2014一汽大眾CC上市試乘試駕活動整合營銷方案.ppt
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一汽-大眾北區(qū)CC上市試乘試駕活動整合營銷方案FAW-VWTheNorthRegionCCListingTestDriveIntegratedMarketingProgram2010.07.2424thJuly2010,,,項目背景項目目標(biāo)項目策略項目概述項目安排媒體計劃執(zhí)行細(xì)節(jié),目錄Contents,ProjectbackgroundProjectpurposeProjectstrategyProjectoverviewProjectarrangementMediaplanningExecutivedetails,,,,,,,,項目目的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)雅動感的高級轎車”,建立大眾品牌旗艦車型形象傳播CC優(yōu)雅動感的魅力設(shè)計,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),SpreadCClistedinformation,establishedanationwideCCawarenessLocatedCCas"elegantandsportysedan"establishedVWbrandsflagshipmodelSpreadCCelegantdynamicdesign,highlightCCdistinctiveproductqualitiesEnhancetheFAW–VWtheoverallbrandimageSupportthesalesforthewholeyearsalestargets,,對于活動重要性的認(rèn)識Awarenessoftheimportanceforactivities,注:本次試乘試駕活動是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的真實的、正面的報道,從而達到對于行業(yè)、公眾和消費者的有益引導(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..,,對于VIP客戶及媒體人員的選擇——務(wù)必精準(zhǔn)有效Forselectingtheguestsandmediapersonnel-mustbeaccurateanduseful對于活動地點選擇——務(wù)必新鮮有特色Forselectingactivitiesvenue–mustbetohavefreshanddistinctive對于參加活動嘉賓的接待——務(wù)必周到有禮Forthereceptionofguests–mustbethoughtfulandcourteous對于試乘試駕活動安排——務(wù)必體現(xiàn)CC優(yōu)越性能Forarrangingthetestdrive–mustfullyexpressingCCexcellenceperformance對于試乘試駕路線安排——務(wù)必體現(xiàn)CC的優(yōu)雅動感Arrangementsforthetestdriveroute-besuretoreflectCC‘selegantdynamic對于試駕之后的報道跟蹤——務(wù)必緊密有節(jié)奏Fortheaftertestdrivereport–mustbecloseandorderly,CC試乘試駕的“六個務(wù)必”CCtestdrive’s"sixmust",項目策略來源Strategy,,根據(jù)對CC特質(zhì)、目標(biāo)人群及競品的分析,推出本次活動的概念:不是簡單的試乘試駕,而是CC的全方位完美體驗AccordingtoCC’scharacteristics,targetcustomersandtheintroductionofcompetingproductsdifferencetodevelopthisthiseventconcept:CC360all-roundperfectexperience,,策略來自于對競爭優(yōu)勢Strategyfromcompetitiveproducts,CC的競爭優(yōu)勢外形設(shè)計融合了跑車的動感與豪華轎車的高雅,剛勁有力而不失華貴氣質(zhì),顯示出獨有的氣質(zhì);內(nèi)飾設(shè)計低調(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;操控感與動力絕不遜于其造型給人帶來的驚喜,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)計的先進電子裝備使CC成為名副其實的高級轎車。Breakdowncharacteristicsofcompetingproducts,primarilyfacetothecoreofcompetitiveproductsReiz,Subori.StrengtheningCCstreamlinebody,four-wheeldrive,TSI+DSG,acceleration;emphasizeddynamic,smooth,design;,項目策略Strategy,,策略闡述Strategy,鑒Appreciate,看Watch,聽Listen,品Taste,,,,體驗CC超越同級別的駕駛樂趣,,,,,,,立體化展示CC產(chǎn)品性能,,,,,打造CC超凡獨特的駕馭感受,,,,,,,,,,多角度感受CC優(yōu)雅動感,,,,,,,360,,,TocreateauniqueextraordinarydrivingsenseofCC,ToexperienceCCdrivingpleasurebeyondthelevel,Multi-angletofeelCCelegantdynamic,Three-dimensionaldisplayofCCperformance,通過系列化的全方位體驗:“一看”、“二聽”、“三品”、“四鑒”四個完美體驗過程,準(zhǔn)確清晰地傳遞CC優(yōu)雅、動感特質(zhì)及超強性能。