Automotive retailer Repco has launched a new brand campaign in celebration of 100 years on the road, created by its creative and strategic agency of record Thinkerbell.
The campaign, ‘Driven by Passion for 100 Years’, makes for a game of ‘I-SPY’ for car lovers, feature Easter egg placements of historical car history, racing moments and pop culture, from Brian’s ’94 Supra, the fabled Peter Brock Energy Polarizer, the rock that ended DJ’s Bathurst, or Brabham’s legendary engine.
Thinkerbell was first appointed to the Repco account following a competitive pitch in the first half of 2021. The agency has since created a number of new works for the brand, including its Bathurst 1000 sponsorship launch ‘Bringin the bathurst’ and subsequent iterations of the platform during the race event.
The new campaign is carefully crafted to remind Australia and New Zealand of Repco’s deep connection to auto culture, from winning F1 championships to helping you fix your first car.
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With hidden references loaded throughout all assets, the campaign is set to roll out across TV, Print, Radio, Social and Instore, culminating in an interactive game – challenging enthusiasts to test their skills with an online experience.
The campaign will culminate in an online interactive game
Jim Ingram, national chief creative tinker at Thinkerbell said: ‘Whether you’re buying an air freshener for your new car, or a replacement four-barrel carby for your old one, anyone who shops at Repco shares a passion for all things auto. And it’s been fun creating a centenary campaign that’s riddled with hidden moments of passion, some obvious and some that will challenge even the most rusted on car nut.”
Kym Sutherland, general manager, marketing: “Repco’s been there for all car enthusiasts for a hundred years now. Whether it’s yours, or someone else’s that you’re working on, we understand that passion – it’s how we got started in the first place.”
Credits
Client: Repco
Scott Whiteley – Executive General Manager Marketing and CX, Automotive
Kym Sutherland – General Manager, Marketing
Priscilla Sugrue – Brand Manager
Creative Agency: Thinker Bell
Matias Reyes – Creative Tinker
Julia Keller – Thinker Cale Berry – Creative Tinker
Gideon Nedas – Lead Thinker Jess Evernden – Lead Production Tinker
Jaime Morgan – General Manager – South
Dom Counahan – Exec Brand Thinker
Jim Ingram – National Chief Creative Tinker
Sam Whatley – Lead Creative Tinker
Josh Parmenter – Lead Creative Tinker
Adam Ferrier – Chief Thinker
Media Agency: Initiative
Aaron Farrelly – Group Director
Bec Olsson – Partnerships Manager
Production Co: The Producers
Mitch Kennedy – Director
Victoria Conners – Exec Producer
Original Composition: Ack Kinmonth
Sound: BangBang
Digital Agency: Kojo