2014一汽大眾CC上市試乘試駕活動(dòng)整合營(yíng)銷方案.ppt

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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Contents,ProjectbackgroundProjectpurposeProjectstrategyProjectoverviewProjectarrangementMediaplanningExecutivedetails,,,,,,,,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),SpreadCClistedinformation,establishedanationwideCCawarenessLocatedCCas"elegantandsportysedan"establishedVWbrandsflagshipmodelSpreadCCelegantdynamicdesign,highlightCCdistinctiveproductqualitiesEnhancetheFAW–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–mustbecloseandorderly,CC試乘試駕的“六個(gè)務(wù)必”CCtestdrive’s"sixmust",項(xiàng)目策略來源Strategy,,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:CC360all-roundperfectexperience,,策略來自于對(duì)競(jìng)爭(zhēng)優(yōu)勢(shì)Strategyfromcompetitiveproducts,CC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Listen,品Taste,,,,體驗(yàn)CC超越同級(jí)別的駕駛樂趣,,,,,,,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,,,TocreateauniqueextraordinarydrivingsenseofCC,ToexperienceCCdrivingpleasurebeyondthelevel,Multi-angletofeelCCelegantdynamic,Three-dimensionaldisplayofCCperformance,通過系列化的全方位體驗(yàn)：“一看”、“二聽”、“三品”、“四鑒”四個(gè)完美體驗(yàn)過程，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Strategyexplanation,C動(dòng)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(yùn)用創(chuàng)新科技手段彰顯CC獨(dú)特魅力UseinnovativetechnologymeanstoshowuniquecharmofCC,Cdynamicspace-settheCC-setdimensionalholographicthree-dimensionalshowroom,breakingtheconventionalwayofPPTtrainingexplanation,usingthree-dimensionalholographicprojectiontechnology,throughthe360three-dimensionalprojectionsothatguestscanseemoreenjoyable,learnmoreinteresting.,看Watch,C音悅世界——篷房?jī)?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(shí)現(xiàn)不同場(chǎng)景變換，為嘉賓帶來極致奢華的視聽沖擊；同時(shí)采用階梯式仿真CC座椅，讓體驗(yàn)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(yàn)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(jí)豪華車的完美體驗(yàn),C完美體驗(yàn)——針對(duì)邀約客戶開展CC試乘試駕體驗(yàn)活動(dòng)，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(yàn)。,策略詳解Strategyexplanation,Cperfectsense-forinvitingcustomerstojointestdrive,combinedwiththeCCcarspecialperformancetosettrackallowcustomerstotrulyfeelthesupremedrivingpleasure,andthenear-perfectall-roundexperience,AccordingtoCCperformancetrackdesignedtocreateaperfectexperienceofluxurycar,品Taste,沿海公路的真實(shí)體驗(yàn)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(shí)，更能真實(shí)感受CC的路面駕馭性能和優(yōu)雅的駕乘體驗(yàn)。,策略詳解Strategyexplanation,Real-lifeexperienceofcoastalroadWitnesstheextraordinarydrivingpleasure,Thecoastalhighwaytestdriveroutewithpleasureforward,whileenjoyingthebeautifulsceneryalongtobettermanagethetruefeelingsofCCroaddrivingperformanceandelegantexperience.,鑒Appreciate,對(duì)于活動(dòng)主題的理解Themeunderstandings,C，CC360全方位完美體驗(yàn)C,CC360all-roundperfectexperienceC優(yōu)雅：一種對(duì)高品位生活的愜意享受；一種對(duì)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(yàn)活動(dòng),CeleganceCordialbloom,FAW-VWNorthRegionCCListingPerfectExperienceActivity,,C,北區(qū)CC上市試乘試駕活動(dòng)執(zhí)行部分NorthregionCClistedtestdriveExecutivepart,項(xiàng)目概述Overview,時(shí)間：2010年8月13日（周五）地點(diǎn)：大連——金石灘國(guó)賓海岸（主推）北京——北京樂駕汽車體驗(yàn)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(yàn)活動(dòng)活動(dòng)內(nèi)容：CC產(chǎn)品說明會(huì)預(yù)計(jì)15人，每3名嘉賓1部車。由試駕教練領(lǐng)隊(duì)。沿途設(shè)置3個(gè)換乘點(diǎn)可讓每個(gè)嘉賓輪換駕駛，體驗(yàn)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(chǎng)工作人員活動(dòng)調(diào)度等事宜所用;Fourworktrucksforfieldstaffonmatterssuchastheuseofschedulingactivities;1輛攝影攝像車，進(jìn)行全程拍攝;Aphotographiccameracarforthewholeshoot;1輛救險(xiǎn)車，活動(dòng)全程安全保障;Arecoverytruckforthewholesecurityactivities;,項(xiàng)目安排Arrangement,C完美體驗(yàn)——公路試駕（優(yōu)雅之旅）Cperfectexperience–Highwaytestdrive(Eleganttour),,項(xiàng)目安排Arrangement,C完美體驗(yàn)——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(yàn)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(chǎng)地內(nèi)無任何車輛行人；為保證活動(dòng)安全，后車在前車到達(dá)緩沖區(qū)后方能從起點(diǎn)出發(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，適合外景拍攝的空闊場(chǎng)地，車隊(duì)在指定換乘地點(diǎn)?？