Too Amazing To - Guinness World Records

Got something that’s
Too Amazing To
Keep To Yourself?
We certainly do. Here’s our best kept secret…
from our brand to yours
Procter & Gamble (P&G), Ariel – Most people hand-washing fabric
Over 1,000 South Africans came together as P&G launched their flagship laundry brand, Ariel™, in South Africa. Thousands of pieces of clothing were cleaned and
then donated to the brands charitable partner, the Red Cross.
At Guinness World Records, our brand
content that delivers genuine emotion and
makes people want to read, watch and
share – and it’s here in the heartland of
storytelling and conversation creation, that
we’ve found our home.
So our best kept secret is perhaps hardly
surprising; that in the content-marketing
land-grab, there’s no one better placed to
mother and childcare industry.
True engagement goes
beyond likes and tweets
heritage lies in the creation of compelling
Every brand has a tale to tell, the challenge
True engagement comes with action, which
is making it contagious. And when it works,
is why leading brands & businesses utilise
content becomes a catalyst for conversation.
the power of a world record to engage
their audiences through action; whether
that’s Samsung inviting people to celebrate
the launch of a smartphone by submitting
their own mobile artwork, or Philips asking
new mothers to handwrite pledges as
Philips reached 3.8 million
and Samsung over 10 million
people.
In a world where technology and modern
a commitment to breastfeeding – while
lifestyles are fragmenting us like never
create engaging, enlightening and inspiring
tastefully
a
before, we meet a powerful emotional need
stories that connect with people.
compassionate solutions provider to the
by creating opportunities for people to bond
GUINNESSWORLDRECORDS.COM/TOOAMAZING
positioning
themselves
as
@GWR
General Mills Inc. - Old El Paso – Longest line of tacos
The team celebrated the arrival of new Stand ‘n Stuff™ Soft Taco Shells, the UK’s first soft standing taco shells, with a record challenge to highlight its USP.
“
over moments of shared enjoyment and
The key to this campaign was the simplicity of the idea.
People just understood from the one-line
pitch, ‘Do you want to help us achieve a
GUINNESS WORLD RECORDSTM title?’.
It was an activity which people simply couldn’t wait
to be involved with.
”
Senior Publicity Manager
Macmillan Children’s Books
GUINNESSWORLDRECORDS.COM/TOOAMAZING
wonder.
Our clients benefit from
being placed at the heart of
these precious moments,
by being respected as truly
world-class.
Through our core brand values - to build
esteem,
enrich,
engage,
elevate
and
excite - we reach a diverse audience on a
personal level;
whether that’s individual
record attempts, children marvelling at the
@GWR
achievements of others, families sharing
the triumphs in our publications, businesses
celebrating success, or NPOs inspiring their
stakeholders and raising awareness.
But the common thread to our story
prevails; when our brand touches people,
it evokes the same powerful emotion amazement. And when we do amazing it is
OFFICIALLY AMAZING, which in an age of
digital trickery and CGI, means our records
stand apart.
Everything our recordholders achieve is 100% real.
A powerful story, indeed.
So whether you’re searching for the ultimate
teambuilding activity, on a mission to raise
awareness, have a new product to launch or
seeking an unforgettable brand experience;
we could be the ultimate partner to give your
story a whole new life and scale, with content
that stays true to your values and facilitates
powerful PR and long-lasting engagement.
Dubai Health Carecity – The largest
awareness ribbon made of flowers was
formed from 105,000 pink carnations as part
of the UAE leg of the Avon Foundation: Walk
Around the World for Breast Cancer.
GUINNESSWORLDRECORDS.COM/TOOAMAZING
MEC Media – 15 Guinness World Records
titles were achieved and over £31k raised for
charity by over 280 media execs as part of a
team-building event.
@GWR
USE OUR BRAND TO REACH YOUR AUDIENCE
8.5
MILLION+
FACEBOOK
FANS
97% BRAND RECOGNITION
(UK/US)
1.2 MILLION MONTHLY WEBSITE VISITORS
GUINNESSWORLDRECORDS.COM
Danone – Largest robot dance
800
THOUSAND+
YOUTUBE
SUBSCRIBERS
MINI – Longest wish list to Santa
40
MILLION+
TWITTER
REACH
Procter & Gamble (P&G), Joy –
Longest line of washed plates
London & Partners –
Largest treasure hunt game
Estée Lauder – Most landmarks
illuminated in 24 hours
65 ADJUDICATORS ACROSS
9 COUNTRIES SPEAKING 20
LANGUAGES
780
THOUSAND+
GOOGLE+
FOLLOWERS
OUR CLIENTS
We work with brands, charities and businesses of all shapes and sizes, to
amplify their efforts across a variety of purposes, including:
Brand awareness
Anniversaries
Product launch
Good cause awareness
Team-building
Employee engagement
CSR initiatives
“As a first lady, I get to do a lot of cool things but this is really
exciting. I never thought in my entire life I would be setting a
GUINNESS WORLD RECORDSTM title.” Michelle Obama
Clients who have staged an Official Record Event
tell us...
