Reminiscint of Timex's 30 sec "live" ads from yesteryear, Wieden UK has upped the ante with its 3 minute Live ad for Honda motors. The strategy line for Honda is "Difficult is worth doing." The results were tremondous but more on that later.
The genesis of the idea came from Honda's media buying agency Starcom, which put out a pitch to 20 media companies with the idea of doing something different in line with the strapline for the car maker's latest campaign, "Difficult is worth doing".
The "Live" ad was shown on Channel 4 and receieved a lot of press coverage the next day. What's more amazing is that according to Channel 4, the ad 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.
Imagine that. Advertising increases viewership.
More Coverage here.
Tuesday, June 3, 2008
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