Launching BRX

The Dakar Rally is the Everest of motorsport, and for the 2021 edition of the iconic event, a new team would be entering. With vast collective experience within the team, expectation was high, but how could the team announce itself, position itself alongside other competitors and attract commercial partners? That’s where we came in.

Cut Out BRX Car

What We Did

We created a global launch plan to announce BRX, taking a phased approach which unveiled the team and established a creative territory and messaging that resonated with the scale of the challenge. In the process, we signposted the sponsorship opportunities for potential team partners.

With a totally new team, revolutionary car design and two icons of motorsport –Sebastien Loeb and Nani Roma -as the driver line up, BRX was ready to take on the biggest challenge in motorsport. We helped develop a clear brand position for BRX, supported by always-on communications activity which placed the team on the front pages of target media, and top of news feeds well before the cars started the Dakar Rally.

The Results

Our approach laid the foundations for future rally events, and helped secure long-term commercial partners, who shared the ambitions of the team. A strong start, backed up by a 5th place finish in BRX’s inaugural Dakar Rally.

841

pieces of international coverage

21.1million

in PR reach

60million

video views across BRX channels