浚看瓮？繒r(shí)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(yàn)——公路試駕（優(yōu)雅之旅）Cperfectexperience–Highwaytestdrive(Eleganttour),,媒體自駕游Mediaowndrivingtour在下午針對(duì)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(hào)）的形式，在規(guī)定時(shí)間與規(guī)定區(qū)域內(nèi)，于試車地周邊進(jìn)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(yàn)——公路試駕（優(yōu)雅之旅）Cperfectexperience–Highwaytestdrive(Eleganttour),項(xiàng)目安排Arrangement,C完美體驗(yàn)公路試駕：激情轉(zhuǎn)彎：駕駛體驗(yàn)連續(xù)彎道以及發(fā)卡彎帶來的漂移與激情，展示CC強(qiáng)大的操控力直線加速：體驗(yàn)CC的TSI+DSG釋放的強(qiáng)勁動(dòng)力注：試乘試駕過程中，嘉賓可以打開自動(dòng)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(xiàng)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(guó)際會(huì)議中心RecommendedHotel:DalianGoldenPebbleInternationalConventionCenter,推薦理由：大連金石國(guó)際會(huì)議中心位于大連金石灘國(guó)家旅游度假區(qū)的西部半島，毗鄰金石高爾夫球場(chǎng)和游艇俱樂部，距離試駕場(chǎng)地較近每間客房經(jīng)過精心設(shè)計(jì)及布置，房間內(nèi)視野開闊，大海、群山及高爾夫球場(chǎng)可一覽無遺，與本次活動(dòng)的調(diào)性契合。,場(chǎng)地選擇Venueselection,項(xiàng)目安排Arrangement,,Recommendedreason:GoldenPebbleInternationalConferenceCentreislocatedinDalianGoldenPebbleBeachnationaltouristresortonthewesternpeninsula,adjacenttoGoldenPebblegolfcourseandyachtclub,closerfromlaunchfieldEachroomhasbeendesignedanddecorated,theroomwithwidevision,sea,mountainsandgolfcausescanbeseeataglance,givesanelegant,comfortablefeeling,canenjoytheblossomsandthevastnessoftheseasurging,fitthetargetcustomerpreferences,fittheeventtone.,,推薦酒店：國(guó)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(zhǎng)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(jī)場(chǎng)約40分鐘，距離投放場(chǎng)地較近,項(xiàng)目安排Arrangement,,LocatedinYanxieastcoastpeninsulawateronthreesides,rollinghills,whiletheGreatWallamongthemonuments.Transportfacilities,thecollegeis50minutesawayfromBeijingtown,fromBeijingCapitalInternationalAirportabout40minutescloserfromlaunchfield.,項(xiàng)目執(zhí)行Projectexecutive,VIP客戶接待：針對(duì)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(chǎng)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(dá)時(shí)間及方式，機(jī)場(chǎng)、車站大巴全天接待，嘉賓行理統(tǒng)一編號(hào)便于管理；入住簽到時(shí)領(lǐng)取返程車（機(jī)）票，活動(dòng)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(yàn)活動(dòng)的整體調(diào)性，為嘉賓提供了符合優(yōu)雅、運(yùn)動(dòng)定位，實(shí)用性強(qiáng)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(gè)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(qǐng)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(shí)調(diào)用Firecarcallatanytimeforuse,各環(huán)節(jié)都配備醫(yī)藥箱Eachlinkisequippedmedicinechest,救護(hù)用車事前聯(lián)絡(luò)作隨時(shí)調(diào)用Ambulancecarcallatanytimeforuse,事前聯(lián)絡(luò)好附近醫(yī)院Tocontactanearbyhospitalinadvance,媒體計(jì)劃Mediaplanning,媒體傳播目標(biāo)打造與眾不同的CC上市完美體驗(yàn)活動(dòng)——根據(jù)活動(dòng)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(shì)——透過“看、聽、品、鑒”CC這一全新體驗(yàn)方式，展示產(chǎn)品魅力分享CC車型試乘試駕體驗(yàn)感受——剖析嘉賓試乘試駕真實(shí)感受，形成實(shí)效新聞傳播點(diǎn),,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(duì)CC上市試乘試駕活動(dòng)開展全方位媒體傳播Integratednorthregionmainstreammediaresources,basedontheCClistingtestdriveeventscarryoutcomprehensivemediacommunications,結(jié)合CC全國(guó)上市，以北區(qū)CC上市完美體驗(yàn)活動(dòng)為核心傳播點(diǎn)，對(duì)目標(biāo)客戶群體傳遞CC產(chǎn)品信息及活動(dòng)信息；邀約北區(qū)主流平面、電視臺(tái)、廣播、網(wǎng)絡(luò)媒體親自試乘試駕CC，對(duì)外發(fā)布影響力強(qiáng)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(diǎn)，開展公益類和產(chǎn)品類新聞點(diǎn)傳播。公關(guān)文件準(zhǔn)備：圍繞本次活動(dòng)及CC產(chǎn)品優(yōu)勢(shì)性能，為媒體準(zhǔn)備對(duì)外公關(guān)文件，可以更有效地利用媒體資源，將價(jià)值信息對(duì)外準(zhǔn)確有力地傳播。,媒體計(jì)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,