Pampers Breaks Guinness World Record – with the help of Shunya International

Pampers Golden Sleep Carnival made its final stop in Shanghai on April 27 and celebrated setting a new Guinness world record with a huge sleeping baby photos mosaic. Breaking the world record marked a great start for business development with P&G and Shunya working together with Porter Novelli.
The record-breaking photo mosaic covers 660,525 sq. metres is made up of 105,916 pieces of baby sleeping pictures collected from young families all over the country including Taiwan. Each participant will receive a Guinness certificate to mark their great achievement.
The Shunya International team developed a fully integrated strategy for this project, including: Internet interaction, offline events, media communications, consumer survey, professional authority endorsement and professional partner recommendation, to connect with and educate consumers about the importance of Golden Sleep for their babies.
The successful Pampers Golden Sleep project, which has set new integrated marketing communications records within P&G worldwide, started with the first joint pitch with Shunya and Porter Novelli working together as Shunya International. As the project progressed, it involved effective negotiations with Guinness’s global headquarters in London, supported by Porter Novelli’s London team, and the digital and viral marketing strategy was supported by global brainstorming with Porter Novelli international colleagues in the UK, USA and Belgium.

Highlights of this project:

Collected more than 200,000 photos in only 3 months, and a total of 2,500 families attended the events in Beijing, Shanghai and Guangzhou
Influenced a highly influential authoritative organization – the China Sleep Research Society (CSRS) - to adopt our key message of “Golden Sleep Benefits Baby Health” as the theme of World Sleep Day in 2008.
The project was broadcast twice on CCTV news programs
The project has been nominated for P&G’s Global Golden Case awards.

2008 Sleep Day Theme Unveilling

The largest photo mosaic in the world

Guinness certificate presenting

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