95%
delivered
successful
customer
engagement
90%
amplified
social media
engagement
Source: EMEA customer survey 2013
“Working with Guinness World Records has
been fantastic. They have the heritage, they
have the prestige and they have the expertise.
Their support and the experience they were
able to give was invaluable.”
Former England Footballer & Consultant
Danone
“Both this concept store and our GUINNESS
WORLD RECORDSTM attempt is what Virgin is
all about - innovation, fun, quality, value for
money and a sense of competitive challenge.
We are always striving to be different & better.”
CEO
Virgin Mobile South Africa
95%
increased
media coverage
88%
increased
website traffic
69% directly increased sales
LONDON & PARTNERS
BREEZE ACTIVBLEACH
PR coverage AVE: £3.5 million
PR coverage reach: 76 million
PR coverage AVE: $70,000 USD
Social media reach: 4 million+
Sales: +30%
Brand awareness, consumer engagement, national
celebration
21 new records & over 16,000 new record holders
Product launch
Most people handwashing fabric simultaneousy
(single location)
PwC LLP (US)
ASTRO MALAYSIA
PR coverage AVE: £640,000+
Local / National media: 1.2 million radio listeners & documentary
feature on The Discovery Channel
Social media reach: 1,000,000+ daily facebook users
International Business Awards 2013 Winner x 2
CSR & good cause awareness
Longest underwater clean-up
“Earn Your Future” is a 5 year CSR commitment to youth education
aimed at utilising the skills of PwC partners to work with American youth.
PwC wanted a memorable, unique event to engage employees and
drive participation, while also generating a sense of pride in employees
and helping children to understand the importance of financial literacy
and responsibility. Guinness World Records created a record-breaking
challenge for The largest financial literacy lesson (multiple venues)
which generated a sense of pride in employees and touched the lives of
children.
Employee engagement, CSR
“We really wanted to create a campaign that was as world class as the Olympic and Paralympic Games, and Guinness World Records was the
perfect fit.”
Marketing Director, London & Partners
TESCO
As headline sponsor of Stand Up To Cancer, in support of Cancer
Research UK, Tesco wanted to engage UK staff with this CSR initiative.
Tesco used a record challenge to connect stores across the UK which
also became central to the annual company conference in London,
culminating in a record attempt for The most people standing on one leg
simultaneously (single venue) and over 2,000 Tesco employees truly
standing up to cancer!
EXPEDIA
PR coverage reach: 18 million
PR coverage AVE: £100,000
Employee engagement, CSR
PR, brand awareness & consumer engagement
Highest speed-dating event on an aircraft
BANCO SANTANDER
GAP
Website visits: 5 million+
Social media reach: 2.5 million+
Gap was bringing together its European sales and marketing teams for
a three day event in the UK to encourage bonding between the teams
across Gap’s four cultural cornerstones - Think, Inspire, Do, Deliver.
To bring this to life, over 200 employees took part in a record-attempt
for The largest game of four corners, with each corner representing a
different brand value.
Consumer engagement & brand awareness
Largest sports trivia competition
Employee engagement
“One of the great things about travel is the way it brings people together, so we’re thrilled to have been able to set a world record doing just that.”
Managing Director, Expedia UK & Ireland
PHILIPS AVENT
DIMENSION DATA
PR coverage AVE: 3,777,474 RMB (£361,000 GBP approx)
Social media reach: 3.8 million
Dimension Data, a global ICT specialist company was looking for a
fun and engaging way to round off the annual sales conference for its
network services division. They wanted a record idea that was simple
enough to present as a surprise to delegates but also illustrated it’s
“alternative” company ethos. This led to a unique and fitting recordattempt for The most bow ties tied simultaneously.
Brand awareness & consumer engagement
Largest online photo album of handwritten notes
THREE MOBILE
Three was set to refocus its brand strategy as the “network designed
for data” and was also merging sales teams from across the UK. The
company approached Guinness World Records for a record concept
which would act as an ice-breaker to start their conference, encouraging
people to get to know each other and inspiring team work. This resulted
in a record attempt for The longest ‘over and under’ line with over 700
employees taking part.
