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 (islandés) 1:

Honda парашютисты YTA марка телевидение auglýsingar.
Н nýrri skilgreiningu á kynningar glæfrabragð, Channel 4 ог Honda Hafa snúið SER að хопи парашютисты takast объявление, við vandamál AF áhorfandi Тюнинг úr hefðbundnum sjónvarps auglýsingar.
Á fimmtudagskvöld útvarpsstöð вар vegna verja heilt 3м 20сек Брот í miðju Komdu со мною, программа Borðhaldið, við lifandi кофун himinn stökk Тар SEM 19 Каскадеры skrifuð út vörumerki автопроизводитель э.
сем счет fyrsta lifandi auglýsingu í nútímanum, herferðin эр Nýjasta tilraun auglýsendur stöðvanna ог сезам объявление Финна valkosti SEM 30 sekúndna blettur.
Þróun stafrænu upptökutæki видео EINS ог Sky + ог Tivo, SEM leyfa auglýsingar сезам объявление реальном skipstjóri, hefur neytt auglýsingastofum ог Велта vörubílstjóri Сунд "объявление, vinna fleiri nýjungum tilraunir сезам að Halda athygli
áhorfandans." Okkur langaði сезам að Буа сезам eitthvað нельзя пропустить ", sagði Энди Барнс, Велта leikstjóri stöðvarinnar. "Thessi hugmynd brýtur mörkum skynja takmörk AF auglýsingum ТВ," Baetti Ханн við, ог lagt áherslu канал 4 herferð сем kallast "nýsköpun ЭЛЧ".
Herferðin segir frumkvæði Eins ог LG Scarlet herferð сем сем sjónvarp framleiðandi hljóp auglýsingar birtast сезам SLOD чтобы новые богатые sjónvarpsþáttur, SEM reyndist реальном stöðuhækkun fyrir hönnun Logun аф "heitu nyja Род" hennar skjái.
lifandi auglýsing fimmtudagskvöld э ан ætlað э að Syna Фрам á viðvarandi Vald auglýsingum í sjónvarpi, вар studdur AF flóknu margmiðlun ог almannatengsl herferð.
verktaki herferðar - Тар медаль Channel 4 эр í húsinu skapandi крышка, Wieden + Kennedy, Старком, коллективной ог Хиклин Слейд & Партнеры - Вар Мейра ан mánuð þrýsta объявление, Honda slagorð "erfitt ER Фес VIRDI объявление Гера" Адур переделывает fimmtudagskvöld ER.
А Постер herferð, Род AF sjónvarpstæki клейма "тизер" auglýsingar ог vefsvæði Hafa Verid studdur AF stafrænn auglýsingar drif ог сезам að FA Stutt umfjöllun. Allir ЕСВ að byggja УПП Á hefðbundna 30 sekúndna auglýsingaherferð, SEM hefst 1. Июнь, sagði Ян Армстронг, Хонда markaðsstjóri HJA Bretlandi.
"30-sekúndna auglýsingu lifandi ог э Новичок", г-н Барнс sagði ог Benti зубец gögnum út Þetta viku сем синдициро að auglýsing sjónvarp hafði Гаман апреля Sitt Besta FIMM í АР.
Fyrir Хонда, Гинс Вегар þættir umhverfis kjarnann 30 sekúndna herferð э að ætlað mynda óefnislega ЮГ ORD-аф-Munni markaðssetning, мистер Барнс við.
fimmtudagskvöld э himininn Кафа myndi nær örugglega "фара á YouTube AF eigin frumkvæði," г-н Армстронг СПАД. "Auglýsing э að frábær árangur Eins ог Тэд þýðir fjárfesting markaðssetning Okkar verdur skilvirkari vegna Фес að neytendur ЕСВ að Гера markaðssetningu Okkar fyrir okkur ".