Contexta builds longest bench in the world

The world's longest bench is located on the Kronberg in Appenzellerland. The idea for the world record came from the Contexta agency, and it was achieved thanks to Facebook fans of Appenzeller cheese.

Editorial - August 21, 2012

In the TV commercials for Appenzeller cheese, Uwe Ochsenknecht sits with two dairymen on a small bench and tries to uncover the secret of the herbal soups. The world record for Appenzeller cheese, set with the help of Facebook fans, also features a small bench. However, it is significantly longer than the one in the TV commercials: It measures one kilometer - and is thus officially the longest bench in the world, according to a press release.

A seat for each participant

The campaign was conceived and implemented by the Contexta agency. The idea: Every Facebook fan of Appenzeller cheese was allowed to reserve a personal seat, which was then built on the Kronberg in Appenzellerland. As the number of participants increased, the bench grew continuously. Within a few days - with the help of Facebook posts alone and without any advertising - it succeeded in inspiring enough fans for the world record attempt.

The rush was soon so great that the record was broken and the remaining seats had to be raffled off, the agency continues in the statement. The result: almost 5,000 participants and a 150 percent increase in fans of Appenzeller cheese to over 10,000. In total, the campaign reached 500,000 people thanks to the many comments and posts from participants.

Officially surveyed and inaugurated

On August 18, 2012, the longest bench in the world was inaugurated with a big celebration. More than 1500 guests did not miss this occasion and were present when a notary measured the bench, officially confirmed the world record and thus laid the foundation for the entry in the Guinness Book of Records.

Responsible at Appenzeller cheese: David Vincze (Director), Monika Storchenegger (Head of Marketing and Communications), Christian Gatsas (Online Project Manager). Responsible at Contexta: Nadine Borter (overall responsibility), Moritz Staehelin (creative direction), Claudio Parente (art direction), Annette Häcki (text/concept), Vale Florea (screen design), Merlin Wälti (programming), Cyrill Kilchenmann, Cornelia Noti, Sandra Imstepf (consulting).