For motorheads out there, the Bathurst 12 Hour needs no explanation. Inspired by the long-running Bathurst 1000, which is widely acknowledged as the best event in Australian motorsport, the 12 Hour is gaining an international reputation of its own.

Now in its fourth year as a major race team sponsor and partner, Icebreak wanted to effectively capture the thrills, spills and adrenalin rush of the 2018 event, held in February. It also wanted to capitalise on the launch of its 2017 flagship innovation, Ice Break Extra Shot, a premium product designed to take iced coffee to a whole new level in terms of flavour and price point.

What better way to achieve those two goals than with a super-charged campaign featuring Ice Break Extra Shot as a product hero at the event?

For our part, we were asked to provide film coverage that reflected the buzz and excitement of the race weekend. We did so in an action-packed video series that gives viewers a taste of the fast life, both on the tracks and behind the scenes. The videos added another dimension to the Icebreak sponsorship, while of course fuelling exposure for Ice Break Extra Shot.

We have developed a strategy for the lead up for next year’s race, by amplifying the content through the client’s social media channels.

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