SINGAPORE — DBS and CNN International Commercial (CNNIC) have joined forces for an advertising and sponsorship campaign focused on sustainability and innovation that will engage CNN International’s audiences across TV, digital and social platforms. The campaign will also echo the core pillars of DBS’s sustainability initiatives including zero food waste, reducing carbon footprint, financial inclusion, and digital transformation.
The cross-platform campaign includes DBS being the exclusive sponsor of two half hour ‘Inventing Tomorrow’ shows which return to CNN International in August and October. Hosted by Kristie Lu Stout, the award-winning program highlights the innovative steps that entrepreneurs and businesses are taking to change the way we live during this time of unprecedented change. DBS is also the exclusive sponsor of a range of digital content relating to Inventing Tomorrow.
In addition, a branded content series, ‘Portraits of Purpose’, which comprises seven films, is being produced by CNNIC’s global brand studio Create. Through the perspectives of authentic changemakers who have successfully navigated the pandemic, the films highlight how DBS partners with its clients and the community to create positive impact in the current environment.
The sponsored and branded content is being distributed via CNN International’s TV, digital and social platforms to reach influential global audiences at scale. CNNIC is also using sophisticated solutions including Audience Insight Measurement (AIM) to amplify the campaign on digital and social, specifically amongst DBS’s primary audiences of affluent and business decision-makers in China, Hong Kong, India, Indonesia, Singapore, and Taiwan.
“Leading businesses like DBS have an important role to play in advocating for a sustainable future, whilst media organizations like CNN can engage people and tell stories in a way that inspires global audiences. This perfect combination is the bedrock of our partnership with DBS for a second consecutive year as we deliver a powerful campaign around innovations for sustainability. We cannot wait to get started and bring these ideas to life in a way that inspires positive action amongst our influential audiences, and specifically DBS’s customer and partner base across Asia,” said Rob Bradley, Senior Vice President, CNN International Commercial.
DBS Head of Strategic Marketing and Communications Karen Ngui said, “We believe that the path to building a sustainable future lies not only in walking the talk, but also in working with all our stakeholders – including employees, customers, businesses, individuals, and the community at large – to spark change and inspire positive action. These stories are testament to how everyone can, and should, play a part in building a better future – be it in reducing food waste, lowering carbon emissions, or helping businesses to be more sustainable. The choices we make will not just yield impact today, but also shape our legacy for tomorrow.”