DEBRIEFING DAKAR 2018

Transcription

1 DEBRIEFING DAKAR 2018

2 t h E D I T I O N 2. S U S T A I N A B L E 3. P O P U L A R

3 1. 40th EDITION A) 40 Y E A R S O F H I S T O R Y A N D V A L U E S B ) : A S P E C T A C U L A R E D I T I O N C ) W I T H P R O M I S I N G N E W F E A T U R E S 2

4 1. A) 40 YEARS OF HISTORY C r e a t i o n o f t h e D a k a r R a l l y 2009 M o v e t o A m e r i c a L a t i n a t h e d i t i o n o f t h e D a k a r R a l l y 29 M e m b e r c o u n t r i e s o f t h e D a k a r R a l l y s i n c e

5 1. A) BUT SAME CORE VALUES UNCONVENTIONAL A n e x p l o r a t i o n e x c e e d i n g t h e l i m i t s N e w p e r s p e c t i v e s o f f e r e d e v e r y y e a r BOLD INTENSE A n a s s u m e d e x t r e m e c h a r a c t e r O r g a n i s e d i n a s u s t a i n a b l e m a n n e r COMMITTED 5

6 1. B) 2018: A SPECTACULAR EDITION A TOUGH ROUTE «T h i s w a s t h e h a r d e s t D a k a r I h a v e e v e r d o n e, i n c l u d i n g t h e o n e s i n A f r i c a.» C A R L O S S A I N Z 10th EDITION IN AMERICA LATINA 3 c o u n t r i e s c r o s s e d BACK TO PERU 5 y e a r s l a t e r 14 STAGES O v e r k m o f s p e c i a l s t a g e s

7 1. B) WITH 335 VEHICLES COMPETING + 17% vs CARS & SXS 139 BIKES 49 QUADS 44 TRUCKS

8 AND 523 COMPETITORS UP TO THE CHALLENGE O v e r 1 0 p a r t i c i p a t i o n s ( p i l o t s y c o - p i l o t s ) 1. B) 80 F i r s t p a r t i c i p a t i o n ( p i l o t s y c o - p i l o t s ) 114 O r i g i n a l b y M o t u l ( p r e v i o u s k n o w n a s M a l l e s M o t o s ), a r e c o r d s i n c e A f r i c a n e d i t i o n s 27 D i f f e r e n t n a t i o n a l i t i e s ( A s s i t a n c e s i n c l u d e d ) ( T o p : F r a n c e, A r g e n t i n a, N e t h e r l a n d s ) 54

9 1. B) AMATEUR PILOTS IN THE SPOTLIGHT Willem de Toit Markus Walcher The heart of the Dakar from the beginning Amateurs pilots write the greatest stories of the Dakar during a race where they compete with professionals. Efforts made on TV production Increase of the number of different competitors seen (+47% vs 2016) within the 26 TV program produced daily, and creation of the «Dakar Heroes» vignette And on social networks With 2.8 M fans following the Dakar. n 59 / bikes Amateur Anibal Aliaga n 386 / cars Amateur D. Van de Langenberg n 125 / bikes Amateur n 388 / SxS Amateur

10 1. C) WITH PROMISING NEW FEATURES THE SxS 22 Pilots and co-pilots of 9 different nationalities. 11 Small engines, big future More accessible for pilots who do not have an entourage of powerful partners. It s an increasing credible alternative. Creation of a specific regulation for this category c a r m a n u f a c t u r e r s p r e s e n t : Ya m a h a, P o l a r i s a n d C a n - Am

11 2. A SUSTAINABLE EVENT A ) E C O - F R I E N D L Y B ) S O L I D A R I T Y 13

12 2. A) AN ECO-FRIENDLY RALLY A carbon footprint 100% compensated An itinerary drawn in collaboration with the government and local authorities Cleaning of spectator areas with the NGO Ecoplayas and 150 volunteers Conducting awareness-raising campaigns on the protection of cultural and natural heritage

13 2. B) SOLIDARITY AS A PRIORITY 500 S o c i a l p r o j e c t s i m p l e m e n t e d b y t h e p a r t n e r s h i p b e t w e e n D a k a r a n d Te c h o s i n c e US$ I n v e s t e d to Te c h o p r o j e c t s s i n c e 2009

