This new brand idea uses every opportunity to show motoring enthusiasts that Repco knows and deeply understands all the little quirks and truths that come with loving cars. Launching with a suite of films, ‘Gets you goin’ vignettes moments that all car enthusiasts can relate to; from almost losing a 10mL socket in an engine bay, to making an instant best mate just because they’re into cars too.
This new work also features a brand mnemonic that harnesses an important part of Repco’s racing DNA. The engine of Jack Brabham’s famous 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.
“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. ” says Ben Couzens, Executive Creative Tinker at Thinkerbell.
“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 Australian and New Zealand motoring industry,” says Kym Sutherland, General Manager of Marketing at Repco, GPC.
Created entirely within Thinkerbell’s newly created production ability, Hotel Bell, Gets you goin’ rolls out across radio, TV, online, in-store, catalogues, promotions and everything in between in Australia & New Zealand.