Employee engagement
Employee engagement
MEC MEDIA
Records attempted: 41
Records broken: 15
Money raised for charity: £31,000
Team-build & CSR
“Having the opportunity to break GUINNESS WORLD RECORDSTM titles was the absolute highlight of the conference.”
Commercial Director, MEC Media
OREO INDIA
VIRGIN MOBILE
PR coverage AVE: 2,295,109 INR (£22,952 GBP approx)
Social media impressions: 3.2 million
Social media reach: 2 million
PR coverage AVE: 601,000 ZAR (£33,848 GBP approx)
PR coverage reach: 14 million+
Brand awareness
Most people dunking cookies
PR & store launch
Most people crammed in a Mini (classic)
SHARP MIDDLE EAST & AFRICA
MACMILLAN CHILDREN’S BOOKS
This team-building initiative saw 149 employees use 79,300 food
packets to create The largest packaged food mosaic - to encompass
the brand’s diverse range of products, CSR spirit and brand philosophy.
Following in the spirit of the attempt, all food packets were donated to
the Red Crescent Society of the UAE, enhancing the message of a
brand that cares.
Sales +100% week-on-week during Independent Booksellers Week
and the book was also #1 in the Independent Sales Chart.
Website: 10,000+ unique visitors
Average dwell time: 8 mins 8 seconds
(Panmac.com avg 1 min 48)
Team-building and CSR
Book launch & consumer engagement
Longest chain of paper dolls
“Our GUINNESS WORLD RECORDSTM attempt represents our commitment to be the best while also helping those in need; ensuring that we maintain
the right balance between achievement and responsibility. We don’t invent for the sake of it, we believe our products should solve real problems to
benefit our culture and well-being.” General Manager - Business Operations, Sharp Middle East & Africa
ESTÉE LAUDER
SHARP MIDDLE EAST & AFRICA
Number of landmarks illuminated: 38
Countries reporting the record: 24
Media reach: 6 million+
PR coverage reach: 3,225,288
PR coverage AVE: $127,755.55 USD
Social media reach: 1.3 million+
Anniversary & good cause awareness
Most landmarks illuminated in 24 hours
CSR
Largest packaged food mosaic
MEC MEDIA
FIJI AIRWAYS
MEC wanted to motivate their media executives with a record-attempt
that would add authenticity to their conference, generate a sense of
shared achievement and personal success. A record campaign was
created to engage staff in the weeks preceding the event - teams were
tasked with practice for specific record titles creating a true sense of
excitement ahead of the company’s conference, and culminated with
over 200 employees leaving the conference with a memory for life.
Team-building
Global reach: 16 million
Facebook reach: 806,400
Twitter reach: 72,474
YouTube views: 27,000 (previous highest was 2,000 views)
PR, brand awareness & product launch
Highest altitude wedding on an aircraft
“We’re delighted that we were able to set a new GUINNESS WORLD RECORDSTM title. We kept this as a surprise for our five couples and it was great
to see their reaction when they found out they were part of this world record.”
CEO, Fiji Airways
KELLOGG’S MIDDLE EAST
NISSAN MIDDLE EAST
“Achieving this milestone is perfectly in line with Kellogg’s Corn Flakes’
mission to place consumers and their well-being at the core of our
business ethos. Breaking three world records is a true honour and
further cements our commitment to delivering a pioneering brand
experience.”
GM, Kellogg Company, MENA
PR coverage AVE: $200,000 USD
Online reach: 5 million+
Social media reach: 2 million+
YouTube views: 1 million+
Brand awareness & good cause awareness
3 record titles achieved
Brand awareness
Heaviest aircraft pulled by a production car
SAMSUNG
VODAFONE
PR online reach: 3 million+
Social media reach: 10 million+
Vodafone wanted an experience which could be incorporated into their
annual Christmas party. The record needed to reflect the brand’s values
of speed, simplicity and trust, and also reflect the festive theme. The
resulting record-challenge saw over 500 participants take their place
in The longest Christmas cracker pulling chain at the headquarters of
Vodafone UK.
New product launch
Largest photo book
Employee engagement
“The Guinness World Record for Nissan Patrol achieved here motivates us to ensure we deliver ‘Innovation that Excites’ in everything we do in the
Middle East region.”
Managing Director, Nissan Middle-East
OUR PRODUCTS
From entertaining events to employee engagement and team-building,
anniversary celebrations or brand & good cause awareness campaigns;
our record-based packages are designed to see you all the way through the
campaign lifecycle; from identifying a unique record-title and promoting
participation, through to spreading the word about your achievement and
maximising your record-holder status across core audience touchpoints.
