Erebus Motorsport has secured the support of another business new to the world of V8 Supercars, with Korean FMCG company Nongshim signalling their arrival in the Australian marketplace for the final race of the year at this weekend's Sydney NRMA 500.
Nonghshim, makers of Korea's number one "Shin Ramyun'' noodle, will receive its first 'taste' of V8 Supercars action at Homebush with prominent branding on the front and rear windscreen banners of the #9 Mercedes-Benz E63 AMG piloted by Will Davison, as well as a unique and never-before-seen brand activation, the Nongshim Hot Lap.
Known for their famous 'spicy' noodles, Nongshim will bring some 'heat' to race goers through their innovative use of technology. Working with racing driver Andrew Clarke and brand experience agency TRO, they have filmed the first ever 360 degree lap on-board a Carrera Cup car driven byClarke.
Fans at the Homebush finale will have the opportunity to wear special Virtual Reality goggles, giving them a unique perspective of life inside the cockpit. The footage was filmed from six GoPro cameras installed in the car and 'stitched' together to give a seamless view in any direction you look.
Nongshim hopes that the technology, while in its infancy, will give fans of the sport a chance to be in the hot seat and to have the same views normally reserved for their favourite drivers. Fans can experience the Nongshim Hot Lap by visiting the Big Top food marquee on either Saturday or Sunday of the race weekend.
The partnership follows on from Erebus' successful introduction of other first-time sponsors to the sport in recent times including MEX Maintenance Software, Neil Buckby Motors, Heatcraft, John Hughes Group and Bathurst 200 Bicentenary celebrations.
Erebus Motorsport CEO Ryan Maddison said it was exciting for the team to be acting as the launching pad for the Nongshim brand in Australia.
"It's fantastic to have Nongshim on board for this weekend's Sydney 500 and exciting that they have chosen our brand to help them launch theirs on a national scale through motorsport,'' said Maddison.
"For Erebus, it's really rewarding that we have been able to introduce a range of different brands to motorsport and V8 Supercars over the past two years and I'm sure that trend will continue into the future.
"The Nongshim branding on the #9 car will no doubt attract lots of attention over the weekend and I'm sure the Nongshim hot lap experience will be well received by fans also.''
As a premium brand, Nongshim Australia Managing Director CJ Kim said it was a perfect fit to be partnering with Erebus Motorsport and the many passionate fans engaged in motorsport.
"Motorsport represents a very exciting space for our brand,'' said Kim.
"With so many passionate fans, it's the perfect opportunity for us to add value to their experience, and engage with them through their passion for fast cars. It's our hope that in doing so, we will leave them with a positive impression of our brand and products, that may influence their choice next time they are in the supermarket. Nongshim is a premium brand, and so partnering with Erebus V8 made absolute sense. They are a professional team who are as meticulous in the preparation of their product as we are in ours."
Nongshim is South Korea's largest processed food manufacturer, established in South Korea in 1965, and is fast becoming a global leader in noodles and snacks.
In January 2013, Nongshim decided to set up in Australia. The main purpose of the Australian office is to establish closer relationships, and increase sales in the mainstream market.
Nongshim's goal is to introduce Korean style noodles (which are generally spicy and soup-based) to the Australian market, and make these varieties as popular as other noodles like Laksa and Pad Thai. Data suggests most mainstream consumers are not familiar with soup based noodles. Nongshim therefore plan to establish closer relationships with potential consumers through sampling sessions at various events and occasions across Australia.