Advertising Tomorrow Project - The Caring and Feeding of Technology BrandsA Newhouse/L.C. Smith Collaboration - 2015

Corinne Pavlicko, Jonathan Papazides, Paul McCall

the portable chassis dynamometer

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.

Engineering & designThe 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).

PORTABILITY

cost-efficiency

simplicity

AFFORDABILITY

what makes it different?

target audience: the power seekers

power seekers are:dedicated

CompetitiveAdventurous

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.

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

VEHICLE MANUFACTURERS

target markets

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.

racing enthusiastscan 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-y hobbyistswill 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.

To Vehicle Manufacturers, D-I-Y Hobbyists, and Racing Enthusiasts

the DynoForce is the only chassis dynamometer that

reduces the complexity, cost, and time required for vehicle power testing because of its

portable, cost-efficient, and user-friendly design.

Positioning

Why are we advertising?: To introduce the DynoForce as a tool that helps Power Seekers tune vehicles to reach their maximum potential.

Target Audience: 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.

Reasons To Believe:User-friendlyAccuracy in reportingCost-efficient (low cost of production)Maximizes performance of vehiclesEffectively tunes vehicles to the highest power capacityLight 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-minded proposition: The DynoForce is the dynamometer of choice for on-the-spot performance.

Tone of Voice: Intelligent, Powerful, Purposeful

creative brief

tagline: power testing wherever you need it.

advertising theme:

ON-THE-SPOT PERFORMANCE TESTING wherever your ride takes you.

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.

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.

danny the dynamothe 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.

Guerrilla executionsthe dynoforce teamOur 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 WheelRiders 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.

launch eventSummer Camp - for aspiring engineers

Week 1 - Design itWeek 2 - Build itWeek 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.

MEDIA PLAN

Week 1 - Design itWeek 2 - Build itWeek 3 - Race it

TRADITIONAL MEDIAWe 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-TraditionalOnline/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.

NOVEMBER 2015 THROUGH OCTOBER 2016

online/DIGITAL

social media

television

magazines

trade shows

racing league sponsorships

oOH MEDIA

RADIO

LAUNCH EVENT

JAN

MAY SEPTMAR

JULY NOVFEB JUNE

OCT

APR AUG

DEC

media schedule

re-engineering reportRe-engineer the dynoforce to be used for vehicles with more power (>40 hp) The main change we wanted the engineers to make was to increase the horsepower so that it could handle more vehicles. Currently at 40 horsepower, the DynoForce can handle go-karts, smaller ATVs, motorbikes, and tractors. By increasing the horsepower, DynoForce can measure up to 100 hp to handle the full range of ATVs, all motorbikes (except for those at the very top end), and larger tractors. This increase in horsepower requires the dynamometer to be larger, but still allows the dynamometer to be portable with the use of a trailer.

works citedAMA 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