Campaign: AutoZone - "Let's Get You What You Need"

Brand Challenge: Even as the leader in the DIY auto repair retail space, AutoZone was faced with differentiating itself from the competitive set.

Consumer Insight: Even with AutoZone being the leader in the category, many consumer where not aware of the variety of free services (Loan-A-Tool, Fix Finder, Battery Testing) that they offer consumers - a key differentiation from their core competitors.

Strategic Approach: “We Don’t Sell You Things You Don’t Need” - By anchoring our messaging around the free services AutoZone offers their patrons, we created a clear value proposition for the brand and a clear distinction in the mind of the consumer.

The Result: A mass, cross-channel campaign, “Let’s Get You What You Need”, that leveraged AutoZone employee “Jones” offering core services to consumers in the retail environment, clearly communicating key RTBs and reinforcing the in-store experience simultaneously.