1. Advertising Tomorrow Project - The Caring and Feeding of Technology Brands
A Newhouse/L.C. Smith Collaboration - 2015
Corinne Pavlicko, Jonathan Papazides, Paul McCall
2. theportable
chassisdynamometer
In collaboration with Syracuse University engineering students, our team was tasked
with creating a communications plan to launch a portable chassis dynamometer into
the consumer marketplace.
Through secondary research, we have identified three consumer segments that
would need a more portable and cost-efficient dynamometer when tuning their
vehicles. Then, we developed an advertising theme and media plan to bring the
dynamometer to life—for which we named, The DynoForce.
3. Engineering&design
The DynoForce design features a flange adapter that interfaces with the test vehicle at the drive-shaft,
and is secured to the vehicle directly on the wheel using the vehicle’s existing lug nuts. The device
relies primarily on off-the-shelf parts that require little or no modification and provide significant cost
advantages. The most complex design components are the flanges and the software. It is sized within a 5ft x
4ft footprint (able to fit in a pickup truck) and weighs less than 150 lbs. (as to be carried by only two people).
5. targetaudience:
thepowerseekers
powerseekersare:
dedicated
Competitive
Adventurous
Detail-oriented
Power Seekers have a special connection to their vehicles and the open road. They drive ATVs, Dirt bikes,
Go-karts, which have the speed and power to impress. Farmers are also Power Seekers that need a
machine to pull, push, dig, cut and keep up with the myriad work a farm requires.
They tune their vehicles for maximum performance for more than just bragging rights. They meticulously
tune to diagnose engine problems as well as test their vehicles after repairs.
6. are at the forefront of engineering and industrial design.
They will benefit from licensing rights to manufacture the
DynoForce.
• Honda - produces mountain bikes and ATVs. They are also active in
motorsports—Motorcycle Grand Prix and Superbike racing.
• Kawasaki - most visible consumer product lines are ATVs and
motorcycles, but they also manufacture tractors, trains, small engines,
and aerospace equipment
• Yamaha & Polaris
VEHICLEMANUFACTURERS
targetmarkets
Tractor Manufacturers
Long before engines were invented, horses provided the power for pulling loaded wagons, therefore; early tractor manufacturers rated their machines on
horsepower. Farmers need machinery that will pull, push, dig, cut and keep up with the myriad work a farm requires.
• Lawn and Garden Tractors (10 to 25 hp)
• Subcompact and Compact Tractors (faster, heavier duty, 15 to 50 hp) good for operating on hills or plowing snow
• Utility Tractors (45-110 hp) workhorse tractors, raking hay or hauling bales
The DynoForce can also be targeted towards tractor manufacturers and dealers. “The University of Nebraska’s Tractor Test Laboratory, which started in 1920, tests
every new tractor sold in the United States that’s rated at 40 hp or greater to verify claims about horsepower and torque at the PTO” (“Hobby farms,” 2015).
Consumers in this target market also use tractor PTO dynos that are built for more than just giving tractor enthusiasts bragging rights. Most large tractor shops and
dealers have one, and they’re used to diagnose engine problems as well as test and tune a tractor after repairs.
7. racingenthusiasts
can take their performance testing and tuning operations on
the road.
Racing Enthusiasts can also benefit from the DynoForce because racers
are constantly on the go—which allows us to take advantage of the
dynamometer’s biggest strength - it’s portability. Because they are
racing and testing the limits of their vehicle, they need to make sure it is
performing optimally. Currently, they have to hook up their vehicle to a
larger dynamometer. Not only is it substantially more expensive, but it is
a very time-consuming process because they have to physically take it
to a repair shop and leave it there while it gets tuned, which can range
anywhere from 1-3 hours.
d-i-yhobbyists
will use the DynoForce as an essential piece of equipment for
power-testing when building their own small-vehicles.
This consumer market conducts self-repair or self-replacement without the
help of experts or professionals. They enjoy building and constructing things for
pleasure and fun, which may or may not have to do with their regular occupation.
In addition, D-I-Y Hobbyists have acquired substantial skill and knowledge in the
area of building vehicles.
9. Whyareweadvertising?:
To introduce the DynoForce as a tool that helps Power Seekers tune vehicles to reach their maximum potential.
TargetAudience:
1. Vehicle Manufacturers - are at the forefront of engineering and industrial design. They will benefit from licensing rights to manufacture the
DynoForce and sell to their customer base (ATVs, motorcycles, tractors, mountain bikes, motorsports).
2. D-I-Y Hobbyists - this target group will use the DynoForce as an essential piece of equipment for power-testing when building their
own small-vehicles.
