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We sponsored a race car, and proved why startups should still invest in brand

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Each year, the Melbourne Grand Prix pulls in millions in advertising from brands around the country. These are usually household names. But this year, we decided to buck the trend.

We threw out the startup marketing rulebook, and invested in the sponsorship of Cooper Murray’s car in the Porsche Carrera cup.

Why is this unusual?

Most startups start this form of marketing a bit later on in their growth, typically following a big burst of funding. And even then, it’s rare. Perhaps the most memorable out-of-home campaign by an earlier stage startup is Koala’s series of billboards taking IKEA down a notch.

It was a gamble, as Carbar is less than three years old, and we’re only just starting to gain recognition in the broader auto market.

We wanted to share the story behind the deal, as we think it’s fascinating, and may change some startup marketing managers’ minds on investing in brand-based advertising ahead of a big bump in funding.

Carbar’s marketing to date

First, here’s a bit of information to bring you up to speed on where we are at with our........

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