某汽車ALTDI深度體驗(yàn)方案ymh

1、奧迪A6L TDI深度體驗(yàn)方案Audi A6L TDI-depth experience of the program廣州國云風(fēng)廣告公司GAAC2009年11月8日第一頁，共三十九頁。目錄catalog活動背景Background Activities活動創(chuàng)意Creative Activities 媒介傳播Media Communication費(fèi)用預(yù)算Cost estimates第二頁，共三十九頁。目錄catalog活動背景Background Activities活動創(chuàng)意Creative Activities 媒介傳播Media Communication費(fèi)用預(yù)算Cost estimates

2、第三頁，共三十九頁。TDI銷售現(xiàn)狀不盡人意利益訴求有偏差主流輿論的環(huán)保訴求對車主無實(shí)質(zhì)性利益節(jié)油特性對該級別的車主不是關(guān)鍵性影響對柴油發(fā)動機(jī)的誤解依然存在冒黑煙跟國內(nèi)油品質(zhì)量不匹配發(fā)動機(jī)穩(wěn)定性差加油時跟貨車拼位置第四頁，共三十九頁。TDI sales unsatisfactory status quoInterest demands there are deviations Mainstream medias environmental claims and substantial benefit to the owners of non - The owners of fuel-saving

3、 feature is not critical to the level of impactA misunderstanding of the diesel engine still exists Black Smoke Domestic fuel quality does not match with the Stability of difference engine To fight with the location of refueling trucks第五頁，共三十九頁。需要從“汽車”最本質(zhì)的屬性去發(fā)掘利益點(diǎn)Need from the car the most essential

4、 point of the property to discover the interests of社會利益Social benefits基本利益Basic interests核心利益Core interests動力Power舒適、操控、節(jié)油Comfort, control, fuel-efficient節(jié)能、環(huán)保Energy-saving, environmental protection第六頁，共三十九頁。策略思考創(chuàng)意以“動力”為核心的深度體驗(yàn) 提高終端集客質(zhì)量終端整合，統(tǒng)一行動店頭包裝，GAAC負(fù)責(zé)統(tǒng)一提供物料設(shè)計(jì)和話術(shù)提高參與門檻，通過比賽獲取參與資格傳播整合傳播上與經(jīng)銷商現(xiàn)有廣告資

5、源實(shí)現(xiàn)最大整合GAAC負(fù)責(zé)統(tǒng)一提供設(shè)計(jì)體驗(yàn)活動策劃以產(chǎn)品體驗(yàn)為平臺融入團(tuán)隊(duì)互動類型的生活方式體驗(yàn)第七頁，共三十九頁。Creative Thinking StrategiesThe power as the core of the depth of experienceTo improve the quality of the terminal set-off Terminal integration, unity of action Store the first package, GAAC is responsible for providing a unified design and m

6、aterials, if surgery Enhance participation threshold for eligibility for participation by raceCommunication Integration Communication with distributors to achieve maximum integration of the existing advertising resources GAAC responsible for centralizing the provision of designExperience event plann

7、ing Experience as a platform for product - Integration into the team to experience an interactive type of lifestyle第八頁，共三十九頁。目錄catalog活動背景Background Activities活動創(chuàng)意Creative Activities 媒介傳播Media Communication費(fèi)用預(yù)算Cost estimates第九頁，共三十九頁?；顒又黝}ThemeT級體驗(yàn)既有TDI級別也有“特級”的意思T-class experience for both TDI-level

8、 also has a super means1簡單上口，容易傳播Simple and catchy, easy to spread2副標(biāo)題點(diǎn)名活動的身份，是針對A6LTDI的Subheading named activity status is aimed at the A6LTDI3T級體驗(yàn)行動-奧迪A6LTDI深度試駕之旅T-class experience of action - Audi A6LTDI-depth test drive of the trip第十頁，共三十九頁。經(jīng)銷商店頭活動創(chuàng)意車內(nèi)投籃比賽知識問答繞S單邊橋駕駛比賽兩人一組，在一人的指揮下，另一人開車通過S單邊橋，取

