Dakar Rally | Global Motorsport Platform
The Dakar Rally is one of the world’s toughest and most prestigious motorsport events. Founded in 1979, it represents the ultimate test of endurance for drivers, teams, and machines - spanning thousands of kilometers across extreme terrain. Today, Dakar is not only a sporting spectacle but a global media phenomenon, followed daily by millions of fans across television, digital platforms, and social media.
For Orlen, Dakar Rally has become a powerful platform to connect performance, endurance, and innovation with brand storytelling - anchored by strong local heroes and authentic motorsport credibility.
2021 - Building the 360° Communication Foundation
Role & Task
I joined the Dakar Rally project in 2021, responsible for creating and delivering a full 360° communication campaign. The objective was to strengthen Orlen’s association with Dakar Rally across media, digital channels, and customer touchpoints.
Execution
The campaign integrated:
Traditional media
Digital and social platforms
Orlen app mechanics
Consistent brand storytelling across the rally timeline
This year laid the groundwork for a long-term, scalable Dakar communication platform.
2022 - Full Ownership & Focus on Martin Prokop
Task
In 2022, I became the full owner of the Dakar Rally project, with a clear strategic focus on Martin Prokop - Czech Dakar driver and Orlen ambassador. The goal was to deepen emotional connection, humanize the rally preparation, and bring fans closer to the sport.
Execution
Together with Martin Prokop’s team, we delivered a standout activation:
A PR conference directly from the team’s garage, allowing media and fans to witness Dakar preparations first-hand
Invitations to top Czech media outlets
Live streaming of the conference on Orlen social media, expanding reach beyond traditional press
The communication ecosystem was built in partnership with Czech News Center and Czech Television:
Branding of the Dakar Rally TV studio in Orlen colors
Viewer competitions linked to the Orlen app, enabling audiences to collect points during broadcasts
This approach strengthened the perceived authenticity of Orlen’s involvement and drove strong app engagement.
2023 - Expansion, Innovation & Cross-Border Storytelling
Task
In 2023, I again led the project as full owner, expanding the narrative to include both:
Martin Prokop (Czech Republic)
Maciej Giemza (Przegonski) — Polish Dakar Rally driver
This allowed Orlen to tell a cross-market motorsport story, aligning with its regional footprint.
Execution
The 360° campaign was further scaled and innovated:
Partnership expanded to Nova TV, which held the Dakar broadcast rights that year
Orlen-branded TV studios returned, maintaining visual consistency
Viewer competitions continued, now enhanced with a new interactive TV advertising format - HbbTV, allowing viewers to access a dedicated interactive Orlen page directly on their TV screens
We also elevated the PR format:
A PR conference in partnership with Ford, hosted in a Ford showroom
Martin Prokop arrived driving his Dakar race car directly into the venue, creating a powerful visual moment
Journalists from major media outlets attended alongside fans who won meet & greet access via Orlen social media
The event was streamed live on Orlen’s social channels
To further embed Dakar into everyday customer experience:
Introduced a Dakar Rally menu at Stop Cafe
Activated Verva fuel through the Orlen app - users engaging with the Dakar campaign received double loyalty points
Results & Impact
Year-on-year growth in AVE across all Dakar campaigns
Brand awareness of the Orlen–Dakar Rally connection increased by over 45% between 2021 and 2024
Dakar Menu at Stop Cafe became one of the most popular limited offerings
Loyalty points distributed through competitions exceeded planned volumes
Verva fuel became the most purchased fuel during the Dakar campaign period
The Dakar Rally partnership evolved into one of Orlen’s strongest storytelling platforms - combining elite motorsport, local heroes, media innovation, and customer engagement. Through consistent leadership, creative PR formats, and smart use of digital tools, Dakar became not just a sponsorship - but a living brand narrative across multiple years and markets.
