Media Strategy for Supercars

1. 1
2017
Natasha Cox, Nicole Japp,
Suzanne Wootton, Tess Church
AMB319
10/24/2017
V8 Supercars Media Strategy
Document

2. 2
Table of Contents
Introduction and Insights..............................................................................................................................3
Market and Product Analysis....................................................................................................................3
Target Audience Analysis..........................................................................................................................3
Media Imperatives....................................................................................................................................3
Key Insights ...............................................................................................................................................3
Media Objectives and Media Strategy..........................................................................................................4
Media Objectives ......................................................................................................................................4
Media Strategy..........................................................................................................................................4
Media Evaluation Plan ..............................................................................................................................4
Media Channels and Options........................................................................................................................5
Introduction ..............................................................................................................................................5
Analysis .....................................................................................................................................................5
Recommendations....................................................................................................................................5
OOH.......................................................................................................................................................5
Television ..............................................................................................................................................6
Radio .....................................................................................................................................................6
Online Influence....................................................................................................................................6
Conclusion.............................................................................................................................................7
Media Budget and Media Schematic............................................................................................................7
Bibliography ................................................................................................................................................10

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Introduction and Insights
Market and Product Analysis
The Virgin Australia V8 Supercars is a premier player in the motorsports category in Australasia and
therefore falls under live sports/ sporting events category. Major competitors in the sporting market are
the Australian Rules Football (AFL), horse racing, rugby league, and the Grand Prix. The Australian
Sporting category has a very loyal customer base and is a highly competitive market to be in. However,
V8 Supercars can also fall under the entertainment category as it is more than just a sporting event (due
to its live music and entertainment), where its main competition is theme parks such as DreamWorld,
MovieWorld, and SeaWorld.
The Gold Coast 600 is considered ‘high involvement’ as customers extensively search and actively seek
information before making a purchase decision. This means that the path to purchase is incredibly
important when communicating with the target audience. It is a seasonal and non-tangible event,
meaning that the focus is on the experience. Therefore, the scheduling of advertisements should be
organised with the event and the competitors in mind.
Currently, Supercars use their website, social media, newsletters, metropolitan and regional television,
radio, and press, as their major media channels. Their total media spending is just over $2 million which
is lower than all of their competitors.
Target Audience Analysis
Our target audience are thrill seekers, risk takers and party makers. For this campaign, our target
audience is men aged 18-35 who are employed full-time (with a degree), in Queensland or New South
Wales. This segment are active drinkers with fully busy lives, who believe in making the most of the
present. As they are working professionals and live in metro areas, this audience are also in transit a lot,
whether that means driving through the city, catching a taxi or using public transport.
Media Imperatives
The target audience’s media habits are focused around radio, outdoor, television and cinema. However,
social media is definitely their primary form of communication with about 90% of the target audience
owning a smartphone (Price, 2017). Their most popular time-slot for consumption is 8 pm- 12 am when
they are at home (Lehr, 2015). Although, 36% admit they are connected 24/7 (Content Science, 2016)
and 43% rank social advertising as the most influential form of digital advertising (Deloitte, 2016).
Key Insights
Adrenaline, mateship and the rush of a V8 Supercars event is the secret to its success. For the target
audience, the V8 Supercars’ Gold Coast 600 is the child in all of us. That spark of excitement and
adrenaline that bursts through our boring, scheduled adult lives. If the target audience wants to break
away from their 9-5 routine, then they should choose a Supercars summer.

