RVSC24 R12 Vailo Adelaide 500 (WITH POLL!!)

[GTRMagic]

Originally Posted by Kingair

Who will be sponsoring Erebus at Adelaide?

I am predicting Dim Sim liveried car.

Boost Mobile?

#GoChiko

[Ares]

Originally Posted by GTRMagic

Boost Mobile?

#GoChiko

I've had this feeling for a while now, GTRMagic owns Chiko. Or has shares in the company. Or is on a pay deal for every time he says Chiko? No buy in at Dim Sim by the looks of it.

[GTRMagic]

Originally Posted by Ares

I've had this feeling for a while now, GTRMagic owns Chiko. Or has shares in the company. Or is on a pay deal for every time he says Chiko? No buy in at Dim Sim by the looks of it.

I wish!
Well actually probably not. It took 24 years for them to awaken and sponsor a mobile advertising hoarding as a pure brand exercise.

In reality the Erebus mob, most notably Mr Hazelwood, used the word Chiko like a bazillion times on camera all weekend.

The commentary teams at track for multiple categories picked the product up and ran with it, Mr Larkham making light of it as he tucked into that cabbage based goodness.

Plus the Erebus crew in Chiko hats every time you saw them as well. Almost as popular as the Boost hats after Sunday qualifying, also coincidentally at Erebus.

It was a one off, no doubt a genuine honest to goodness fluke, with an unfancied driver pairing and team and car combination, and a great push by the enthusiastic pilot, and a saturation-type spreading of the product across the people who front the coverage to leverage the crap out of Chiko.

Plus post race, the model cars became available to preorder almost immediately. And yes my order for a 1:43 is in there with GMSV.

Now if you believe what was said to have been paid for that branding.. and that it was allegedly more than covered by the takings of the on-track retail outlet, the Chiko story is one of opportunism, leverage & activation, a bloody successful car… and bang on media management.

It’s the stuff to make a marketing study on.. to understand each element of success and figure out the usual ‘what did we do well’, ‘what could we do differently’ and if there was capacity to upright or perhaps deprioritise actions and activities.

A feel good story no doubt.

Yet there are a couple of other cars in the field with a Bathurst specific branding and stickering that did not enter an active consciousness. Understanding the difference would work well for next time..

[Ares]

ChikoMagic ?

[GTRMagic]

MCM Adelaide Wildcard Odd