Inter IKEA Centre Group Case Study

In April 2017, to celebrate the May Day holiday and provide attractive and extraordinary activities for visitors, LIVAT Shopping Centre in Daxing District, Beijing, wanted to introduce a refreshing and engaging thematic event. Guinness World Records Business Solutions team was approached to developed an experiential marketing campaign to attract and engage visitors, while also offering visitors an opportunity to become Guinness World Records title holders.

Considering that the event was sponsored by IKEA, Old Navy and Decathlon, the client utilised the expertise of the Guinness World Records Creative Record Consultancy to design the following record titles: Most pillows covered in one minute; Most T-shirts put on in 30 seconds (team of 2); Fastest time to erect a two-man tent (team of 2), and a mass participation attempt: Most people contributing to a stamp image. These challenges required participants to show a high degree of teamwork, co-ordination, and agility. The record titles were ideal for parents and their children to attempt and achieve together, the audience was the perfect target consumers that LIVAT Shopping Center intended to attract. The record challenge event effectively made the visitors spend more time, increasing traffic in the mall and sales.