Australian automotive engineering/retailer Repco brought high levels of octane to its inaugural activation marketing its new status as the official sponsor of The Bathurst 1000 through an integrated campaign called ‘Bringin’ The Bathurst’.
Repco, whose name is an abbreviation of Replacement Parts Company and is best known across the country as a supplier and retailer for spare parts and motor accessories, has a rich heritage in motor racing and teamed up with agency Thinkerbell to create and execute a campaign.
To leverage its rights around The Bathurst 1000 – regarded by some as Australia’s most important and highest profile auto race, the annual Bathurst 1000 is a 1,000-kilometre touring car race held on the Mount Panorame Circuit in Bathurst (New South Wales) currently run as part of the Australian Supercars Championship – Repco’s activation claims the brand is ‘Bringin’ the Bathurst’s spirit of the mountain to absolutely everything/
The brand initially released a set of launch materials featuring just a Repco spokesperson, eight cylinders, heaps of octane, and a healthy amount of burnt rubber, before deploying a marketing push which included a hero spot, radios ads, plus print and OOH executions, social and digital content, POS collateral and brand catalogue features, plus at-race experiences and branding.
“We are pumped to be bringin’ racing fans the Repco Bathurst 1000 for the first time this year, and we wanted to share our passion with a campaign just as epic as Bathurst itself!” said Repco Executive GM Of Strategy & Marketing Amy Frangos. “From the moment we started working on Bringin’ The Bathurst with Thinkerbell we knew we were onto something special – and we’re only just getting started.”
Tinkerbell’s National Chief Tinker Jim Ingram added: “We’re bringin’ Repco customers and race fans exactly what they want. We’re bringin’ the noise. Bringin’ the octane. Bringin’ the spirit of The Mountain. Helmets off to our client and production team who kept bringin’ solutions as we produced this through lockdowns, restrictions and an ever-changin’ rule book.”
The campaign was created for Repco Executive General Manager Strategy and Marketing Amy Frangos aand Marketing Manager Kym Suherland by a team at agency Thinkerbell which included Josh Parmenter, Gideon Nedas, Cale Berry, Julia Keller, Jess Evernden, Jim Ingram, Adam Ferrier and Jaime Morgan.
Production was by +Ape with Director Jolyon Watkins, DP David Normand, Photographer Sam Scoufos, Producer Jason Byrne and Audio Engineer Dylan Stephens (of Risk Sound).