3. Racing Enthusiasts - The DynoForce is tightly-engineered to squeeze into a mobile trailer so they can take the show on the road.
ReasonsToBelieve:
User-friendly
Accuracy in reporting
Cost-efficient (low cost of production)
Maximizes performance of vehicles
Effectively tunes vehicles to the highest power capacity
Light weight (can be lifted to measure torque at wheels of the vehicle)
Convenience (compact, transported easily on-the-go)
Large range of environments the device could operate in
Single-mindedproposition:The DynoForce is the dynamometer of choice for on-the-spot performance.
ToneofVoice:Intelligent, Powerful, Purposeful
creativebrief
11. are you sure
you’re getting
the most out of
your ride?
Power testing wherever you need it.
When tuning your vehicle, you want that perfect
combination of speed, power and agility.
DynoForce gives you the confidence that you and your ride
can reach its full potential on any terrain—from the short,
circular racetrack, to the long, winding wooded forest.
Now you’re ready to ride.
12. we’re just as
much of a performance
freak as you are.
DynoForce is tightly engineered to squeeze into a mobile trailer so you
can take your performance testing and tuning operations on the road.
When your vehicle hits the race track, you can be confident that it’s tuned
correctly.
Now you can just concentrate on setting more records.
Power testing wherever you need it.
13. dannythedynamo
the leader of the dynoforce team
Our team has created a spokesperson to humanize the brand
and lead the DynoForce team. Danny is a mechanic and a human
dynamo. He is recognizable by his extreme enthusiasm for
vehicles, name tag, blue uniform with patches of grease.
He has an upbeat alpha male personality, and retro hairstyle.
He is brutally honest with bouts of smugness in his persona.
Danny will lead the DynoForce team that travels to trade shows and
race tracks around the country.
He oozes charisma, is genuinely
genuine, authentically authentic,
with an edgy demeanor.
14. Guerrillaexecutions
the dynoforce team
Our outdoor guerilla execution will focus on the many racing leagues that we have
identified across the country. At these events we will have a mobile garage set up where
people can make repairs and changes to their vehicles. We will also have a DynoForce
on display so that people can try it out. While talking with people at these events, the
promoters will ask people if they would like to have their vehicles tuned for free.
When people agree to have their vehicles tuned from a NASCAR style pit crew (in blue
helmets and uniforms) will appear out of nowhere and start tuning the vehicle. They’ll
put the vehicle on the DynoForce, test it out, and make improvements to the vehicles.
After tuning their vehicle we’ll give people the option of putting the blue wheel on their
vehicle, and we’ll have a VIP area that they can get access to. The VIP area will be
mostly blue to keep the theme going, and it will have refreshments and TV’s. This area
will be a place where drivers can relax and meet other drivers when they are not racing.
The Blue Wheel
Riders will be encouraged to paint the wheel(s) of their vehicle blue and DynoForce will provide teams
with blue wheels as a status symbol that the DynoForce is their dynamometer of choice for on-the-spot
performance.
This can help spread awareness and build a community of brand advocates. When people see the blue wheel
in ads, on billboards, or t-shirts, they will instantly recognize and recall the brand.
15. launchevent
Summer Camp - for aspiring engineers
Week 1 - Design it
Week 2 - Build it
Week 3 - Race it
Part of our launch strategy will be to have a summer camp where kids can
learn to design and build go-karts. The camp will be split up into 3 weeks
and kids will be able to attend all 3 weeks or just attend the weeks they are
interested in.
The manufacturers will partially sponsor the camps and that will allow
companies like Honda and Yamaha to get their parts and equipment in
front of future mechanics and engineers. This will also allow us to keep
costs down so that parents will be able to afford the camp.
While the sponsorships will keep the costs low, we also understand that
some people won’t be able to afford the camp. We will have an essay
contest where students who are interested in being mechanics, engineers,
or drivers can win a chance to go to the camp.
Our camp will have teachers from well known engineering schools and
mechanics/pit crews from NASCAR. By having them teach at the camp and
using the latest technology, we hope that parents will be signing their kids
up to be a part of it.
We will launch a website as a home for sign ups and for kids to order a
kit to design their go-karts at the camp. DynoForce will be included in the
kit as an essential piece of equipment needed to service the go-karts and
keep them in top condition.
16. MEDIAPLAN
Week 1 - Design it
Week 2 - Build it
Week 3 - Race it
TRADITIONAL MEDIA
We will use a multitude of traditional channels to launch DynoForce into the market. Both
television (cable) and print (magazines) will run two months prior and during trade show
events and the summer engineering camp. Next, DynoForce will be featured on the following
radio shows: Car Talk on NPR (Saturday mornings), as well as Car Pro Show (Saturday and
Sunday afternoons in 22 medium-large markets—Los Angeles, Pittsburgh, Houston, and San
Francisco, etc. DynoForce will also go live on internet radio (Live365.com on the ‘cartunes’
channel).
