REPCO has been recognised for one of the automotive industry’s most successful marketing campaigns, taking home the Most Innovative Marketing Award at the Australian Automotive Aftermarket Excellence Awards in Melbourne.
The award celebrates Repco’s 2025 “Bringin’ The Bathurst” campaign, which transformed Australia’s most famous motor race into an immersive brand experience through its memorable “Bathurst Bus Tours” concept.
Designed to strengthen customer engagement and drive retail growth in a highly competitive market, the campaign extended far beyond traditional advertising. Launching during key sporting broadcasts, it generated excitement in the lead-up to the Repco Bathurst 1000 through television, social media, outdoor advertising and race-weekend activations.
Developed by creative agency Thinkerbell and supported by media agency Initiative, the campaign tapped into the six-week build-up that motorsport fans eagerly anticipate each year. The centrepiece television commercial followed two unsuspecting tourists on a chaotic bus journey around Mount Panorama, revisiting some of Bathurst’s most famous moments.
Among the highlights were references to Dick Johnson’s dramatic 1983 crash and the infamous 2005 on-track clash between Greg Murphy and Marcos Ambrose. The advertisement culminated in a surprise reunion of the two former rivals, delighting long-time Supercars fans.
Repco Executive General Manager Marketing Mitch Wiley said the award recognised the dedication of Repco, its agency partners and Supercars.
“Winning this award is a real recognition of the passion and hard work of the team,” Wiley said. “What makes us especially proud is that the campaign genuinely connected with race fans. We don’t just sponsor the Repco Bathurst 1000 — we’re part of the culture and passion surrounding the event.”
The campaign featured a host of racing identities from Australia and New Zealand, including Jim Richards, Greg Murphy, Matt Payne and Todd Hazelwood.
Industry commentators praised the campaign for its storytelling, humour and emotional appeal. Research firm System1 named it among the top-performing advertisements of 2025, while creative industry observers noted its ability to engage both dedicated motorsport followers and casual viewers.
Repco first launched its annual “Bringin’ The Bathurst” campaign in 2021. Planning is already underway for the 2026 edition, which is expected to debut in September.
