Autobarn has revealed a brand refresh and ‘All for the drivers’ brand platform via Spinach

With a rich and storied history, Autobarn is this year celebrating its 40th birthday.
To mark the occasion, Autobarn says it called on integrated Melbourne agency Spinach to reinvigorate the brand and reclaim its place in the hearts of minds of drivers.
With 144 stores across the country and an easy-to-use online store, Autobarn, part of BAPCOR Limited, says it is Australia’s trusted destination for all things automotive.
“We have the products our customers need and want, but where we truly win is our friendly, passionate experts,” BAPCOR Executive General Manager, Retail, Megan Foster, said.
“We needed to remind our customers what sets us apart. Having worked with Spinach in the past, we knew the team, the quality of their work and their unique style of getting in the trenches.
“That made them the perfect partner for this important piece of work.”
Together, Spinach and Autobarn say they dug deep into the category with a combined, dedicated team that set out to deliver a reinvigoration that would set the brand on course for the next 40 years and create a north star the whole business could head toward.
Using the insight that Aussies love to take care of their cars – not just the revheads – and tapping into the warmth and approachability of the business, the brand platform ‘All for the drivers’ was born.
Appealing to a diverse demographic with women making up half of the customer base, the positioning acts as an inclusive rally cry, challenging the conventions of a category that often speaks primarily to traditional car enthusiasts.
The refreshed brand and positioning are front and centre in a campaign including a 60-second TVC that will roll out across social channels in addition to 30 and 15-second versions set to appear on linear, BVOD and digital channels.
The ambitious campaign features a cast of Autobarn team members and was shot on location at a drive-in during the depths of Melbourne winter.
“To have the whole of the business so enthusiastically embrace and participate is something I’ve not encountered during my 25 years in advertising,” Spinach Executive Creative Director Dom Megna, said.
“This level of passion drives everything forward, and we love the result.”
In the coming months, ‘All for the drivers’ will flow through to retail executions, events and more.
“The Autobarn brand relaunch has been a long time in the making, and now we’re finally here with an amazing finished product,” BAPCOR General Manager, Marketing, Simon Davenport, said.
“There’s so much excitement and anticipation across the business to see it come to life.
“Our refreshed positioning goes straight to the heart of our customer pledge, to be customer-obsessed and support all car owners on their automotive journey, no matter who they are or what their needs may be.”

To view the new campaign, visit the Autobarn YouTube channel.