Throughtheseriesofall-roundexperienced:“firstwatch",“secondlisten",“thirdtaste","fourthappreciate"Thesefourprocessesoftheperfectexperience,toconveythemeaningofelegantperformanceofCCcars.Clear,easytounderstand.,策略詳解Strategyexplanation,C動感空間——設(shè)置三維全息立體投影展示說明廳,突破常規(guī)的PPT培訓(xùn)講解方式,采用三維全息投影技術(shù),通過360投影立體化展示CC產(chǎn)品性能,讓嘉賓看得更過癮,學(xué)得更趣味輕松。,運用創(chuàng)新科技手段彰顯CC獨特魅力UseinnovativetechnologymeanstoshowuniquecharmofCC,Cdynamicspace-settheCC-setdimensionalholographicthree-dimensionalshowroom,breakingtheconventionalwayofPPTtrainingexplanation,usingthree-dimensionalholographicprojectiontechnology,throughthe360three-dimensionalprojectionsothatguestscanseemoreenjoyable,learnmoreinteresting.,看Watch,C音悅世界——篷房內(nèi)專設(shè)一間CC仿真駕駛內(nèi)室,通過音效技術(shù)模擬駕駛過程的各種聲音;采用三維投影技術(shù),車窗及前擋風(fēng)玻璃實現(xiàn)不同場景變換,為嘉賓帶來極致奢華的視聽沖擊;同時采用階梯式仿真CC座椅,讓體驗者倍感舒適。Csweetworld–inthetentsetaCCsimulateddrivingroom,simulatethedrivingprocesssoundsbyaudiotechnology;usingthree-dimensionalprojectiontechnology,windowsandthewindscreenrealizeddifferentscenechanges,bringtheultimateluxuryaudio-visualimpactfortheguests;thesametimeusingsteppedCCsimulatedseats,sothatcustomerscanfeelmorecomfortable.科目一模擬考試A3,全新體驗方式領(lǐng)略CC豪華品質(zhì)NewexperiencedtotasteCCluxuryquality,策略詳解Strategyexplanation,聽Listen,根據(jù)CC性能專設(shè)賽道打造高級豪華車的完美體驗,C完美體驗——針對邀約客戶開展CC試乘試駕體驗活動,結(jié)合CC車型性能特別設(shè)置賽道,讓客戶真正感受至上的駕駛樂趣,以及近乎完美的全方位體驗。,策略詳解Strategyexplanation,Cperfectsense-forinvitingcustomerstojointestdrive,combinedwiththeCCcarspecialperformancetosettrackallowcustomerstotrulyfeelthesupremedrivingpleasure,andthenear-perfectall-roundexperience,AccordingtoCCperformancetrackdesignedtocreateaperfectexperienceofluxurycar,品Taste,沿海公路的真實體驗見證非凡的駕駛樂趣,選擇沿海公路的試乘試駕路線,一路歡暢前行,在欣賞沿途美景的同時,更能真實感受CC的路面駕馭性能和優(yōu)雅的駕乘體驗。,策略詳解Strategyexplanation,Real-lifeexperienceofcoastalroadWitnesstheextraordinarydrivingpleasure,Thecoastalhighwaytestdriveroutewithpleasureforward,whileenjoyingthebeautifulsceneryalongtobettermanagethetruefeelingsofCCroaddrivingperformanceandelegantexperience.,鑒Appreciate,對于活動主題的理解Themeunderstandings,C,CC360全方位完美體驗C,CC360all-roundperfectexperienceC優(yōu)雅:一種對高品位生活的愜意享受;一種對質(zhì)感人生的心靈追逐Celegance:akindofpleasantenjoyonhighqualitylife;akindofmindchaseonthequalitylife.