CASE STUDY: Ogilvy RedCard sets Guinness World Record for Aon Insurance

Background

Instead of organising a conventional press conference, Aon Singapore put Ogilvy RedCard in charge of creating an event to both raise awareness and raise funds for Boys' Town, a charitable Catholic institution that provides guidance, shelter, education and vocational training for youths.

Aim

The objectives of the event were to generate support and excitement among Aon Singapore's employees for the company's partnership with Manchester United, and raise funds for charity.

Execution

Ogilvy RedCard came up with the idea to create a new Guinness World Record for the most number of consecutive penalty kicks taken.

On 15 July, youths from St. Andrew's Boys School, Assumption English school, Boys' Town and Aon employees took their turns to try and put the ball into the net under the watchful eyes of the Football Association of Singapore and a representative from the Guinness World Records.

Aon pledged to donate SG$100 (US$74) to Boys' Town for every goal scored.

Result

The event set the record under newly created title Guinness World Record for Most Consecutive Football Penalty Kicks.

364 people attempted the feat, of which 136 were converted into goals.

Aon Singapore's senior management subsequently offered to double the donation amount. In total, SG$27,200 (US$20,086) was raised for Boys' Town.

Media coverage generated by the event in Singapore include articles in The Straits Times, Business Times, Razor TV and The New Paper.

Credits:
Project Guinness World Record for Most Consecutive Football Penalty Kicks
Creative agency Ogilvy Redcard Singapore 
Team director Colin Wan
Account executive Timonthy Teoh
PR agency Ogilvy PR