The Bathurst 1000 is the biggest weekend on the Supercars calendar, drawing close to 200,000 fans to Mount Panorama. For the 2025 race, Chiko briefed Cielo to build a fan activation that sold more Chiko rolls, lifted brand awareness, and put the brand in front of a crowd that fits it perfectly.
The Brief
The Bathurst 1000 is the biggest weekend on the Supercars calendar, drawing close to 200,000 fans to Mount Panorama. Chiko briefed Cielo to build a fan activation that sold more Chiko rolls, lifted brand awareness, and put the brand in front of a crowd that fits it perfectly.
What Was Delivered
Cielo designed and built a custom Chiko servo, themed around the service stations where Chiko rolls are sold, with a food truck running hot Chikos throughout the weekend. A claw machine put prizes in reach and kept fans playing, while a signing session with the Erebus team drivers pulled the crowd in. The activation also hosted a media moment to launch the new Erebus livery, tying the brand into the racing story on the ground.
Across the weekend, the activation reached close to 200,000 fans and turned that traffic into sales, moving more than 6,000 Chiko rolls through the servo and food truck. The claw machine and merchandise giveaways kept the space busy, while the driver signing and livery launch gave Chiko a genuine moment inside the racing.
The Cielo team executed our Chiko activation seamlessly, rooted in a solid strategy and brought to life beautifully. We always felt like we had a safe pair of hands on our brand, and we cannot wait to do more together.
Eleanor Henry, Marketing Manager, Brand and Communications, Simplot