SHANGHAI – DDB China Group has helped clients break two Guinness World Records with two separate marketing campaigns for Yihaodian and SINOMAX respectively, miraculously within seven days.
From 10 – 11 a.m. on March 18th, China’s leading e-commerce platform Yihaodian sold 30 containers of imported milk within 52 minutes and 25 seconds – managing to sell a total of 1,337,445 cartons of milk by 9 a.m. on March 19th, successfully breaking the Guinness World Record for “Most Milk Sold On A Single Platform in 24 Hours”. DDB Guoan was the creative agency behind this event.
On March 22 under Guangzhou tower, leading global bedding manufacturer SINOMAX created the world’s largest pillow, measuring a total length of 26.161 meters with a width of 18.515 meters. The event was part of the World Sleep Day campaign led by DDB Shanghai, and was a live initiative to drive SINOMAX’s “Power Nap Your Way to Health” branding campaign. Thousands of people participated and SINOMAX successfully broke the Guinness World Record for “World’s Largest Pillow”, previously held by Comfy Angel D.O.O. of Macedonia.
“I do not believe any agency globally could claim to have broken two world records in one week,” said Richard Tan, President & CEO of DDB Group North China. “We are thrilled to witness and create, along with consumers, these two Guinness World Records. As we like to say in Chinese, this is truly a “double happiness” event. This is a rare achievement in the history of the advertising industry. We want to whole-heartedly thank consumers and our clients – it’s with their passion and support that we were able to create these memorable events.”
This is the third time DDB China has broken world records with clients. During the 2008 Beijing Olympics, DDB Shanghai and McDonald’s broke a Guinness World Record with their “I’m lovin’ it when China wins” dance for the “Cheer for China” campaign. Thousands of avid Olympic fans and passionate supporters gathered to generate the loudest synchronized chant to cheer on Olympic athletes, successfully winning the “Largest Number of Synchronized Cheerleaders” title.
