CNN International Commercial (CNNIC) has launched a new global branded content campaign to demonstrate the impact of Dangote Industries’ investment across Africa through its transformational projects.
Produced by Create, CNNIC’s in-house studio, the campaign tells the story of Dangote’s vision of a self-sufficient Africa, how the company’s investments are transforming the lives of communities and powering the economic growth of the region through agriculture, technology and infrastructure.
At the centre of this campaign is a film that highlights the impact of various landmark Dangote projects and initiatives including the world’s largest oil refinery that will fuel Nigeria with energy and employment, a fertiliser plant that is transforming crop farming, as well as investments in sustainability across production, training and research and essential improvements to infrastructure.
Filmed over a series of weeks in Nigeria, the campaign captures footage of each initiative, the people involved and uses statistics and graphics to show the effect that the projects have on communities, employment, future business and investment for the entire region and beyond.
Reaching a worldwide audience, the campaign will run as a two minute film in commercial time on CNN US and international networks, with bespoke content produced for distribution across digital and social media platforms. Data targeting and optimisation will ensure that the content reaches Dangote Industries’ key audiences of global c-suite executives and business leaders.
The cross-platform campaign is the latest part of a longstanding relationship between CNNIC and Dangote Industries which includes the sponsorship of Innovate Africa and the Profit Point segment of CNN Marketplace Africa.
James Hunt, Senior Vice President, Global Client Solutions, CNN International Commercialsaid, “This new campaign captures the impact that Dangote’s Transformational Projects has on the community in Nigeria and the wider continent. By putting the impact on people and communities at the heart of our storytelling, we have been able to show the enormous and widespread impact of these impressive initiatives and projects. We are delighted to once again produce a cross-platform campaign with Dangote Industries as our partner and show our global audience how the company is transforming lives every day.”
Aliko Dangote, President/CEO Dangote Industries said, “We recognise the perceived difficulty of doing business across Africa, but we remain convinced that the potential for growth in Africa and the opportunities available in value added manufacturing remain attractive. As a group, we create significant value in Nigeria and the African continent by generating multiple employment opportunities via our multi-billion dollars strategic investments in Transformational projects such as efficient industrial and energy infrastructures, cement, road construction, rice production, sugar production, petroleum refining and fertilizer production. These investments are aimed at achieving food sufficiency and economic growth and empowerment across the continent with positive impact on the people.”
