The Results

Online coverage
1,400 pieces including Daily Mail, The Sun, Yahoo and MSN
National print coverage
6 million
Twitter reach
19,000+ in 24 hours
Radio reach
294,00 listeners

The Brief

The RAC and Audi UK, two big names in the car industry, were looking for an idea that would highlight the efficiency of Audi’s latest engine technology and showcase the RAC’s Route Planner app and its 5-Star European Breakdown Cover.

The RAC joined forces with Audi to set the record for the ‘Most countries visited on a single tank of diesel’, and to ensure success, the RAC carefully planned and prepared the route with the help of the RAC Route Planner team.

The record attempt demonstrated the efficiency of Audi’s engineering and the RAC’s expertise in the breakdown industry which provided unique, compelling content for the RAC Club Magazine.

RAC AUDI - Middle Image - CS

The Solution

To help promote the record attempt and generate excitement within the automotive. RAC and Audi used the Guinness World Records Official  attempt logo two weeks prior to the attempt kick-off. The logo also featured on the car used during the attempt. 
 
The Guinness World records creative team also provided their insight and expertise to explain the record guidelines and ensure they were closely followed to maximise the likelihood of success. In order to give Audi and the RAC the best chance of achieving the record, an un-modified car needed to drive south from the Netherlands through as many countries as possible on a single tank of diesel without crossing any ferry or rail channels. In addition, the drivers needed to maintain a steady speed in order to use as little fuel as possible. 
 
The key messages the RAC wanted to deliver to motorists, were efficiency and reliability; through a combination of Audi’s new technology and the RAC’s market-leading European Breakdown Cover. It was this collaboration between Guinness World Records’ record-breaking expertise, and the RAC and Audi’s impressive performance that made this project a tremendous success.
 

While Ben and the RAC can’t follow all our members through Europe this summer they can protect themselves with our five-star, market-leading European breakdown cover which gives peace of mind that you and your vehicle will be taken care of should something go wrong during your road trip.

— Simon Williams, Media Relations Manager - Spokesman and lead on fuel at RAC