The company said the Supercars tie-up confirmed its long-standing relationship with motorsport and the TV campaign uses humour to highlight the automotive knowledge of its staff.
Repco executive general manager Wayne Bryant said the announcements “move Repco into sixth gear”.
“The change is a business transformation, and we’re thrilled to be delivering this for our customers, staff and suppliers,” he said.
“The intention is to create a new strategic platform for the business that would be built on expertise and the customer’s relationship with their vehicle.”
Repco said that the new tagline ‘It starts with the parts’ is a reminder to customers to shop at the company stores because it was a “true authority” on automotive parts.
The company has about 4500 staff in 400 national stores, and the campaign aims to inform viewers that the expertise of its staff is the backbone of the business.
Repco’s campaign, by agency Cummins&Partners, is the first time the company has been on the small screen for many years. It will unroll four TV commercials that will followed up by social, digital, POS and catalogue presentations.
By Neil Dowling
Read More: Related articles
