Michelin · 2023

BFGoodrich Dakar 2023

Client: Michelin
Market: Saudi Arabia
Agency: Facto
Expertise: Content production Influencer marketing Social media
Sector: Consumer products and services Automotive and transport
Year: 2023

Raise awareness and interest in the Dakar Rally in Saudi Arabia and in BFGoodrich as official tire sponsor. Our approach: bring 5 major influencers with off-road and car racing experience to Saudi Arabia to cover the event. The influencers recieved VIP experiences, such as Jeep outings in the desert with new BFGoodrich tires, meetings with rally pilots and an introduction to the rally structure and navigation.

We also proposed an RSE activation to remove used tires that the pilots usually abandon in the desert.

In detail

How we worked for Michelin

Expertise involved

Content production
Photo, video, motion and social formats produced locally.
Influencer marketing
Local creators, artists and ambassadors working for brands.
Social media
Strategy, community management and content for Facebook, Instagram, TikTok, LinkedIn.

The market

Saudi Arabia

Work carried out Saudi Arabia by SouthNext Group teams.

The agency

Facto

Facto is the creative agency of SouthNext Group. With its teams of cross-platform creatives, Facto operates in Reunion Island, Mayotte, the French Caribbean, Madagascar and the United Arab Emirates, supporting major brands with their identity and 360° communication.

Discover

More work for Michelin: Michelin · BFGoodrich Morocco Rally · Michelin Formula E · Michelin Guide Launch · Michelin Safe Mobility · Michelin Star Revelation Influencer Trip · Michelin Product Launch Live Event · BFGoodrich - Red Bull SXS Event

Work