Supercheap Auto set to launch ‘Happy Bathurst Day’ integrated campaign leveraging sponsorship of Bathurst 1000 via The General Store, Sydney

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supercheap.jpgSupercheap Auto is set to launch its ‘Happy Bathurst Day’ campaign designed to leverage the company’s sponsorship of the Supercheap Auto Bathurst 1000 in debuting work from Sydney-based The General Store.

The campaign, which breaks on Wednesday, comes hot on the heels of The General Store’s appointment to the Supercheap Auto roster as reported in Campaign Brief. Work to be carried out by The General Store will include creative duties across advertising, digital, loyalty and in-store.

For ardent fans of V8 Supercars, the Supercheap Auto Bathurst 1000 is the highlight of their year. The campaign idea taps into the huge excitement around the big race and creates a new cultural event to mark the day.

A 30 second TVC launches the concept of ‘Bathurst Day’, a day when mates everywhere squash up together in the lounge, enjoy the race and wish each other a ‘Happy Bathurst Day’. The spot introduces some new traditions for the day, like the sharing of a delicious ‘Meat Cake’ (a pile of meat pies, croquembouch style, with a candle stuck in the top); and the giving of gifts from the Happy Bathurst Day sale at Supercheap Auto. … For these hardcore fans, this really is a day to rival birthdays and Christmas.

The 30 second spot is rotated with a series of 15 second product & price TVCs, each one giving helpful suggestions for presents that mates could give each other… all of course, available at the Supercheap Auto Happy Bathurst Day sale.

Andrew Fraser_Mono.jpgSays Andrew Fraser (left), creative partner at The General Store: “This is an idea based on a strong cultural insight around the importance the Supercheap Auto Bathurst 1000 plays in customers’ lives. We developed a comedy-based approach that we hope will add to fans’ experience of the event.”

Says David Bauer, marketing manager of Supercheap Auto: “Bathurst has become one of our biggest retail events of the year, so we were determined to create a campaign that could deliver continued growth. We are very happy with the ‘Happy Bathurst Day’ campaign. It is creatively strong and sets up the commercial message well. We hope our customers enjoy it!”

The Happy Bathurst Day concept is being rolled out in-store, in the catalogue and through social media, in the run up and on the day of the race.

Creative Partner: Andrew Fraser

Strategy Partner: Matt Newell

Art Director: Andrew Ostrom

Copywriter: Nick Levey

Agency Producer: Darren ‘so what if I’m wearing a smoking jacket’ Bailey

Jungleboys

Director: Al Morrow

Producer: Sarah Nichols

Supercheap Auto

David Bauer: Marketing Manager

Bec Davren: Sponsorship & Promotions Manager

Dane Patterson: Sponsorship & Promotions Manager

Emma Howarth: Marketing Co-ordinator

Josh Weier: Club & Digital Manager