2020__AutoZone_BatDest-3536-QuickRT_Color_X+Sky_WIDE

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Description: Integrated Advertising Campaign
Agency: Havas

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Challenge:

With big box stores and discount online retailers gaining ground on the category leader, AutoZone came to the team at Havas with a challenge – drive increased foot traffic to 6,900 stores and a measured increase in their top 6 product categories. What was getting in the way? While the brand rolled out the red carpet for professional mechanics, average drivers felt left out in the cold.

Response:

Instead of glossing over the moments of crisis we all encounter, the campaign pairs tough moments with simple solutions to send a clear message – with an AutoZone store right around the corner, you’re never alone. The campaign included broadcast, OLV, paid social, display, OOH and a unique, on-platform Spotify integration.
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Broadcast / OLV :30
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Category Insight:

Watching the ads from every major competitor, it was clear non-traditional retailers were gaining for a reason. Colors and taglines changed but brands showed up the same way: confident, not comforting; low on sympathy and heavy on stats. They were hitting the same target, but missing a larger one – the average driver.

Brand Insight:

The Havas team dug into the brand history, all the way back to the 1970’s when founder Pitt Hyde’s had an idea that set AutoZone apart from NAPA and other stores that catered only to pros. His mission – to create a “neighborhood pharmacy” but for drivers and their vehicles. It’s a mission that felt as relevant as it was 40 years ago.

Consumer Insight:

With modern vehicles becoming more complicated than ever, the average driver doesn’t want to be a pro under the hood, they just wanted to get back on their way. Service can be more important than stats were, and being on-call in a moment of need means more than anything.

Concept:

Instead of glossing over the moments of crisis we all encounter, the campaign pairs tough moments with simple solutions to send a clear message – you’re never alone.