傾心綻放:CC,為欣賞的人綻放,讓懂得的人傾心Cordialbloom:CC,bloomfortheenjoypeople,cordialfortheunderstandingpeople科目一模擬考試A1,優(yōu)雅傾心綻放,——一汽-大眾北區(qū)CC上市完美體驗活動,CeleganceCordialbloom,FAW-VWNorthRegionCCListingPerfectExperienceActivity,,C,北區(qū)CC上市試乘試駕活動執(zhí)行部分NorthregionCClistedtestdriveExecutivepart,項目概述Overview,時間:2010年8月13日(周五)地點:大連——金石灘國賓海岸(主推)北京——北京樂駕汽車體驗基地(備選)主題:C優(yōu)雅傾心綻放——一汽-大眾北區(qū)CC上市完美體驗活動活動內(nèi)容:CC產(chǎn)品說明會預(yù)計15人,每3名嘉賓1部車。由試駕教練領(lǐng)隊。沿途設(shè)置3個換乘點可讓每個嘉賓輪換駕駛,體驗不同路況下的試乘試駕感受;Estimated15people,onecarforeverythreeguests.testdrivecoachleadtheteam.Setthreetransferpointsalongthewayalloweachguesttodrive,experiencetestdriveunderdifferentroad;4輛工作車,供現(xiàn)場工作人員活動調(diào)度等事宜所用;Fourworktrucksforfieldstaffonmatterssuchastheuseofschedulingactivities;1輛攝影攝像車,進行全程拍攝;Aphotographiccameracarforthewholeshoot;1輛救險車,活動全程安全保障;Arecoverytruckforthewholesecurityactivities;,項目安排Arrangement,C完美體驗——公路試駕(優(yōu)雅之旅)Cperfectexperience–Highwaytestdrive(Eleganttour),,項目安排Arrangement,C完美體驗——公路試駕(優(yōu)雅之旅)Cperfectexperience–Highwaytestdrive(Eleganttour),公路試乘試駕的原則:,安全中體驗CC的優(yōu)雅……,公路試乘試駕安全講解:專業(yè)教練員在副駕駛席全程負(fù)責(zé)安全監(jiān)督,試駕人員聽從專業(yè)教練員的指導(dǎo);車輛起步前觀察前方道路,確保場地內(nèi)無任何車輛行人;為保證活動安全,后車在前車到達緩沖區(qū)后方能從起點出發(fā);,項目安排Arrangement,外景拍攝Locationshooting,在沿途選取3處風(fēng)景優(yōu)美,適合外景拍攝的空闊場地,車隊在指定換乘地點??浚看瓮?繒r間為5分鐘),嘉賓自行選擇合適角度拍攝。Toselectthreescenicrouteontheway,suitableforlocationshooting,theteamstopsatdesignatedtransferlocations(eachstopfor5minutes),guestscanmaketheirowncameraangles.,C完美體驗——公路試駕(優(yōu)雅之旅)Cperfectexperience–Highwaytestdrive(Eleganttour),,媒體自駕游Mediaowndrivingtour在下午針對媒體朋友的公路試乘試駕結(jié)束后,我們可以應(yīng)媒體特殊要求安排自由試駕。媒體可以3人/車(按照試駕車號)的形式,在規(guī)定時間與規(guī)定區(qū)域內(nèi),于試車地周邊進行自由試駕;可以根據(jù)媒體需求,安排專業(yè)車模(每車1人)隨行拍攝.Intheafternoon,afterthemediafriend’sroadtestdrive,wecanarrangemediaaspecialowndrivingtourthenextday.Mediacanbethreepersons/vehicles(inaccordancewiththetestdrivevehiclenumber)form,inspecifiedtimeandarea,aroundthetestdrivevenuefortestdrive;Accordingtomediarequirements,arrangeprofessionalcarmodels(1personpervehicle)forshooting,C完美體驗——公路試駕(優(yōu)雅之旅)Cperfectexperience–Highwaytestdrive(Eleganttour),項目安排Arrangement,C完美體驗公路試駕:激情轉(zhuǎn)彎:駕駛體驗連續(xù)彎道以及發(fā)卡彎帶來的漂移與激情,展示CC強大的操控力直線加速:體驗CC的TSI+DSG釋放的強勁動力注:試乘試駕過程中,嘉賓可以打開自動無框車窗和全景天窗,聆聽丹拿音箱的震撼效果,感受沿路風(fēng)景,展示人、車相融的愜意生活。