2018 has seen an increase in commercial record attempts, so here are five standout campaigns from this year that we feel deserve another mention.
Cath Kidston wanted to celebrate its 25th anniversary in a unique and memorable way, hoping to increase brand awareness and engage its consumers.
The company used Guinness World Records' (GWR) commercial services to throw and verify the Largest cream tea party, an event that would embody its ethos to "Brighten Up Your Day" and generate a media and social buzz around the brand.
100% of ticket sales were donated to Friends Of The Elderly, resulting in 100% ticket sales and £11,000 being raised. Press circulation consisted of 57 pieces of coverage resulting in a PR Value of £114,240.
Skoda came to Guinness World Records looking for a way to raise awareness of its Octavia RS 245 by attempting a record that linked directly back to the brand, and therefore wanted to use an arrow to tie in with the world-famous logo.
After extensive planning, research and record consultancy the Farthest arrow fired and caught in a moving car was attempted. The new record of 57.5 m (188 ft 7.775 in) was documented in Skoda's promotional video which has received 1.7 million views.
The record for the world’s Largest skinny dipping was achieved by 2,505 women who attended a ‘Strip and Dip’ event on Meaghermore beach in Wicklow, Ireland.
The women who participated braved the cold water to raise money for Aoibheann’s Pink Tie, an Irish children’s cancer charity.
€502,000 was raised by the women, who hailed from across Ireland as well as 22 other countries, and the event also generated mass media coverage across the UK, Ireland and Europe.
Lucozade got in touch with Guinness World Records looking to promote its new beverage Fitwater with an exciting campaign that encouraged people to be active.
To help achieve the record Lucozade teamed up with champion boxer Anthony Joshua. Anthony took part in the Largest Boxercise lesson which had 541 people participating and was designed to encourage people to get active. An adjudicator was present on the day to provide instant verification that the class had achieved the record.
The record was announced to media and achieved national coverage across the UK. The video received more than 13,000 views on YouTube.
The Caravan Trade & Industries Association of Queensland celebrated a significant milestone in June by successfully organising and delivering the 50th Queensland Caravan, Camping & Touring Supershow at the Brisbane Showgrounds.
To help celebrate this achievement, the association worked closely with GWR's records management team to create a project befitting the 50th Supershow in scale; building the world’s largest caravan out of LEGO bricks. The campaign generated 100% positive sentiment and had a total reach of almost 3.5 m.
The campaign had a great overall reach, through PR activity alone the campaign reached over 387,210,722 people, alongside social media activity which reached an audience of more than 313,000.