Condé Nast Germany, Google and Essence in content partnership to drive Chromebooks uptake
Google, together with Condé Nast Germany and in collaboration with media agencies Essence and OMD Hamburg, have released a cross-media content cooperation with talents such as musician and actress Lary, entrepreneur and influencer Xenia Adonts and actor Dennis Mojen to make Chromebooks more widely known within the German market.
Chromebooks are devices from different manufacturers that run with the operating system Chrome OS and are therefore the optimal companion for mobile and modern users.
The six-part video series "New Traditions" delves into the lives of the young talents and shows how everyday challenges are mastered with the support of technology.
The short films accompany six up-and-coming talents - VOGUE Network Editor Maria Hunstig, Gen Sadakane, co-founder of Berlin Photo Week, Content Creator & Model Stefan Pollmann, entrepreneur and influencer Xenia Adonts, musician Lary and upcoming actor Dennis Mojen - and illuminate various facets of life in public. Chromebooks help them to fulfill their own creative visions - from writing lyrics to sketching fashion designs or to research characters for a new TV show.
The third and final flight of the content series starts this week with Lary on VOGUE.de and Dennis Mojen on GQ.de and runs until October 31, 2020.
The multi-talented musician and actress Lary talks about the challenges of her working life, which is far from the typical 9 to 5. Being a musician often means long days and late nights on the go, working into the small hours when inspiration can strike.
The music business demands creativity around the clock and whether it’s connecting with her friends, colleagues or her thoughts, Chromebook is her companion throughout the day.
On GQ.de, Dennis Mojen, the popular actor from Netflix hit Isi and Ossi reveals why being an actor doesn’t start and stop on set; it requires hours of preparation, research and digging into complex characters to bring them to life. The film shows an honest depiction of what it’s like to be an actor - away from the glamour, Dennis’ days are spent back and forth across different sets learning new roles and lines. But wherever he is, Dennis is able to find calm and focus through his Chromebook.
The content cooperation is part of a wider campaign in Germany which kicked off in March 2020 and is supported across online video, social, TV, print, digital and out-of-home building awareness for Chromebooks. Media strategy and planning is led by Essence (online) and OMD (offline).
The first flight of the Condé Nast Germany x Chromebook cooperation has been highly popular with its readers, with more than 800.000 people having viewed the videos with high levels of engagement.
Gabriel Herlich, Head of Platforms & Ecosystems Marketing, Google: "This year has proved a pivotal year for ways of working - when we launched the Chromebooks, no one could have anticipated just how much the world would rely on technology to work and communicate. The campaign so far has generated huge interest in the Google Chromebook range and our partnership with Condé Nast Germany and Essence has been imperative to its success. The stories in the series are relatable on many levels now as people around the world have learnt to manage their own flexible lifestyles in light of Covid-19."
Susanne Jungbluth, Executive Director Creative Solutions CNX: "The cooperation between Condé Nast Germany and Google for the launch of the new Google Chromebook campaign is the perfect match. CNX, the new Creative Consultancy, is responsible for implementing the campaign. It's great that we are accompanying Google as a partner and that we can contribute our expertise in consulting, conceptual design, as well as in the implementation and production of the content pieces together with our influencer network with its extensive reach."
CNX is the Creative Consultancy of Condé Nast Germany and creates relationships between people and brands, creating special and relevant brand experiences out of a unique combination of data, creativity and reach - as the cooperation for the Google Chromebook campaign has shown.
Claudius Körber, Director of Content & Innovation, Essence: "The partnership with Condé Nast Germany has been able to capture our excitement for the products and technologies that help young and creative professionals today to find their way around in their professional and private lives. The result - 6 thrilling stories of emerging talents - are perfect proof of how Chromebooks fit in with our audience’s day to day lifestyle".