,項目安排Arrangement,,CperfectexperienceHighwaytestdrive:Estimated15people,threeguestsinonecar.ADEcoachbytheteamleader.Setthreetransferpointsalongthewaysothateachguestcanberotatedtodrivetoexperiencedifferentroadconditions.Cityshuttle:Seturbanroadconditions/intothecity,carsandthecitiesintegrated.Startandstopbrakeinurbantraffic,overallperformCCstrongpoweroutputandpowerfulbrakingsystemLinearacceleration:ExperienceCCTSI+DSGstrongmomentumreleaseNote:Duringthetestdriveprocess,guestscanopenautomaticallyframelesswindowsandpanoramicsunroof,listentotheTannerspeakersshockeffect,feelingalongthelandscape,peopleenjoyvehiclescomfortableconditions,Backup,推薦酒店:大連金石國際會議中心RecommendedHotel:DalianGoldenPebbleInternationalConventionCenter,推薦理由:大連金石國際會議中心位于大連金石灘國家旅游度假區(qū)的西部半島,毗鄰金石高爾夫球場和游艇俱樂部,距離試駕場地較近每間客房經(jīng)過精心設(shè)計及布置,房間內(nèi)視野開闊,大海、群山及高爾夫球場可一覽無遺,與本次活動的調(diào)性契合。,場地選擇Venueselection,項目安排Arrangement,,Recommendedreason:GoldenPebbleInternationalConferenceCentreislocatedinDalianGoldenPebbleBeachnationaltouristresortonthewesternpeninsula,adjacenttoGoldenPebblegolfcourseandyachtclub,closerfromlaunchfieldEachroomhasbeendesignedanddecorated,theroomwithwidevision,sea,mountainsandgolfcausescanbeseeataglance,givesanelegant,comfortablefeeling,canenjoytheblossomsandthevastnessoftheseasurging,fitthetargetcustomerpreferences,fittheeventtone.,,推薦酒店:國家法官學(xué)院北京分院RecommendedHotel:TheNationalJudgesCollegeBeijingBranch.,推薦理由:Recommendedreasons,位于雁棲湖東岸半島之中,三面環(huán)水,群山綿亙,另有長城古跡于湖光山色中若隱若現(xiàn)交通便利,距北京城區(qū)50分鐘,距首都機場約40分鐘,距離投放場地較近,項目安排Arrangement,,LocatedinYanxieastcoastpeninsulawateronthreesides,rollinghills,whiletheGreatWallamongthemonuments.Transportfacilities,thecollegeis50minutesawayfromBeijingtown,fromBeijingCapitalInternationalAirportabout40minutescloserfromlaunchfield.,項目執(zhí)行Projectexecutive,VIP客戶接待:針對VIP客戶由經(jīng)銷商邀約,派豪華大巴到指定經(jīng)銷商處接試駕嘉賓,統(tǒng)一前往試駕場地,如有客戶自駕前往需事先溝通;試駕完畢后,VIP客戶自行安排回程。媒體記者接待:提前確認(rèn)嘉賓到達時間及方式,機場、車站大巴全天接待,嘉賓行理統(tǒng)一編號便于管理;入住簽到時領(lǐng)取返程車(機)票,活動結(jié)束后為的媒體統(tǒng)一安排車輛送往。,VIPguestsreceptionVIPcustomersareinvitedbythedealersandtakenbyluxurybusunitytothetestdrivingvenue,ifrequiredtodrivebyhimselfshouldinforminadvance;aftertestdrives,VIPcustomersreturnbythemselvesJournalistsreceptionToconfirmguestsarrivaltimeandmannerinadvance,theairport,busstationalldayreception,guests’luggagearegottenuniformnumbersformanagement;whenguestscheckinreceiveareturnvehicle(plane)tickets,aftertheeventarrangethevehiclestosendthemedia.,,根據(jù)本次CC完美體驗活動的整體調(diào)性,為嘉賓提供了符合優(yōu)雅、運動定位,實用性強的精美禮品AccordingtoTheCCperfectexperiencetheoveralltone,weprovideconsistentelegance,sportorientationandpracticabilitygiftsfortheguestsCC車模CCcarmodels音樂枕頭Musicpillow蘋果U盤AppleUdisk,禮品推薦,音樂頭枕:可折疊成一個手提包樣式,展開后在枕頭兩邊提供兩只小音箱,可將音源設(shè)備與其連接,聽音樂非常方便。