Creating the UK’s first ever truly live TV commercial to drive £1m of new car sales in a single weekend.
Difficult is Worth Doing
Honda were preparing to launch the new Accord with a campaign which showed skydivers forming shapes which represented the new technology features of the car.
They asked us how we could use content innovation to create a huge splash around the launch, while bringing to life the brand philosophy that ‘Difficult is Worth Doing’. So we upped the ante and created the UK’s first ever truly live TV commercial.
After a week of multi-platform teasers, at 8.10pm on May 29th,19 intrepid skydivers leapt from a plane 14,000 feet above the earth and proceeded to form H, O, N, D and A – all while being broadcast live during a takeover of a Channel 4 ad break.
2.3m people watched for over three minutes, over £10m of press coverage was earned, and over £1m of new Honda Accord sales were generated in a single weekend.