Guinness World Records
To engage Germany’s leading creative agencies and brands, we developed an ABM campaign for Guinness World Records that gave people an unforgettable moment- the chance to break a world record right there at their desks.
Guinness World Records work with leading global brands to create bespoke, record-breaking campaigns. They wanted to expand their reach into a new market by tapping into Germany’s creative hubs, both brands and agencies. To generate meaningful leads in this niche market would be difficult; it needed a unique approach to targeting with a disruptive message.
We created a ‘record-maker’ kit, featuring a tube of Smarties, a pair of branded chopsticks and a record-breaking challenge, delivered to key creative teams through a highly targeted ABM programme. After sharing their efforts using #MakeItOfficial, the Guinness World Records team followed up with them to get them thinking about how they could start making and breaking some records of their own. The campaign successfully engaged notoriously elusive creatives and put Guinness World Records’ B2B offering on the map.
The campaign successfully engaged notoriously elusive creatives and put Guinness World Records’ B2B offering on the map.
28% campaign engagement
Exceeded number of meetings booked by 10%