Television Networks:
• Top Gear
• X-Games
• Motor Week
• PowerNation Xtreme Off Road
• Horse Power TV
• World’s Greatest Motorcycle Rides
• Truck Tech
• Engine Power
• Nascar Race Hub/Nascar Race Day
Magazines:
• Motortrend
• Road & Track
• Autoweek
• Off-Road Adventures
• Car Craft
• ATV Rider
• Dirt Wheels
• ATV Sport
• Transworld Motorcross
• Tractor & Machinery
• Kart Racing Magazine
Non-Traditional
Online/Digital advertising and social media promotions will run year-round,with higher
frequency levels in the summer months. We will partner with the following automotive
bloggers:
• Autoblog, eGMCarTech, Truth About Cars, and Jalopnik
We will be attending the following trade shows to boost awareness and build partnerships.
• Pebble Beach Car Week
• North American International Auto Show
(Held in January in Detriot—largest show in North America)
• Chicago Auto Show (Held in February—attendance 1,000,000+)
• National Farm Machinery Show
(Held in February in Louisville—nation’s largest indoor farm show)
• North American Farm and Power Show
(Held in March in Minnesota—aims to provide farmers with the opportunity to view
the latest equipment that can simplify their jobs and increase productivity)
• Farmfest 2016 (Held in August—the largest outdoor agricultural event in
Minnesota, connects industry leading manufacturers and providers with
decision-making producers).
DynoForce will also sponsor the following racing events and include advertisements on the
racing walls and barriers of the track.
• AMA Motorcross Championship
• ATV National Motocross Championship (Both the Pro and Amateur series)
• Superkarts—USA Pro Tour which has over 500 drivers and is the single largest
karting event in the world.
• World Karting Racing League—largest sanctioning body for kart racing in North
America (Over 50,000 members since the organization was founded in 1971).
DynoForce will launch in November 2015 and the campaign will run through October 2016.
Advertising will peak in the summer months (June–August) during racing leagues and the
summer engineering camp. Our goal is to generate high frequency levels because we are
launching DynoForce into the market place and need to build awareness.
18. re-engineeringreport
Re-engineer the dynoforce to be used for
vehicles with more power (>40 hp)
Themainchangewewantedtheengineerstomakewastoincreasethehorsepowersothat
itcouldhandlemorevehicles.Currentlyat40horsepower,theDynoForcecanhandle
go-karts,smallerATVs,motorbikes,andtractors.
Byincreasingthehorsepower,DynoForcecanmeasureupto100hptohandlethefullrange
ofATVs,allmotorbikes(exceptforthoseattheverytopend),andlargertractors.
Thisincreaseinhorsepowerrequiresthedynamometertobelarger,butstillallowsthe
dynamometertobeportablewiththeuseofatrailer.
19. workscited
AMA Pro Racing. (2015). AMA Pro ATV. Retrieved from http://amaproracing.com/at/Chicago Auto Show. (2015).
Chicago AutoShow. Chicagoautoshow.com. Retrieved from http://www.chicagoautoshow.com
Farm Machinery Show. (2015). National Farm Machinery Show. Retrieved from http://www.farmmachineryshow.org
GNCC Racing. (2015). GNCC Racing - America's Premier Off-Road Racing Series. Retrieved from http://gnccracing.com/#
Hobby Farms. (2015). Hobby Farms. Retrieved from http://www.hobbyfarms.com
K1 Speed. (2015). Indoor Karting Racing Leagues. Retrieved from http://www.k1speed.com/racing-leagues.html
Motocross League of America. (2015). Motocross League of America. Retrieved from http://www.motocrossleagueofamerica.com
MX Sports Pro Racing. (2015). Lucas Oil Pro Motocross Championship. Retrieved from http://mxsportsproracing.com
North American International Auto Show. (2015). North American International Auto Show.
Retrieved from http://www.naias.com/2015-show/overview.aspx
Pebble Beach Car Week. (2015). Pebble Beach Concours d'Elegance. Retrieved from http://www.pebblebeachconcours.net
Superkartsusa.com. (2015). Superkarts! USA - ProTour. Retrieved, from http://www.superkartsusa.com/national/skusa-pro-tour.html
TradExpos (2015). North American Farm & Power Show. Retrieved from http://tradexpos.com/north-american-farm-power-show/
World Karting. (2015). World Karting Association. Retrieved from http://www.worldkarting.com
