The Untamed African Mountain Bike Race.

The Absa Cape Epic is a gruelling 8-day mountain bike race held annually in South Africa’s Western Cape. Teams of 2 must scale over 16 000 m of accumulated ascent and roughly 700 km of rugged, rutted terrain and temperamental weather. It’s a race where anything can happen.

The Untamed African Mountain Bike Race.

The Absa Cape Epic is a gruelling 8-day mountain bike race held annually in South Africa’s Western Cape. Teams of 2 must scale over 16 000 m of accumulated ascent and roughly 700 km of rugged, rutted terrain and temperamental weather. It’s a race where anything can happen.

Africa. The raw backdrop of the race.

In mountain biking circles it had come to be referred to as the ‘Tour de France of mountain biking’, a parallel not entirely unfounded, but one that did not identify with the truly wild undertaking that it is to participate in the race. Our strategy was to harness this unpredictability.

Africa. The raw backdrop of the race.

In mountain biking circles it had come to be referred to as the ‘Tour de France of mountain biking’, a parallel not entirely unfounded, but one that did not identify with the truly wild undertaking that it is to participate in the race. Our strategy was to harness this unpredictability.

Untamed.

This race truly measures all; endurance, tenacity, equipment and, importantly, the ability to overcome the unexpected. The hidden rut in the single-track. The surprised wild animal on the trail. This is not an endeavour anyone undertakes lightly. It is untamed. Our strategy was to build as many unique properties around the race that harnessed this truth and contributed to the achievement of completing it.

Untamed.

This race truly measures all; endurance, tenacity, equipment and, importantly, the ability to overcome the unexpected. The hidden rut in the single-track. The surprised wild animal on the trail. This is not an endeavour anyone undertakes lightly. It is untamed. Our strategy was to build as many unique properties around the race that harnessed this truth and contributed to the achievement of completing it.

Gold for the Last Lions.

At the 2016 Absa Cape Epic, only 4 riders had completed every Absa Cape Epic since inception and entered again in 2016. In an Olympic year, when most professionals turn their focus to preparing for the Games, we needed to create an enduring property that captivated the media’s attention.

Gold for the Last Lions.

At the 2016 Absa Cape Epic, only 4 riders had completed every Absa Cape Epic since inception and entered again in 2016. In an Olympic year, when most professionals turn their focus to preparing for the Games, we needed to create an enduring property that captivated the media’s attention.

We shrouded the race in legend.

Most mountain bike races have trails. How many have a book, kept under lock and key, that stores your name in history? We created the Book of Legend, updated every year, to compile the names of all finishers, further entrenching the feat that it is to conquer this race.

We shrouded the race in legend.

Most mountain bike races have trails. How many have a book, kept under lock and key, that stores your name in history? We created the Book of Legend, updated every year, to compile the names of all finishers, further entrenching the feat that it is to conquer this race.

Results.

By landing the Untamed strategy, we were able to significantly grow the Cape Epic’s fan base in 6 months compared to the same 6-month period over the previous year:

Facebook community engagement up by 244%
Facebook post reach up by 245% (organically)
Instagram community grew by 131% (doubled over race week compared to previous year)
Doubled the Twitter community despite the shift to a Live Ticker on Website

Social media channels were key.

By landing the Untamed strategy, we were able to significantly grow the Cape Epic’s fan base in 6 months compared to the same 6-month period over the previous year.

Facebook community engagement up by 244%
Facebook post reach up by 245% (organically)
Instagram community grew by 131% (doubled over race week compared to previous year)
Doubled the Twitter community despite the shift to a Live Ticker on Website