With the creative and strategic direction of WEGO, an independent creative agency, OZ Racing has fired up its engines and made its official entry onto TikTok. An evolutionary step for the brand, which strengthens its social media presence with the goal of building an even more authentic and direct dialogue with its community, the OZ Tribe.
The content strategy developed by WEGO for OZ Racing’s TikTok channel is built on a key principle: activating the community through content designed to be experienced, commented on, and shared. The editorial plan includes content that alternates styles and formats, from product storytelling to trending content, from creator collaborations to moments designed to stimulate user-generated content (UGC). The channel was launched with a cross-platform teaser campaign, active on both TikTok and Meta, with a dedicated ad setup aimed at sparking curiosity and engaging the brand’s most active fanbase right from the start. At the center of this initial phase is the highlight of the JCM (Japanese Cars Meeting®) event, a symbol of the OZ philosophy, which combines aesthetics, performance, and freedom of customization.
Making the project even more solid is the selection and coordination of creators, chosen for their ability to navigate seamlessly between the codes of TikTok and those of Meta, while maintaining consistency and cross-platform appeal. Among the first involved were ArabGT, a benchmark in the narrative of the most passionate automotive world, and Francesco Furlani, an adventurer who combines on-the-road travel stories with a creative vision of his vehicle, aboard his customized 4×4. Two different yet complementary interpreters, capable of making the brand’s identity resonate across different auto segments and narrative registers. Each piece of content is conceived not as a static output, but as a trigger for conversation: TikTok is not just a new channel, but a new playground for engagement where the OZ Tribe is an active protagonist.
«With TikTok, we wanted to give the OZ Tribe a new space where they can recognize themselves, participate, and actively contribute to the brand’s story. Our goal is to create authentic connections, where interaction is not just a metric, but a shared language. For OZ, this is much more than a channel: it’s a meeting point», comments Luara Celin, Head of Content at WEGO.
«Entering TikTok represents a natural evolution of OZ Racing’s digital presence: it stems from listening and the desire to be a brand that grows alongside its community. Today, TikTok is a creative lab where the visual and cultural languages of tomorrow’s automotive world are defined, a space where OZ can confirm its innovative vocation by experimenting with new narrative codes. It’s not just a matter of channel, but of mindset: speaking with the Tribe’s language, without mediation», states Mirko Vedovato, Digital Manager at OZ.