SailGP
How WePlay drove next-generation engagement and captivated global sports fans with high-speed sailing for SailGP through the ‘We Are Racing’ campaign.
SailGP
How WePlay drove next-generation engagement and captivated global sports fans with high-speed sailing for SailGP through the ‘We Are Racing’ campaign.
SailGP is the world’s most thrilling water sport, featuring high-speed foiling boats in iconic locations, and is one of the fastest-growing global sports properties. As SailGP sought to expand its fanbase for Season 4, the League aimed to capture the attention of a new generation of sports enthusiasts.
SailGP partnered with WePlay to launch a bold global brand campaign, ‘We Are Racing’, designed to drive top-of-funnel awareness among a new racing audience. This campaign kicked off with a 3D out-of-home (OOH) takeover at London’s Piccadilly Lights and Abu Dhabi’s Al Qana, supported by a comprehensive digital strategy across social platforms.
WePlay collaborated closely with SailGP to develop the ‘We Are Racing’ campaign, a season-long initiative aimed at capturing the excitement of high-speed sailing and engaging a new generation of racing fans globally.
Campaign Execution:
- Creative Development: At the heart of the campaign was a high-impact hero video showcasing SailGP’s thrilling action, speed, and world-class athletes. Complementary CGI content and static visuals highlighted key elements such as sustainability and diversity.
- Media Strategy: The campaign launched with a striking 3D OOH media takeover at Piccadilly Lights in London, creating a memorable entry point for the campaign. This was followed by a comprehensive digital media strategy, including targeted ads across Instagram, Facebook, TikTok, and YouTube.
- Audience Engagement: Throughout the season, the campaign leveraged digital channels to reach and engage millions of new fans. Fan-centric content and engaging visuals were designed to build deeper connections, while the hero video was integrated into SailGP broadcasts and on-site branding for consistent messaging.
This season-long campaign combined innovative media tactics and creative content to drive significant growth and elevate SailGP’s global profile.
The ‘We Are Racing’ campaign achieved exceptional results, significantly increasing SailGP’s visibility and engaging millions of new fans globally. Through innovative OOH takeovers and a robust digital media campaign, SailGP’s brand awareness soared, especially in key markets like the UAE. The campaign surpassed all performance expectations, driving notable increases in audience reach, website traffic, and online searches.
127%
growth in social media engagement year-over-year.
33 million
new racing fans reached across 12 markets, exceeding projections by 112%.
48%
increase in broadcast growth season-over-season, boosting SailGP’s global broadcast footprint.
157 million
views on YouTube during Season 4, up from 37 million in Season 3—a 324% increase in audience viewership
