Repco has introduced a new brand platform which showcases its staff.
Australia and New Zealand auto parts chain Repco has launched a new TV campaign in partnership with Cummins & Partners Melbourne.
The campaign, It Starts with the Parts, brings the retailer back to the small screen and aims to reposition the brand in the market.
The TV executions depicts a couple of Repco employees testing each other's knowledge of small parts of cars, such as oil type and auto-related ‘artistic visions.’
Cummins & Partners creative director Chris Ellis reckons the new approach will connect with car lovers and punters alike.
Repco executive general manager Jamie Walton says the campaign aims to demonstrate the expertise within the business.
“This campaign demonstrates our passion with a level of warmth and wit that we think is accurate for the brand. In doing so, we’re inviting people to put us to the test," Walston says.
The campaign execution primarily consists on short 15-second TV slots, followed by social, digital, POS and catalogue mediums.
