ABOUT

THE BRIEF
Land Rover was launching its new Evoque Hardtop and Evoque Convertible in China and was looking for an innovative way to showcase the two new models' appearance, performance and handling features while creating a dramatic event that would attract widespread media and public attention.

THE SOLUTION
In order to meet the client's brief, Guinness World Records created a new record category for Land Rover: the Longest vehicle seesaw. The record-breaking 25m seesaw then became the centrepiece of Land Rover China's "You Shine, You Decide" marketing campaign in which participants were encouraged to vote for their favourite Land Rover model. Each vote cast altered the positions of the cars at either end of the giant seesaw. Voting results were displayed in real time on a giant screen in the middle of the seesaw with the Evoque Hardtop eventually emerging victorious with 16,789 votes. As well as being innovative and highly creative, the campaign also allowed Land Rover to show off its new models' excellent handling and strength, capturing the attention of automotive and mainstream media nationwide.

THE RESULTS
- media advertising value in excess of RMB10 million
- over 30,000 online votes
- the campaign won Land Rover won the 2016 Auto Communication Golden Flame Award