Nuro Safety Campaign (Spanish Localization)

Role: Localization Strategist & Campaign Specialist

Agency: Zooka Creative (Client: Nuro)

Channels: Print Collateral, Digital Signage, Community Out-of-Home (OOH), Web

Key Impact: Multi-Market Adaptation | Cultural & Linguistic Alignment | Expanded Community Trust

Project Overview

Nuro launched a public safety awareness initiative to introduce its autonomous delivery vehicle technology across major urban markets, including San Francisco, Los Angeles, and Houston. Establishing public trust required ensuring safety protocols and technology overviews were completely accessible to non-English speaking residents.

The campaign focused on localizing core safety messaging for Spanish-speaking communities—moving beyond direct translation to ensure complete cultural relevance, clarity, and tone alignment.

Key Results

• Successfully adapted multi-channel safety assets for major Spanish-speaking metro markets

• Ensured 100% linguistic accuracy and brand tone alignment across technical autonomous vehicle concepts

• Expanded public trust and program accessibility across key urban demographics

Contributions

• Market Research & Campaign Strategy

  • Researched regional public safety campaigns and community messaging trends to inform localization approaches

  • Contributed to initial campaign concept development, ensuring messaging frameworks resonated with diverse local audiences

• Localization & Content Adaptation

  • Translated and localized campaign messaging across digital, print, and out-of-home assets from English to Spanish

  • Adapted complex autonomous vehicle safety concepts into clear, culturally relevant, low-barrier messaging

• Linguistic Quality & Brand Consistency

  • Maintained oversight across Spanish collateral to preserve brand voice, technical intent, and safety-first messaging

  • Collaborated with design and production teams to ensure translated copy fit visual layout constraints seamlessly

Campaign Highlights

• Culturally Tuned Localization: Adapted core safety messaging to resonate with cultural nuances rather than relying on direct translation

• Multi-Market Reach: Supported localized public rollout across major California and Texas metropolitan markets

• Public Trust & Accessibility: Enhanced community engagement by making cutting-edge autonomous technology understandable to Spanish-speaking residents