Last night in Singapore at the gala dinner of the Festival of Media Asia Pacific, Sohu IT were announced by Guinness World Records as winners of the ‘Record-breaking Brand’ award.
The inaugural Record-breaking Brand award had an incredible response of over 4,000 public votes from a shortlist of fourteen record-breaking brands from across the APAC region including P&G, Fiji Airways & Philips AVENT amongst others brands.
Sohu IT created a spectacular media campaign around their record attempt for Largest Smartphone ensemble to launch their new smartphone Vivo XPlay. Using the sound feature as a key focus, they worked with the Guinness World Records team to craft a record challenge that gained both national media attention and engaged with consumers. The record-breaking campaign gained the highest number of votes for Festival of Media Asia Pacific.
Revealing the winner at the awards ceremony last evening, Rowan Simons, President of Guinness World Records in China (pictured above, second right, with fellow Guinness World Records representatives), said ‘Sohu’s achievement truly showcases an innovative, fun, clever and engaging way of using record breaking at the heart of a campaign to facilitate and amplify their message. Congratulations to them!’
Charlie Crowe, Chairman & Editor in Chief of C Squared Group, commented ‘’ The introduction of the Record-Breaking Brand Award to this year’s Festival of Media Asia Pacific has been incredibly well received amongst record breaking brands and their fans around the world driving engagement through the public votes for the best campaign. The inaugural winner has succeeded to stand out amongst the competition and shows innovation in its approach to driving effective consumer engagement‘’.
Shortlisted media campaigns included live events, experiential activation and digital content creation; with record-breaking brands selected from Greater China, Indonesia, Vietnam, Malaysia and Singapore. The full shortlist is available here.
The ‘Record-breaking Brand’ award is designed to recognize record holding brands that use Guinness World Records achievements in innovative media campaigns across all territories. The award category has been introduced into the 3 flagship events of the Festival of Media Conference and Awards series - Festival of Media Asia Pacific (16-18 March, Singapore); Festival of Media Global (6-8 April, Rome, Italy) and Festival of Media LatAm (1-3 October, Miami).
Click the player below to watch Sohu IT's award winning performance.