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Solar in the Sand Dunes

ROOTS. at the Dakar Rally

GCK Dakar Sustainability

How ROOTS. told the story of visionary technology at Dakar Rally

Our clients GCK Motorsport are no strangers to pushing boundaries and challenging the status quo. As their retained communications agency, ROOTS has supported GCK in activating incredibly ambitious and pioneering projects with multiple communications and marketing targets.


ROOTS. joined the GCK squad on their inaugural trip to the Dakar Rally in Saudi Arabia. Its purpose was to launch and demonstrate the prototype GCK Motorsport cross-country rally vehicle, then electric and by now a hydrogen hybrid, through an official event press conference, dedicated media sessions and VIP passenger ride activation whilst simultaneously demonstrating the capabilities of the GCK Energy mobile solar energy storage technology within the DAKAR bivouac (service park). 
Embedded as part of the project management team, ROOTS. supervised and delivered an extensive suite of services over a week of sustained activity in the Kingdom.

Project Highlights

Content Production

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

VIP Passenger Rides

ROOTS. coordinated over 20 passenger rides in the new GCK Electric Cross Country Rally Vehicle for visiting media and local guests and VIP's.

International TV media

ROOTS. coordinated multiple broadcast and print media engagements for members of the GCK management team.

Dakar H2 Press Conference

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

Print & Digital Media

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

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