一汽大众全新CC汽车上市发布会_新产品发布活动方案.pptxVIP

一汽-大众全新CC上市活动方案构想 FAW-VW New CC Launch Ceremony Proposal by DMG 20130221 方案概要Agenda 活动策略Strategy 品牌策略Brand Strategy 传播策略Communication Strategy 创意方向 一Direction One 传播渠道Communication channel 传播规划Communication Plan 场地推荐Recommendation site 思路延伸 Further Proposal 创意方向 二Direction Two 传播渠道Communication Channel 传播规划Communication Plan 场地推荐Recommendation site Proposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal2 活动策略Strategy 品牌策略Brand Strategy Proposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal3 生而卓然 表里如一 Naturally Outstanding 生而卓然 Naturally Outstanding 表里如一 风华是CC的标配，全新CC更是升华了这种卓然之美。整车配置的完美升级，让全新CC内外兼修，表里如一。 New CC is packed with new generation technical features, inside equals outside Glamour is the key feature of CC, and new CC is an evolution of the current CC 活动策略Strategy 传播策略Communication Strategy 延续CC娱乐营销的传播策略，形成一汽-大众CC独有的品牌标签。 Take the glamour comes standard into the future, set the CC apart from others products. 通过系列娱乐营销活动的串联，让全新CC持续发声，诠释“表里如一”的卓然升级。 Link new CC to entertainment and create media buzz, showing its naturally outstanding 2013年相关娱乐大事记 2013 KEY EXECUTION MILESTONES Proposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal4 04210423 上海车展 Shanghai Auto Show 北京电影节（至0428） Beijing Film Festival( April) 0501 全新CC微电影杀青 Finish Mini-movie 6月份 June 时尚健康第9届男士体面大奖颁奖盛典 9th The Grooming Awards Ceremony 0615 上海电影节（至0623） Shanghai Film Festival (June) 0701 北京 /纽约两大电影学院研讨会上（至0725） Beijing Film Academy/ New York TISCH University Workshop (July) 0705 全新CC上市发布会 New CC Launch Ceremony 时尚芭莎明星慈善夜 Stars Charity Night 9月份Sep DMG合作发行的电影发布会 DMG Co-Production Movie Announcement Ceremony 时尚界Fashion 汽车界Motor-dom 电影界Entertainment 创意方向 一Direction One 电影营销Entertainment Marketing Proposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal5 04210423 上海车展 Shanghai Auto Show 北京电影节（至0428） Beijing Film Festival( April) 0501 全新CC微电影杀青 Finish Mini move 0615 上海电影节（至0623） Shanghai Film Festival (June 0701 北京 /纽约两大电影学院研讨会上（至0725） Beijing Film Academy/ New York TISCH University Workshop (July) 0705 全新CC上市发布会 New CC Launch Ceremony DMG合作发行的电影发布会 DMG Co-Production Movie Announcement Ceremony 汽车界Motor-dom 电影界Entertainment 创意方向 一Direction One 电影营销Entertainment 一汽-大众全新CC星光首映 New CC Launch Ceremony-Avenue of Stars 传播渠道：电影节及电影研讨会Communication channel: Film Festival and Film Workshop 传播规划：Communication Plan Proposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal6 上市前期：电影节及电影研讨会，由表及里 Pre-Launch: Film Festival and Workshop 上市期：全新CC星光大道首映 Launch: New CC Launch Ceremony 上市后期：电影发布会 After-Launch: Film Launch Ceremony 电影节成就星辉煌（外在美） Festival(External Beauty 研讨会助力星发展（内在美） Workshop(Inner Beauty) 全新CC的星光大道 New CC Launch Ceremony: Avenue of Stars DMG合作发行的电影发布会 DMG Co-Production Movie Announcement Ceremony 创意方向 一Direction one 一汽-大众全新CC上市发布会构想 Proposal for New CC Launch Ceremony 生而卓然 星意盎然 一汽-大众全新CC星光首映礼 Natural Outstanding-New CC Launch Ceremony-Avenue of Stars 场地推荐：香港尖沙咀星光大道 /香港文化中心 Site Recommended: Avenue of Stars, Tsim Sha Tsui, HongKong/HongKong Cultural Center 活动规划： Proposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal7 全新CC星光大道情景展览 Exhibit New CC on the Avenue of Stars 众星云集共走全新CC星光大道 Stars Walk on the Avenue of Stars 香港文化中心大剧场首映礼 Premiere on HongKong Cultural Center 夜游维多利亚港 /海上观星 Night Travel Victoria Harbour Sea Star Observation 首映礼主会场New CC Launch Ceremony Site 香港文化中心 HongKong Cultural Center 连接星光大道和香港天星码头Connect Avenue of Stars and Star Ferry Terminal Proposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal8 Proposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal9 香港星光大道Avenue of Stars 借助星光大道本身的雕塑群，营造全新CC微电影拍摄的情景装置。 