4. 4
Media Objectives and Media Strategy
Media Objectives
The media objective for this campaign is to reach males between the ages of 18 – 35 with a high
frequency in the Brisbane and Gold Coast areas. A flighting strategy will be used in the 4 week campaign
leading up to the Gold Coast event and will have a budget of $3, 000,000. The main call to action is for
our target audience to purchase tickets to the V8 Supercars event online before the event day.
Media Strategy
Our target audience of ‘hip-ennial’ men are thrill-seekers and party makers looking for the best events
and experiences on offer (Roy Morgan, 2016). Therefore, it is vital that the media strategy reflects the
needs and wants of this target audience by highlighting the unique qualities of the Supercars product.
An issue that came across while researching the Supercars product was that this is a high involvement
category with many competitors – especially on the Gold Coast. There were too many ‘experience’
options on offer such as theme parks, notable beaches and tourist attractions (Everett, 2015). Thus, the
Supercars product was often forgotten as a viable option for our target audience to choose, let alone,
even consider purchasing.
Therefore, the ‘Choose Your (Supercars) Summer’ strategy, positions Supercars as the best and most
exciting way to start your summer of fun. This big idea will appeal to this target audience as is meets
their wants and needs and positions the Supercars Gold Coast event as unique, exciting and a realistic
option for their summer activities. This campaign will seek to influence this target audiences purchasing
behaviour by encouraging millennial males to identify with the ‘mateship’, ‘rush’ and ‘adrenaline’ of the
Supercars product, therefore, creating an emotional connection.
The coverage for this campaign and strategy will mainly be in the Brisbane and Gold Coast areas as this
is within travelling distance to the event. A high frequency strategy will be employed in these locations
to reach as much of target audience as possible and as frequently as possible. Supercars Gold Coast
competitors also advertise frequently in these areas therefore, Supercars need to break through in this
market area (Campaign Brief Australia, 2017). However, areas outside of this location will also be
reached, but on a less frequent level as they are less likely to travel for this event and are not the ‘lowest
hanging fruit’ within our target audience.
Media that will be heavily employed across this strategy will be earned media such as social platforms
like Facebook. Influencers such as musicians who will be performing at the Supercar event will also use
their platforms to advertise. These platforms increase shareable content, audience participation and
brand loyalty (McCriddle, 2013). Paid media such as television commercials will also be used to reach a
wider audience at a national level. The final types of paid media employed more locally are radio
advertisements on B105 and Triple J as well as Out-of-Home media specifically on public transport
platforms in busy city areas.
Media Evaluation Plan
To judge the effectiveness and reach of the campaign, various measurement methods will be used.
Firstly, the number of sales made during the running of this campaign will be measured. As well as social

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media metrics such as likes, shares and comments on posts specifically related to this campaign. Also,
while purchasing online tickets, customer will be asked a simple survey question of how they heard
about the event to understand where our customers are coming from. These results will then be
compared to previous ticket sales in 2016.
Media Channels and Options
Introduction
Whilst millennials are the greatest users of technology, they are also the greatest users of ad blockers,
thus administering greater difficulty when establishing a connection. Subsequently, alternative methods
of advertising need be considered. The saturation of typical media is not to be seen as a hindrance, but
instead leverage for greater opportunities. Supercars aims to position themselves as a unique category,
and in the pursuit of less obvious mediums they reflect this mission.
Analysis
Media Channel Key Advantages Key Disadvantages
Out-of-home
(OOH)
High impact
Creative flexibility
High reach and frequency (Outdoor Media
Association, 2015)
Cost effective
Not necessarily high recall
Lack of audience measurement
Planning and production costs
Creative restrictions from
council
Limited to simple messages
Television High reach
Targets broad demographics
Dynamic with sound, text, and movement
Delivers a call to action
High production and media
cost
Ad-clutter
Susceptible to channel surfing
Increased distraction
Influencer Ability to convey targeted messages
Ability to engage and interact
Utilizes key decision making factor in millennials -
Peer influence
Production can be time
consuming
Posts can be confused for
generic ads
Radio Cheaper CPM’s to other mediums
Fast turn around
Inexpensive production
Builds frequency quickly
Slow to build reach
Cluttered
Passive medium
Recommendations
OOH
The data provided by the ABS (2010) deduces Sydney as the worst traffic spot in Australia. With the
current growth, the congestion is expected to exponentially increase (Bagshaw, 2015). This may be a
predicament for commuters, but is a window of opportunity for advertisers. Whilst other channels
fragment and fight, battling through the clutter, OOH continues to gain audience.

