Repco, Thinkerbell and Initiative Win Marketing Award for Bringin’ the Bathurst Bus Tours

Why It Matters

The award validates Repco’s shift from traditional sponsorship to immersive brand experiences, strengthening its connection with a broader automotive audience and driving retail growth in a competitive aftermarket market.

Key Takeaways

• Repco won Most Innovative Marketing Award at AAAE 2025
• Campaign integrated TV, OOH, social, and race‑day activations
• Partnership with Thinkerbell and Initiative drove fan‑centric storytelling
• Boosted Repco’s brand relevance among both hardcore and new motorsport fans

Pulse Analysis

The Australian automotive aftermarket is increasingly competitive, prompting brands to seek experiential tactics that cut through clutter. Repco’s "Bringin’ The Bathurst" initiative exemplifies this shift, leveraging the cultural cachet of the Bathurst 1000 to create a multi‑channel narrative that extends beyond a single TV spot. By weaving historic race footage, celebrity reunions, and a whimsical bus‑ride storyline, the campaign positioned Repco as an authentic participant in the motorsport community rather than a distant sponsor.

Execution was a masterclass in integrated marketing. Thinkerbell crafted the creative concept, while Initiative orchestrated media placement across broadcast, out‑of‑home billboards along the Mount Panorama route, and a robust social push timed with the six‑week race build‑up. The result was a seamless fan journey—from pre‑race anticipation to on‑site engagement—delivering measurable lift in brand recall and retail foot traffic. Industry analysis from System1 praised the ad’s humor and character depth, noting its rare ability to resonate with both enthusiasts and casual viewers.

For Repco, the award and campaign performance signal a successful pivot toward experience‑driven growth. Embedding the brand within the emotional fabric of the race weekend not only reinforces loyalty among existing customers but also attracts a new cohort of car enthusiasts. As the 2026 edition is already in development, Repco is poised to deepen its market penetration, setting a benchmark for aftermarket players aiming to blend sponsorship with immersive storytelling in the digital age.