Repco launches new platform via Thinkerbell, ‘Gets You Goin’

Repco launches 'Gets You Goin' via Thinkerbell

Elizabeth Cox: “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.”

Australian automotive engineering and retail company, Repco, has launched its new brand platform, Gets You Goin’, via Thinkerbell’s newly created production arm, Hotel Bell.

This brand idea is based on Repco’s understanding of the quirks and truths of being a car lover. The launch includes a series of films that feature relatable moments for car enthusiasts, from almost losing a 10mm socket in an engine bay to making an instant mate based on a shared affinity for cars.

The campaign also introduces a brand mnemonic that leverages Repco’s racing heritage. The engine of Jack Brabham’s famous BT19 Formula 1 car, developed and built by Repco in the 1960s, has been sampled to create the “rev” sound incorporated into 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,” said Ben Couzens, executive creative Tinker at Thinkerbell.

“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,” added Elizabeth Cox, Repco general manager of marketing and retail strategy New Zealand.

“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.”

Repco 'Gets You Goin' via Thinkerbell catalogue ad

The campaign will be supported by a roll out across TV, online, in-store, and catalogues, and promotions in Australia and New Zealand.

Kym Sutherland, general manager of marketing at Repco, GPC, stated: “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.”


This week, Thinkerbell also announced a host of leadership appointments across its Melbourne (The South), Sydney (The North) and New Zealand (Aotearoa) offices. In Melbourne, Nick Bennett was promoted to general manager, and Tom Wenborn to chief creative Tinker. Paul Swann was promoted to chief creative Tinker in Sydney.

The creative agency also appointed Jacqueline Archer as national head of integrated production, and named Laura Stevenson executive head Thinker as she returns to Australia after five years in the UK to lead Thinker’s Lion account

See also: Thinkerbell promotes Nick Bennett to GM as series of senior appointments announced

Creative agency: Thinkerbell
Client:  Repco
Production company: Hotel Bell @ Thinkerbell
Director: Dom Meehan
Photographer: Jesper Nielsen
Editor: Jon Holmes
Sound: Squeak E. Clean
Music: Terry Mann
Media agency: Initiative
Content agency: Wellcom

To Top