Autobarn is marking its 40th anniversary with a new brand platform ‘All For The Drivers’ via Melbourne agency Spinach.
The retailer, part of Bapcor Limited, operates more than 140 stores nationwide and an online store serving automotive needs across Australia.
Bapcor Executive GM, Retail, Megan Foster said: “We have the products our customers need and want, but where we truly win is our friendly, passionate experts. We needed to remind our customers what sets us apart.
“Having worked with Spinach in the past, we knew the team, the quality of their work and their unique style of getting in the trenches. That made them the perfect partner for this important piece of work.”
Spinach and Autobarn worked together on developing a new brand direction aimed at strengthening the retailer’s connection with a broad customer base. From there, the retailer and agency tapped into the warmth and approachability of the business, the brand platform ‘All for the drivers’ was born.
The new positioning aims to engage a diverse audience, including women who make up half of Autobarn’s customers, and challenges conventions in a sector often focused on revheads.
The updated brand direction launches with a campaign featuring a 60-second TV commercial features a cast of Autobarn team members and was shot on location at a drive-in during the Melbourne winter.It is also supported by shorter versions for social media, broadcast video on demand (BVOD), and digital channels.
“To have the whole of the business so enthusiastically embrace and participate is something I’ve not encountered during my 25 years in advertising. This level of passion drives everything forward, and we love the result,” Spinach Executive Creative Director Dom Megna said.
Bapcor General Manager, Marketing, Simon Davenport added: “The Autobarn brand relaunch has been a long time in the making, and now we’re finally here with an amazing finished product.
“There’s so much excitement and anticipation across the business to see it come to life. Our refreshed positioning goes straight to the heart of our customer pledge, to be customer-obsessed and support all car owners on their automotive journey, no matter who they are or what their needs may be.”
CREDITS
Bapcor
Executive GM, Retail – Megan Foster
General Manager, Marketing – Simon Davenport
Marketing Operations Manager – Meagan Hill
Marketing Specialist – James Tavitian
Creative Service Manager – John Lumampao
Social & Content Manager – Kurtis Jones
Digital Design Lead – Murray Pearce
Spinach
Managing Director: Nicole Miranda
Executive Creative Director: Dom Megna
Creative Director Art – Justin Groves
Design Lead – Jenna Tompkins
Account Manager – Paige Sobczyk
Production Manager – James Williams
Production
Spinach/Comma Films: Will Gunn, Ayden Aramze
Producer: Simon Hoy
DOP – Aaron Farrugia, Jensen Cope
1st AD – Cameron Watt
Edit/Post: Marco Damiano
Audio: Production Alley – Ben Lowe
Music – Sam Harding