Saxo Bank Taking The Lead
Giving cycling fans unique peek behind the scenes of a Tour de France top team, that they couldn’t get anywhere else, while establishing Saxo Bank as the carrier of this content. That was the aim of the SaxoBank Taking the Lead project.
Saxo Bank is the proud sponsor of the world class cycling team: Team Saxo Bank. “Taking the Lead” was build to cover behind the scenes stories from the Saxo Bank team, riders and staff while the Tour de France was taking place in the summer 2009.
The project was designed as a combination of an online magazine and a video driven brand channel. Each of the 12 members of the Saxo Bank team including key staff were given a Flip HD video camera to shoot video diarys and observations as a part of the unique behind the scenes content. The diaries were posted as daily stories together with professionally produced video content showing the life of the cycling team during the race. 4 times during the race bigger stories “issues” were edited together, recapping the previous days of the race.
The succes of “Taking the Lead” was beyond all expectations. Saxo Bank got massive media coverage over the month long project. Especially online media such as sports portals and viral channel such as Twitter picked up on the stories and were eagerly posting and retweeting headlines and links from the content.
Saxo Bank taking the lead offered cycling fans a unique look behind the scenes of a world class team
The project is the first commercial project build on the Storyplanet platform for interactive storytelling.