6. 6
Despite high installation costs and planning time, OOH is a proven high impact, effective method of
advertising, with 86% of people stating OOH helps a brand stand out (Nielsen, 2016). NeuroInsights
developed by APN Outdoor (2017) demonstrate progressive impact of ‘+9% when platform dwell time is
over 3 minutes’. With an average platform waiting time of 12 minutes, and 21% of that time spent
actively viewing ads, high traffic transit stations are a highly appealing medium.
Efficacious to the target market due to the multitudinous hours spent commuting, it is recommended to
implore OOH with large format billboards in the traffic hot spots of Brisbane and Sydney.
Television
As Australia’s leading media channel, television has unrivalled reach aptitude making it a key medium in
the execution of Supercar’s mission. In just four weeks, free-TV reaches 94.7% of Australians, with free-
TV multi-channels dominating the viewing share (Free TV Australia, 2017). 7mate, ranking second in the
share of nightly viewing, is the dominant channel for men aged under 40, making it the optimal vehicle.
The channel describes itself as ‘man’s’ best friend’ (Seven West Media, 2017), and targets those aged
25+ (Idato, 2010). A three week campaign over four major metro cities with 7mate is recommended to
provide the reach coveted by Supercars.
Radio
More than 16 million Australians are reached by radio weekly, resulting in one of the highest reaches for
advertising. It is complementary to other mediums, and is furthermore the best vehicle to drive people
to websites (Commercial Radio Australia, 2010.)
Southern Cross Austereo boasts the most substantial radio footprint in Australia. Their company is
separated into two brands, Hit Network and Triple M, number one and the largest radio stations
respectively. With the Hit Network targeting under 40’s and Triple M targeting 25-54 year olds, both
qualify as suitable candidates (Southern Cross Austereo, 2017). With the Nova Network amassing the
largest customer share in under 40s and being the most popular network amongst 25-54 year olds, it is
to also be considered as an additional pathway to maximise reach (Nova Entertainment, 2017). By using
all three stations in conjunction with one another, respective of highest views per city, Supercars will
maximise reach with an incremental increase in frequency.
Online Influence
In 2016, word of mouth became the primary influencer in purchase decisions when 76% of millennials
identified social recommendations as having the highest influence (Deloitte, 2016). The majority
recognised digital reviews as key leverage, well surpassing television (Deloitte, 2016), while it was found
that they were 247% more likely to be influenced by social networking sites (Moraes, 2015).
With millennials being connected to and shaped by their peers more than any other generation
(McCrindle, 2017), personal platforms such as Facebook and YouTube should be employed by Supercars.
As the number one platform for millennials, Facebook provides high reach and ongoing frequency, as
well as the ability to convey a strong personal message and connection. 4.75 billion pieces of content
are shared daily on Facebook (Zephoria Digital Marketing, 2017), and with 69% of millennials indicating

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that they would be more likely to share an ad on social media if it were to be humorous (Forer, 2017), it
is recommended to exhort irony and hilarity in the pursuit of breaking through the clutter.
Conclusion
In a world saturated with advertising, companies must work assiduously and meticulously to engage and
connect with a target audience. Empirical evidence outlines the success of using multiple mediums in an
integrated marketing plan to evince greater reach and intensify campaigns (Outdoor Advertising
Association of America, 2013 & Rubinson, 2009). All selected mediums aim to be synonymous with the
Supercars mission to break through boring and embrace something extraordinary. Demers, 2016,
outlined the importance of interaction on an individual and personal level, an ideology that is invaluable
and should be considered regardless of chosen mediums.
Media Budget and Media Schematic
As the table below shows, the planned budget for this campaign for the V8 Supercars Gold Coast event
will use $2,996,851 of the $3,000,000 budget given. The TNT team decided to cover many different
forms of media for this campaign, taking advantage of platforms such as OOH and digital to reach the
target audience more effectively and more frequently. It was decided that the campaign will run from
the 24th of September until the 22nd of October, this ensures a 4 week campaign but will not continue
to run once the event is finished.
The OOH budget is split between small and large formats, transit and billboards. Media types such as the
train station platform buy-out, while the most expensive of the OOH, can be justified as these
placements will be extremely targeted to the audience we want for this campaign and will offer high
frequency to the audience. As with the placement of the digital billboards on major roads surrounding
the inner city will offer high frequency to the audience we are trying to target while perhaps stuck in city
traffic.
Media Investment Approx. % of Investment
OOH $583,000 20%
Radio $514,400 17%
Digital $40,000 1%
TV $1,858,651 62%
Media Type Market Length/Size Placement Total #
of spots
Cost per
spot
Total Cost
OOH- Small
Format
Brisbane Bus Shelter Panel Central Brisbane (i.e.
Adelaide St, George
St)
120 $665 $ 79,800
OOH- Large
Format
Brisbane Train Station
Platform Buy-out
Central Station $ 44,900
OOH- Large
Format
Sydney Train Station
Platform Buy-out
Central Station $ 99,900
OOH- Large Melbourne Train Station City Central, Flagstaff, $ 99,900