Build the scene of CC Mini-move by the use of Statues on the Avenue of Stars. Proposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal10 香港文化中心HongKong Cultural Center 全新CC首映礼会场 New CC Launch Ceremony Site Proposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal11 夜游维多利亚港Night Travel Victoria Harbour 首映礼后乘坐游轮夜游维多利亚港，在游轮上享受观星派对。 After New CC Launch Ceremony, there is a cruise stargazing party Proposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal12 创意方向 一Direction one 思路延伸 Further Proposal 一汽-大众CC明星微电影节 CC Stars Mini-movie Festival 以微电影为传播要素，与新浪微博、腾讯微博、北京电影学院、微电影产业机构共同打造一汽-大众CC明星微电影节。 电影节作品Product 电影节作品须由知名艺人执导，用明星的视角记录生活的风雅光华，即用CC的灵魂发现与记录生活之美。 Product will be directed by the famous stars, aim as discovering the glamour of the life. 电影节机制Mini-movie Festival 联合新浪微博、腾讯微博等传播平台；借助微电影产业机构（或各大电影集团）的专业资源；打造国内顶尖的微电影盛事，传播一汽- 大众CC的内在特点和独有特征。 Utilize web as well resource of entertainment, build Mini-movie festival, broadcast the CC external and inner glamour. 电影节每年举办或隔年举办，延续一汽-大众CC的市场传播，树立独特的品牌标杆。 Mini-movie Festival suggested to held yearly as CC brand communication 电影节前期，除线上持续传播，还可选择时尚地标进行巡回点映活动，明星导演到场配合CC巡展，彰显CC的明星气质。 Before Festival, apart from on-line broadcasting, Mini-movie shows on the fashion landmarks, leverage stars cooperation and link new CC to entertainment. Proposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal13 创意方向 二 Direction Two 时尚营销Fashion Proposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal14Proposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal14 0421 21st, April 上海车展 Shanghai Auto Show 0501 1st, May 全新CC微电影杀青 Finish Mini move 6月份June 时尚健康第9届男士体面大奖颁奖盛典 9th The Grooming Awards Ceremony 0705 5th, July 全新CC上市发布会 全新CC上市发布会 New CC Launch Ceremony 时尚芭莎明星慈善夜 Stars Charity Night 9月份Sep 时尚界Fashion 汽车界汽车界Motor-dom 创意方向 二 Direction Two 时尚营销Fashion 一汽-大众全新CC巅峰首映 New CC Launch Ceremony-Peak Release New CC 传播渠道：时尚媒体盛典Communication Channel: Fashion Ceremony 传播规划：Communication Plan Proposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal15 上市前期：男人体面大奖 Pre-launch Phase: The Grooming Awards Ceremony 上市期：全新巅峰首映 Launch Phase: New CC Launch Ceremony 上市后期：电影发布会 After Launch Phase: Mini- moive Press Conference 面子上的时尚盛典（外在美） Exterior Glamour 在巅峰处向世界首映 First Release on the Peak 充满爱的时尚盛典（内在美） Inner Glamour DMG合作发行的电影发布会 DMG Co-Production Movie Announcement Ceremony 上市后期：芭莎明星慈善夜 After Launch Phase: Stars Charity Night 创意方向 二Direction Two 一汽-大众全新CC上市发布会构想 Proposal 生而卓然 美在巅峰 一汽-大众全新CC巅峰首映礼 New CC Launch Ceremony-Peak Release New CC 场地推荐：玉龙雪山 /丽江 用令人窒息的自然之美和纯净的人文之美，衬托全新CC的生而卓然和升级后的巅峰之美。 Site Recommended: Jade Dragon Snow Mountain/Lijiang Naturally beauty just same as CC beauty. 活动规划：Event Plan Proposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal16 全新CC丽江试驾 Lijiang: New CCTrial Run 丽江古城感受人文之美 The Old Town of Lijiang: Beauty of Humanities 登玉龙雪山感受自然壮美 Jade Dragon Snow Mountain: Natural Beauty 在海拔最高的自然剧场巅峰首映 Peak Release New CC 玉龙雪山印象 丽江剧场Jade Dragon Snow Mountain: Impression Lijiang Theatre 珠穆朗玛峰已有1000多人登顶，但是玉龙雪山至今无人问鼎。 Jade Dragon Snow Mountain is undiscovered until now. 玉龙雪山印象 丽江剧场是世界海拔最高的自然实景剧 场。 Impression Lijiang Theatre is the highest theatre in the world. Proposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal17 Proposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal18 备选场地Backup Site 拉萨，布达拉宫对岸。 Faces the famous Potala Palace,Lhase 以布达拉宫作为发布会现场的背景，将自然之美 与人力工程相结合，呈现生而卓然的巅峰之美。 Utilize Potala Palace as background, combine the natural beauty with humanities beauty. 全新CC微电影导演陆川的名作可可西里在西藏取景拍摄 ，本次携新作重游故地，在世界屋脊展示登峰造极的全新CC 。 The director of CC Mini-movie is Luchuan, who took film in Tibet and famous with it. Leverage Lu Chuan cooperation and link new CC with peak performance. Proposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal19 用巧夺天工的自然与人文之景