What does it take to break a world record?

We were set the challenge of breaking an official world record by our client IVECO to help promote the launch of its new eLCV.

IVECO’s all-electric IVECO eDaily is something of a game-changer in its segment. While electric cars are surging in popularity, the demanding commercial vehicle segment has been waiting for its electric champion to tackle vital heavy-duty tasks. The eDaily stands head and shoulders above its competition with a 3.5-tonne towing capacity, but how best to communicate this vehicle’s strength in a language that everyone can appreciate? How about setting a towing world record?

While the IVECO’s official towing rating is an impressive 3.5-tonnes, its truck-based chassis technically means its mechanical strength can achieve much more. Consulting with the world’s greatest authority on records – Guinness World Records – the bar was set at 130 tonnes.

A strict set of criteria for location, the totally standard nature of the vehicle, a weighing process, and a high level of evidence were set. In addition to the challenge of achieving a record, there’s also an incredible level of preparation involved. Every box needs to be ticked, every doubt extinguished, and every angle covered for this to be a truly legitimate attempt.

In order to gain maximum exposure, it was essential that the sheer weight being towed by the van was visually impactful. We all know that 130+ tonnes is a lot, but what does that translate to in the real world? Wonderfully displayed via an aerial drone shot, a road train consisting of a behemoth articulated truck carrying an earth-mover, a loaded tipper truck, and an all-terrain airport fire truck gave the desired sense of scale.

Enlisting the services of Britain’s Strongest Man - Adam Bishop – allowed us to create several strong synergies between the athlete and this incredible vehicle. Forging narratives around strength, strategy, and outright capability powered a strong social media campaign while giving the public something to relate to.

So, did the IVECO eDaily tow 130 tonnes? No… It actually towed 153.58 tonnes. Gradually building momentum, this van took the extreme forces with ease, surpassing even what its designers in Italy thought was possible. Officially claiming the Guinness World Record title for ‘Heaviest weight towed by an electric van’, news of this achievement went global with the world’s largest outlets reporting.

What are the keys to breaking a world record? Planning, patience, preparation, and persistence.

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