一汽大眾上市試乘試駕活動(dòng)整合營(yíng)銷方案

一汽-大眾北區(qū)CC上市試乘試駕活動(dòng)整合營(yíng)銷方案FAW-VWTheNorthRegionCCListingTestDriveIntegratedMarketingProgram2010.07.2424thJuly2010項(xiàng)目背景項(xiàng)目目標(biāo)項(xiàng)目策略項(xiàng)目概述項(xiàng)目安排媒體計(jì)劃執(zhí)行細(xì)節(jié)目錄ContentsProjectbackgroundProjectpurposeProjectstrategyProjectoverviewProjectarrangementMediaplanningExecutivedetails項(xiàng)目背景 Projectbackground7月15日在上海舉行CC上市發(fā)布會(huì)，面向全國(guó)媒體和經(jīng)銷商傳遞產(chǎn)品亮點(diǎn)，以及價(jià)格信息。各地經(jīng)銷商結(jié)合產(chǎn)品調(diào)性、利益點(diǎn)在各地舉辦CC上市活動(dòng)，使全國(guó)各地媒體及消費(fèi)者了解CC特點(diǎn)。July15CClisted

inShanghai,forthenationalmediaanddealersdeliverproducthighlightsandpriceinformation.

Dealerscombinedproductscharacteristics,interestpointsorganizedcclistedactivitiesaroundthecountry,sothatthemediaandconsumerscanknowaboutcharacteristicsofCC.項(xiàng)目目的Purpose廣泛傳播CC上市信息，提升CC北區(qū)范圍的知名度定位CC為“優(yōu)雅動(dòng)感的高級(jí)轎車”，建立大眾品牌旗艦車型形象傳播CC優(yōu)雅動(dòng)感的魅力設(shè)計(jì)，彰顯CC與眾不同的產(chǎn)品氣質(zhì)提升一汽-大眾大眾品牌整體形象支持銷售，加速完成北區(qū)銷量目標(biāo)Spread

CClistedinformation,establishedanationwideCC

awareness

LocatedCCas"elegantandsportysedan"establishedVWbrand'sflagshipmodel

Spread

CCelegantdynamicdesign,highlightCCdistinctiveproductqualities

EnhancetheFAW–VWtheoverallbrandimageSupportthesalesforthewholeyearsalestargets

對(duì)于活動(dòng)重要性的認(rèn)識(shí)Awarenessoftheimportanceforactivities注：本次試乘試駕活動(dòng)是CC北區(qū)上市的一次重要工作——與媒體與區(qū)域VIP客戶取得良好溝通，讓嘉賓充分感受到CC的優(yōu)越性能和卓越品質(zhì)，在媒體上發(fā)出關(guān)于CC的真實(shí)的、正面的報(bào)道，從而達(dá)到對(duì)于行業(yè)、公眾和消費(fèi)者的有益引導(dǎo)，為CC上市做好傳播延續(xù)工作。Note:

ThistestdriveeventisCCnorthregionlisting’smajorwork–withthemediaandregionalVIPcompletegoodcommunication,sothatguestscanbefullyawareofthesuperiorityandexcellentqualityofCC,inthemedia,issuetherealpositivereportsabouttheCC,toachievetheusefulguidetotheindustry,thepublicandconsumers,tomakefullwarm-workforCClist..對(duì)于VIP客戶及媒體人員的選擇——?jiǎng)?wù)必精準(zhǔn)有效

Forselectingtheguestsandmediapersonnel-mustbeaccurateanduseful對(duì)于活動(dòng)地點(diǎn)選擇——?jiǎng)?wù)必新鮮有特色

Forselectingactivitiesvenue–mustbetohavefreshanddistinctive對(duì)于參加活動(dòng)嘉賓的接待——?jiǎng)?wù)必周到有禮

Forthereceptionofguests–mustbethoughtfulandcourteous對(duì)于試乘試駕活動(dòng)安排——?jiǎng)?wù)必體現(xiàn)CC優(yōu)越性能

Forarrangingthetestdrive–mustfullyexpressingCCexcellenceperformance對(duì)于試乘試駕路線安排——?jiǎng)?wù)必體現(xiàn)CC的優(yōu)雅動(dòng)感

Arrangementsforthetestdriveroute-besuretoreflectCC‘selegantdynamic

對(duì)于試駕之后的報(bào)道跟蹤——?jiǎng)?wù)必緊密有節(jié)奏Fortheaftertestdrivereport–mustbecloseandorderlyCC試乘試駕的“六個(gè)務(wù)必”CCtestdrive’s"sixmust"

項(xiàng)目策略來(lái)源Strategy用戶特征核心競(jìng)品整車性能根據(jù)對(duì)CC特質(zhì)、目標(biāo)人群及競(jìng)品的分析，推出本次活動(dòng)的概念：不是簡(jiǎn)單的試乘試駕，而是CC的全方位完美體驗(yàn)AccordingtoCC’scharacteristics,targetcustomersandtheintroductionofcompetingproductsdifferencetodevelopthisthiseventconcept:CC360°all-roundperfectexperience項(xiàng)目策略Strategy策略來(lái)自于CC特質(zhì)StrategyfromtheCCcharacteristics流線型轎跑車車身設(shè)計(jì)；無(wú)框車門；全景天窗；拉絲鋁金屬飾板；Streamlinedcoupebodydesign

Smart,luxurious,elegant完美設(shè)計(jì)CCAppearance舒適駕乘Differentialconfiguration丹拿音響；運(yùn)動(dòng)舒適型座椅；多功能方向盤帶換檔撥片，特別降噪措拖。Framelessdoors/panoramicsunroof

Leisure,modern,richtaste

動(dòng)力無(wú)限CC

Engine2.0TSI渦輪增壓直噴發(fā)動(dòng)機(jī)∕6速DSG雙離合變速器，動(dòng)力澎湃、速度激情。2.0TSIturbodirectinjectedengine/six-speedDSGdual-clutchgearboxPowersurge,speedpassion創(chuàng)新科技CCinteriorandintelligentdesign自適應(yīng)巡航系統(tǒng)；預(yù)碰撞安全系統(tǒng)；車道保持系統(tǒng)；智能泊車輔助系統(tǒng)；后視影像系統(tǒng)。IntelligentDriverAssistanceSystemsComfortable,luxurious,personalized注：緊密依托產(chǎn)品性能，設(shè)置新穎的試乘試駕方式，用全方位360°的方法展現(xiàn)CC的特質(zhì)與出眾之處……Note:

