The Results

Media Value
£30 million
Live audience
Participating Sponsors

The Brief

Multi Corporation owns and operates 41 shopping malls in Europe. To announce the opening of Forum Istanbul - Europe's biggest-ever shopping mall - the company wanted a unique launch event. It also wanted to capitalise on the PR exposure to attract visitors to eight Forum malls across Turkey and engage shoppers at each location.

Multi Corporation - Middle Image - CS

The Solution

Guinness World Records designed a touring Record Challenge Roadshow that brought live record-breaking excitement to each of Multi Corporation's Forum malls across Turkey. The Record Challenge Roadshow comprised of 10 records, each devised to promote one of the participating stores and put product into consumer hands. Official Challenge stations, where consumers could try their hand at a record challenge, were combined with hourly stage shows, which delivered entertaining spectacle alongside official record adjudications where shoppers could walk away as world record holders. The initiative won the prestigious ICSC SOLAL Gold Award for Marketing.

Not only has our footfall increased versus December, but our tenants have also increased their turnover.

— Joao Xavier, Managing Director of Forum Istanbul, Multi Corporation