A group of unexpected Supercars fans take centre stage in a new campaign launched last night by the Virgin Australia Supercars Championship and Ogilvy Sydney.
Titled ‘get your heart racing’, the campaign targets every Australian with a passion for Supercars – even ballerinas – with a clear objective to banish the misconception that motorsport is only for car loving, hot heads.
This is the first Supercars campaign created by Ogilvy Sydney since the agency won the business in late-2016 after a highly contested competitive pitch.
Derek Green, ECD Ogilvy Sydney said the agency is particularly proud of the campaign which deliberately sets out to disrupt the category and encourage Australians en masse to fall love with the nation’s “most overlooked sporting treasure”.
Green said: “Supercars is all about adrenaline: it’s stressful, strategic, full of raw power, high speed and heart stopping moments. The campaign is about all of these things and will set your heart racing.
“The modern Supercars fan is not who you think it is,” continued Green. “The campaign challenges existing perceptions and reflects the true nature’s of the Supercars fan base. We’ve used a range of different Australians from all walks of life, passionately sharing what excites them about Supercars to inspire other Aussies to follow the championships.
“I encourage everyone to sit back and enjoy the ride.”
Kelly Schaffer, General Manager, Supercars said: “Ogilvy understood our vision and worked closely with us to uncover the insights from recent fan research which showed that perceptions around the sport needed to be challenged. Supercars is a highly strategic, professional, globally respected and exciting sport reflected with a very diverse fan base. We wanted to celebrate that. “
The master brand campaign launched on February 13 and will run for a full 12 months across TVC, OOH, press, digital and radio in both Australia and New Zealand, including retail spots and activity for each Supercars round in the 2017 Championship. The new branding will also run across all Supercars collateral throughout the year – tickets, website etc.
Kelly Schaffer – General Manager – Supercars
Hayley Sims – Senior Brand Manager – Supercars
Nathan Quailey – General Manager – Ogilvy
Derek Green – Executive Creative Director – Ogilvy
Boris Garelja – Creative Director – Ogilvy
Russell Smyth – Creative Director – Ogilvy
Scott Mortimer – Art Director – Ogilvy
Wellison D’Assuncao – Art Director – Ogilvy
Leisa Ilander – Art Director – Ogilvy
Gillian Browne – Copywriter – Ogilvy
Ryan O’Connell – Deputy Head of Planning – Ogilvy
Toby Harrison – Chief Strategy Officer – Ogilvy
Katharina Vassar – Senior Strategist – Ogilvy
Amelia Deakin – Senior Account Manger
Director – Peter Bloomfield
Producer – Cassie Floriano