Closelyrelyonproductperformance,setthenoveltestdrivemode,withfull360-degreemethodofshowingthecharacteristicsandoutstandofCC.策略來(lái)自于CC目標(biāo)人群TheCCstrategyfrom

targetpopulation富有活力Dynamic

開(kāi)拓創(chuàng)新Innovation

運(yùn)動(dòng)休閑Sports&Leisure品位高雅High-grade購(gòu)車消費(fèi)特點(diǎn)：Autoconsumptioncharacteristics:對(duì)車輛外觀、品牌和品質(zhì)有很高的要求Theappearance,brandandqualityofthevehiclewithhighrequirements要求私人座駕既充滿駕馭動(dòng)感又不失優(yōu)雅Requiredtheprivatecarfullofdynamicwithoutlosingtheelegant對(duì)品牌和個(gè)性有獨(dú)特的理解Understandingofbrandandpersonality充分考慮目標(biāo)人群的感受，在試乘試駕中全方位360°感受CC的優(yōu)雅與卓越品質(zhì)…Fullyconsiderthefeelingsofthetargetcustomers,intestdrivefeelthefull360-degreeCC'seleganttaste項(xiàng)目策略Strategy策略來(lái)自于對(duì)競(jìng)爭(zhēng)優(yōu)勢(shì)StrategyfromcompetitiveproductsCC的競(jìng)爭(zhēng)優(yōu)勢(shì)外形設(shè)計(jì)融合了跑車的動(dòng)感與豪華轎車的高雅，剛勁有力而不失華貴氣質(zhì)，顯示出獨(dú)有的氣質(zhì)；內(nèi)飾設(shè)計(jì)低調(diào)奢華而不失清新雅致，鮮明呈現(xiàn)了跑車風(fēng)格與豪華轎車的舒適；操控感與動(dòng)力絕不遜于其造型給人帶來(lái)的驚喜，綠色環(huán)保的特性體現(xiàn)車主的優(yōu)雅品味；大量智能化、人性化設(shè)計(jì)的先進(jìn)電子裝備使CC成為名副其實(shí)的高級(jí)轎車。Breakdowncharacteristicsofcompetingproducts,primarilyfacetothecoreofcompetitiveproductsReiz,Subori.StrengtheningCCstreamlinebody,four-wheeldrive,TSI+DSG,acceleration;emphasizeddynamic,smooth,design;項(xiàng)目策略Strategy策略闡述Strategy鑒Appreciate看Watch聽(tīng)Listen品Taste體驗(yàn)CC超越同級(jí)別的駕駛樂(lè)趣立體化展示CC產(chǎn)品性能打造CC超凡獨(dú)特的駕馭感受多角度感受CC優(yōu)雅動(dòng)感360°TocreateauniqueextraordinarydrivingsenseofCCToexperienceCCdrivingpleasurebeyondthelevelMulti-angletofeelCCelegantdynamicThree-dimensionaldisplayofCCperformance通過(guò)系列化的全方位體驗(yàn)：“一看”、“二聽(tīng)”、“三品”、“四鑒”四個(gè)完美體驗(yàn)過(guò)程，準(zhǔn)確清晰地傳遞CC優(yōu)雅、動(dòng)感特質(zhì)及超強(qiáng)性能。

