Supercheap turns Bathurst tent into a content cornerstone and highest-grossing store

February 16, 2017 1:15

Retailers are missing out on a direct line to customers through sponsorships with the sector accounting for just 3% of the $880m sponsorship pie.

Supercheap’s David Bauer has seen Bathurst sponsorship grow into something bigger

Matt Newell, executive strategy director at The General Store, which has worked closely with Supercheap Auto to build its flagship Bathurst sponsorship, said that sponsorship was a huge, wasted opportunity for the sector, likening many retailer’s approach to running a TV ad showing nothing but the logo.

And Supercheap’s general manager of customer, communication and engagement, David Bauer, said the retail chain had turned the event into a host for a “tent” that has become the company’s most successful store.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

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1 COMMENTS

SupaCheap Man 17 Feb 17

A quick look at YouTube shows Super Cheap’s 22-minute clip has had just 201,000 views.

Number one? Surely not! And if so, how? What’s the average view time? Also, how much did Super Cheap spend on YouTube to back it up as with only 200,000 views it clearly has not gone viral!

I wonder if this expensive, bad excuse for some marketing staff’s own self gratification is more an example about how talk is Super Cheap!

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