9、兩人中最好的成績?yōu)橛行С煽?；現(xiàn)場報(bào)名者隨機(jī)組合，每兩人一組；車內(nèi)的駕駛者配合同車同伴，以投籃入筐者獲勝；同投籃組合，進(jìn)入知識問答環(huán)節(jié)，在電腦商選擇奧迪問卷，問題主要是A6L技術(shù)亮點(diǎn)所帶來的駕駛者利益；第十一頁，共三十九頁。Dealer-the-counter activities of creativeRace-car shootingKnowledge Q & ADriving around the S unilateral Bridge CompetitionTwo-group, under the command of a person, another person to drive

10、through the S unilateral bridge, take the two best results for the effective performance;On-site registration were randomly assigned to combinations of each pair; Car drivers with the same car companion, in order to shoot into the basket wins;Combined with the shot into the quiz links, a choice of A

11、udi in the computer questionnaire, the problem is caused by A6L technical highlights of the interests of drivers;第十二頁，共三十九頁。經(jīng)銷商店頭活動現(xiàn)場效果圖Dealer-the-counter effects of the activity site map來賓簽到分組培訓(xùn)、規(guī)則介紹全體合影正式比賽公布成績嘉賓頒獎結(jié)束退場第十三頁，共三十九頁。經(jīng)銷商店頭活動運(yùn)營示意圖Dealer-the-counter effects of the activity site map4S店停車場

12、宣傳牌4S店內(nèi)專題易拉寶店頭宣傳Shop Head Publicity媒體宣傳Media第十四頁，共三十九頁。經(jīng)銷商店頭活動運(yùn)營示意圖Dealer-the-counter effects of the activity site map比賽篩選Competition Screening各城市經(jīng)銷商在所在地廣場進(jìn)行集中篩選Place the seat of dealers in various cities centralized screening 每家店最終勝出30人，共15對組合，按比賽成績高低篩選The final winner of each store 30, a total of

13、15 pairs of combinations, according to match the level of screening results場地推薦Recommended sites泉州：海峽體育中心廈門：五一文化廣場福州：金山展覽城第十五頁，共三十九頁。深度體驗(yàn)活動創(chuàng)意The depth of experience, creative activity嘉賓每兩人一組，駕駛A6L2.7TDI挑戰(zhàn)福建天門山盤山道位于福建省福州市永泰縣嶺路鄉(xiāng)境內(nèi)，距離永泰縣城13公里，距離福州市區(qū)76公里。主峰海拔1130米。Guests in teams of two, driving A6L2.7T

14、DI challenge Fujian Tianmenshan winding Road Yongtai County is located in Fuzhou City, Fujian Province in Ling Road, Township, 13 kilometers away from Yongtai county, 76 kilometers away from Fuzhou. Peak elevation of 1130 meters.第十六頁，共三十九頁。心智與體力的極限挑戰(zhàn)：瀑降（如溫度太低則改為崖降）The limits of mental and physical c

15、hallenges: Fall down (such as the temperature is too low will be changed to cliff drop)深度體驗(yàn)活動創(chuàng)意The depth of experience, creative activity第十七頁，共三十九頁。深度體驗(yàn)活動創(chuàng)意明察秋毫：現(xiàn)場用兩部車，每兩人為一組，兩組進(jìn)行PK；每組設(shè)置好自己車內(nèi)的儲物空間、MMI等，對方觀察1分鐘；然后各自分別用1分鐘進(jìn)行調(diào)整自己車內(nèi)的安排；交換后互相觀察做了哪些調(diào)整，以發(fā)現(xiàn)最多者獲勝；通過娛樂方式體驗(yàn)A6L人性化的空間設(shè)置、MMI等設(shè)備；第十八頁，共三十九頁。The dep

16、th of experience, creative activityPerspicacious: The scene with two cars, two for each group, two groups PK; Each vehicle set up their own storage space, MMI, etc., the other observed 1 minute; Then 1 minute each were used to adjust their car arrangements; After the exchange of observations with ea

17、ch other what had been done to adjust to find the greatest number of wins; Forms of entertainment experiences through user-friendly space A6L settings, MMI and other equipment;第十九頁，共三十九頁?；顒恿鞒淘O(shè)計(jì) 活動結(jié)束 瀑降拓展 分組試駕 統(tǒng)一出發(fā)店頭選拔 共120人B組旅游B組試駕次批準(zhǔn)備活動廣告每店30人A組試駕A組旅游首批返程第二十頁，共三十九頁。Activities, process design End of