Throughtheseriesofall-roundexperienced:“firstwatch",“secondlisten",“thirdtaste","fourthappreciate"Thesefourprocessesoftheperfectexperience,toconveythemeaningofelegantperformanceofCCcars.Clear,easytounderstand.策略詳解StrategyexplanationC°動(dòng)感空空間——設(shè)置三維全全息立體投投影展示說(shuō)說(shuō)明廳，突突破常規(guī)的的PPT培培訓(xùn)講解方方式，采用用三維全息息投影技術(shù)術(shù)，通過(guò)360°投投影立體化化展示CC產(chǎn)品性能能，讓嘉賓賓看得更過(guò)過(guò)癮，學(xué)得得更趣味輕輕松。運(yùn)用創(chuàng)新科科技手段彰彰顯顯CC獨(dú)特特魅力UseinnovativetechnologymeanstoshowuniquecharmofCCC°dynamicspace-settheCC-setdimensionalholographicthree-dimensionalshowroom,breakingtheconventionalwayofPPTtrainingexplanation,usingthree-dimensionalholographicprojectiontechnology,throughthe360°three-dimensionalprojectionsothatguestscanseemoreenjoyable,learnmoreinteresting.看WatchC°音悅世世界——篷房?jī)?nèi)內(nèi)專設(shè)一間間CC仿真真駕駛內(nèi)室室，通過(guò)音音效技術(shù)模模擬駕駛過(guò)過(guò)程的各種種聲音；采采用三維投投影技術(shù)，，車窗及前前擋風(fēng)玻璃璃實(shí)現(xiàn)不同同場(chǎng)景變換換，為嘉賓賓帶來(lái)極致致奢華的視視聽(tīng)沖擊；；同時(shí)采用用階梯式仿仿真CC座座椅，讓體體驗(yàn)者倍感感舒適。C°sweetworld––inthetentsetaCCsimulateddrivingroom,simulatethedrivingprocesssoundsbyaudiotechnology;usingthree-dimensionalprojectiontechnology,windowsandthewindscreenrealizeddifferentscenechanges,bringtheultimateluxuryaudio-visualimpactfortheguests;thesametimeusingsteppedCCsimulatedseats,sothatcustomerscanfeelmorecomfortable.全新新體體驗(yàn)驗(yàn)方方式式領(lǐng)領(lǐng)略略CC豪豪華華品品質(zhì)質(zhì)NewexperiencedtotasteCCluxuryquality策略略詳詳解解Strategyexplanation聽(tīng)Listen根據(jù)據(jù)CC性性能能專專設(shè)設(shè)賽賽道道打打造造高高級(jí)級(jí)豪豪華華車車的的完完美美體體驗(yàn)驗(yàn)C°完美美體驗(yàn)——針對(duì)對(duì)邀約客客戶開(kāi)展展CC試試乘試駕駕體驗(yàn)活活動(dòng)，結(jié)結(jié)合CC車型性性能特別別設(shè)置賽賽道，讓讓客戶真真正感受受至上的的駕駛樂(lè)樂(lè)趣，以以及近乎乎完美的的全方位位體驗(yàn)。。策略詳解解StrategyexplanationC°perfectsense-forinvitingcustomerstojointestdrive,combinedwiththeCCcarspecialperformancetosettrackallowcustomerstotrulyfeelthesupremedrivingpleasure,andthenear-perfectall-roundexperienceAccordingtoCCperformancetrackdesignedtocreateaperfectexperienceofluxurycar品Taste沿海公路路的真實(shí)實(shí)體驗(yàn)見(jiàn)見(jiàn)證非非凡的駕駕駛樂(lè)趣趣選擇沿海海公路的的試乘試試駕路線線，一路路歡暢前前行，在在欣賞沿沿途美景景的同時(shí)時(shí)，更能能真實(shí)感感受CC的路面面駕馭性性能和優(yōu)優(yōu)雅的駕駕乘體驗(yàn)驗(yàn)。策略詳解解StrategyexplanationReal-lifeexperienceofcoastalroadWitnesstheextraordinarydrivingpleasureThecoastalhighwaytestdriveroutewithpleasureforward,whileenjoyingthebeautifulsceneryalongtobettermanagethetruefeelingsofCCroaddrivingperformanceandelegantexperience.鑒Appreciate對(duì)于活動(dòng)動(dòng)主題的的理解ThemeunderstandingsC°，CC360°全全方位完完美體驗(yàn)驗(yàn)C°,CC360°all-roundperfectexperienceC°優(yōu)雅雅：一種種對(duì)高品品位生活活的愜意意享受；；一種對(duì)對(duì)質(zhì)感人人生的心心靈追逐逐C°elegance:akindofpleasantenjoyonhighqualitylife;akindofmindchaseonthequalitylife.