The Cape Town Cycle Tour is one of the most anticipated cycling events in South Africa, drawing thousands of participants and spectators each year. In 2024, Oakley partnered with EnOv8 to elevate their presence and support for cyclists throughout the event. EnOv8, known for their innovative event management and engagement strategies, delivered a comprehensive service that not only enhanced Oakley’s brand visibility but also provided essential support to cyclists.
Pre-Race Cyclist Support
Understanding the importance of preparation and support for cyclists, EnOv8 coordinated Oakleys annual pre-race support programme that spanned two months leading up to the Cape Town Cycle Tour. This initiative was designed to ensure cyclists were well-prepared and supported during their training.
Weekly Support
EnOv8 organised weekly support sessions for cyclists, providing on-site bike mechanics for quick repairs and lens cleaning services to ensure clear vision during training rides.The support team were out in full force in the branded Oakley Ford Ranger, fondly dubbed ‘The Beast’. This consistent presence not only helped cyclists maintain their equipment but also built a strong association between Oakley and reliable support.
Complimentary Nutrition Support
The support team provided water, dry wors for sustained energy, and GU Energy Gels for performance boosts whilst travelling the most popular training routes in ‘The Beast’. This thoughtful approach ensured that cyclists had access to necessary nutrition, enhancing their training experience.
Logistics and Management
EnOv8 managed the logistics and vehicle routes to ensure seamless support. They trained and managed promotional staff who were on hand to assist cyclists and promote Oakley’s products. This comprehensive approach ensured that every detail was covered, providing cyclists with a hassle-free and supportive experience.
Cape Town Cycle Tour Exhibition
EnOv8’s involvement extended beyond the race to the Cape Town Cycle Tour Exhibition held at Green Point Stadium. This event was a significant opportunity for Oakley to showcase their premium eyewear, as well as their newly released apparel, footwear and sccessories and engage directly with attendees.
Interactive Activation and Display
EnOv8 designed and built a stunning anamorphic art piece to attract attention and enhance brand visibility. It incorporated an optical illusion, showing a cyclist from one angle and the Oakley logo from another angle.
Container Shop and Sales
The logistics of setting up, refitting and transport of the Oakely shipping container shop was expertly handled by EnOv8. This shop became a focal point at the exhibition, with over 300 sets of Oakley eyewear sold. Thoughtful lighting setups were used to create an immersive shopping experience, further attracting attendees.
Attendance and Impact
With approximately 30,000 attendees at the exhibition, Oakley’s presence was strongly felt. The meticulous planning and execution by EnOv8 ensured that Oakley’s brand was prominently displayed and positively received by a large audience.
Client Testimonials
The success of the event was echoed in the testimonials from Oakley’s team.
Karen Gold, Marketing Director, Luxottica Southern Africa
“Hi Candice, Bevan, and Demi, just wanted to drop you a quick message to say a huge thank you for all your hard work during CTCT Expo and Race Day. Working with your team was an absolute pleasure, and I truly appreciate the new ideas, attention to detail, passion, and commitment you brought to the table, making both events a resounding success. Look forward to collaborating with you again on future projects. A big thanks from all of us.”
Sadé Ford, Senior Brand Manager, Luxottica Southern Africa
“Working with the EnOv8 team from the beginning was nothing short of effortless. Great ideas, strong execution, and an all-round positive attitude. The EnOv8 team are passionate, and it shows in every detail they execute. The team took on one of our biggest brand activations for the year and ran with it with all the gusto. I would strongly recommend the EnOv8 team and look forward to working with them in the future.”
Conclusion
EnOv8’s comprehensive support for Oakley at the Cape Town Cycle Tour exemplifies their expertise in event management and brand activation. From pre-race support to exhibition logistics, EnOv8 delivered exceptional service that enhanced both the cyclist experience and Oakley’s brand visibility. This case study highlights EnOv8’s ability to execute large-scale events seamlessly, making them a trusted partner for brands looking to make a significant impact.