Australian motorsports fan stereotypes are questioned in campaign for Supercars Championship
The stereotypes of motorsport fans are under attack in a brand campaign for the Virgin Australia Supercars Championship.
The ‘get your heart racing’ campaign, which was created by Ogilvy Sydney, aims to challenge the stereotypes and perceptions about motor racing fans by showcasing a diverse group of fans.
Ballerinas, doctors, DJs and lawyers feature in the advertising in a bid to banish the misconception that motorsport is only for car loving, hot heads.
Kelly Schaffer, general manager of Supercars, said the campaign strategy was a response to audience research.
“The insights from recent fan research … 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. “
Derek Green, ECD at Ogilvy Sydney, said the campaign aims to encourage Australians to embrace the nation’s “most overlooked sporting treasure”.
“The modern Supercars fan is not who you think it is. The campaign challenges existing perceptions and reflects the true nature 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.”
The campaign will run across Australia and New Zealand for 12 months and will feature TV, OOH, press, digital, radio and retail advertising, including activity around each Supercars round in the 2017 Championship.
It is the first work by Ogilvy Sydney since the agency won the business in late 2016.