CLASS 1 OFFSHORE POWERBOAT CHAMPIONSHIP

SUPERCHARGING SOCIAL GROWTH

Giving the most powerful sport on the water the social presence and reach it deserves, ushering a new era of social-first growth amongst a traditionally regional broadcast-first approach..

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THE BRIEF

Class 1, the pinnacle of offshore powerboat racing, approached AND THE NEW with the ambition to build significant momentum for the series ahead of the launch of a revamped international series.

The mission was to reposition Class 1 as the premier class within the sport, provide fans with unprecedented access, and cultivate a devoted and engaged following ready to propel the sport to new heights.

Our approach was to transform a traditionally broadcast-centric sport into a social-first product with storytelling at its core. To elevate the series, we enhanced the consistency and quality of content focusing on narratives of competition, drama, and personality. Our team on race weekends prioritised capturing both real-time content and content that could be repurposed and utilised in the off-season to sustain engagement. Throughout, our strategy focused on engaging high-power boat fans (predominantly US based) whilst also opening the sport to new fans through the stories we were telling and the lifestyle of these stars.