Edge creates Auto One's new brand platform

8 April 2020

Creative Agency: Edge

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'It's the one'.

Auto parts and accessories retailer, Auto One has launched its new brand platform 'It’s the one'.

Leveraging Auto One’s authentic passion, expert knowledge and relatable service, the new platform launches with a light-hearted creative campaign.

The campaign is the first for Auto One from independent agency Edge, who secured the creative and media account earlier this year.

Given the current retail situation, the strategy was revised to focus on building awareness and brand saliency, ensuring the brand is top of mind when the market shifts.

The integrated media campaign heavily targets hardcore car enthusiasts.

“We were looking for a creative platform that would help differentiate us in a crowded auto parts and accessories environment and the guys at Edge nailed it,” Auto One general manager merchandise and marketing Lee Scott says.

“It’s a tough retail climate at the moment but hopefully this campaign can put a smile on our audience’s faces. There’s certainly no better time for our car enthusiast customers to get under the bonnet and do what they love best.”

Edge managing director David Stretch says: “When we spoke to Auto One store owners, one thing really jumped out: that just like their customers, they love modifying, tinkering with, repairing and even racing anything that can be revved. This, coupled with the depth of expertise and personalised service they offer, makes Auto One ‘The One’ when it comes to auto parts and accessories.”

The new brand and integrated campaign will roll out in the coming year across TV (FTA & STV), radio, digital, social media, catalogues and in-store.

The initial phase includes a combination of 15sec and 6sec video formats on SVOD, digital, and social featuring the following new creative. 

Edge recruited Les Gock (of Hush fame) and some of his famous Australian rocker friends to put down the new “It’s the One” jingle. Check out the new Auto One jingle and behind the scenes here.

The brand platform will roll out with local initiatives across all 50 Auto One stores Australia wide. Integration of the retail promotions at a national and local level in terms of both format and timing will be adjusted once retail comes back full throttle.

The Auto One appointment extends Edge’s retail portfolio which includes Freedom, Mitre 10, Costco and Dymocks as well as their hard-core automotive expertise built off their award-winning work on Nulon, the Aussie oil brand.

Agency: Edge
Senior Copywriter: Peter Mountford
Senior Art Director: Sal Cavallaro
Executive Planning Director: Richard Parker
Senior Planner: Milica Djurovic
Executive Director – Account Management: Nicole Gardner
Account Manager: Grace Sheridan
Media Director: Inez Zimakowski
Production Company: Helium & Vandal
Director: Zachary Lynch-Woodlock
Producer: Ben O’Donnell
Jingle: Les Gock

Client: Auto One
Managing Director: Andrew Boath
General Manager Merchandise & Marketing: Lee Scott
Marketing Coordinator: Maria Nader

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