傾心綻放放：CC，為欣欣賞的人人綻放，，讓懂得得的人傾傾心Cordialbloom:CC,bloomfortheenjoypeople,cordialfortheunderstandingpeople優(yōu)雅傾傾心綻放放——一一汽-大大眾北區(qū)區(qū)CC上上市完美美體驗(yàn)活活動(dòng)C°eleganceCordialbloomFAW-VWNorthRegionCCListingPerfectExperienceActivityC°北區(qū)CC上市試試乘試駕駕活動(dòng)執(zhí)執(zhí)行部分分NorthregionCClistedtestdriveExecutivepart項(xiàng)目概述述Overview時(shí)間間：2010年8月月13日日（周五五）地點(diǎn)點(diǎn)：大連———金石灘灘國(guó)賓海海岸（主主推）北京———北京樂(lè)樂(lè)駕汽車車體驗(yàn)基基地（備備選）主題題：C°優(yōu)雅雅傾傾心綻放放——一一汽-大眾北北區(qū)CC上市完完美體驗(yàn)驗(yàn)活動(dòng)活動(dòng)內(nèi)容容：CC產(chǎn)品說(shuō)明明會(huì)&CC試乘乘試駕體體驗(yàn)活動(dòng)動(dòng)使用車輛輛：展示用車車1臺(tái)，，試乘試試駕用車車6-8臺(tái)Date：13rdAugust2010[Friday]Location:Dalian-GoldenPebbleBeachAmbassadorBeach(mainrecommended)Beijing-BeijingHappyDrivevehicleexperiencebase(tobeelected)Theme:C°eleganceCordialbloom-----FAW-VWNorthRegionCCListingPerfectExperienceActivityContents:Eventcontent:CCproductseminar&CCtestdriveexperienceeventVehicles:showvehicle:1,cartestdrive6-8參與嘉賓賓：邀約VIP客戶戶30人人，媒體體記者30人，，共計(jì)60余人人項(xiàng)目概述述Overview貴賓VIP記者JournalistParticipatedguests:30VIPcustomers,30journalists,atotalofmorethan60people我們選擇擇了浪漫漫之都大大連作為為本次完完美體驗(yàn)驗(yàn)活動(dòng)的的主推場(chǎng)場(chǎng)地。大連金石石灘國(guó)家家旅游度度假區(qū)——三面環(huán)海海，優(yōu)雅雅舒適的的環(huán)境與與本次完完美體驗(yàn)驗(yàn)活動(dòng)調(diào)調(diào)性相符符。大連———金石灘灘國(guó)賓海海岸Dalian-GoldenPebbleBeachAmbassadorCoast場(chǎng)地選擇擇Venueselection項(xiàng)目安排排ArrangementWechoseromanticcityDalianasourperfectexperiencevenue.DalianGoldenPebbleBeachNationalHolidayResort-surroundedbythesea,elegantandcomfortableenvironmentmatchthisperfectexperienceevent.金石石灘灘發(fā)發(fā)現(xiàn)現(xiàn)王王國(guó)國(guó)—停車車場(chǎng)場(chǎng)推薦薦理理由由：：面積積為為5000平平米米，，足足夠夠的的場(chǎng)場(chǎng)地地空空間間可可設(shè)設(shè)置置各各種種試試駕駕科科目目，，充充分分滿滿足足了了對(duì)對(duì)賽賽道道的的規(guī)規(guī)劃劃。。線路路：：發(fā)發(fā)現(xiàn)現(xiàn)王王國(guó)國(guó)—濱海海公公路路—海韻韻公公園園根據(jù)據(jù)沿沿海海公公路路實(shí)實(shí)際際情情況況，，設(shè)設(shè)置置了了以以上上這這條條組組合合線線路路，，感感受受CC優(yōu)雅雅舒舒適適的的同同時(shí)時(shí)，，還還可可飽飽覽覽沿沿海海美美景景。。A、、場(chǎng)場(chǎng)地地試試駕駕場(chǎng)場(chǎng)地地推推薦薦B、、公公路路試試駕駕場(chǎng)場(chǎng)地地推推薦薦項(xiàng)目目安安排排ArrangementA.VenuerecommendationB.HighwayvenuerecommendationGoldenPebbleBeachDiscoveryKingdom-ParkingRecommendedreason:anareaof3000squaremeters,enoughspacecanbeusedtosetupavariousoftestdrivesubjects,satisfytheplanningontrack.Route:DiscoveryKingdom-BinhaiHighway-RhineParkAccordingtotheactualsituationofthecoastalhighway,settheabovecombinedline,atthemomenttofeeltheCCelegantandcomfortablealsoenjoyingthecoastalscenery.C°完美體體驗(yàn)中的試試乘試駕部部分有兩部部分組成根據(jù)策略需需要，我們們創(chuàng)新設(shè)置置試乘試駕駕路線及環(huán)環(huán)節(jié)。項(xiàng)目安排ProjectarrangementAccordingtoCCproductinnovativefeaturestosetthetestdriveroutesandlinkssothatguestsexperiencethegreatestextentofCCexcellentperformanceVenuetestdrive:AccordingtotheperformancecharacteristicsofCCintegrateddesigncircuit,experienceinvariousroadCCdrivingexperienceHighwaytestdrive:AccordingtotheCCcarryingTSI+DSGpowercombinationtodesignracingcircuit,toexperiencepowerperformanceandcomfort,highlightingtheCCunityofsedanandsportcardrivingpleasure公路試駕駕：突出CC轎跑合合一的駕駕駛樂(lè)趣趣及優(yōu)雅雅格調(diào)場(chǎng)地試駕駕：體驗(yàn)CC于完美美性能項(xiàng)目時(shí)間間表Agenda2010年8月月13日日上下各各一場(chǎng)13thAugust2010onceinAM,PM嘉賓簽到到分組：：將30人人分為A、B兩兩組，每每組15人………時(shí)間Time內(nèi)容Contents13日AM09：00