Export Case study: Guinness World Records

Business: Guinness World Records

Client:  LG Electronics

Guinness World Records in-house Consultancy works closely with brands and organisations around the world to harness the power of record-breaking and deliver award-winning campaigns and business solutions. LG Electronics is one of the many brands that has a close partnership with Guinness World Records (GWR), having worked with the Consultancy over several years, launching a number of campaigns to support product ranges – including Washing Machines, Fridges, Laptops and TVs.

One of LG Electronics’ campaigns with GWR was for the launch of its Centum Washing Machine, a highly successful promotion that rocketed sales and also won several awards for the brand.

With the global launch of the new machine, LG Electronics wanted to demonstrate the product truth of significantly reduced vibrations and noise levels. It also wanted to create a dramatic visual statement and orchestrate a challenge involving an operating washing machine, communicating the product’s superior attributes to its target audiences.

LG worked with the GWR Consultancy to create a bespoke event. Teaming up with multiple GWR title holder and professional card stacker, Bryan Berg, the brand attempted to create the tallest house of cards built in 12 hours on top of an operating washing machine. The record attempt was filmed to create a gripping story of the tower’s construction and product features, creating unrivalled content for LG’s marketing channels. After 12 tense hours, an official GWR adjudicator confirmed the successful attempt, consisting of a 3.3m high tower of cards, with a total of 48 levels – all built on top of the washing machine whilst spinning at 1,000 rpm. The campaign video secured 100 million views globally and won several awards, including Bronze Award in Consumer Goods and Retail at the Brand Film Festival and Bronze Award at the AME Awards.

“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, HA Marketing Communication Division at LG Electronics.

This case study is featured in our UK Advertising Exports Report, which you can download here.