In February we reported on the inaugural, ‘Record-breaking brand award’, in partnership with the Festival of Media and Guinness World Records. The award recognises record-breaking media campaigns on a worldwide scale.

The winner of the Festival of Media Asia Pacific award was announced at a gala dinner in Singapore on 19 March. Sohu IT was selected by public vote, from a short-list of 14 record-breaking brands. Sohu IT’s ‘largest smartphone ensemble’ record coincided with the launch of its Vivo XPlay smartphone and showcased the phone’s sound technology.

The record-breaking brand award highlights the way brands use innovative techniques to communicate brand personality, and demonstrate brand values. The Sohu IT campaign gained national media attention and engaged with customers; a strong example of imaginative brand-development strategy.

Revealing the winner at the awards ceremony, Rowan Simons, president of Guinness World Records in China said, “Sohu’s achievement truly showcases an innovative, fun, clever and engaging way of using record-breaking at the heart of a campaign to facilitate and amplify their message. Congratulations to them!”

Other shortlisted record-breaking campaigns included; largest shoe, the most pop-ups in a pop-up book, highest altitude wedding on an aircraft and largest capsule vending machine, shortlisted companies were selected from Greater China, Indonesia, Vietnam, Malaysia and Singapore.