OUR WORK
SUPPORTING THE INEVITABLE
Toby Price’s ultimate goal is to become one of the few competitors to win both the Dakar Rally’s Motorcycle and Car categories.
In order to prove his capabilities and reach this milestone, Toby made a significant investment in his career, acquiring the vehicles required for this monumental challenge.
This decision set in motion a collective journey that would see Toby achieve a series of accomplishments, building toward his dream of competing in the 2025 Dakar Rally in the Car category with Overdrive Racing. Adding to the history-making significance, Toby would share the car with his fellow Factory KTM Racing teammate, Sam Sunderland, both two-time Dakar Rally winners in the Motorcycle category, making their debut together in a single car.
NAVIGATING A COMPLEX BIVOUAC
The landscape at the pinnacle of the Dakar Rally is complex, with only a few coveted seats available. Many of these seats are occupied by Dakar Rally legends and established drivers who have proven themselves over the years in the highly competitive T1+ category.
Additionally, customer programs are exceptionally strong, with paying participants willing to invest upwards of €500,000.00 for the privilege of racing in the event whilst still being extremely competitive.
For Toby, as an Australian, the challenge is further amplified by the event being held in Saudi Arabia, regional budgets being far less than those of greater regions, and the Australian Dollar’s low value when converting to the Euro.
The strict media rights and regulations make it difficult to achieve significant cut-through, limiting the ability to generate immediate returns for aligned brands. Most of the return on investment is obtained post-event, with substantial deliverables required to ensure that brands receive adequate exposure and value from their involvement.
A FIGHT TO COMPETE WITH THE BEST IN THE WORLD
The process of aligning Toby Price with the right manufacturer for the Dakar Rally began in 2021, with Owlpine Group working to bring back Toby’s long-time partner, Mitsubishi Motors, to the Dakar Rally. Mitsubishi Motors, the most successful manufacturer in Dakar Rally history with 11 car category wins, seemed like the perfect fit to help Toby pursue another Dakar victory. However, after extensive ideation and discussions, the project was not green-lit and the partnership was not renewed. This decision allowed Owlpine Group to refocus on finding a new manufacturer that shared Toby’s vision and commitment to conquering the Dakar Rally. The goal was to avoid any conflicts should a seat become available with a manufacturer in the future.
Over time, Owlpine Group continued to build relationships with various manufacturers and teams within the Dakar Rally bivouacs, carefully evaluating each for their ability to provide performance and value while supporting Toby’s dream of competing in a T1+ vehicle.
In parallel, strategies and comprehensive information documents were developed to onboard new partnerships that would enable Toby to return to the Dakar Rally with the right team and vehicle.
OBTAINING THE FINANCIAL INVESTMENT REQUIRED
Owlpine Group’s relentless pursuit of securing Toby Price the financial investment required to secure him a seat at the Dakar Rally took a significant turn when a fellow two-time Dakar Rally winner from the motorcycle category, Sam Sunderland, retired from two wheels. This presented a unique opportunity, as Sunderland was identified as a perfect partner in crime to navigate for Toby in the car category.
As Owlpine Group continued to onboard various partners throughout the process, one stood out as particularly viable to make the project come to fruition.
As the deadline to finalize the partnership was fast approaching, Owlpine Group was executing another project for long-term client Red Bull Ampol Racing at the newly established Black Rock Motor Resort. The Black Rock Motor Resort, located in Lake Macquarie, NSW, is a world-class facility that caters to motorsports enthusiasts and provides a unique setting for racing events. The resort’s founders took a keen interest in what Owlpine Group and Toby were working to achieve.
With their own challenges to overcome, they saw a mutually beneficial partnership in supporting Toby on track. At the same time, Toby would help amplify the resort’s off-track presence through his high-profile presence.
The addition of Sam Sunderland to the project sparked significant interest, especially from current conversations with potential teams within the bivouac. One of the most promising partners was Overdrive Racing, backed by Toyota. This was seen as the best-case scenario for Toby Price, leading to the formulation of a partnership with Overdrive Racing.
With the support of key commercial partners, Overdrive Racing and the ASO, Toby Price and Sam Sunderland were set to debut at the 2025 Dakar Rally with Toyota Overdrive in the T1+ category, marking the beginning of an exciting new chapter for both athletes and the brands involved.
A RED BULL MOTORSPORTS PRODUCTION
ACCELERATING THE OPPORTUNITY
Before the Dakar Rally, Owlpine Group partnered with Red Bull Australia to execute a national media moment. Some of the most prominent national mainstream media outlets were invited to the Black Rock Motor Resort, where they had the opportunity to experience a small taste of what Toby is capable of behind the wheel. This media moment generated three million earned impressions, significantly boosting Toby’s visibility ahead of the event.
In parallel with the media day, Owlpine Group coordinated the premiere of Price to Dakar, a documentary created in collaboration with Red Bull Media House. The documentary, which offered a behind-the-scenes look at Toby’s journey to Dakar, was screened on Red Bull TV and broadcast on SBS, the Australian exclusive partner for the Dakar Rally.
At the Dakar Rally, Owlpine Group was also on the ground to support Toby Price and Sam Sunderland during their debut. Owlpine Group led all requests and media inquiries, ensuring that Toby and Sam could focus solely on the race while adhering to sponsor digital deliverables.
Content was captured and published across their social media channels to keep fans engaged and aligned with the journey. Additionally, Owlpine Group kept key stakeholders up-to-date with live updates through a more personal WhatsApp group, sharing the highs and lows of the experience in real-time.
Post-event, Owlpine Group compiled detailed reporting for each partner, highlighting organic reach and performance data related to their deliverables, ensuring each brand received value from the partnership and campaign.
18+ MILLION IN ORGANIC REACH & VIEWS
Although Toby Price and Sam Sunderland were forced to retire after Stage 7 due to a head injury sustained by Sunderland in Stage 6, Toby’s performance up until that point proved his exceptional capabilities. By finishing 4th outright at the end of Stage 3, Toby demonstrated he could compete with the best drivers in the world, solidifying his position as a leading contender in the Dakar Rally.
From a digital perspective, Toby’s social media accounts achieved impressive results, earning over two million in organic reach and over sixteen million in organic views throughout the event’s duration, significantly amplifying his presence and engagement.
While the race did not end as hoped, the journey itself was invaluable for Owlpine Group. The process of positioning Toby within the highly competitive and challenging landscape of the Dakar Rally pushed the team to new heights, gaining critical knowledge and refining strategies that will be applied to future projects.
Furthermore, the relationships forged during this endeavor, across key partners, stakeholders, and teams will remain a cornerstone of Owlpine Group’s continued success and growth, driving the business forward in the years to come.
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