Insight:

Unlike other sports, namely rugby and soccer, where fans seldom play the game, South African cycling supporters are usually cyclists themselves.

Big Idea:

At this year's Tour de France, Team MTN Qhubeka was riding to raise awareness and funds to donate bikes to underprivileged children. To help them we wanted to give cycling enthusiasts the chance to support their team and help them achieving this goal.

To do this, we created the Fanometer Challenge, a 3-week campaign that got everyday cyclists to dedicate the kilometres they rode in support of the team. This continuous support would then be displayed to the team in France on a screen, showing them an army of legs pedaling behind them and ultimately power them on.

A communication plan was created targeting cyclists wherever they were. Each touchpoint directed them to follow the Team MTN Qhubeka page on Strava, and dedicate kilometres to the team in France:

Strava

In-app posts congratulated cyclists on dedicated rides, informed them on team progress

Social media

Through an algorithm that crosschecked likes & groups followed, we talked directly to cyclists about joining, team progress & Fanometer updates

Third party banners

These only appeared on cycling websites and urged cyclists to join

Influencers

Popular cycling influencers submitted posts on their various social platforms urging their followers to get involved and kept them up-to-date on the campaign.

Activations

Promoters informed cyclists of the challenge and helped them join. Activations were held at popular cycling routes, Africa’s biggest cycling stores & post ride hot spots.

Email

An editable e-mailer was created for major cycling and spinning clubs to gain more support.

At the end of the three-week campaign, cyclists from across four continents racked up over 200 000 kilometres. This helped Team MTN Qhubeka raise enough awareness and funds to put 5 000 underprivileged South African children on bicycles, so they no longer have to walk long distances to school.