SuperCheap Auto Big Break
The Supercheap Auto BIG BREAK campaign demonstrated the collaborative power of two Dentsu Aegis Network agencies in translating a consumer insight into a campaign that captured the imagination of our target audience and delivered results that far exceeded expectations.AU
Supercheap Auto had only focused on retail campaigns for the last 6 years. It was time for them to reconnect with their customers at a brand level. There was a brand campaign in market; however we also wanted to deepen the level of engagement with Supercheap Auto core customers.
Our objective was to engage with Supercheap Auto fans with a budget of $250,000.
The client brief was to emulate the behaviour of overseas brands such as Doritos, in calling on fans to create their own TVC. The goal set for us was to generate 50 entries and 45,000 votes.
The key insight that inspired the strategy came directly from Supercheap Auto customers. Consistently we heard how they have a great idea for the brand ad, and how they know the brand better than the actual marketing team!
We took this insight and turned it into the backbone of the promotion to amplify the new brand campaign in market. We created the Supercheap Auto BIG BREAK; literally handing over the power to create the Supercheap Auto brand ad to the customer, and even pledged the winner one of the biggest platforms to air their creation – the Bathurst 1000 V8’s race, with an audience of 2M+ people.
The BIG BREAK campaign involved the close integration of PR and media to stimulate the response volume and quality required. Critically it involved little classic bought media – the driving force was earned activity such as in program, social, endorsement and editorial.
There were three phases:
1. Launch through a PR engagement program, radio (talent engagement and social), and content in lead up V8 races.
2. Call to view submissions and vote to identify winning video.
3. Announcement of winner in broadcast of Bathurst 1000 to 2M+ audience.
Close collaboration between Carat, Haystac and the client team was crucial to ensure all elements were fully integrated to deliver the engagement required.