Fox Factory Challenge Brief
Cindy Tran — ADV 130 Sec 01 — Fall 2023
PROJECT TITLE
Brenthel Brothers Trophy Truck School Launch
PROJECT SERVICES NEEDED
Brand Development, Creative Direction, Asset Development
CLIENT NAME
Fox Factory Vehicles & Brenthel Brothers
BRIEF PREPARED BY
Aaron Freitas: afreitas@ridefox.com
PROJECT BACKGROUND
FOX Factory, Inc. is an American company known for its high-performance suspension products designed for a wide range of off-road vehicles. Founded in 1974, the company has a strong history of innovation and engineering excellence. Their product line includes suspension systems for mountain bikes, motorcycles, and various off-road vehicles like ATVs, UTVs, and trucks. Notable offerings include the Performance and Factory Series shocks, as well as the innovative Live Valve technology for real-time damping adjustments. FOX Factory, Inc. is highly regarded in the industry for its commitment to quality and precision engineering, serving both professional racers and off-road enthusiasts.
The Brenthel Brothers, Jason, and Jonathan, are prominent figures in the off-road racing and fabrication industry. They have established a strong reputation as accomplished off-road racers, with numerous achievements in desert racing events. Their company, Brenthel Industries, specializes in designing and fabricating custom high-performance off-road vehicles, known for their innovation and quality. Their involvement in off-road racing, coupled with their fabrication expertise, has earned them recognition and respect within the off-road racing community. The Brenthel Brothers have contributed to the development of cutting-edge off-road vehicles and continue to be influential figures in the industry.
PROJECT OVERVIEW
FOX is partnering with the Brenthel Brothers to create the world's first Professional Trophy Truck School. Participants of the Trophy Truck school will be learning how to drive actual race trucks. The skills that will be taught will include driver safety, racing techniques, navigation, vehicle maintenance, and recovery. This school will be located on 40 acres of land in the deserts of California. Amenities will include vehicle storage and maintenance areas, room and board, and meeting and event rooms.
Ride Fox Website: https://www.ridefox.com/subhome.php?m=truck
The Brenthel Brothers Website: https://brenthelindustries.com/services/arrive-drive/
Ride Fox and Brenthel Brothers Ad Examples & Media Aesthetics
PROJECT OBJECTIVES
Fox and The Brenthel Brothers are looking for a launch campaign to introduce the world to the first-ever Trophy Truck Driving School School. We need a complete suite of assets to build awareness and buzz for a unique, one-of-a-kind experience. We need assets to brand the facility as well as promote broader awareness digitally.
POSSIBLE DELIVERABLES
- Copy: taglines, slogans, and body copy
- 1 Page Magazine Ad
- Display Ad for Google Search and road side signage / banner
- Event / Promo Pieces (King of Hammers and Baja 1000)
- Website - brenthelracingschool.com
- Social Media: Instagram post and Snapchat post
- Swag: T-shirt and hat design ( + reusable water bottle)
TARGET AUDIENCE
PRIMARY DEMOGRAPHIC
Wealthy (Quarter to half million dollar income)
Disposable income as activity may cost 10k per day)
Male
Late 20s to early 50s
Thrive off a degree of celebrity/high-profile
Car Enthusiast
Individuals who seek out adventure
Aspiring Racers
SECONDARY DEMOGRAPHIC
Companies who want to create unique corporate experiences for executives.
CALL TO ACTION
Detail the desired reaction of the target audience
Sign up online - provide email and contact information
CAMPAIGN LOOK & FEEL
Energetic, Exciting, In-Your-Face
CAMPAIGN MESSAGE
Define the key benefits of the product, describe its value, and describe the desired target audience take away
The first ever Trophy Truck Driving School
COMPETITIVE ANALYSIS?
No real competition for school but other build trucks—Geiser Brothers.
POTENTIAL COMPETITORS
AC RANCH: acranchtx.com/trophy-trucks
Trophy Lite: https://trophylite.com/get-involved/driving-school/
Best in the Desert: https://bitd.com/racing-classes/
Score International Off-Road Racing: https://score-international.com/raceinfo/rule-book/class-descriptions/
ADDITIONAL DETAILS
First professional trophy truck school?
Location: 40 acre, desert in CA, Johnson Valley
6-12 participate in the school per day
Low traffic during the summer season, peak time from September to March
CREATIVE / VISUAL WORK
Magazine page mockup
(L to R) Promotional Poster Mockups and Social Media Vertical Video Ad Thumbnail (e.g. Snapchat)
Billboard advertisement designed to promote the school near residential and business areas, roads, and freeway areas with traffic. Ideal in suburban and urban areas with middle-class to higher-class folks residing.
Social Media: Instagram Static Post Ad Iterations; reach and appeal to the younger to middle-aged audiences who use and are active on social media like Instagram and Facebook. This design may potentially be used for Google Search/website and/or YouTube ads. Potentially add the website at the bottom of the post.
[Magazine Ad #2] Read an article about what off-road racing is, learn more about the origins leading to the creation of the Brenthel Racing School from Fox Factory and Brenthel Industries, and insights to what the school will have in stores for current and potential students. Spread the word about this relatively niche sports to the audiences who may still read paper magazines.
Cotton t-shirts, that are stretchy, comfortable, and moisture-wicking—with the Brenthel Industries main and reverse logo in place of a new logo such as "FOX FACTORY X BRENTHEL INDUSTRIES TROPHY TRUCK SCHOOL" or a shorter version like Brenthel Racing School. This piece of swag may be distributed in limited quantities at in-person tabling events, participation rewards, enrolled students/racers, and perhaps an online shop. When people are out and about, they can comfortably rep the trophy truck school at the school, gym, and wherever they desire.
Attributions
Image by Vectonauta on Freepik (White T-Shirt Mockups)
Image by our-team on Freepik (Black T-Shirt Mockups)
Another idea for branded merchandise is a reusable insulated water bottle that would have an embedded print or engraving of either "FOX FACTORY X BRENTHEL INDUSTRIES TROPHY TRUCK SCHOOL" or a shortened version like the school's name, perhaps Brenthel Racing School. This piece of swag may also be distributed in limited quantities at in-person tabling events, participation rewards, enrolled students/racers, and perhaps an online shop. When you're doing an active activity or sport, remembering to stay hydrated is important when you're in and out and about. With this water bottle, it is your best companion and the engraved name/logo will be seen by the people around you.
