Fox Motors is an Auto Dealer that owns stores in Marquette (Subaru, Ford, Lincoln), Negaunee GM (GMC, Chevrolet, Buick) and Negaunee CHRYSLER (Chrysler, Dodge, Jeep, RAM). In April of 2014, Fox moved to brand all three stores under one continuous identity. Prior to this shift, each store managed their own marketing strategy with their own branding.
It was our goal to create a consistent look and feel to each of the three stores video efforts (TV and digital), while continuing to differentiate the Fox brand from local competition by refraining from advertising pricing/leases.
Create a campaign featuring real U.P. residents who have a unique story that could relate to the demographics who were most likely to purchase/lease that make/model of vehicle. These stories are of real Fox customers that have a unique, local hobby, profession or passion that involves the use of their Fox bought vehicle.