Repco has partnered with Thinkerbell to launch a new brand platform, titled 'Gets You Goin', tapping into the passions of car enthusiasts.

The campaign includes a series of films and vignettes that car enthusiasts can relate to, and features a brand mnemonic that utilises the sound of Jack Brabham’s famous BT19 formula 1 car engine, developed and built by Repco in the 60s.

Created entirely within Thinkerbell's newly developed production capability, Hotel Bell, the campaign will roll out across radio, TV, online, in-store, catalogues, and promotions in Australia and New Zealand.

Executive Creative Tinker at Thinkerbell, Ben Couzens, 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.”

GM Marketing and Retail Strategy NZ, Elizabeth Cox, said: “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. 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.”

General Manager of Marketing at Repco, GPC, Kym Sutherland, said: “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.”