Launch new products with a bang. At Guinness World Records we help brands to unleash their superpowers and get their campaigns off the ground. Our in-house records consultancy service will work with you to find records that fit your objectives and will shine the spotlight on your brand’s features, benefits or key messages. A Guinness World Records attempt may seem daunting or out of reach. Not so. There’s a record within every brand, and we’ll help you to find yours. Here’s how record-breaking has been used to launch new products, revitalise old ones and highlight the unique features of many others.

2. LONDON
SYDNEY
NEW YORK
LOS ANGELES
REEBOK // M&C SAATCHI
Launching the Reebok Crossfit Nano 7

3. The challenge would span four cities on three continents with events taking place in Sydney, London, New York and Los Angeles. Participating in the events
would be 33 fitness fanatics ranging from Reebok athletes through to 10 year old fitness phenomenon Milla Star and actor Max Greenfield.
Guinness World Records worked with Reebok, their agency M&C Saatchi Sport & Entertainment and Reebok partner Cross Fit to create a list of over
60 records that would showcase the Nano 7’s versatility, ranging from popular functional fitness challenges and iconic feats of strength to amazing
demonstrations of acrobatic athleticism such as barbell back somersaults. After all, why just tell people a shoe is versatile when you can show them?
On 1st February 2017 - the day of the activation - live updates from the events were featured on Reebok, Guinness World Records, and participants’
channels. Exclusive media partners like Men’s Health, SELF and Ask Men were also in attendance to share live updates via various platforms. The story of
Reebok’s 44 new Guinness World RecordsTM
titles was then told on 9th February with the release of a two minute video to global media, on owned channels,
and by athletes.
THE CREATIVE SOLUTION
THE BRIEF
For the launch of its Nano 7 shoe, Reebok was looking to create a global event that would capture the imagination of the media and the international fitness
community, positioning the Nano 7 as the ultimate training shoe.
Echoing their brand purpose, “To inspire people everywhere to be their best – physically, mentally and socially”, Reebok were not content with setting one or
two new global superlatives: they wanted to re-write the history books by shattering more fitness records in 24 hours than any other shoe brand on the planet.

4. THE IMPACT
Within a week of the video being released on 9th February, the story of Reebok’s incredible multi-record-breaking achievement had clocked up over 140m
media impressions in the US alone with social posts on the day racking up an additional 12m impressions.
For Reebok’s owned social media channels, the launch garnered over 90,000 views globally via its Facebook Live broadcasts and the story generated
Reebok’s highest ever level of engagement on Instagram.
In terms of social media impact through earned channels, Reebok saw 115% rise in online brand mentions while usage of #Nano7 increased by 76% with a
97% uplift in the number of conversations featuring the hashtag.
Instead of using a global superstar that would broadly reach a massive audience, the activation leveraged the power of the many
health and fitness influencers taking part in the record attempts, dozens of authentic personalities that interact closely with their
followers for more personal and targeted engagement. Every single athlete that participated gave constant updates across all
social platforms from Snapchat to FB Live to Instagram stories
Engagement across Guinness World Records’ owned media channels amplified the story even further with over
60,000 engagements as well as over 921,000 views on Facebook Live.
Working with Guinness World Records on this project gave us the credibility and broad
interest level we needed to bring a unique message to the masses. Their partnership in
helping us conceive and execute a massive undertaking such as this - breaking 44 world
records in 24 hours across 4 cities on 3 different continents - was nothing short of
remarkable. Working with the GWR team allowed us to tell a unique story to a broad
audience on a large scale that we otherwise could not have achieved, and generated
genuine interest in and conversation around our brand and product.
Ben Blakesley
Director of Global Social Media at Reebok