—09：30嘉賓簽到分組Guestsregistrationandgrouped09：30—09：45A組嘉賓聽(tīng)取CC性能講解，B組嘉賓仿真體驗(yàn)CC性能GroupAhavetheCCperformancelecture,groupBsimulatedexperienceCCperformance09：45—10：00A、B組調(diào)換體驗(yàn)A、Bswoptoexperience10：00—10：05車舞表演Autodanceshow10：05—12：00試乘試駕Testdrive12：00—13：00午餐自助Buffetlunch13日PM13：00—13：30嘉賓簽到分組Guestsregistrationandgrouped13：30—13：45A組嘉賓聽(tīng)取CC性能講解，B組嘉賓仿真體驗(yàn)CC性能GroupAhavetheCCperformancelecture,groupBsimulatedexperienceCCperformance13：45—14：00A、B組調(diào)換體驗(yàn)ABswoptoexperience14：00—14：05車舞表演Autodanceshow14：05—16：00試乘試駕Testdrive16：00—17：30晚餐自助Dinner17：30—返回酒店ReturntothehotelGuestsregistrationandgrouped:divided30personin2groups,15personforonegroup試乘試駕駕流程TestdriveprocessABAB用餐AB新車亮相車舞NewautoshowdanceB公路試乘試駕HighwaytestdriveA場(chǎng)地試乘試駕VenuetestdriveMealA看WatchB聽(tīng)Listen項(xiàng)目安排排ArrangementC°完美美體驗(yàn)——公路試駕駕C°perfectexperience-Highwaytestdrive公路試駕駕路線安安排：發(fā)現(xiàn)王國(guó)國(guó)—濱海公路路—海韻公園園全長(zhǎng)42公里，駕駕乘體驗(yàn)驗(yàn)時(shí)間在在30分鐘左左右Highwaytestdriverouting:DiscoveryKingdom-CoastalHighway-RhineParkLength42km,drivingexperiencedtimeforabout30minutes試乘試試駕說(shuō)說(shuō)明：：Testdriveintroduction按路書(shū)書(shū)路線線行進(jìn)進(jìn)；Drivebyroadbook;預(yù)計(jì)15人人，每每3名名嘉賓賓1部部車。。由試試駕教教練領(lǐng)領(lǐng)隊(duì)。。沿途途設(shè)置置3個(gè)個(gè)換乘乘點(diǎn)可可讓每每個(gè)嘉嘉賓輪輪換駕駕駛，，體驗(yàn)驗(yàn)不同同路況況下的的試乘乘試駕駕感受受;Estimated15people,onecarforeverythreeguests.testdrivecoachleadtheteam.Setthreetransferpointsalongthewayalloweachguesttodrive,experiencetestdriveunderdifferentroad;4輛工工作車車，供供現(xiàn)場(chǎng)場(chǎng)工作作人員員活動(dòng)動(dòng)調(diào)度度等事事宜所所用;Fourworktrucksforfieldstaffonmatterssuchastheuseofschedulingactivities;1輛攝攝影攝攝像車車，進(jìn)進(jìn)行全全程拍拍攝;Aphotographiccameracarforthewholeshoot;1輛救救險(xiǎn)車車，活活動(dòng)全全程安安全保保障;Arecoverytruckforthewholesecurityactivities;項(xiàng)目安安排ArrangementC°完完美體體驗(yàn)——公路試試駕（（優(yōu)雅雅之旅旅）C°°perfectexperience–Highwaytestdrive(Eleganttour)項(xiàng)目安排ArrangementC°完美體體驗(yàn)——公路試駕（（優(yōu)雅之旅旅）C°perfectexperience–Highwaytestdrive(Eleganttour)公路試乘試試駕的原則則：安全中體驗(yàn)CC的優(yōu)雅………公路試乘試駕駕安全講解：：專業(yè)教練員在在副駕駛席全全程負(fù)責(zé)安全全監(jiān)督，試駕駕人員聽(tīng)從專專業(yè)教練員的的指導(dǎo)；車輛起步前觀觀察前方道路路，確保場(chǎng)地地內(nèi)無(wú)任何車車輛行人；為保證活動(dòng)安安全，后車在在前車到達(dá)緩緩沖區(qū)后方能能從起點(diǎn)出發(fā)發(fā)；項(xiàng)目安排Arrangement外景拍攝Locationshooting在沿途選取3處風(fēng)景優(yōu)美美，適合外景景拍攝的空闊闊場(chǎng)地，車隊(duì)隊(duì)在指定換乘乘地點(diǎn)停靠（（每次?？繒r(shí)時(shí)間為5分鐘鐘），嘉賓自自行選擇合適適角度拍攝。。Toselectthreescenicrouteontheway,suitableforlocationshooting,theteamstopsatdesignatedtransferlocations(eachstopfor5minutes),guestscanmaketheirowncameraangles.C°完美體驗(yàn)驗(yàn)——公路試駕（優(yōu)優(yōu)雅之旅）C°perfectexperience–Highwaytestdrive(Eleganttour)媒體自駕游Mediaowndrivingtour在下午針對(duì)媒媒體朋友的公公路試乘試駕駕結(jié)束后，我我們可以應(yīng)媒媒體特殊要求求安排自由試試駕。媒體可以3人人/車（按照照試駕車號(hào)））的形式，在在規(guī)定時(shí)間與與規(guī)定區(qū)域內(nèi)內(nèi)，于試車地地周邊進(jìn)行自自由試駕；可以根據(jù)媒體體需求，安排排專業(yè)車模（（每車1人））隨行拍攝.Intheafternoon,afterthemediafriend’’sroadtestdrive,wecanarrangemediaaspecialowndrivingtourthenextday.

