Branded content in Australia is still in its infancy. The number of free-to-air commercial TV stations has grown from 4 to 12 in the past 24 months and with it has come more opportunities for branded content. However, advertisers are still reluctant to invest in content before being guaranteed a good timeslot, and the networks will not guarantee timeslots without approving content – a classic catch22.Whilst there are few major restrictions preventing successful branded content it needs a brave marketer, a good relationship with networks and a great idea to bring a TV series of the scale of Shannon’s Supercar Showdown (SSS) to life.In the case of SSS, due to the scale and innovative nature of the idea, the greatest barrier was actually in gaining approval from the Confederation of Australian Motorsport to offer one driver a place on the grid of the biggest motoring event in Australia.

Shannon’s Supercar Showdown started life as a branded TV series, borne from the need to attract younger motoring fans to the aging Shannon’s Insurance brand.It has grown into the centrepiece of our annual communications plan.

The 2011 TV series was broadcast on Australia’s largest TV network in a high profile weekend timeslot, and repeated 3x since.We also created a bespoke web destination housing rich content including driver profiles, catch-up television. Exclusive content for database members such as race car design reveals. Facebook and Twitter were used extensively during the live Bathurst telecast increasing real time interaction.

Shannon’s Racing became the lead media story over the Bathurst week; generating $2.3m in earned media.Bathurst crowds swamped the Shannon’s Racing team race pit for posters, merchandise and autographs.We smashed our database target of 5,000, delivering 34,309 of which 78% were new to Shannon’s.

Despite consistent pricing and products, and a reduced budget, Shannon’s business grew 15% year on year.As well as a fantastic ROI in terms of sales, earned media and brand affection, we have also given Shannon’s their own media property for years to come.Ladies and Gentleman, start your engines for 2012.