WE SAY AUTOZÓN

CHALLENGE

Wining the hearts of Latinx customers is an important goal for most retail brands, but in the auto-parts category it’s imperative. With their hands-on attitude and dedication to proactive maintenance, this group over indexes in the category, making them a very thought after segment. 

IDEA

While doing some social listening we noticed how Spanish speaking customers would normally refer to the brand as “AutoZón” instead of AutoZone. We knew it was a choice, since in Latin America there’s a tradition of putting a Spanish twist into certain English-language brands. So we went ahead and adopt this same behavior in our communications. We started by changing our store signs from AutoZone to AutoZón in predominantly Hispanic neighborhoods in Florida, Texas and California, during Hispanic Heritage Month.