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How to bring a brand's journey to life in the desert

GCK x DAKAR

Strategy

 
 

The World’s

Toughest Challenge.

Creating impact for a brand in the toughest terrain in the world offers up its own set of challenges.


This was the case when ROOTS. were asked by GCK (Green Corp Konnection) to help launch their GCK Motorsport cross country H2 development programme, starting with the birth of their GCK e-Blast 1 at 2021 Dakar. In tandem, GCK Energy's alternative power generation, charging and distribution solution was deployed to charge parts of the DAKAR Bivouac with ROOTS. communicating the pioneering concept across the globe.

ROOTS. have worked as a sports management, brand and communications agency to activate GCK since its formation back in 2017, with much of the focus in the past years on the brand's FIA World Rallycross Championship involvement. In November 2020, the team underwent a shift in identity and strategy: GC Kompetition became GCK Motorsport (find out more here), and with it came a commitment to sustainable motorsport – initially concentrating on cross-country rallying.

In parallel, GCK Energy (which powered the GCK paddock at World RX events with 100% sustainable energy) supported the group's endeavours to help GCK Motorsport, as well as other teams and championships, in powering their operations using renewable, green energy.

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The Solution

ROOTS.’ communications and content team members joined the GCK squad on their inaugural trip to the DAKAR Rally in Saudi Arabia.

 

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The purpose of the project was to launch and demonstrate GCK Motorsport’s GCK e-Blast 1, the first model of their cross-country vehicle development. 

 

An official ASO press conference, dedicated media sessions and VIP passenger ride activation as well as several days of extensive testing in the rugged terrain were organised to meet a strategic content and communications plan whilst simultaneously demonstrating the capabilities of GCK Energy’s bespoke mobile solar energy storage technology within the DAKAR bivouac. 


Embedded as part of the project and brand management team, ROOTS. supervised and delivered an extensive suite of marketing services to the client over several weeks of sustained activity in the Kingdom. 

The Results 

ROOTS. content team produced 9 videos servicing both GCK and 4 project technical partners in 3 languages 

Content Production

ROOTS. coordinated over 20 passenger rides in the new GCK e-Blast 1 for invited media, local guests and VIPs.

VIP Passenger Rides

ROOTS. sourced and coordinated multiple broadcast and print media pieces.

National/International TV Media

ROOTS. coordinated official GCK corporate communications surrounding the official DAKAR press conference where GCK presented their sustainable roadmap.

Dakar Press Conference About H2

ROOTS. syndicated official project communications and multiple press releases in multiple languages to a global network of industry and lifestyle media.

International Print & Digital Media

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