Mediacanbethreepersons/vehicles(inaccordancewiththetestdrivevehiclenumber)form,inspecifiedtimeandarea,aroundthetestdrivevenuefortestdrive;Accordingtomediarequirements,arrangeprofessionalcarmodels(1personpervehicle)forshootingC°°完完美美體體驗(yàn)驗(yàn)———公路路試試駕駕（（優(yōu)優(yōu)雅雅之之旅旅））C°°perfectexperience––Highwaytestdrive(Eleganttour)項(xiàng)目目安安排排ArrangementC°°完完美美體體驗(yàn)驗(yàn)公路路試試駕駕：：激情情轉(zhuǎn)轉(zhuǎn)彎彎：：駕駛駛體體驗(yàn)驗(yàn)連連續(xù)續(xù)彎彎道道以以及及發(fā)發(fā)卡卡彎彎帶帶來(lái)來(lái)的的漂漂移移與與激激情情，，展展示示CC強(qiáng)大大的的操操控控力力直線線加加速速：：體驗(yàn)驗(yàn)CC的TSI+DSG釋放放的的強(qiáng)強(qiáng)勁勁動(dòng)動(dòng)力力注：：試乘乘試試駕駕過(guò)過(guò)程程中中，，嘉嘉賓賓可可以以打打開(kāi)開(kāi)自自動(dòng)動(dòng)無(wú)無(wú)框框車車窗窗和和全全景景天天窗窗，，聆聆聽(tīng)聽(tīng)丹丹拿拿音音箱箱的的震震撼撼效效果果，，感感受受沿沿路路風(fēng)風(fēng)景景，，展展示示人人、、車車相相融融的的愜愜意意生生活活。。項(xiàng)目目安安排排ArrangementC°perfectexperienceHighwaytestdrive:Estimated15people,threeguestsinonecar.ADEcoachbytheteamleader.Setthreetransferpointsalongthewaysothateachguestcanberotatedtodrivetoexperiencedifferentroadconditions.Cityshuttle:Seturbanroadconditions/intothecity,carsandthecitiesintegrated.Startandstopbrakeinurbantraffic,overallperformCCstrongpoweroutputandpowerfulbrakingsystemLinearacceleration:ExperienceCCTSI+DSGstrongmomentumreleaseNote:Duringthetestdriveprocess,guestscanopenautomaticallyframelesswindowsandpanoramicsunroof,listentotheTannerspeakers'shockeffect,feelingalongthelandscape,peopleenjoyvehicles'comfortableconditionsBackup推薦酒店：：大連金金石國(guó)際會(huì)會(huì)議中心RecommendedHotel:DalianGoldenPebbleInternationalConventionCenter推薦理由：：大連金石國(guó)國(guó)際會(huì)議中中心位于大大連金石灘灘國(guó)家旅游游度假區(qū)的的西部半島島，毗鄰金金石高爾夫夫球場(chǎng)和游游艇俱樂(lè)部部，距離試試駕場(chǎng)地較較近每間客房經(jīng)經(jīng)過(guò)精心設(shè)設(shè)計(jì)及布置置，房間內(nèi)內(nèi)視野開(kāi)闊闊，大海、、群山及高高爾夫球場(chǎng)場(chǎng)可一覽無(wú)無(wú)遺，與本本次活動(dòng)的的調(diào)性契合合。場(chǎng)地選擇Venueselection項(xiàng)目安排ArrangementRecommendedreason:GoldenPebbleInternationalConferenceCentreislocatedinDalianGoldenPebbleBeachnationaltouristresortonthewesternpeninsula,adjacenttoGoldenPebblegolfcourseandyachtclub,closerfromlaunchfieldEachroomhasbeendesignedanddecorated,theroomwithwidevision,sea,mountainsandgolfcausescanbeseeataglance,givesanelegant,comfortablefeeling,canenjoytheblossomsandthevastnessoftheseasurging,fitthetargetcustomerpreferences,fittheeventtone.推薦酒店：：國(guó)家法官官學(xué)院北京京分院RecommendedHotel:TheNationalJudgesCollegeBeijingBranch.推薦理由：：Recommendedreasons位于雁棲湖湖東岸半島島之中，三三面環(huán)水，，群山綿亙亙，另有長(zhǎng)長(zhǎng)城古跡于于湖光山色色中若隱若若現(xiàn)交通便利，，距北京城城區(qū)50分分鐘，距距首都機(jī)場(chǎng)場(chǎng)約40分分鐘，距離離投放場(chǎng)地地較近項(xiàng)目安排ArrangementLocatedinYanxieastcoastpeninsulawateronthreesides,rollinghills,whiletheGreatWallamongthemonuments.Transportfacilities,thecollegeis50minutesawayfromBeijingtown,fromBeijingCapitalInternationalAirportabout40minutescloserfromlaunchfield.項(xiàng)目執(zhí)行ProjectexecutiveVIP客戶戶接待：針對(duì)VIP客戶由經(jīng)經(jīng)銷商邀約約，派豪華華大巴到指指定經(jīng)銷商商處接試駕駕嘉賓，統(tǒng)統(tǒng)一前往試試駕場(chǎng)地，，如有客戶戶自駕前往往需事先溝溝通；試駕駕完畢后，，VIP客客戶自行安安排回程。。媒體記者接接待：提前確認(rèn)嘉嘉賓到達(dá)時(shí)時(shí)間及方式式，機(jī)場(chǎng)、、車站大巴巴全天接待待，嘉賓行行理統(tǒng)一編編號(hào)便于管管理；入住簽到時(shí)時(shí)領(lǐng)取返程程車（機(jī)））票，活動(dòng)動(dòng)結(jié)束后為為的媒體統(tǒng)統(tǒng)一安排車車輛送往。。VIPguestsreceptionVIPcustomersareinvitedbythedealersandtakenbyluxurybusunitytothetestdrivingvenue,ifrequiredtodrivebyhimselfshouldinforminadvance;aftertestdrives,VIPcustomersreturnbythemselvesJournalistsreceptionToconfirmguestsarrivaltimeandmannerinadvance,theairport,busstationalldayreception,guests’’luggagearegottenuniformnumbersformanagement;whenguestscheckinreceiveareturnvehicle(plane)tickets,aftertheeventarrangethevehiclestosendthemedia.簽到分組嘉賓到達(dá)試乘乘試駕場(chǎng)地后后，行至簽到到處簽到，簽簽署試駕協(xié)議議，同時(shí)領(lǐng)取取服裝及禮品品，將嘉賓分分為A、B組組，每組15人。禮儀小姐引導(dǎo)導(dǎo)嘉賓簽到，，指導(dǎo)其簽署署試駕協(xié)議；；工作人員為嘉嘉賓分發(fā)統(tǒng)一一服裝及禮品品；工作人員指引引嘉賓到更衣衣室更換衣物物。注：邀約客戶與媒媒體記者流程程相同項(xiàng)目執(zhí)行ExecutiveRegistrationandgroupedGuestsarriveattestdrivevenue,firstforregistration,signtestdriveagreement,andreceiveclothingandgifts,theguestsweredividedintoA,Bgroup,n=15.

