Repco celebrates passion and the thing that ‘Gets You Goin’ in new campaign, via Thinkerbell
Repco has launched a new brand platform, connecting with audiences over their passion for cars and the thing that ‘Gets You Goin’, via Thinkerbell’s newly-created production ability.
Using every opportunity to show motoring enthusiasts that Repco knows and deeply understands the truths that come with loving cars, the new campaign, produced by Thinkerbell’s production arm Hotel Bell, features a number of 30s, 15s and 6s films.
From almost losing a 10mm socket in the engine bay, to instantly connecting with someone due to the shared passion of cars, the work portrays moments that all car lovers can relate to.
“Repco knows our customers – across trade and retail we share their passion. Repco’s new look and campaign brings the ultimate customer insights to life, picking up on moments that will resonate with car lovers of all ages,” said Elizabeth Cox, GM of marketing and retail strategy, at Repco NZ.
“We’ve deliberately taken a strong lead from research and customer voice and the subtle humour and quirks of what it means to be a car lover is at the heart of these ads. Now that it’s live, we look forward to the ‘Gets You Goin’ campaign coming to life throughout our marketing and our business.”
Repco’s general manager of marketing, Kym Sutherland, added: “2022 marked 100 years of Repco operating in Australia and New Zealand. In those 100 years we’ve been cemented as part of the motoring fabric of Australia.
“This project is a step forward and represents an eye for the future as a brand and our ambition to remain a leader in the Australia and New Zealand motoring industry.”
The new work also features a brand mnemonic, harnessing an important part of its racing DNA. The engine of legendary former Australian racing driver Jack Brabham’s BT19 Formula 1 car was developed and built by Repco in the 60’s. and now its sound has been sampled and used to activate the rev as part of the brand’s logo.
Ben Couzens, executive creative tinker at Thinkerbell, said: “We love how this idea really does permeate right through every touchpoint. Whether it’s a retail poster in store or a radio ad, everything is an opportunity for Repco to prove its shared passion for the drive.”
The campaign is live across radio, TV, online, in-store, catalogues and promotions in Australia and New Zealand.
Other assets:
Credits:
Creative agency – Thinkerbell
Client – Repco
Production:
Production company – Hotel Bell @ Thinkerbell
Director – Dom Meehan
Photographer – Jesper Nielsen
Editor – Jon Holmes
Sound – Squeak E. Clean
Music – Terry Mann
Media agency – Initiative
Content agency – Wellcom
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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