Fox Cash Offer
Branding Design
Fox Cash Offer is program created by the Fox Motors Group to promote the cash offer customers can receive for selling their used vehicle to Fox, or trading the vehicle in for something new.
Fox Motors has to fight against the stigmas and common misconceptions of dealerships for buying and selling vehicles. The creation of the Fox Cash Offer program, to advertise company wide, planned to help bridge the gap between what customers believe is possible at a dealership, versus well known businesses like CarMax.
This program was originally introduced as an opportunity to add this consistent messaging to all Fox Motors retail websites and social media accounts, regardless of the store location. As the need for more pre-owned inventory grew however, the branding needed to adapt to platforms beyond those already saturated with Fox Motors messaging.
Initial Design Options
Top Three Choices.
All design options were shared with Fox’s in-house Marketing Team, and the following were selected as the top three designs to present to the Fox Motors Directors and V.P.’s for voting.
The Winner of Votes.
After being sent to those outside of the Marketing Team for a vote, it was narrowed down to this option after receiving the majority of votes:
But… here’s the catch… they wanted this one ONLY IF the text was completely changed… isn’t that always the case?! So, then we moved on to alternate text options.
Text Variations
The original intent was to use this program’s logo alongside the rest of the Fox Motors branding on websites and social media, but it was decided that the word “Fox” needed to be included in the logo.
The Final Choice.
See “Fox Cash Offer” In Action
-
Motion Graphics Video
As the Fox Programs became more of a focus for the company, Fox Motors looked for ways to clearly communicate exactly what each program encompasses, using video on social media.
-
Digital Display Ads
In order to compete directly with well known, non-dealership businesses, Fox utilized geo-fencing and digital display ads to deliver the message beyond the store’s website and social.
-
Billboards
Fox Motors used billboards in the northern Michigan regions to promote the Fox Cash Offer message and increase the pre-owned inventory at a number of Fox stores.