This was Tesco’s chance to set a Guinness World Record! We aimed to get more people doing Zambarobics together than ever before.

To do this, we get them talking before we could get them dancing.

To get people tapping their toes and moving their feet special theme music was developed and a unique dance choreographed.

We took all these properties and leveraged them across media channels and in PR. The earned media exposure generated. It lives to the whole country on Nation Channel for half an hour, the front pages were awash with news of the event, also social network.

Getting a Guinness World Record is exciting but when it comes with a 15% increase in sales during the campaign period it is even better.

Our adoption of a focused 5 F’s strategy had driven earned media, we estimated, worth a phenomenal 12 million Baht.