten und einer gro en Reichweite wird die Marke in allen wichtigen M rkten bei den Zielgruppen auf Resonanz sto en.
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CNN International Commercial und Lexus starten Partnerschaft f r digitalen Content Thursday, March 15, 2018 
