Aaron’s committed to speaking its customers’ language: racing.
The Language of Racing campaign · Full Throttle with Aaron’s.
Aaron’s has been part of NASCAR for years as a sponsor and a partner, and a good number of its customers are die-hard fans of the sport.
So the work skipped the translation and spoke racing from the start.
The fans
Aaron’s customers weren’t casual viewers. They were die-hards.
Years of NASCAR sponsorship had built a real overlap: the people renting the furniture were the people watching the race.
The language
Racing is a language: loud, exciting, always full throttle.
Pedal to the metal, no half-measures. The campaign borrowed the sport’s own register instead of advertising at it from the outside.
The throttle
Full Throttle with Aaron’s put the brand inside the sport it already sponsored.
A years-long partnership, finally sounding like one.