Contact the team today to put together your perfect package
GUINNESSWORLDRECORDS.COM/TOOAMAZING
GUINNESS WORLD RECORDS
TM
Record Title Consultancy
A personalised service where you’ll benefit from a bespoke
record-based solution designed specifically around your
objectives.
Our creative team integrate your core message, purpose and
brand values with our brand DNA to deliver a record challenge that
engages your audience with authenticity, leaving a positive and
memorable brand association.
Procter & Gamble (P&G), Gillette – Largest shaving lesson
As part of Gillette’s headline sponsorship of Movember, this attempt saw over
300 males styling their facial hair using the new Gillette Fusion ProGlide Styler.
A dedicated account manager will provide a full explanation of
your record guidelines to increase the likelihood of a successful
attempt.
You’ll also receive top tips on making the most of all the associated
PR and Marketing opportunities to ensure you maximise your
record investment.
Nissan ME – Heaviest aircraft pulled by a production vehicle
This attempt formed part of Nissan’s regional activation campaign in the Middle
East to boost brand awareness and consumer engagement.
Hewlett-Packard – Fastest desktop printer
HP was launching its Officejet Pro X series of desktop printers and wanted to
truly stand out against competitor’s claims and gain superiority in the highly
competitive printer market.
GUINNESS WORLD RECORDS
TM
Official Record Event
There’s nothing quite like the presence of an Official GUINNESS
WORLD RECORDS Judge to maximise engagement, PR, and
to make your event truly headline-grabbing! An official judge
adds authority, attracts media attention, is highly engaging and
increases the emotional connection between your brand and
audience.
Macmillan Children’s Books – Longest chain of paper dolls
This attempt was created to engage children with a new book launch.
Benefits:
London & Partners – 21 new records achieved during World Record
London in the lead-up to the London 2012 Olympic Games.
Get planning straight away to maximise success and eliminate
the need to gather evidence with immediate processing of your
application, receipt of guidelines and on-the-spot verification of your
record attempt success.
Create a sense of prestige and authority that engages your
audience and captures media attention with an official GUINNESS
WORLD RECORDS™ Judge.
Dedicated photo opportunities for press announcements with an
official GUINNESS WORLD RECORDS™ certificate presentation.
Maximise awareness, engagement and media coverage pre and
post attempt with a two week license of the Official Attempt logo and
24 hour license of the Official Record Holder logo.*
Make your official record event ‘look the part’. Produce branded
t-shirts, banners and flags with the official GUINNESS WORLD
RECORDS™ word mark and Official Attempt logo.*
*subject to terms and conditions
GUINNESS WORLD RECORDS
TM
Employee Engagement
Employ the power of record-breaking to
unite and inspire your employees to be
the world’s greatest.
No matter what corporate challenge you’re facing, when it comes
to driving business performance, there’s nothing more important
than a committed and cohesive workforce.
Three UK – Longest over and under line
Our corporate record-breaking solutions incorporate the ultimate
accolade of prestige and strength, a GUINNESS WORLD
RECORDS™ title challenge, adjudicated by an official GUINNESS
WORLD RECORDS judge.
This purpose-built activity is designed to energise employees,
bring teams together in a shared sense of achievement and to
reaffirm the belief, that anything is achievable.
All solutions are custom-built to bring to life key messages with
authenticity while providing employees with a unique teambuilding
experience and once-in-a-lifetime opportunity to discover what it
means to be a record-breaker.
Event formats can be tailored to fit any context including:
Conferences
Staff parties
Leadership away-days
Domestic & General – Fastest time to pass 10 T-shirts along a chain of
people (team of 100)
Training courses
SPIF days
GUINNESS WORLD RECORDS
TM
Employee Engagement
You’ll receive a fully account managed service including:
EVENT CONSULTANCY
BRIEFING & RESEARCH SERVICE
Your Account Manager will take a detailed brief covering objectives, corporate challenges, key messages and audience
demographics - before our specialist Project Management
Team use this to research and develop a record-title
challenge that excites and engages employees.
PRE-EVENT
Your Account Manager will provide a suggested running order
to boost the likelihood of a successful record attempt and
deliver maximum impact, so that employees are revelling in
their experience long after the attempt!
Vodafone – Longest Christmas cracker pulling chain
GAP – Largest game of Four Corners
An Official GUINNESS WORLD
RECORDS™ Judge
An official GUINNESS WORLD RECORDS judge adds a sense of
authority to your occasion, is highly engaging for employees, and
enhances the emotional connection between employees and the
record-challenge at hand.
Most importantly, a judge will be able to let you know on-the-spot
whether or not your record-attempt has been successful and if so,
will present you with your official GUINNESS WORLD RECORDS
certificate.