MissMannersguidetheguestssigninandguidethemtosignatestdriveagreement;

Staffsdistributethegiftsfortheguests;

Staffsguidegueststoalockerroomchangingclothes.Note:offercustomersthesameprocesswiththemedia篷房布局：午餐區(qū)、采訪訪區(qū)、茶歇區(qū)區(qū)、更衣區(qū)、、CC仿真駕駕駛內(nèi)室、三三維全息立體體投影展示說(shuō)說(shuō)明廳午餐區(qū)區(qū)：滾動(dòng)播放試駕駕視頻、音樂(lè)樂(lè)，準(zhǔn)備豐盛盛的西式自助助簡(jiǎn)餐。采訪區(qū)區(qū)：媒體記者可采采訪客戶，記記錄客戶駕駛駛感受，迅速速形成新聞點(diǎn)點(diǎn)，達(dá)到實(shí)效效傳播效果。。茶歇區(qū)區(qū)：方便嘉賓隨時(shí)時(shí)休息，提供供茶歇點(diǎn)心更更有新意，結(jié)結(jié)合CC造型型準(zhǔn)備點(diǎn)心、、水果拼盤、、茶飲等，細(xì)細(xì)節(jié)處體現(xiàn)優(yōu)優(yōu)雅之道；提提供時(shí)尚運(yùn)動(dòng)動(dòng)雜志、CC產(chǎn)品手冊(cè)，，播放CC產(chǎn)產(chǎn)品廣告宣傳傳片，安排極極品飛車電游游體驗(yàn)，增加加娛樂(lè)互動(dòng)性性。更衣區(qū)區(qū)：方便嘉賓更換換衣物，為每每位嘉賓專門門準(zhǔn)備了物品品保管箱及鑰鑰匙，彰顯本本次活動(dòng)人性性化關(guān)懷。場(chǎng)地布局Venuelayout項(xiàng)目執(zhí)行ExecutiveTentLayout:lunchbuffetarea,interactivepressarea,coffeebreakarea,dressingarea,wonderfulsoundsexperiencehall,trainingroomforthree-dimensionalholographicthree-dimensionaltestdriveLunchbuffetarea:rollingplaytestdrivevideo,music,preparingsumptuousbuffetmeal.Interactivepressarea:Mediareportercaninterviewcustomersandrecordcustomerdrivingexperience,contributetotherapidformationofinformationpointsforeffectivelydissemination.CoffeeBreakArea:breakatanytime,providemoreinnovativeteabreaksnacks,combinedwithCCshapepreparesnacks,fruitplatter,tea,etc.,detailsreflecttheelegance;providestylishsportsmagazine,CCproductmanuals,displayCCvideos,arrangevideogamesexperience,increasethefuninteractive.Changingarea:convenientguestchangeclothing,specificallypreparedforeachguestdepositboxesandkeys,highlightthiseventhumanecare.根據(jù)本次次CC完完美體驗(yàn)驗(yàn)活動(dòng)的的整體調(diào)調(diào)性，為為嘉賓提提供了符符合優(yōu)雅雅、運(yùn)動(dòng)動(dòng)定位，，實(shí)用性性強(qiáng)的精精美禮品品AccordingtoTheCCperfectexperiencetheoveralltone,weprovideconsistentelegance,sportorientationandpracticabilitygiftsfortheguestsCC車模模CCcarmodels音樂(lè)枕頭頭Musicpillow蘋果U盤AppleUdisk禮品推薦音樂(lè)頭枕：：可折疊成一一個(gè)手提包包樣式，展展開(kāi)后在枕枕頭兩邊提提供兩只小小音箱，可可將音源設(shè)設(shè)備與其連連接，聽(tīng)音音樂(lè)非常方方便。提供供了柔軟的的“床單””，適合外外出郊游使使用。MusicPillow:foldingintoahandbagstyle,providingbothsidesofthepillowwithtwosmallspeakers,canbeconnectedtoaudiodevices,listeningtomusicveryeasy.Providesasoft"sheets"usedtogosightseeing.每臺(tái)CC配配備人性化化內(nèi)飾物品品：紙巾，，音樂(lè)光盤盤，雨傘，，小瓶裝礦礦泉水4瓶瓶，小型清清新綠植、、遮陽(yáng)窗簾簾等，讓嘉嘉賓坐在車車內(nèi)倍感舒舒適，盡享享愜意試乘乘試駕過(guò)程程提供活動(dòng)流流程手冊(cè)、、內(nèi)附詳細(xì)細(xì)晚會(huì)流程程和試乘試試駕路書(shū)，，指引嘉賓賓準(zhǔn)時(shí)參加加各個(gè)環(huán)節(jié)節(jié)考慮嘉賓個(gè)個(gè)人習(xí)慣，，飲食習(xí)慣慣的前期統(tǒng)統(tǒng)籌，為每每位來(lái)賓做做好后勤保保障工作酒店客房每每日根據(jù)嘉嘉賓要求進(jìn)進(jìn)行清掃，，提前擺放放果盤與鮮鮮花執(zhí)行細(xì)節(jié)Executivedetails細(xì)節(jié)考慮DetailsconsiderationEachCCisequippedwithhumaninterioritems:papertowels,musicCDs,umbrellas,4smallbottlesofmineralwater,smallfreshgreenplantsandshadecurtains,sothatguestsfeelmorecomfortablesittinginthecar,enjoythecozytestdriveprocessProvideactivitiesprocessesmanualinteriordetailsofpartyprocessesandtestdriveroadbooktoguidegueststoparticipateineverylinkHotelroomdailycleaningaccordingtoguestrequirements,fruitplateandflowersplacedinadvance現(xiàn)場(chǎng)協(xié)協(xié)調(diào)Sitecoordination工程建建設(shè)場(chǎng)地使使用、、保養(yǎng)養(yǎng)接待組組receptiongroup后勤組組LogisticsGroup嘉賓接接待、、住宿宿日常活活動(dòng)安保組組Securitygroup車輛人人員保保險(xiǎn)醫(yī)護(hù)急急救日常安安全、、突發(fā)發(fā)事件件現(xiàn)場(chǎng)服服務(wù)機(jī)動(dòng)靈靈活、、考慮慮周全全服務(wù)細(xì)細(xì)致、、完備備準(zhǔn)備充充分處理問(wèn)問(wèn)題迅迅速人員運(yùn)運(yùn)輸餐飲、、保潔潔車輛管管理備品供供應(yīng)執(zhí)行細(xì)細(xì)節(jié)Executivedetails執(zhí)行團(tuán)團(tuán)隊(duì)ImplementedteamBuildingconstructionGuestsreception,checkinEmergencycareVehiclesmanagementVenuesusage,maintenanceDailysecurity,emergencyPersonneltransportCatering,cleaningDailyactivitiesInsuranceforvehiclesOn-siteserviceSparepartssupplyFlexible,thoughtfulMeticulousservice,completedPreparedDealwithproblemsquickly需要在在試車車前與與來(lái)賓賓簽署署明確確免責(zé)責(zé)協(xié)議議準(zhǔn)備備后備備試駕駕車輛輛，以以免造造成負(fù)負(fù)面影影響的的擴(kuò)散散車輛故故障，，造成成來(lái)賓賓對(duì)于于車輛輛的誤誤解來(lái)賓對(duì)對(duì)于車車輛的的技術(shù)術(shù)數(shù)據(jù)據(jù)不了了解，，試駕駕駛中中操作作過(guò)激激，發(fā)發(fā)生事事故不可預(yù)預(yù)見(jiàn)的的交通通事故故其他的的突發(fā)發(fā)事件件：如鑰匙匙