Which Brands Made It into the Guinness World Records Book 2017?
Jaguar, Centerparcs, LG Electronics and Culture Liverpool are just four of the brands being celebrated by Guinness World Records in the 62nd edition of the best-selling copyrighted book ever, in a global launch on 8 September 2016. Filled with thousands of never before seen records, the Guinness World Records 2017 Edition continues to illuminate the world of achievement for kids and adults alike and promises to inform, entertain and inspire.
Over 40 brands including Apple, Procter & Gamble and Airbus feature within the 256 pages of the new annual, making it the largest haul of commercial records ever to be featured in the book, and with entries from countries as diverse as Mongolia, Egypt, South Africa and Singapore, it’s evident that record-breaking is a truly global phenomenon.
Nadine Causey, SVP of EMEA APAC for Guinness World Records said: “Every year we help thousands of brands and agencies integrate record-breaking into their campaigns and we’re delighted to be able to celebrate so many of them in the new book. Brands are becoming increasingly creative in the way they weave record-breaking into their PR and marketing and the team here work closely with our commercial clients to ensure that the record they attempt fits the brief and achieves the desired outcome.”
Jaguar achieved widespread media attention when it took its inspiration for its record attempt with a super-sized version of Hot Wheels, achieving the Guinness World Records title for the Largest loop the loop in a car on the eve of the Frankfurt Motor Show.
Richard Agnew, Jaguar’s Global PR Director said: “The reveal of the F-PACE needed to be dramatic and celebrate Jaguar’s bold entrance into a brand new segment of the car market. Working with Guinness World Records was a great way to add credibility and weight to our amazing reveal moment. Together we created something truly incredible that got us noticed, talked about and remembered by a vast audience from around the world. The results achieved were fantastic, with over 750 pieces of broadcast coverage across 30 different countries and a combined readership of over 75 million across print and online coverage.”
Meanwhile in South Korea, LG Electronics employed a highly creative record-breaking strategy to demonstrate the reduced vibrations of its Centum System washing machine by teaming up with professional card stacker Bryan Berg to build the Tallest house of cards in 12 hours on top of a machine that was operating at 1,000 rpm.
While PR amplification is still the most popular reason for attempting a Guinness World Records title, companies are using record-breaking in a wide variety of activities including experiential, digital engagement, CSR and employee engagement.
Genre: Activation , PR , Storytelling