Century Batteries Become the Official Batteries of the Supercars
In a recent announcement, Century Batteries became the official sponsor of the Virgin Australia Supercars Championship and on top of this, will take the naming rights of the Ipswich SuperSprint in July.
Aligning Century Batteries with the high-octane energy of the Supercars Championship required a strategic approach that balanced heritage with modern competitive edge. As the premier branding agency brisbane wide, our role was to ensure this multi-year partnership was 100% integrated across every marketing channel. This rigorous positioning ensures the brand commands maximum trackside visibility, resulting in a 10% to 15% increase in consumer recall among motorsport fans.
Andrew Bottoms, Century’s Australia’s Marketing Manager (Automotive) said that “This is another way we can connect with our motoring community; an exciting partnership which will showcase the Century brand and our Australian-made product to a new audience of motoring enthusiasts.”
Supercars Chief Operation Officer Shane Howard shares the excitement, stating: “Century is one of Australia’s most successful manufacturing firms, having grown from humble beginnings 90 years ago to be one of the most recognised brands in the country. We are enormously proud to have such an iconic Australian company join the Supercar family. Century will help us further grow our great sport for the fans.”
A major sports sponsorship is a massive investment that requires careful execution to avoid becoming a simple logo-placement exercise. Our work as a trusted branding company in brisbane focused on creating a deep, authentic connection between the drivers, the fans, and Century’s Australian-made product line. This disciplined rollout creates an excellent opportunity for growth by turning fan loyalty into a 100% predictable driver of retail and trade sales.
Having worked with Century batteries for close to 4 years, the team here at Viabrand was nothing short of excited for this achievement. Throughout this time, we’ve worked on branding projects, rolling out marketing materials and numerous campaigns for Century and their family of brands. This time, we needed to produce something that would capture the attention of people and give this partnership the spotlight it deserves.
Our task was to develop concepts that promoted Century Batteries as the official battery of the Supercars. A medium of media that is quickly gaining popularity due to its ability to communicate a clear message and attract high engagement rates, is video. With this in mind, we set out to produce a corporate launch showreel video that would impress and educate viewers.
We started the process with concept development; researching, producing copy and visual designs, and concept drafts. Once we were given the green light, it was time to let our talented film friends take the wheel and put together what Century wanted with our strategic direction behind it.
From the high-visibility car wraps to the broadcast graphics, every touchpoint had to project premium durability. Our internal brand design agency brisbane team built a comprehensive visual asset toolkit that allowed Century’s marketing team to launch co-branded campaigns flawlessly. When your event collateral is 100% unified under a strict design system, your business projects an undeniable level of market authority that outpaces the competition.</p>
We love delivering results and going to vast lengths for our clients. The measure of success for this project was Century now having the showreel produced as a TVC for national distribution.