The Bathurst 1000 carries weight with the exact audience Chiko sells to, so the brand ran a national competition off the back of the race. Chiko briefed Cielo to design and run a consumer promotion that drove Chiko roll sales, built brand awareness, and captured first party data, with the ultimate Bathurst weekend as the prize.
The Brief
The Bathurst 1000 carries weight with the exact audience Chiko sells to, so the brand ran a national competition off the back of the race. For the 2025 event, Chiko briefed Cielo to design and run a consumer promotion that drove Chiko roll sales, built brand awareness, and captured first party data, with the ultimate Bathurst weekend as the prize.
What Was Delivered
The entry mechanic stayed simple. Fans bought a Chiko roll from a servo or fish and chip shop, scanned the in store signage, and uploaded their entry online. Cielo handled the graphic design, built the competition website, and ran the promotion across the Chiko, Supercars, and Erebus social and digital channels for reach, with the prize set as a money can't buy weekend at the race, flights, accommodation, transfers, helicopter rides, and tickets all included.
Across five weeks in August and September 2025, the competition pulled 2,352 entries from every state and territory in the country, putting Chiko in front of fans well beyond the track. Cielo ran the draw, the winner communications, and the prize delivery from start to finish, flying four winners to Bathurst for the weekend.
The team were proactive, accommodating, and readily available from concepting all the way through to production. We truly valued the thinking and input from the Cielo team.
Eleanor Henry, Marketing Manager, Brand and Communications, Simplot