Auto One launches brand platform ‘It’s the one’ in first work from Edge

Auto parts retailer Auto One has launched a new brand platform ‘It’s the one’ with a campaign from creative agency, Edge.

According to the agency, the strategy behind the campaign was revised to focus on building brand saliency due to the current retail situation caused by COVID-19.

The campaign is the first work from the agency since it won the creative and media account for Auto One earlier this year.

Lee Scott, general manager of merchandise and marketing, said: “We were looking for a creative platform that would help differentiate us in a crowded auto parts and accessories environment and the guys at Edge nailed it.

“It’s a tough retail climate at the moment but hopefully this campaign can put a smile on our audience’s faces. There’s certainly no better time for our car enthusiast customers to get under the bonnet and do what they love best.”

David Stretch, Edge managing director, said: “When we spoke to Auto One store owners, one thing really jumped out: that just like their customers, they love modifying, tinkering with, repairing and even racing anything that can be revved.

“This, coupled with the depth of expertise and personalised service they offer, makes Auto One ‘The One’ when it comes to auto parts and accessories.”

Musician Les Gock has put together a new jingle for Auto One, based on the ‘It’s the one’ brand platform.

The campaign will initially consist of 15-second and six-second spots across SVOD, digital, and social media. Throughout the year it will appear on TV, radio, digital, social media, catalogues and in-store.

Retail promotions on a national and local level will be adjusted once the retail industry returns to full service.


Agency: Edge
Senior Copywriter: Peter Mountford
Senior Art Director: Sal Cavallaro
Executive Planning Director: Richard Parker
Senior Planner: Milica Djurovic
Executive Director – Account Management: Nicole Gardner
Account Manager: Grace Sheridan
Media Director: Inez Zimakowski

Production Company: Helium & Vandal
Director: Zachary Lynch-Woodlock
Producer: Ben O’Donnell

Jingle: Les Gock

Client: Auto One
Managing Director: Andrew Boath
General Manager Merchandise & Marketing: Lee Scott
Marketing Coordinator: Maria Nader


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