Repco Auto Parts executives got the opportunity to channel their inner homie for their 2008 conference after National Sales and Operations Manager, Bruce McKinnon chose "Pimp My Ride" as the theme for a video profiling the company's new concept super-store.
Following on from the success of 2006's award-winning "Repco DIY Rescue" (launching the company's major IT upgrade) the brief was to excite store managers about the impact that this innovative and market-leading initiative would have on their business, at the same time engaging and entertaining them during an intense couple of days of conference. "RAP Pimp My Store" was the result.
In a fast-paced and visually dynamic 8min presentation store managers were able to hear the reasons for the many new retail and trade innovations, compare the old store to the new one, and hear the lucky concept store manager's reaction to his 'pimped out' crib.
By popular acclaim the video had to be replayed a number of times during the conference, which only added to the strong message recall and, along with an opening video- which featured over 500 staff members around the country demonstrating the conference's over-arching Olympic theme of 'Higher, Faster, Stronger- was a highlight of the event.
The audience got the message, the client was delighted (and looked good), and we had fun. The perfect combination.
*Winner: Fall 2008 US DV Awards- Corporate Communications
*Winner: Fall 2008 US DV Awards- Scriptwriting
* Winner: Bronze Telly Award- Employee Communications
* Winner: Bronze Telly Award- Use of Humour
* Winner: Bronze Telly Award- Copywriting
* Winner: 2009 IBA Stevies- Employee Communications
* Winner: 2009 IBA Stevies- Writing
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