AutoZone Shifts into Gear with new Hispanic Agency
CHICAGO – AutoZone recently named The San Jose Group (SJG) a new Hispanic communications partner. The integrated communications agency is developing for the national auto parts retailer culturally relevant creative work that will run nationally on Hispanic media.
“The constantly-growing Hispanic segment spends billions on purchasing and repairing their vehicles, so it makes perfect sense for AutoZone to connect with this consumer,” said Jim Legg, vice president, account service, SJG. “We’re excited to help AutoZone best communicate to and grow its relationship with a segment so passionate about the hands-on auto parts experience.”
SJG will create original, Hispanic advertising as well as adapt general market creative executions. The agency’s first project is a television spot, “Cradle Test,” that promotes AutoZone’s new Duralast line of brakes. The commercial uses an extreme, humorous situation to show how quiet and smooth the brakes are and how dedicated the company is to engineering. “Cradle Test” will run on Hispanic television outlets nationally.
“We are so pleased with ‘Cradle Test’ because we feel it will resonate with both the general and Hispanic markets,” said Lynn Campbell, marketing director, AutoZone. “Since the two versions were produced simultaneously, we enjoyed efficiencies in production costs.”
AutoZone is the leading retailer and a leading distributor of automotive replacement parts and accessories in the United States. Each store carries an extensive product line for cars, sport utility vehicles, vans and light trucks, including new and remanufactured automotive hard parts, maintenance items, accessories, and non-automotive products. On the web, AutoZone sells diagnostic and repair information, and auto and light truck parts through www.autozone.com.
Incorporated in 1981, The San Jose Group specializes in developing innovative marketing communications solutions that connect brands and consumers to their core purpose. The agency is the anchor to The San Jose Network, Ltd., the largest group of marketing communications agencies serving U.S. Hispanic and Latin American markets. For more information on The San Jose Group, please visit www.thesanjosegroup.com.