Honda skydivers push limits of TV a

Honda skydivers push limits of TV adverts.
In a new definition of a publicity stunt, Channel 4 and Honda have turned to a team of skydivers to tackle the problem of viewers tuning out of traditional television advertising.
On Thursday night the broadcaster was due to devote an entire 3m 20sec break in the middle of Come Dine With Me, its dinner party programme, to a live sky diving jump in which 19 stuntmen spelt out the carmaker’s brand name.
Billed as the first live advertisement in modern times, the campaign is the latest attempt by advertisers and broadcasters to find alternatives to the 30-second spot.
The development of digital video recorders such as Sky+ and Tivo, which allow ads to be skipped, has forced advertising agencies and channels’ sales teams to collaborate on more innovative attempts to keep the viewer’s attention.
“We wanted to create something unmissable,” said Andy Barnes, the broadcaster’s sales director. “This concept breaks the boundaries of the perceived confines of TV advertising,” he added, highlighting a Channel 4 campaign called “innovating the break”.
The campaign follows initiatives such as LG’s Scarlet campaign in which the television manufacturer ran advertisements appearing to trail a glamorous new television show, which turned out to be a promotion for the design features of its “hot new series” of screens.
Thursday night’s live advertisement, while designed to demonstrate the enduring power of television advertising, was backed up by a complex multimedia and public relations campaign.
The campaign’s developers – including Channel 4’s in-house creative team, Wieden + Kennedy, Starcom, Collective and Hicklin Slade & Partners – spent more than a month pushing the Honda slogan of “difficult is worth doing” before Thursday night’s slot.
A poster campaign, a series of unbranded television “teaser” advertisements and a website, have been backed up by digital advertising and a drive to get press coverage. All are building up to a traditional 30-second advertising campaign, starting on June 1, said Ian Armstrong, marketing manager of Honda UK.
“The 30-second ad is alive and well,” Mr Barnes said, pointing to BARB data released this week which showed that commercial television had enjoyed its best April in five years.
For Honda, however, the elements surrounding the core 30-second campaign are designed to generate the intangible buzz of word-of-mouth marketing, Mr Barnes added.
Thursday night’s sky-dive would almost certainly “go on YouTube of its own accord”, Mr Armstrong predicted. “Commercially that’s a fantastic result as it means our marketing investment becomes more efficient because consumers are doing our marketing for us.”

Resultados (chichewa) 1:

Honda skydivers kufika pati a TV adverts.
Mu latsopano tanthauzo la olengeza kukopa, Channel 4 ndi Honda atembenukira ku gulu la skydivers ndiphunzire vuto la amaonetsa ija, alongo awiri kuchokera chikhalidwe TV malonda.
Lachinayi pa usiku kuulutsa nkhani unatiyenera kuthera wonse 3M 20sec yopuma pakati Bwerani mudzadye ndi ine, yake chakudya chipani pulogalamu, ndi moyo kumwamba pamadzi kulumpha imene 19 stuntmen kufotokozapo za carmaker 'm mtundu dzina. Billed woyamba moyo malonda masiku ano, msonkhano ndi atsopano pofuna ndi otsatsa ndi broadcasters kupeza njira zina kwa 30 wachiwiri banga. Kukula kwa digito kanema zojambulira monga Kumwamba + ndi Tivo, moti malonda kuti analilumpha, wachita kukakamizidwa malonda mabungwe ndi njira 'malonda magulu kugwirizana pa more nzeru ankafuna kusunga wowerenga 'm chidwi. "Tikufuna kulenga chinachake unmissable," anati Andy Barnes, ndi kuulutsa nkhani' m malonda wotsogolera. "Lingaliro akuswa malire a anazindikira confines a TV malonda," anawonjezera kuti, posonyeza Channel 4 kampeni "innovating kutulukira". The kampeni motere zoyesayesa monga LG 'm Chofiira ndawala imene TV wopanga anathamanga malonda kuwonekera kwa njira ndi otsogola latsopano TV, amene kunapezeka kuti pantchito kwa kapangidwe ka yake "otentha latsopano mndandanda" wa zowonetsera. Thursday usiku 'm moyo malonda, pamene cholinga kuonetsa kupirira mphamvu ya TV malonda, unapanikizidwira ndi zovuta matumizidwe ophatikizika amawu, nyimbo ndi zithunzi ndi maubale kampeni. The kampeni' m Madivelopa - kuphatikizapo Channel 4 'm mu - nyumba kulenga gulu, Wieden + Kennedy, Starcom, pamodzi ndi Hicklin Slade & othandiza - anakhala kuposa mwezi umodzi kukankhira Honda chiphiphiritso cha "zovuta m'pake kuchita" pamaso Thursday usiku 'm kagawo. A chithunzi ndawala, mndandanda wa unbranded TV "teaser" malonda ndi webusaiti, akhala pogwiritsa ntchito digito malonda ndi galimoto kupeza atolankhani Kuphunzira. Zonse omanga wa makolo 30 wachiwiri malonda msonkhano, kuyambira pa June 1, anati Ian Armstrong, malonda woyang'anira Honda UK. "The 30 - yachiwiri malonda ndi amoyo ndi bwino," Mr Barnes anati, akuloza waminga deta anamasulidwa izi mlungu amene anasonyeza kuti malonda TV anasangalala kwambiri April mu zaka zisanu. Pakuti Honda Komabe, zinthu ozungulira pakati 30. yachiwiri kampeni tinapangidwa kupanga ndi chosaoneka ndi maso kulira kwa mawu a pakamwa malonda, Mr Barnes ananenanso. Thursday usiku 'm thambo - madzi kodi pafupifupi ndithu "pitani pa YouTube chokha", Mr Armstrong ananeneratu. "malonda kuti' SA wosangalatsa chifukwa monga kumapatsa malonda ndalama umakhala waphindu chifukwa ogula akuchita malonda athu kwa ife."