E1 | The Race to Africa
Results
204
pieces of coverage
1.3B
audience
8.87M
estimated views
3.99M
estimated social views
Brief
The UIM E1 World Championship’s arrival in Lagos was nothing short of historic.
For three decades, global motorsport had bypassed the continent. Formula 1 hadn’t raced in Africa since the early ‘90s, and the world’s eyes had looked elsewhere.
Until now.
Our brief was to activate E1’s first race on African soil – a milestone moment for the Championship and a statement of intent for Nigeria as a nation ready to host the world.
E1 is no stranger to doing things differently. It’s the world’s first all-electric raceboat series, with RaceBirds that appear to defy gravity and a Blue Impact Programme that actively drives marine conservation through sport.
In leading its global press office, our task was to ensure the world was watching as history hit the water.
Execution
For two days, the Lagos Lagoon traded restless ferries and fishing vessels for a futuristic fleet of high-speed RaceBirds flying inches above the water. Parties, parades and podium celebrations punctuated the racing action, led by celebrity team owner and African football legend Didier Drogba.
Brandnation orchestrated the entire media operation, coordinating international and local press across three continents and expertly navigating logistics complicated by a tropical storm.
Interviews with everyone from E1 CEO Rodi Basso to the pilots carving up the lagoon and Drogba himself were curated with support from our on-site team, giving journalists front-row access to every defining moment.
Amplification
Our global media operation stretched across the world, with journalists from tier-one international outlets joining Nigeria’s most influential national newspapers on the lagoon’s shores.
The resulting coverage followed thick and fast, with the likes of ESPN, BBC, Forbes and Reuters eager to tell the story of a continent stepping confidently onto the world stage with E1.