提供了柔軟的“床單”,適合外出郊游使用。,MusicPillow:foldingintoahandbagstyle,providingbothsidesofthepillowwithtwosmallspeakers,canbeconnectedtoaudiodevices,listeningtomusicveryeasy.Providesasoft"sheets"usedtogosightseeing.,執(zhí)行細(xì)節(jié)Executivedetails,應(yīng)急預(yù)案Emergencyplan,聘請一名當(dāng)值醫(yī)生Employanon-dutydoctors,配備消防安全設(shè)備Withfiresafetyequipment,消防用車事前聯(lián)絡(luò)作隨時調(diào)用Firecarcallatanytimeforuse,各環(huán)節(jié)都配備醫(yī)藥箱Eachlinkisequippedmedicinechest,救護用車事前聯(lián)絡(luò)作隨時調(diào)用Ambulancecarcallatanytimeforuse,事前聯(lián)絡(luò)好附近醫(yī)院Tocontactanearbyhospitalinadvance,媒體計劃Mediaplanning,媒體傳播目標(biāo)打造與眾不同的CC上市完美體驗活動——根據(jù)活動差異化環(huán)節(jié)設(shè)置,釋放CC更多創(chuàng)新、科技元素展示CC性能優(yōu)勢——透過“看、聽、品、鑒”CC這一全新體驗方式,展示產(chǎn)品魅力分享CC車型試乘試駕體驗感受——剖析嘉賓試乘試駕真實感受,形成實效新聞傳播點,,MediacommunicatetargetCreatethedifferentCClistingperfectexperienceactivityAccordingtothedifferenceofthelinkset,releasemoreinnovativeandtechnologyelementsDisplayCCperformanceadvantageThrough“l(fā)ook,listen,taste,appreciation’thoseseriesexperienceformtoshowtheproductsattractive.ShareCCvehicletestdriveexperiencefeelingsAnalysisthegueststestdrivetrulyfeelingsandformemotionalresponsewiththeguests,媒體選擇:Mediaselection:整合北區(qū)主流媒體資源,針對CC上市試乘試駕活動開展全方位媒體傳播Integratednorthregionmainstreammediaresources,basedontheCClistingtestdriveeventscarryoutcomprehensivemediacommunications,結(jié)合CC全國上市,以北區(qū)CC上市完美體驗活動為核心傳播點,對目標(biāo)客戶群體傳遞CC產(chǎn)品信息及活動信息;邀約北區(qū)主流平面、電視臺、廣播、網(wǎng)絡(luò)媒體親自試乘試駕CC,對外發(fā)布影響力強的深度稿件;利用名人效應(yīng),制造產(chǎn)品與名人間的關(guān)聯(lián)新聞點,開展公益類和產(chǎn)品類新聞點傳播。公關(guān)文件準(zhǔn)備:圍繞本次活動及CC產(chǎn)品優(yōu)勢性能,為媒體準(zhǔn)備對外公關(guān)文件,可以更有效地利用媒體資源,將價值信息對外準(zhǔn)確有力地傳播。,媒體計劃Mediaplanning,,CombinedCCnationallisting,thecorecommunicationpointsarenorthCCexperienceactivity,sendthetargetcustomergroupsCCproductinformationandeventinformation;Invitednorthregionalmainstreamprint,television,radio,onlinemediatoexperiencetheCC,releasethewarm-releasedraft,depthexperiencedraft,productanalysisdraft,thenextmarketforecastdraft;Usecelebritytocreateproductsandcelebrityconnectionnewspoint,todeveloppublicandnewspointdisseminationPRdocumentpreparation:FocusingonthisactivitiesandCCproductperformanceadvantages,forthemediatopreparethepublicrelationsfiles,canmoreeffectivelyusethemediaresources,disseminatethevaluablenewsaccuratelyandeffectively.,傳播概述Communicationoverview,- 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