Power, Presence, and Performance: Boost Mobile Launches New Drift Car at Perth Supercars

The Supercars Championship returned to Wanneroo Raceway in Perth with all the noise, speed, and spectacle motorsport fans could hope for, and this year, Boost Mobile took it to the next level.

We officially launched the new, and second, Boost Mobile Drift Car, and from the moment it fired up in the paddock to its powerful laps around the track, it became clear, this isn’t just another showpiece,  it’s a statement.In this article, we’ll take you behind the scenes of this incredible launch and explore the power of vehicle wraps as a brand activation tool.

The Launch: A Crowd-Puller from the Start

Perth fans didn’t hold back their enthusiasm, and neither did we. The new Boost Mobile Drift Car made its on track debut in front of thousands of spectators, roaring into the spotlight and drawing immediate attention. This was more than a reveal, it was an introduction to a car that will become a key visual and performance icon across multiple Supercars events this year.

The energy on the ground was electric. From high-speed sessions on track to fans lining up to see the vehicle up close in the paddock, the buzz around the new drift car was real. With two Boost cars on track, the new Hilux, and the iconic S13, there was no missing the orange and black presence flying across the circuit.

The Boost Course Car Rides: Putting Fans in the Front Row

As part of the activation, the drift car was also run in the Course Car Rides sessions, giving select guests the ultimate adrenaline experience. There’s something special about strapping into a branded car, hearing the engine roar to life, and flying down the track with a professional driver behind the wheel.

These rides aren’t just for show, they’re about immersing people in the brand. It’s brand storytelling, but it happens at 200+ km/h.

Why Branded Vehicles Matter for Brand Activations

The launch wasn’t just about putting a new car on display,  it was a tactical decision rooted in brand marketing, fan engagement, and entertainment strategy.

Branded vehicles are mobile billboards, but they’re so much more than that when activated correctly. Here’s why they matter:

1. Visibility That Cuts Through the Noise

In a sea of signage, merchandise, and media, a car in motion,  especially one with a striking livery, commands attention. Boost’s instantly recognisable colour palette and bold graphics ensure the car isn’t just seen… it’s remembered.

Every lap the car took was an opportunity for fans to snap content, tag the brand, and amplify reach beyond the track.

2. Authentic Connection to Motorsport Culture

Boost Mobile has long been embedded in youth culture and extreme sports, and motorsport is a natural fit. By investing in track experiences like the drift car, Boost deepens its connection to the community, not just as a sponsor, but as an active participant.

This kind of integration builds credibility, and that credibility is what fosters long-term brand loyalty.

3. Content Goldmine

The Boost Mobile Drift Car isn’t just designed for speed, it’s built for storytelling.

Every burnout, overtake, paddock moment, or ride along creates content opportunities - video snippets, fan reactions, Instagram stories, TikToks, and highlight reels. When fans share their experiences, they become brand ambassadors without even realising it.

4. Entertainment Value That Elevates the Event

Let’s face it, racing is exciting, but the modern fan is looking for more than just the main game. They want immersive, high energy, multi sensory experiences. They want entertainment. And that’s exactly what vehicles like the Boost Drift Car deliver.

The thrill of watching it carve corners, hearing it rev in the paddock, or riding shotgun creates memories that last well beyond race weekend.

The People Behind the Wheel

Big shoutout to Mitch Pullen, whose talent and commitment brought the Boost Drift Car vision to life. From concept to execution, the vehicle is a result of collaboration, craftsmanship, and a shared passion for pushing boundaries. He has worked tirelessly around the clock for the past 6 months to bring this car to life. 

Throw in Luke Fink on track, one of the world’s best drifters, we had the ultimate show!

What makes working with talents like Mitch and Luke so powerful is that it adds personality to the brand. Fans don’t just connect with a logo, they connect with the people, the stories, the energy behind the scenes. That human element is what transforms a brand into a community.

What’s Next: Hitting More Supercars Events in 2025

This is just the beginning.

The Boost Mobile Drift Car will continue its run at select Supercars events throughout 2025, turning heads, thrilling guests, and putting the brand where it belongs, in the fast lane.

From activations to ride experiences, curated content moments, and on track action, we’ll keep finding new ways to engage fans, turn up the volume, and deliver Boost-style energy every time the wheels hit the track.

In Summary: It’s About More Than Motorsport

Yes, we launched a car. Yes, it looked incredible and sounded even better. But this event was about more than a vehicle. It was about the power of showing up boldly, creating touchpoints that resonate, and leaving people with an experience they won’t forget.

Branded cars are not just about performance, they’re about presence, identity, and impact. At Cielo House, we help brands go beyond the logo. Our expert team is dedicated to design and deliver wrapped experiences that turn heads and win hearts.

And we’re just getting warmed up.

Curious about how your brand could look at full speed? Visit our website and discover more about our sponsorship services.