CASE STUDY: Mazda Set Largest Haka Record
Provided by Guinness World Records Ltd
The Stade Amédée-Domenech sees 4028 performing the Haka as CA Brive Corrèze Limousin take on Bordeaux in Mazda's stand-out event
What was the Challenge / Background of the Campaign?
Mazda Automobiles France and their agency Yves Hunt approached Guinness World Records for an idea to highlight their sponsorship of CA Brive Corrèze Limousin. Mazda are the official and exclusive provider of vehicle fleet CABCL and the shirt sponsor and member of the Premium Club, whose member companies are among the biggest French and international brands.
What was the Campaign Objective?
The objective was to create talkability and buzz around Mazda and the rugby team CA Brive Corrèze Limousin. They wanted an idea that would spread virally across social media and create excitement within a sporting environment.
What was the Solution?
The Guinness World Records creative team, consulted with the client on a list of record breaking ideas that would suit their marketing message, the final idea was to break the Guinness World Record for the Largest Haka.
To maximise the attempt with the live audience and the media the client went for an Official Record Event, this included a Judge on site for on-the-spot verification of the record attempt success, 2 weeks licensing of the Official Attempt logo and additional 4 weeks licensing of the Official Record Holder logo utilised on a video after the attempt.
What were the Results?
The largest Haka was achieved by 4,028 participants.
The attempt attracted widespread national and international coverage with an audience reach of 1.6million, with news of the attempt featuring in publications such as Le Parisien, Le Figaro, and Lunion.
The event also gathered huge interest digitally, with online coverage garnering a media reach of over 22million, with a video of the record attempt on YouTube having also been viewed 16,681 times at the time of writing.
What were the Key Learnings of this Campaign?
By including both sets of supporters to take part in the event it was clear that the previous record could be beaten.
Breaking a Guinness World Record attracted additional media coverage for Mazda beyond the usual coverage obtained by a Sponsorship deal, this activation gave the participants a lasting memory of the game and the brand.
Number of participants: 4,028
Audience reach: 1,6 MILLION
Print Media value: €39,165
Online Media Value :€23,375
Online Media Reach : 22 MILLION
16,681 You tube views to date