14 3. THE N 1 RALLY WORLDWIDE A ) O N D I G I T A L P L A T F O R M S B ) O N T V C ) I N T H E P R E S S D ) A P O P U L A R E V E N T

15 A VERY STRONG FAN COMUNITY 2 M 2 Million followers on the official Dakar Facebook page. 489 K 417 K 20 K Comparable to other major sport events such as : 2,1 M Followers

16 3. D) AN INTERNATIONAL REPUTATION 77% awareness Of the Dakar Rally 90% 77% 50% 46% Sources: Repucom, benchmark MotorSports 2014 / Representative samples of national population (ARG/CHI/MEX/PER/BRA/GER/FRA/ESP/RUS/POL), 8000 interviews in total Do you know the following motorsport events, even if only by name? / Average audiences of dedicated programmes for each race, weighted to factor lengths of programmes

17 A ) O N D I G I T A L P L A T F O R M S B ) O N T V C ) I N T H E P R E S S D ) A P O P U L A R E V E N T Results from Dakar official digital and social media platforms 40 M p a g e s v i e w e d ( % v s ) 53,2 M video views o n s o c i a l n e t w o r k s ( % v s ) 11,4 M visitors o n t h e n e w d a k a r. c o m ( % v s ) w e b s i t e N e a r l y 2,8 M fans o n s o c i a l n e t w o r k s 5 M visits o n t h e m o b i l e a p p o f t h e R a l l y D a k a r Source: A.S.O.

18 DIGITAL VISIBILITY METHODOLOGY New digital monitoring solution US Start-Up exclusively associated with Kantar Media in Europe Able to assess the impact of a digital ecosystem By tracking all posts related to the Dakar from : Teams, Athletes, Medias, Fans and Organizers. Period & perimeter of research January 3 rd - 27 th on Facebook, Instagram, Twitter, and Youtube 18

19 A VERY POWERFUL ECOSYSTEM AROUND THE DAKAR An ecosystem of 100+ M abonnés 114 M interactions 95 M Video views 13 M 1 M 36 M Interactions / platform 63,8 M Twitter Instagram Facebook You Tube 19 Source: Hookit

20 3. A) AND OPERATIONS THAT BOOST AMATEURS PILOTS VISIBILITY Free system that sends to the personal facebook account of each competitor registered, 2 photos/day Nearly 400 K and 4900 Photos taken

21 A ) O N D I G I T A L P L A T F O R M S B ) O N T V C ) I N T H E P R E S S D ) A P O P U L A R E V E N T 1200 H of TV coverage IN C O U N T R I E S V I A 7 0 C H A N N E L S

22 3. B) FOCUS ON AMERICA Examples of TV channels: 10 TV channels Brazil Chile 13 H* Bolivia 62 H* 16 H* 15 H* In North America 262 H* In South America Argentina 39 H* 146 H* in 38 countries (of South America)

23 3. B) IN EUROPE 180 H For the continent 8 H in 56 countries France 20 TV channels 41 H Spain 34 H 19 H Russia 25 H Netherlands Examples of TV channels: Portugal 5 H

24 3. B) IN ASIA 50 H For the continent 34 H In 26 countries 11 TV channels Examples of TV channels: 8 H* 6 H*

25 3. B) A F R I C A A N D T H E M I D D L E E A S T 9.5 H For these continents 6H30 In 52 countries of Pan Sub Saharan Africa 30 min In 23 countries of Pan Middle East and North Africa

26 A ) O N D I G I T A L P L A T F O R M S B ) O N T V C ) I N T H E P R E S S D ) A P O P U L A R E V E N T M o r e t h a n P r e s s r e l e a s e s m e n t i o n i n g t h e D a k a r i n t h e 1 0 t a r g e t e d c o u n t r i e s 1900 J o u r n a l i s t s ( % vs ) f r o m 34 D i f f e r e n t n a c i o n a l i t i e s a c c r e d i t e d d u r i n g t h e r a l l y

27 3. D) A DAKAR CLOSE TO PEOPLE 4,4 Millions of spectators O n a v e r a g e o n t h e r o a d s o f t h e D a k a r s i n c e s e c u r e d s p e c a t o r a r e a s 9 Festives venues N e a r l y p a r t i c i p a n t s i n t h e f e r i a s i n 9 c i t i e s Dakar Village ( I n L i m a, a t t h e s t a r t t h e r a l l y ) S p e c t a t o r s 25 S t a n d s

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