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 (ucraniano) 1:

Honda jumpers to push the limits television advertising. In the new definition of a publicity stunt Channel 4 and Honda approached the team paratroopers solve this problem by switching viewers traditional television advertising. On Thursday evening the broadcaster had to devote all 3 m 20 sec break in the middle come dine with me, his dinner party program live sky diving jump stunt in which 19 presented at the automaker trademark. Bill advertising the first live in the modern era, the campaign is the latest attempt to advertisers and broadcasters to find an alternative place for 30 seconds. The development of digital video recorders such as Sky + and Tivo, which allow ads to be missed, led advertising agencies and sales channels of collaboration to more innovative attempts to keep the viewer's attention. "We wanted to create something unmissable,» said Andy Barnes, broadcaster, director of sales. "This concept of time within limits considered TV advertising, "he added, stressing Channel 4 campaign called" innovative break. " Campaigns should initiatives such as LG's Scarlet campaign, which ran a television producer ads appear trail glamorous new television show, which was promotion of its design features "hot new series" screens. Thursday night live advertising, and to demonstrate strong power television advertising were supported by a set of media and public relations campaign. The campaign development, including their own creative team of Channel 4, Wieden + Kennedy, Starcom, staff and Hicklin Slade & Partners - spent more than a month, pushing the Honda slogan "difficult worth doing" before Thursday night slot. The poster campaign, a series of vintage television "joke" advertising and website was back up digital signage and desire to get press. All construction to the traditional 30-second ad campaign, starting from June 1, said Ian Armstrong, marketing manager of Honda UK. "30-second ad is alive and well, Mr. Barnes said, pointing to Barb data released this week which showed that commercial television enjoyed its best April in five years. For Honda, however, the elements surrounding the core 30-second campaign designed to create buzz intangible word of mouth marketing, said Mr. Barnes. Thursday night sky dive almost certainly be "go to YouTube on their own initiative," Mr. Armstrong predicted. "The commercial is a fantastic result as it means that our marketing investments more efficient, so that consumers do our marketing for us."

Resultados (ucraniano) 2:

Honda skydivers extend the boundaries of television advertising.
The new definition of a publicity stunt, Channel 4 and Honda have become a team of paratroopers to solve this problem viewers tuning of traditional television advertising.
On the night of Thursday broadcaster was due devote all 20sek 3m break in the middle ranks dinner, supper its application to living sky diving jump, where 19 stuntmen prescribed brand name car manufacturer.
Billed as the first living advertising in our time, the campaign's latest attempt to advertisers and broadcasters to find alternative 30-second spot.
The development of digital video recorders such as Sky + and Tivo, which allow ads to be missed, forced advertising agencies and sales teams channels "to share the more innovative attempts to keep the viewer's attention.
"We wanted to create something not to be missed," said Andy Barnes, Director Sales broadcaster. "This concept gives boundaries perceived boundaries of television advertising," he added, stressing Channel 4 campaign called "innovation gap."
The campaign followed by initiatives such as scarlet campaign LG, where television producer ran ads that appear be glamorous new television show, which turned out to share their design features "hot new series" screens.
live advertising on Thursday night, while designed to demonstrate the strong power of television advertising, was followed by a comprehensive media campaign and PR .
Developers campaign - including Channel 4's in-house creative team, Wieden + Kennedy, Stark, collective and Hicklin Slade & Partners - spent more than a month by pressing the Honda slogan "difficult worth doing" before Thursday night slot.
Poster Series Vintage TV "draznylku" advertising and website were backed digital signage and drive to get press coverage. All are built with the traditional 30-second ad campaign, starting from June 1, said Ian Armstrong, manager of Honda UK marketing.
"30 second spot alive and well, "said Mr. Barnes, pointing to Barb data released this week showed that commercial television used its best April in five years.
For Honda, however, the elements around the core 30-second campaign designed to create buzz intangible word-of-mouth marketing, Mr Barnes said.
Thursday night sky dive almost certainly "go to YouTube on their own accord," Mr. Armstrong predicted. "The commercial is a fantastic result, as this means that our marketing investments more efficient, so that consumers do our marketing for us. "

Resultados (ucraniano) 3:

Honda skydivers штовхають межі ТЕЛЕБАЧЕННЯ посилається.
У новому визначенні реклами stunt, Канал 4 та Honda повернулися до команди skydivers щоб братися за проблему viewers настройку з традиційного телебачення рекламування.
У Четвер вночі broadcaster мусить щоб присвятити цілковитий 3м 20sec увірвуться до середини Прибутої Обідають Зі Мною, його обiд партійна програма,До живого неба пірнання стрибок у котрому 19 stuntmen spelt carmaker назва гатунку.
Billed як перша жива реклама у сучасні часи, кампанія являє собою останню спробу газетами з оголошеннями та broadcasters щоб знайти альтернативи до 30-другого місця.
Розвиток цифрових вiдео реєстраторів таке, як Небо та Tivo, котрий дозволяють ads щоб бути стрибнуте,Примусили рекламні агентства та команди збуту каналів прилучитися на більше раціоналізаторських спробах утримати viewer увагу.
"Ми захотіли утворити щось unmissable," сказав Andy Амбари, broadcaster директор збуту. "Ця концепція розбиває межі сприйнятих обмежує ТЕЛЕБАЧЕННЯ рекламування," він додав, висвітлюючи Канал 4 кампанії закликаної "innovating перерва".
Кампанія слідує за ініціативами наприклад LG Яскраво-червона кампанія у котрій телевізійний виробник керував оголошеннями з'являючими щоб прокласти glamorous новий телевізійний показ, котрий вимикав бути сприяння для проекту особливості його "гарячої нової серії" екранів.
Ніч четвера жива реклама, в той час, як замислила продемонструвати виносячу потужність телебачення рекламування,Підтримувалась комплексом мультимедія та суспільні відношення кампанія.
Розробники кампанії – включаючи Канал 4 домашня творча команда, Wieden Kennedy, Starcom, Колектив та Hicklin Slade & Партнери – витрачений більш ніж місяць штовхаюче Honda гасло "тяжкого варте роблячого" до виїмки ночі Четвера.
Кампанія рекламного плакату,Серія unbranded телебачення "teaser" оголошення та вебсайт, був підтриманий цифровим рекламуванням та заженуть отримати покриття преси. Весь будують до традиційної 30-другої рекламної кампанії, починаючи 1 червня, сказав Ian Armstrong, маркетинг менеджер Honda ВЕЛИКОБРИТАНІЯ.
30-другий ad вміє живі та добре, Mr Амбари сказали,pointing BARB дані відмовилися від цього тижня котрий показував що комерційне телебачення отримало насолоду від його кращого квітня у п'ятьох роках.
Для Honda, але, елементи оточуючий стрижень 30-друга кампанія замислюються щоб породити невідчутний гул усного слова маркетинг, Mr додані Амбари.
Ніч четвера небо-пірнають би майже звичайно "продовжуються Youtube самостійно', Mr Armstrong завбачений."Комерційно це фантастичний результат як це означає наш маркетинг інвестиція стає більше ефективним тому, що споживачи роблять наш маркетинг для нас."