6. JAGUAR LAND ROVER // THE BROOKLYN BROTHERS
Largest loop the loop in a car

7. Months of planning went in to ensuring that both car and driver could complete this world record
challenge. Precise physics, angles, speeds and dimensions were considered by a team of experts including
structural engineers, mathematicians and safety experts.
The Jaguar F-PACE was driven with daring precision by expert British stunt driver Terry Grant. The car sped
through the specially built structure (measuring a record-breaking 19.08m in diameter), using its sports car
derived technology and world-class collection of safety features to complete the record loop and officially
signal the opening of order books worldwide.
The attempt took place at night at the Niederrad Racecourse, Frankfurt and was captured in breathtaking
style in a multi-camera film shoot. The resulting video was an instant hit on social media.
THE SOLUTION
THE BRIEF
Jaguar wanted to celebrate its 80th Anniversary in style and was also looking for a unique way to present
its first practical sports car, the Jaguar F-PACE, to the world’s media on the eve of Frankfurt Motor Show.
Jaguar came to the Guinness World Records™ team with one ambition: to break the Guinness World
Records title for the Largest Loop the Loop in a Car – a gravity-defying stunt that would wow the media
and showcase the new car’s exceptional performance, agility and light weight credentials.
THE RESULTS
Print/online:
Combined readership
of over 75 million
Social Media:
Over 750,000 views
on YouTube
Broadcast Coverage:
Over 750 pieces in
30 different countries
To celebrate Jaguar’s 80th anniversary
and launch our first SUV, we wanted to do
something unique and exciting ahead of the
motor show in Frankfurt. Together we created
something truly incredible that got us noticed,
talked about and remembered by a vast
audience from around the world.
Richard Agnew
Global PR Director for Jaguar Land Rover

8. LG ELECTRONICS // KREMA WORLDWIDE
Tallest house of cards built in 12 hours

9. LG Electronics were keen to explore the possibilities of building a house of cards on top of the operating
Centum System Washing Machine (FH6F9BDS2) and so they used Guinness World Records’ consultancy
service to pin down the perfect record category: Tallest house of cards built in 12 hours.
LG Electronics teamed up with professional card stacker and multiple Guinness World Records title
holder Bryan Berg and the entire challenge was filmed and edited to create a gripping story of the
tower’s construction.
After 12 painstaking hours, an official Guinness World Records adjudicator confirmed the attempt was a
success with Bryan constructing a 3.3m high tower of cards, consisting of 48 levels – all on top of a washing
machine spinning at 1,000 rpm.
The film was awarded Bronze at the prestigious Brand Film Festival in London.
THE SOLUTION
THE BRIEF
LG Electronics were launching their new Centum System Washing Machine (FH6F9BDS2) globally and
wanted to demonstrate that their machine had significantly reduced vibrations and noise levels. What’s
more, they were looking for a dramatic visual statement to prove this fact and wanted to orchestrate a
challenge that would involve an operating washing machine.
THE RESULTS
Facebook reach:
2 million users on Guinness
World Records Facebook page
Video views on Guinness World
Records owned platforms:
Over 1.6 million on Facebook
and 200,000 on Youtube
Global Coverage:
Over 100 million total
global impressions
Achieving a Guinness World Records title has
helped LG Electronics creatively demonstrate the
reduced vibrations offered by the Centum System
Washing Machine and clearly prove the product’s
differentiated and advanced technology.
Huiwon Kwon
Manager, HA Marketing Communication Division
of LG Electronics

10. SCRONA AG & ETH ZÜRICH
The smallest inkjet-printed colour image

11. In order to gain attention for μPeek, Scrona teamed up with Guinness World RecordsTM to set a new record
for the Smallest inkjet-printed colour image.
μPeek is a credit-card sized gadget that can be attached to almost any smartphone, wirelessly connect to
it via Bluetooth, and turn it into a multi-functional microscope. After taking a picture with μPeek, Scrona
printed it on a 0,0092mm2 surface, thus achieving a new Guinness World Records title.
Thanks to Guinness World Records, Scrona and its crowdfunding campaign were covered by the media
worldwide and secured overwhelming financial support. For further information visit: www.upeek.net
THE SOLUTION
THE BRIEF
Scrona is a Swiss organisation that seeks to simplify complex technology, especially micro- and
nanotechnology. The founders, ETH Zürich graduates Patrick Galliker, Martin Schmid and Julian Schneider,
developed an inkjet process with a resolution 1000 times as high as conventional machines while still
attending university.
Attempting to make the high resolution of printed images accessible to everyone, they launched the
crowdfunding project μPeek.
THE RESULTS
Fundraising Pledged:
The crowdfunding project
got twice as much money
as needed
Press Coverage:
350.000 Readers in Germany,
Austria and Switzerland
Thanks to the great collaboration
with Guinness World Records we could
publicly demonstrate our unique printing
technology and our successful Guinness
World Records attempt was surely one
of the main reasons for the worldwide
attention that we’ve received.
Patrick Galliker
Co-Founder, SCRONA

12. ® Reebok
Nano 7 Campaign
® LG Electronics
Tallest house of cards built in 12 hours
® Scrona AG ETH Zürich
The smallest inkjet-printed colour image
® Jaguar
Largest Loop the Loop in a Car
Contact:
business.solutions@guinnessworldrecords.com