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.
Feedback
Matt Baker, Head of PR at Channel
4 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.”
Mike Parker, Head of Strategic Sales
at Channel 4 said, “I
have been truly amazed by the PR we have had in both consumer
and trade titles.
Thanks for all of your work.”
Mark Sweney, writing for Media Guardian
online said, “Honda'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.”
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