Wolf Lubricants Partnership Activation WRC Sardinia
Photo & Video
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Communications
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Social & Digital
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Design
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year:
2023
Europe’s leading independent lubricant manufacturer Wolf Lubricants approached ROOTS. to help elevate its brand partnership with the FIA World Rally Championship in Sardinia, Italy as the event marked the brand’s 50th Wolf Power Stage celebration. With Wolf’s social media management and a dedicated video series to be produced throughout the season already part of ROOTS.’s scope in 2023, upon realising WRC Sardinia’s activation potential the lubricant brand reached out to ROOTS. to lean on the team’s decades’ worth of experience activating sport partnerships, engaging fans, media, commercial partners, and other stakeholders alike.
The Challenge
With just over two weeks to go to the event, ROOTS. was asked to come up with additional ways to feasibly bring to life Wolf’s 5-year partnership with the FIA Championship onsite in Sardinia as part of the 50th Wolf Power Stage celebration.
The solution
Alongside its social media content and production plan for Sardinia, ROOTS. organised and executed:
- Production of logos and livery of an off-road capable vehicle in Sardinia to be used throughout the event
- PR: Use of vehicle driven by Wolf ambassador and multiple WRC world champion, Marcus Grönholm, to offer an exclusive drive of the Sardinian Wolf Power Stage to select media. Journalists were chosen based on a number of criteria in line with Wolf’s brand visibility goals.
- Creation of communication assets to send to all Wolf distributors across the globe and be placed on Wolf and Championship platforms
- Social media giveaway activation in collaboration with the Championship offering 3 fans the chance to win Wolf x WRC branded backpacks filled with merch and signed by drivers
- Production and distribution of 5,000 Wolf x WRC flags to to fans in select locations of the rally creating key TV moments for the brand and direct brand engagement with fans
- Dedicated onsite social media management
- Delivery of Wolf Power Stage award to the winners at the end of the rally by a Wolf representative/guest, in this instance a motorsport video blogger from one of the key emerging markets for the brand (and Championship!)
- Tour of the Championship teams (Junior WRC and WRC1) for invited Wolf distributors and guests
- Production of dedicated event video capturing the VIP guest experience put on for more than 40 Wolf distributors/guests
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The results
TV, print, and online media coverage, increased brand awareness, increased fan engagement and video and photo assets for ongoing activation were the result.
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