case studies
this is a rapidly developing market which will lead to more case studies of how branded content has worked for advertisers
there are already a number of good examples of how branded content has been used as part of an integrated marketing solution from advertisers such as, bmw, hsbc, hewlett packard, nokia, canon, diesel, ikea, 3, shell, renault, the sun and johnnie walker
branded content projects we have been involved with and successfully completed include:-
intercontinental hotels
our brief was to position intercontinental hotels as the authoritative hotel brand for the business traveller and to demonstrate their understanding of the international business traveller
‘insider concierge’ was an award winning fully integrated cross-platform media solution including, tv, dm, online, promotion and events with branded content at it’s heart
a mini-tv series of 80” vignettes produced by the coast, running on cnn shared ‘insiders’ knowledge on how to get the best from five of the world’s most exciting cities; london, paris, new york, hong kong and buenos aires
using real life local concierge’s, the series revealed how to turn an ordinary trip into an extraordinary travel experience reflecting the intercontinental lifestyle, brand and service ethos
we tapped in to the heart of the international business traveller’s needs by exploiting the critical mass of aol time warner’s media properties
the extensive research, conducted by continental, showed outstanding results of the entire campaign resulting in significant increases in both spontaneous and prompted brand awareness, which reflected positively on the key target customer’s attitude towards the brand
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