AutoZone wanted to remind DIY car owners of the importance of car care during the Thanksgiving season. So we told the story of a Turkey who's been on the run for the last thirty years. Believe us, nobody depends on their vehicle more than a bird with a target on his back.
Thanksgiving is not known as a competitive time amongst the aftermarket automotive category. This allowed our Turkey-themed efforts to stand out amongst the existing and somewhat-cluttered social conversation. AutoZone was able to entertain its audience while delivering an unexpected, funny, and attention-grabbing brand message.
Shot in mini-documentary style, "Turkey Run" is a quirky and emotional look into life as a Thanksgiving turkey. The second video revisits the character to deliver a message about Black Friday Deals. Production took place within a 2 week period and on an extremely tight budget. To bring the concept to life, the team made extensive use of DIY hacks and solutions. This included shooting entirely on a DSLR camera, cheap hardware store lighting, and diffusers made from coat hangers, cardboard, and tissue paper. Even the latex turkey mask was hand- and homemade.
The videos received a combined 2.5 million impressions and over 930,000 views. With an average engagement rate of 36.7%, the social media videos more than doubled the category benchmark. Using an unusual point of view can help drive an important brand message in a memorable way, while showing the DIY and humorous nature of the brand.
