SAIC MOTOR - ROEWE Case Study

When Chinese automotive brand Roewe launched its compact car i6, Guinness World Records was briefed to provide an innovative marketing campaign that would highlight the vehicle’s performance and fuel efficiency, engage Roewe owners and potential customers and gain sustainable exposure during the i6 promotional season.

Breaking the Guinness World RecordsTM title for the “Lowest fuel consumption driving to 30 contiguous provinces in China (petrol car)” was identified as the best campaign solution for the brand. A Roewe owner with no professional driving experience was challenged to take part in the record attempt, enabling the brand and vehicle to demonstrate its product features by driving it across the country and various landforms such as highlands, hills and even the Gobi desert.

The record title, which was achieved by the Roewe i6 with a fuel consumption of 2.99 litres per 100 km, was announced at the biennial Shanghai Auto Show where the car was also unveiled. The certificate presentation to the brand and challenger attracted large crowds at the event and provided a sense of pride to the product launch. Roewe further amplified the record title with a marketing campaign on online and offline media with additional promotional activity.