18、 the event Waterfall down to expand Group test drive Uniform startingShop Head SelectionA total of 120 peopleB Group TravelGroup B test driveOf the grant to prepareActivities Ad30 people per storeA group of test driveA group of tourismReturn first第二十一頁，共三十九頁。目錄catalog活動背景Background Activities活動創(chuàng)意Cre

19、ative Activities 媒介傳播Media Communication費(fèi)用預(yù)算Cost estimates第二十二頁，共三十九頁。媒介傳播計(jì)劃The media communication plan預(yù)熱期Preheat Phase11。02-12.06后續(xù)期The follow-up period of12.14-12.31活動期Active stage12.12-12.13第二十三頁，共三十九頁。傳播模式奧迪A6LTDI深度試駕T級體驗(yàn)行動事前預(yù)熱事后報(bào)道深度體驗(yàn)事件傳播TDI環(huán)保節(jié)能對比報(bào)道動力性能環(huán)保節(jié)能性價對比性價對比動力性能經(jīng)濟(jì)節(jié)油第二十四頁，共三十九頁。Mode of t

20、ransmissionAudi test drive A6LTDI Depth T Class Action ExperiencePreheat advanceSubsequently reportedDepth of experienceEvent CommunicationTDI environment protection and energyComparison reportDynamic performanceGreen EnergyPrice-comparisonPrice-comparisonDynamic performanceEconomic fuel-efficient第二

21、十五頁，共三十九頁。事前預(yù)熱硬廣宣傳 1. 宣傳載體：路牌、報(bào)紙、電梯廣告、電臺、網(wǎng)絡(luò)等； 2. 宣傳模式：國云風(fēng)提供畫面，4S店日常廣告計(jì)劃替換；軟文報(bào)道 1. 宣傳載體：報(bào)紙 電臺 網(wǎng)絡(luò) 電視 2. 傳播內(nèi)容： 奧迪A6L TDI 深度試駕活動事件，店頭征集 奧迪TDI 發(fā)動機(jī)節(jié)油性能報(bào)道 汽油柴油發(fā)動機(jī)對比報(bào)道網(wǎng)絡(luò)互動傳播 1. 網(wǎng)絡(luò)平臺：易車網(wǎng)主頁嵌入式 2. 互動游戲：TDI拼圖游戲miniweb第二十六頁，共三十九頁。Preheat advanceHard wide publicity 1. Propaganda vehicle: road signs, newspapers, e

22、levator ads, radio, Internet, etc.; 2. Publicity mode: Wind Cloud State to provide the screen, 4S shop to replace the daily advertising program; Soft-Wen reports 1. Publicity vector: Newspapers Radio Internet TV 2. Dissemination of content: Audi A6L TDI test drive the activities of the depth of the

23、event, shop head collection Audi TDI engine performance, fuel-efficient coverage Comparison gasoline diesel engine coverage Interactive Communication 1. Network Platform: easy vehicle embedded network Home 2. Interactive games: TDI puzzle miniweb第二十七頁，共三十九頁。媒體選擇報(bào)媒：福州地區(qū)福州日報(bào)福建日報(bào)福州晚報(bào)海峽都市報(bào)東南快報(bào)廈門地區(qū)海峽生活報(bào)廈

24、門商報(bào)海峽導(dǎo)報(bào)廈門晚報(bào)廈門日報(bào)泉州地區(qū)晉江經(jīng)濟(jì)報(bào)泉州晚報(bào)電視：福建地區(qū)：都市時尚頻道經(jīng)濟(jì)生活頻道東南電視臺體育頻道 福州地區(qū)：新聞綜合頻道生活頻道 廈門地區(qū)：廈門衛(wèi)視生活頻道 泉州地區(qū) ：晉江電視臺都市生活頻道新聞綜合頻道 第二十八頁，共三十九頁。Media SelectionNewspaper media: Fuzhou Fuzhou Daily Fujian Daily Fuzhou Evening News Channel Dushi Bao, Southeast Express“ Xiamen Straits Al-Hayat Xiamen Daily Strait Herald Xi

