On 29 June, days ahead of the start of the 2018 Tour De France, Team Dimension Data for Qhubeka officially launched its ‘Vision 2020’ campaign and boosted excitement around the race with a charming team reveal video.
A unique video reveal of Dimension data’s eight-rider team for the 2018 Tour De France was fronted by some of the kids who sit at the heart of the rights holder’s Qhubeka charity partner’s mission.
The reveal was further supported by linked social content pieces,
And here they are! @julienvermote has the best hair in the team.@Mark_Renshaw ’s nickname is Prince Harry.
Eddy has a Haribo habit, to put it nicely.@ReinvanRensburg's moniker is born from his wild turn of speed. (1/2) pic.twitter.com/0HZy2Oy15k— Team Dimension Data (@TeamDiData) July 5, 2018
as well as through a fan competition offering a money off prize.
Here’s our @LeTour race poster. Each illustration represents a rider. Match the illustrations to a rider and guess who’s who before we reveal all on Thursday night.
Get it right and one randomly lucky person will receive a 20% discount from our team shop. pic.twitter.com/LE9l9kldqo
— Team Dimension Data (@TeamDiData) July 4, 2018
The team’s ‘Vision 2020’ programme, also unveiled at a launch and PR event at title sponsor Dimension Data’s headquarters in Johannesburg (South Africa), campaign underpins the team’s strategy going forward together with its charity partner Qhubeka – a joint initiative that aims to change lives through bicycles.
The dual announcements are set to be from 11h30 local time in conjunction with our media partner Supersport, as well other special invited guests and members of the media.
Riding for a @Qhubeka cause at the @leTour gives @TeamDidata that extra boost to push that much harder. We sat down with @Albimobile to find out how special this relationship is. #TDF2018 pic.twitter.com/NQ5hZatGZ4
— Dimension Data MEA (@DiDataMEA) July 6, 2018
Within the organisation’s “Vision 2020’ programme the team aims to fund 5000 bikes for Qhubeka in 2018.
We are riding for health and well-being for @Qhubeka and aiming to fund 5000 bikes this year!
Help us change more lives like Sylvester by donating at: https://t.co/c9hYkJk4I5 pic.twitter.com/mRaVMmBfkh
— Team Dimension Data (@TeamDiData) July 15, 2018
The campaign is receiving further support and amplification with the objective painted on the team bus and support vehicles and with support from other team sponsors such as Nederburg Wines.
Best wishes to @TeamDiData as they ride @letour for a selfless cause. All 3,329 km for @Qhubeka, a not-for-profit organisation that donates bicycles to mobilise Africa. #BicyclesChangeLives #WhyWeRide #TDF2018 pic.twitter.com/Svma8KgCyF
— Nederburg Wines (@Nederburg) July 7, 2018
The wine brand is also running tis own daily stage report ‘story’ series fronted by Tour media legend Phil Liggett.
Join us during the @letour, as we follow @PhilLiggett's daily report of @TeamDiData’s progress at the Tour de France. Nederburg is the proud premium wine partner of Team Dimension Data, riding for @Qhubeka.
Watch our Facebook page. for the launch of #NederburgStories. pic.twitter.com/j7Dm61PL2t— Nederburg Wines (@Nederburg) July 5, 2018
The team also offers other participatory initiatives and experiences through the 2018 Tour: including a warm up with fans through Zwift
and a 5-stage fan workout challenge competition to unlock team kit.
Up for a 5-Stage Workout Challenge? Train alongside pros from @TeamDiData for @Qhubeka and take your riding to the next level.
Workout times: https://t.co/nHdJZpqIGu pic.twitter.com/e1PqSHBkwE
— Zwift (@GoZwift) July 6, 2018
As well as a tech know-how social series running through the race.
What's life actually like inside Dimension Data's famed Tour de France big data truck?
In our latest #TechKnow podcast, @Pgray73 reveals behind-the-scenes secrets from the @TeamDiData crew on the ground at #TDF2018: https://t.co/vai23QrZSX pic.twitter.com/jW8emT3uIi
— Dimension Data (@DimensionData) July 11, 2018
Comment:
This campaign has echoes of the approach the Football Association took to its own 2018 FIFA World Cup squad announcement (see case study)
Founded in 2007, Team Dimension Data for Qhubeka became the first ever African cycling team to gain a WorldTour license in 2016.
The team, which has bases in South Africa, the Netherlands and Italy, is also known as Africa’s Team due to its focus on helping African talents to the world stage of cycling.
he team believes #BicyclesChangeLives and race to raise funds for the Qhubeka Charity which provides bicycles to people in Africa.
Qhubeka is an Nguni word that means “to progress”, “to move forward”. Qhubeka (qhubeka.org) partners with communities, public sector, private sector, and non-profit organisations to provide people with bicycles in return for working to improve their community, environment or school attendance.
Title sponsor Dimension Data uses the power of technology to help organisations achieve great things in the digital era is also the Official Technology Partner of Amaury Sport Organisation – organisers of the Tour de France.
Links:
Team Dimension Data
http://africasteam.com/
https://twitter.com/TeamDiData
https://www.youtube.com/channel/UCITZ17bUyXc1Oa5L9WI5Rbg
https://www.facebook.com/TeamDiData
https://www.instagram.com/teamdidata/
https://www.facebook.com/TeamDiData
