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Why an Aussie firm spent $1.5m on a ‘Drive to Survive’-like rally doco

Paul Smith
Paul SmithTechnology editor
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Australian health and safety software maker SafetyCulture is the surprising money and driving force behind a new six-episode YouTube documentary series, that takes the Netflix Drive to Survive approach to World Rally Championship driving.

In a branding strategy inspired by the success of YouTube influencers such as MrBeast, SafetyCulture’s founder and CEO Luke Anear said he had spent three years building relationships with the World Rally Championship to help secure rights to go behind the scenes at the M-Sport team, and use footage from the widely watched motorsport.

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Paul Smith edits the technology coverage and has been a leading writer on the sector for 20 years. He covers big tech, business use of tech, the fast-growing Australian tech industry and start-ups, telecommunications and national innovation policy. Connect with Paul on Twitter. Email Paul at psmith@afr.com
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    Original URL: https://www.afr.com/technology/why-safetyculture-spent-1-5m-on-a-drive-to-survive-style-rally-doco-20240816-p5k33h