Assignment: If this brand doesn’t sound familiar that’s because it isn’t real. For this assignment we partnered with the Syracuse L.C. Smith School of Engineering and we were tasked with developing a branding and marketing campaign for a device created by the engineering students.

Research: Our engineering team created something called a dynamometer, which measures the power output of an engine. We had meetings with the engineering team to figure out what this thing did and then we did secondary research to figure out what the market for this device might be.

Insight

When parents get their kids involved in hobbies they go all in and get the kids everything the need to get started.

Knowing this we planned to position the DynoForce dynamometer as a must have piece of equipment for any go-kart racing enthusiast.

Solution: We created a name and a logo for our dynamometer called Dynoforce. We created a spokesperson that could be used in advertisements and on site activations. We also came up with a plan to create a go-kart racing summer camp where kids would actually build go-karts, with our dynamometer as the perfect diagnostic tool for anyone with a go kart. Almost like NASA space camp but for future Nascar racers.

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In Retrospect: This was a really difficult assignment because we really had to dive into technical aspects of what a dynamometer could do. The engineering students had to balance the max power that the dynamometer could handle with the actual size of it so we had to figure out how to sell something that only worked on a limited number of vehicles.