Entertainment > Branded Entertainment

SHANNONS SUPERCAR SHOWDOWN

STARCOM MELBOURNE, Melbourne / SUNCORP GROUP / 2012

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Overview

Credits

OVERVIEW

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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.

Effectiveness

No insurance brand has catered for Australia’s motoring enthusiasts better than Shannons.

However, to deliver 10% sales growth we couldn’t just rely on our aging, niche consumer base.So how do you grow a niche brand without selling out?Insight: To its core audience Shannon’s wasn’t just an insurance company but a motorsport enabler, supporting 800+ grassroots events annually.Strategy: We would replicate Shannon’s success in enabling grassroots racing but on a massive scale; becoming lead story of Bathurst (the pinnacle of Australian motorsport).

The solution wasn’t just our own race car, or even just our own race team. We needed to create the next V8 superstar.Taking a content-led TV approach, we uncovered a future superstar driver – and put him on the grid at Bathurst.This is like placing a winner of a TV series into the starting line-up at the Super-Bowl or an FA Cup Final.Entry into the Australian V8 Supercar Championship is $3m. Our content-led approach created from scratch an 11-part series, broadcast on Australia’s largest network, plus our own race team at Australia’s biggest race event, for $600,000.Shannon’s Supercar Showdown .We partnered with 1 of Australia’s biggest race teams, providing access to their cars, drivers and crew. For the first time in V8 Supercar history, cameras entered the inner sanctum of a race team as our 12 contestants competed for a place on the grid.The Shannon’s Racing team appeared at Bathurst complete with fully branded cars, pits, signage and crew – a new team with a new driver, a 17-year old who everyone had watched grow into a star.Shannon’s Supercar Showdown became the basis for an integrated marketing programme (including digital, social media, CRM, celebrity ambassadorship and event marketing) that gave people unique access to Australia’s biggest motoring event.

Implementation

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.

Outcome

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.

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