丟失失要求車車輛嚴(yán)嚴(yán)格做做好維維保工工作，，保證證車輛輛的正正常狀狀態(tài)充分的的前期期溝通通非常常必要要，提提供周周詳?shù)牡目蓤?zhí)執(zhí)行的的駕駛駛建議議書(shū)，，同時(shí)時(shí)教練練嚴(yán)格格控制制備件、、備用用物資資的準(zhǔn)準(zhǔn)備充充分，，應(yīng)對(duì)流流程問(wèn)題Situation解決方方案Solution項(xiàng)目安安排ArrangementC°完完美體體驗(yàn)——公路試試駕（（優(yōu)雅雅之旅旅）C°°perfectexperience–Highwaytestdrive(Eleganttour)要求車車輛嚴(yán)嚴(yán)格做做好維維保工工作，，保證證車輛輛的正正常狀狀態(tài)①②③④執(zhí)行細(xì)細(xì)節(jié)Executivedetails應(yīng)急預(yù)預(yù)案Emergencyplan聘請(qǐng)一一名當(dāng)當(dāng)值醫(yī)醫(yī)生Employanon-dutydoctors配備消消防安安全設(shè)設(shè)備Withfiresafetyequipment消防用用車事事前聯(lián)聯(lián)絡(luò)作作隨時(shí)時(shí)調(diào)用用Firecarcallatanytimeforuse各環(huán)節(jié)節(jié)都配配備醫(yī)醫(yī)藥箱箱Eachlinkisequippedmedicinechest救護(hù)用用車事事前聯(lián)聯(lián)絡(luò)作作隨時(shí)時(shí)調(diào)用用Ambulancecarcallatanytimeforuse事前聯(lián)聯(lián)絡(luò)好好附近近醫(yī)院院Tocontactanearbyhospitalinadvance媒介部部分Media媒體計(jì)計(jì)劃Mediaplanning媒體傳傳播策策略借助北北區(qū)主主流媒媒體平平臺(tái)，，將CC上上市信信息有有效傳傳遞，，同時(shí)時(shí)發(fā)布布本次次完美美體驗(yàn)驗(yàn)活動(dòng)動(dòng)信息息；通過(guò)客客戶、、媒體體共同同試乘乘試駕駕CC實(shí)證證產(chǎn)品品的良良好性性能品品質(zhì)，，為CC對(duì)對(duì)外宣宣傳樹(shù)樹(shù)立權(quán)權(quán)威輿輿論導(dǎo)導(dǎo)向，，更具具說(shuō)服服力，，易形形成口口碑傳傳播；；吸引潛潛在目目標(biāo)客客戶群群注意意，促促進(jìn)意意向目目標(biāo)人人群購(gòu)購(gòu)買。。MediaCommunicationStrategyWithnorthmainstreammediaplatformtospreadCClistingmessage,andpublishinginformationabouttheactivitiesThroughthecustomers,mediaco-testdrivetopracticeCCgoodperformance,andestablishtheauthorityfortheCCpublicity,moreconvincing,easytoformawordofmouth;Attractpotentialtargetcustomersattention,promotethetargetpopulationtobuy;媒體計(jì)劃Mediaplanning媒體傳播目目標(biāo)打造與眾不同的的CC上市市完美體驗(yàn)驗(yàn)活動(dòng)——根據(jù)活活動(dòng)差異化化環(huán)節(jié)設(shè)置置，釋放CC更多創(chuàng)創(chuàng)新、科技技元素展示CC性能優(yōu)優(yōu)勢(shì)——透過(guò)““看、聽(tīng)、、品、鑒””CC這這一全新體體驗(yàn)方式，，展示產(chǎn)品品魅力分享CC車型試試乘試駕體體驗(yàn)感受——剖析嘉嘉賓試乘試試駕真實(shí)感感受，形成成實(shí)效新聞聞傳播點(diǎn)MediacommunicatetargetCreatethedifferentCClistingperfectexperienceactivityAccordingtothedifferenceofthelinkset,releasemoreinnovativeandtechnologyelementsDisplayCCperformanceadvantageThrough““l(fā)ook,listen,taste,appreciation’thoseseriesexperienceformtoshowtheproducts'attractive.ShareCCvehicletestdriveexperiencefeelingsAnalysisthegueststestdrivetrulyfeelingsandformemotionalresponsewiththeguests媒體選擇：：Mediaselection:整合北區(qū)區(qū)主流媒媒體資源源，針對(duì)對(duì)CC上上市試乘乘試駕活活動(dòng)開(kāi)展展全方位位媒體傳傳播Integratednorthregionmainstreammediaresources,basedontheCClistingtestdriveeventscarryoutcomprehensivemediacommunications結(jié)合CC全國(guó)上上市，以以北區(qū)CC上市市完美體體驗(yàn)活動(dòng)動(dòng)為核心心傳播點(diǎn)點(diǎn)，對(duì)目目標(biāo)客戶戶群體傳傳遞CC產(chǎn)品信信息及活活動(dòng)信息息；邀約北區(qū)區(qū)主流平平面、電電視臺(tái)、、廣播、、網(wǎng)絡(luò)媒媒體親自自試乘試試駕CC，對(duì)外外發(fā)布影影響力強(qiáng)強(qiáng)的深度度稿件；；利用名人人效應(yīng)，，制造產(chǎn)產(chǎn)品與名名人間的的關(guān)聯(lián)新新聞點(diǎn)，，開(kāi)展公公益類和和產(chǎn)品類類新聞點(diǎn)點(diǎn)傳播。。公關(guān)文件件準(zhǔn)備：：圍繞本次次活動(dòng)及及CC產(chǎn)產(chǎn)品優(yōu)勢(shì)勢(shì)性能，，為媒體體準(zhǔn)備對(duì)對(duì)外公關(guān)關(guān)文件，，可以更更有效地地利用媒媒體資源源，將價(jià)價(jià)值信息息對(duì)外準(zhǔn)準(zhǔn)確有力力地傳播播。媒體計(jì)劃劃MediaplanningCombinedCCnationallisting,thecorecommunicationpointsarenorthCCexperienceactivity,sendthetargetcustomergroupsCCproductinformationandeventinformation;Invitednorthregionalmainstreamprint,television,radio,onlinemediatoexperiencetheCC,releasethewarm-releasedraft,depthexperiencedraft,productanalysisdraft,thenextmarketforecastdraft;Usecelebritytocreateproductsandcelebrityconnectionnewspoint,todeveloppublicandnewspointdisseminationPRdocumentpreparation:FocusingonthisactivitiesandCCproductperformanceadvantages,forthemediatopreparethepublicrelationsfiles,canmoreeffectivelyusethemediaresources,disseminatethevaluablenewsaccuratelyandeffectively.傳播階段2010年7月下旬-9月中旬傳播目的突出CC動(dòng)感、優(yōu)雅、體驗(yàn)動(dòng)力強(qiáng)勁、靈動(dòng)非凡。核心話題被歐洲媒體評(píng)為大眾最美麗的車型-話題引爆傳播策略高端專訪引爆+“媒體”品質(zhì)鑒定傳播方向1、歐洲德系品質(zhì)2、研發(fā)實(shí)力3、技術(shù)保障4、動(dòng)力強(qiáng)勁媒體甄選中央媒體：中國(guó)之聲、經(jīng)濟(jì)之聲、音樂(lè)之聲電視：北京電視臺(tái)-《我愛(ài)我車》財(cái)經(jīng)媒體：經(jīng)濟(jì)觀察報(bào)、21世紀(jì)經(jīng)濟(jì)報(bào)道、中國(guó)經(jīng)濟(jì)周刊行業(yè)媒體：中國(guó)汽車報(bào)、中國(guó)汽車畫(huà)報(bào)、汽車駕駛與維修、名車志、汽車之友、