8. 8
Our digital media platforms consist of 4 influencer campaigns. To cut back on the budget the TNT team
decided to only enroll artists Delta, Hilltop Hoods, Montaigne and Violent Soho as they are the 4 artists
that appeal to the audience we are targeting with this new campaign. These artists also had some of the
highest followers on social media. It is suggested that these influencers post one post a week for the
first 3 weeks and in the last week post twice, allowing more frequency for the audience closer to the
event.
Our radio budget allows for two stations each in Brisbane and Sydney and one station each in
Melbourne and Adelaide. Having only two stations per city allows for higher frequency in which these
advertisements will be heard by the target audience. The budget impacted these decisions, only
allowing one station for both Melbourne and Adelaide, although the TNT team felt this would not be a
problem as Brisbane and Sydney are the two major players we want to target.
Format Connect Buy-out Parliament
OOH- Large
Format
Brisbane Digital Billboard Major roads
surrounding the
inner city
6 $ 14,000 $ 84,000
OOH- Large
Format
Sydney Digital Billboard Major roads
surrounding the
inner city
10 $17,500 $ 175,000
Media Type Market Length/Size Placement
24/09
01/10
08/10
15/10
Total #
of spots
Cost per
spot
Total Cost
Digital-
Influencer
Campaign
National 5 Posts Delta 1 1 1 2 5 $2,000 $10,00
Digital-
Influencer
Campaign
National 5 Posts Hilltop
Hoods
1 1 1 2 5 $2,000 $10,00
Digital-
Influencer
Campaign
National 5 Posts Montaigne 1 1 1 2 5 $2,000 $10,00
Digital-
Influencer
Campaign
National 5 Posts Violent
Soho
1 1 1 2 5 $2,000 $10,00
Media
Type
Market Length/Size Placement
24/09
01/10
08/10
15/10
Total
# of
spots
Cost per
spot
Total Cost
Radio Brisbane 30 seconds
Hit105-
BMAD 40 40 40 40 160 $528 $84,480
Radio Brisbane 30 seconds
Nova 106.9-
BMAD 40 40 40 40 160 $424 $67,840
Radio Sydney 30 seconds Triple M- 40 40 40 40 160 $706 $112,960

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Finally, budget was a large factor in the TV channel decisions, the final decision being one channel,
7mate, for 3 weeks, not 4. The decision to only dominate one channel for the campaign was based
majorly on the budget but also the decision to use peak hour time slots and a high amount of TARPS.
The decision to only run the TV platform for 3 weeks was influenced by the budget, although the TNT
team did think this was a good strategic idea. The campaign will run from the 24th of September, this
meaning all other platforms would begin the last week of September to begin informing people of the
event and then the first day of October TV will make an appearance and continue for the remainder of
the campaign for more impact and frequency.
BMAD
Radio Sydney 30 seconds
Hit 104.1-
BMAD 40 40 40 40 160 $554 $88,640
Radio Melbourne 30 seconds
Triple M-
BMAD 40 40 40 40 160 $826 $132,160
Radio Adelaide 30 seconds
Nova 91.9-
BMAD 40 40 40 40 160 $177 $28,320
Media
Type
Market Length/Size Placement Total #
of
spots
Cost per
spot
Total Cost
TV Brisbane 30 seconds 7mate
180
TARPS $803 $351,443
TV Melbourne 30 seconds 7mate
180
TARPS $982 $547,074
TV Sydney 30 seconds 7mate
180
TARPS $1,674 $859,054
TV Adelaide 30 seconds 7mate
180
TARPS $ 246 $101,380

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