Prior to the event, you will be contacted by your judge to talk
through your record guidelines and schedule for the day.
GUINNESS WORLD RECORDS
TM
Employee Engagement
OPTIONAL ADD-ONS
TEASER PACKAGE
Maximise your investment and generate pre-attempt excitement
with an internal seeding campaign in the lead-up. Our team can
put together a teaser package themed around your record-attempt
to energise employees and get them ready for record-breaking!
Dimension Data – Most people tying bow ties
GUINNESS WORLD RECORDS
EVENTS TEAM
No time to plan and need someone to run your event?
We can provide an experienced Guinness World Records team
to run your record attempt on the day which includes pre-event
logistics, presentations, media and schedule management as well
as coaches and an MC. Our experienced team are fully trained to
create a sense of atmosphere and ensure that everyone embraces
the spirit of record-breaking!
PERSONALISED MEMENTOS to ensure
the experience lives on:
Medallions for all participants are also available and make a
perfect in-the-moment gift.
Personalised certificates with staff names can be ordered to
commemorate their role in the achievement.
Tesco – Most people standing on one leg simultaneously
GUINNESS WORLD RECORDS
TM
Certificate of Participation
Build brand advocates and extend the
longevity of your record achievement.
Taking part in an Official GUINNESS WORLD RECORDS Attempt
is a once-in-a-lifetime experience and a personalised Certificate
of Participation is an exclusive memento to mark this. Not only
does it demonstrate to your participants how grateful you are for
their involvement, but it ensures ongoing sharing of their positive
experience with your brand.
Escapade – Largest
gathering of people dressed
as Superman
This attempt took place to
raise awareness of Help For
Heroes, the UK’s largest
military charity.
The Schools Music Association of Great Britain & David Liggins –
Largest ocarina ensemble
Over 3,000 children from over 60 schools took part in this attempt at Barnardo’s
Young Supporters concert.
A Certificate of Participation is the perfect follow-up gift at any
time and provides a unique opportunity for further maximising your
record investment - don’t let it slip by!
Virgin London Marathon – Most runners linked to complete a marathon
The team included Holly Branson, Sam Branson and Princess Beatrice who
was the first royal to take part in the London Marathon.
GUINNESS WORLD RECORDS
TM
Trademark Licensing
Stand out in the marketplace and
amplify your brand message with a
globally recognised stamp of credibility.
The benefits of becoming a GUINNESS WORLD RECORDS
Record Holder live on well beyond the achievement itself.
Cadbury – 11 records
throughout campaign
Procter & Gamble, Gillette –
Largest shaving lesson
60 years on, we remain the universally recognised global authority
on record-breaking achievement and a powerful and valuable IP
brand with 97% recognition in the UK/US.
We stand as a brand that is both an aspiration and inspiration in
equal measure and as such, we hold a unique place in the hearts
and minds of an incredibly diverse audience base.
Use of our licensable assets provides your brand with a globally
recognised stamp of authenticity and strength in a saturated
marketplace as well as broad audience appeal.
Hewlett-Packard –
Fastest desktop printer
Guinness – Longest bar slide
We offer tailor-made licensing packages to ensure that you
can fully maximise the benefits of becoming a Guinness World
Records Record Holder across all your customer touch-points.
Penzance Town Council – Largest
gathering of pirates
Priceline Pharmacy – Longest chain of selfies
WHAT’S YOUR
BRAND STORY?
Kellogg’s MENA –
3 records throughout campaign
Virgin London Marathon 2014 –
30 new records achieved
Unilever Food Solutions Hellman’s – Fastest time to
spread 1000 slices of bread
20th Century Fox – Largest
gathering of people dressed as
X-Men characters
Winston’s Wish – Most
people dipping egg soldiers
simultaneously
TALK TO THE TEAM
UK & IRELAND
Sam Prosser
sam.prosser@guinnessworldrecords.com
Andrew Brown
andrew.brown@guinnessworldrecords.com
EUROPE
Lucie Pessereau
lucie.pessereau@guinnessworldrecords.com
AUSTRALIA & NEW ZEALAND,
SOUTH EAST ASIA &
SOUTH AFRICA
Annabel Lawday
annabel.lawday@guinnessworldrecords.com
MIDDLE EAST & NORTH AFRICA
Talal Omar
talal.omar@guinnessworldrecords.com
INDIA
Nikhil Shukla
nikhil.shukla@guinnessworldrecords.com
GET IN TOUCH
linkedin.com/company/guinness-world-records
Talk to us
@GWR
GUINNESSWORLDRECORDS.COM/TOOAMAZING
+44 (0)20 7891 4567
businesssolutions@guinnessworldrecords.com