Saturday 24 February 2018

Postscript: New series gives gurus a grilling

.Artem Silchenko of Russia dives from the 28 metre platform during the fourth stop of the Red Bull Cliff Diving World Series, Inis Mor, Aran Islands
.Artem Silchenko of Russia dives from the 28 metre platform during the fourth stop of the Red Bull Cliff Diving World Series, Inis Mor, Aran Islands
Sarah McCabe

Sarah McCabe

COMMUNICATIONS group DDFH&B and the Institute of Advertising Practitioners Ireland have launched a new interview series, which will grill some of the advertising industry's biggest names.

Called 'Heads Up', the monthly online series is hosted by DDFH&B strategic planner Jess Majekodunmi, who won last year's IAPI One to Watch Award for promising ad executives. Leila Travis, head of planning for UK TV marketers Thinkbox, was the first interviewee. Acclaimed art director Alexandra Taylor will be put on the spot next month. Advertisers are invited to tweet their questions to @ddfhb ahead of each interview.

RED BULL POUR €1M INTO TESCO STUNT

A TRIP to Tesco rarely gets the adrenaline pumping. But Red Bull is about to make the weekly shop a bit more exciting, giving consumers the chance to go sky diving on their way to pick up bread and milk. The two brands are teaming up to promote Red Bull's Cliff Diving Series, whose third round takes place at Inis Mor on June 28 and 29.

One of the most extreme sports on earth, cliff divers reach speeds of more than 85kph in less than three seconds. But virtual reality technology placed in selected Tesco stores will allow people to experience a cliff dive without leaving the ground. Divers will also be in place to help recreate the experience, jumping off in-store cliffs lit by 3D graphics. The campaign will be supported by TV, online, radio and print advertising. Red Bull has invested a total of €1m in promoting the cliff dive.

"Two years ago we staged the event in Inis Mór and received huge attention, but only 1,000 lucky people could experience the excitement of the event" said Niall McGrath, marketing director of Richmond Marketing, the company behind the campaign. "This year, we wanted to bring the experience to as wide an audience as possible, strengthen the brand image, while driving purchase of the limited edition Red Bull Cliff Diving four packs."

FAKE NEWS SITE IS THE REAL DEAL

SATIRICAL website Waterford Whispers News (WWN) has joined Sweatshop Media, the Dublin-based digital ad sales group that also represents Broadsheet.ie. Colm Williamson, the thirty-something founder of Ireland's version of 'The Onion', said he took the decision so that he could go back to giving 100pc of his time to WWN without worrying about revenue sources. The site, which was founded in 2009, has exploded in recent months as a number of its stories were picked up around the world – headline hits include "North Korea Lands First Ever Man On The Sun, Confirms Central News Agency".

It had 800,000 unique monthly viewers in April and boasts 120,000 "likes" on Facebook, meaning it's as popular on the social network as some genuine news sources. Sweatshop also manages ad sales and marketing for music blog Nialler9.com, event diary Le Cool (which was founded by Sweatshop's owners), The Prowlster and Thread Magazine, as well as social commentary site Broadsheet.ie. It has been open for just over a year.

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