- Client
- Gibson Technology
- Sector
- Motorsport
- Where
- Derbyshire
- Stages
- Grow
01 / The brief
Sound like the engines.
Gibson Technology designs and builds race engines in Repton, Derbyshire, and its engines power cars at the 24 Hours of Le Mans and in world endurance racing. The engineering speaks for itself on track. The brand needed to say it just as loudly everywhere else: in the trade press, at shows, to future engineers and to fans.
The goal was one idea the whole business could get behind, simple enough for an advert and big enough for a Le Mans campaign.
02 / What we did
One line, turned up loud.
- Positioning and the strapline "The Greatest Soundtrack in Motorsport", now Gibson's official line
- Trade press adverts built around the engine and the line
- Recruitment brochure, banner and the line "Make some noise with your career"
- The Gibson sting, a short film cut from Le Mans footage
- Bring the Noise: a Le Mans campaign with posters, tour shirts and social
- Milestone posters, the Made in Repton mark and a company presentation
- A Le Mans social suite of ready-to-post graphics and captions
03 / The result
A line they kept.
Gibson liked "The Greatest Soundtrack in Motorsport" enough to make it the company's official strapline. It has run on adverts, posters, shirts, films and social ever since, and every new campaign turns the same idea up a notch.
Having worked with Gavin and his team for over 10 years, providing first class marketing support to the forefront of world motorsport, I can highly recommend his company to provide excellent support and deliver an exceptional service.
04 / The longer story
The noise is the point
Race fans talk about how an engine sounds before they talk about anything else. Gav spent time on the factory floor at Gibson and came away with one thought: nobody makes a better noise. When Gibson needed a magazine advert, that became "The Greatest Soundtrack in Motorsport". Gibson took it on as the company's official strapline.
A line that travels
A good line does more than one job. "The Greatest Soundtrack in Motorsport" sits on trade adverts next to the engine, on milestone posters celebrating the GK428, on shirts and on social. For recruitment, the same idea became "Make some noise with your career", on a brochure and banners for jobs fairs and shows.
Bring the noise
At Le Mans the noise is the whole show, so the campaigns lean right into it. "Bring the Noise" ran on posters, tour shirts and social, and the Gibson sting cut real Le Mans footage into a short, loud film that ends on #BRINGTHENOISE. More recently, a Le Mans social suite gave the team a set of ready-to-post graphics, each with a suggested caption, all in the same red, black and white.
Made in Repton
Gibson is proud of where it builds its engines, so Gav made a mark for it: crossed flags and "Made in Repton", used on posters alongside the Gibson G.
The long game
Gav has worked with Gibson for years, first at his previous agency and now at Graft. The partnership works because the brand keeps building on one idea rather than starting again each season.
05 / Services on this job