25、amen Evening News Xiamen Daily“ Quanzhou Jinjiang Economic News, Quanzhou Evening News TV: Fujian Province: Urban Fashion Channel southeast of the economic life of TV Sports Channel Fuzhou: News Comprehensive Channel Life Channel Xiamen: Xiamen TV live channels Quanzhou: Jinjiang City Life TV Channe

26、l News Comprehensive Channel第二十九頁，共三十九頁。媒體選擇電臺：福建地區(qū)：交通廣播 福州地區(qū)：交通廣播巴士廣播網(wǎng) 廈門地區(qū)：閩南之聲新聞廣播經(jīng)濟(jì)交通廣播 泉州地區(qū) ：FM904交通頻道網(wǎng)絡(luò)：騰訊汽車頻道易車網(wǎng) 第三十頁，共三十九頁。Media SelectionRadio: Fujian Province: Traffic Radio Fuzhou Region: Traffic Radio Bus Radio Network Xiamen: Fujian Traffic Radio the Voice of newscasts economy Quanzhou:

27、 FM904 traffic channel Network: Tencent Auto Channel Easy Car Network第三十一頁，共三十九頁。事后傳播調(diào)性傳播表現(xiàn)：事件過程報(bào)道，4S店店頭配合參與者體驗(yàn)感言優(yōu)異的動力性能與經(jīng)濟(jì)節(jié)油及綠色環(huán)保的表現(xiàn)方法手段：活動專題網(wǎng)路試駕報(bào)道Miniweb活動總結(jié)論壇活動事件新聞花絮報(bào)道使用者深度訪談以及活動手記第三十二頁，共三十九頁。Subsequent dissemination of TonalityCommunication Performance: Course of the incident report, 4S stores

28、are the first line with Participants experience the reflections Excellent dynamic performance and economic performance of fuel-efficient and green environmental protection Methods and means: Activities feature online test drive report Forum Miniweb summary of activities Events News Snapshots report

29、Notes from the user-depth interviews and activities第三十三頁，共三十九頁。媒體傳播效果評估平面報(bào)廣：覆蓋區(qū)域福州、廈門、泉州等主要城市傳播人群：一般消費(fèi)人群100萬人次以上傳播效果預(yù)估：建立奧迪TDI節(jié)能環(huán)保產(chǎn)品形象電視電臺：覆蓋區(qū)域福州、廈門、泉州等一線城市主要消費(fèi)人群傳播人群：一般消費(fèi)人群200萬人次以上傳播效果預(yù)估：建立A6LTDI強(qiáng)勁動力的產(chǎn)品功能印象網(wǎng)絡(luò)媒體覆蓋區(qū)域東南小區(qū)主要汽車消費(fèi)市場及人口傳播人群：汽車消費(fèi)人群50萬以上傳播效果預(yù)估：轉(zhuǎn)換消費(fèi)者對TDI發(fā)動機(jī)的產(chǎn)品誤區(qū)第三十四頁，共三十九頁。Media disseminatio

30、n of impact assessmentPlane reported widely: Coverage area, Fuzhou, Xiamen, Quanzhou and other major cities in Dissemination of population: general consumer population for more than 1 million passenger trips Dissemination of results expected: To establish the image of Audi TDI energy-saving green pr

31、oducts Television and radio: Coverage area, Fuzhou, Xiamen, Quanzhou citys main consumer groups such as first-line Dissemination of population: general consumer population for more than 2 million visitors Dissemination of results expected: the establishment of A6LTDI product features a strong impres

32、sion of power Online Media South East District coverage area and population in the major automotive consumer market Dissemination of the crowd: Automotive Consumer populations must reach 50 million or more, Dissemination of results expected: Conversion of the TDI engines products to consumers Misunderstanding第三十五頁，共三十九頁。媒體傳播量預(yù)估Estimate the amount of media communication平面報(bào)廣宣傳軟文20篇（含）以上，不含轉(zhuǎn)載電視電臺傳播20次（含）以上網(wǎng)路媒體傳播30篇次（含）以上，含文字、視頻、圖片，不含各大網(wǎng)站轉(zhuǎn)載Plane reported that wide publicity of soft-Wen 20 (inclusive) above, non-reproduced Television