World Solar Challenge: doing media right

I’ve often pointed out that a solar car team is more like a startup company than anything else. A little like the early days of Google, really. The main product (the solar car, the search engine) is a gigantic money sink, and any cash coming in relates to something else (sponsorship, advertising). Overall success requires multiple skill sets working together. In particular, making sponsorship work requires an excellent media team (as well as a car fast enough to generate lots of good news). A number of teams have a track record of doing this well – Twente, for example, and Punch.


Deufol Technics packs Punch’s car and gear yesterday

An important example of sponsorship relates to transport. Here, the team acts as a kind of giant billboard for a tricky logistics problem handled well. This year, Punch provided a textbook example of superb media handling on this topic:

‘Voor mij is het de eerste keer dat ik voor zo een uitdaging sta,’ zegt logistiek manager Pieter Galle uit Leuven. ‘Het batterijpakket versturen is de grootste uitdaging voor het team. De batterijcellen die wij gebruiken zijn vaak niet toegelaten op vluchten. Om deze toch te kunnen versturen moeten er veel veiligheidsmaatregelen getroffen worden. Gelukkig heeft DHL Global Forwarding, in samenwerking met Deufol als verpakker van de goederen en batterijen alles tot in de puntjes kunnen regelen, zodat wij ons met het team volledig op het wereldkampioenschap konden concentreren.’” (Translation: “‘It’s the first time I’ve faced a challenge like this,’ says logistics manager Pieter Galle from Leuven. ‘Transporting the battery pack was the biggest challenge for the team. The batteries we use are often forbidden on flights. To be able to send them, many safety measures need to be taken. Fortunately, DHL Global Forwarding, in cooperation with Deufol our packer, has managed all the details, making it possible for us to focus our attention on the world championship.’”)

And Pieter Galle wasn’t just engaged in hyperbole there – transporting lithium battery packs really is tricky. In 2015, and again this year, there have been horror stories involving battery packs. I should also point out that some good photos really help the sponsorship game too, like these from Twente this year, or this one from Michigan, or this one from Nuon in 2015:


Nuon’s 2015 flightcase being loaded (photo: Jorrit Lousberg)

Another important sponsorship category relates to the team’s university. Here Western Sydney provides an excellent example, with their 2015 car being part of a major university rebranding exercise:


Western Sydney University’s 2015 car (photo: A. Dekker)

Michigan always does a great job of this during the American Solar Challenge. Their media team generates local news coverage everywhere they go. And the University of Michigan can afford to take the long view. If a 12-year-old boy or girl somewhere in rural America gets excited by the car, and decides to study engineering at Michigan one day, that’s a win. And not just for the university – if the sponsorship money keeps rolling in, the cars keep rolling on, and the fans can keep watching.


Advertisements