Small Change

Award School
Client: Supercheap Auto

Supercheap Auto has over 10,000 products in store. To make that a little more tangible, we proposed a bespoke outdoor piece to give their inventory a sense of scale. To extend the idea to their database, we can use customer purchase data to create personalised DLEs as a gentle nudge toward the store.

The Brief: Supercheap Auto has over 10,000 products in store. Petrolheads know this but they want to tell more people about the great products they have.

The Pivot: House brands become synonymous with savings. Supercheap Auto has a house brand, ‘Make it Super’, but it’s limited to accessories. The proposal: create a white label product range for its range of Supercheap Auto and use this as demonstration of the range of things you can buy.

The Idea: Demonstrate Supercheap Auto’s commitment to being super cheap, to the audience that needs to see it.

The Execution: A commercial promotion with Woolworths, creating miniature collectibles for all shoppers to collect, ostensibly for ‘the kids’, and, for the duration of the promotion, include a Supercheap Auto shopping aisle, that stocks the basics of the Supercheap home brand range, as a prompt to see what else Supercheap Auto might have in store.