Sky Diving With Honda

Promoting the UK’s first live TV advert.

Overview

Taylor Herring PR were hired by Channel Four to handle Britain’s first live television commercial - an ambitious sky-diving stunt which would be the curtain raiser for a new Honda advertising campaign.

 

Sky divers would take to the sky over Madrid to undertake a series of highly challenging formations to spell out a message to viewers during a 3 minute commercial. 

Execution

In the run up to the live jump the agency produced a compelling press pack detailing the event and placed this with news wires as well as media and news desks across the national press.

Taylor Herring put forward spokespeople from Channel 4 and Honda for interviews and worked to place pictures of the practice jumps.

Post the live broadcast of the advert Taylor Herring placed follow up stories with pictures and clips across national press, news wires and online.


Results

The story dominated the week’s news coverage with fully credited pieces running in The Times, The Guardian, The Sun, The Independent, Metro, Daily Mirror, Daily Star, The Financial Times, Evening Standard, London Lite and Thelondonpaper.

The story was discussed and credited on BBC Radio 4 PM, ITN news, Radio 5 Live’s Wake Up To Money and XFM. There were over 200 online hits for the news story including all the core news, media and
entertainment sites as well as numerous blogs and discussion boards.
60 regional newspapers also ran this story.

Our campaign reached over 180 million people and is still being talked about! According to Channel 4 the advert drew an average audience of 2.2 million with viewing growing by 8%, or 168,000 people, by the conclusion of the three-minute stunt, which took up an entire ad break at around 8.10pm. It was described as an "astounding" performance compared to other ad breaks in the time slot.

Watch the advert here

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The client said...

I just wanted to say a very big thank you for the work you’ve done on the Honda campaign. I think the coverage has surpassed all of our expectations and absolutely delivered on our key objectives.Matt Baker, Head of PR at Channel 4Honda's much- hyped live TV ad on Channel 4 was a triumph garnering acres of column inches while being shot on a remarkably modest budget. PR column inches alone hyping the one-off event will certainly have recouped that spend, and then some.Mark Sweney, writing for Media Guardian onlineI have been truly amazed by the PR we have had in both consumer and trade titles. Thanks for all of your work.Mike Parker, Head of Strategic Sales at Channel 4
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