奥迪Q7 11年型上市平面创意提案.ppt

奥迪q7 11年型上市平面创意提案 my11 audi q7 launch print ad creative presentation,aug.16, 2010 lintas,客户明确奥迪q7 11年型的传播重点：继续巩固奥迪q7作为高端suv的尊贵形象，并吸引既有潜在消费者购买。 产品力支持主要为： 11年型奥迪q7，21寸车轮选装，全新三款专享尊崇装备，独特感和奢华感都有很大提升。 建议在文案内文中加入奥迪q7 上市区域驾乘体验活动信息，但调性保持高端、尊贵感。,客户关于q7 11年型传播策略的反馈,client confirmed that my11 audi q7 should further consolidate communication on the premium, high-end suv image to boost consumers purchase. my11 audi q7 is largely enhanced in terms of exclusivity and premium: optional 21-inch wheel, three all-new exclusive packages. client suggested to add regional test drive information in body copy, while maintain the high-profile, distinguished tone and manner.,recap of clients feedback on communication strategy,核心信息,概念调性,奥迪q7 11年型更加具有尊享价值（exclusive）， 给“强者”增添更多“少数人独享”的光环。,自信、霸气、有个性、有独立时尚品味,传播概念,传播口号：奥迪q7 势为强者,产品力支持： 3.0t fsi 发动机、8速手自一体变速器、3款全新专享尊崇包、 2款21寸车轮选装,key message,tone & manner,my11 q7 enjoys more “exclusive” value, and will add an ambiance of “exclusivity” for “leaders”,confident, imposing, fulfilling, personality, stylish,communication concept,slogan：audi q7 born to lead,product support: 3.0t fsi engine, 8-speed tiptronic, new exclusive package, optional 21inch tyres.,创意提案 creative presentation,方案一 建立目标消费者对q7“尊贵、稀有”的认同 最常见的方式是直接诉求 “q7是很稀有的，只有少数人才能开” 但是，没有人喜欢被说教 同样，没有人不喜欢被夸奖 与其强硬地向他们灌输“我q7很高端很稀有” 不如让q7巧妙地跟他们说“你很高端”，然后“我q7跟你是一样的”,option 1 in order to build up the “prestige, rare” awareness from target consumer, the most common way is directly claim: “q7 is rare that only few people could own” however, no one likes to be preached at. likewise, everyone loves to be praised. rather than drive in the idea “q7 is high-end and rare”, its better to present it in a subtle way: “you are high-end, and q7 is the same as you.”,英雄相惜篇 “like knows like”,h/l: we know, few cars can be liked by you. s/h: new audi q7, born to lead,h/l:我们知道，能让你看上的车并不多。 s/h: 新奥迪q7 势为强者,价值所在篇 “where the value lies”,h/l: to have a great car means nothing, but it doesnt mean you dont need a great car. s/h: new audi q7, born to lead,h/l: 有辆好车不代表什么，但并不代表你不需要有辆好车。 s/h: 新奥迪q7 势为强者,瞬间决断篇“instant decision”,h/l: important decisions are often made instantly. hence, only a glance at the car and the headline is enough. s/h: new audi q7, born to lead,h/l：重大的决定往往是一瞬间做出的， 所以，您只看一眼车和标题就可以了。 s/h: 新奥迪q7 势为强者,瞬间决断篇“instant decision”,h/l: important decisions are often made instantly. hence, only a glance at the car and the headline is enough. s/h: new audi q7, born to lead b/c: we are honored if you are interested in this article and we firmly believe we will provide you useful information to make the right decision.,h/l：重大的决定往往是一瞬间做出的，所以，您只看一眼车和标题就可以了。 s/h：新奥迪q7 势为强者 b/c：如果您有兴趣阅读这篇内文，我们深感荣幸，同时也坚信会为您做出正确决定提供有用的信息。,方案二 从“势为强者”入手 打造一个代表强者的“真男人”形象 option 2 start with “born to lead”, to build a “true man” image for the strong.,系列稿 a 选择对手篇 看一个男人是否够强，可以看他的对手是否够强选车也是同样道理。 series a - “choose rivals” judge a man is strong or not, just judge his rival choosing a car is in the same way.,系列稿 a 选择对手篇 series a - “choose rivals”,h/l: man chooses a car just like they choose a rival, at least the rival should be on the same level. s/h: new audi q7, born to lead,h/l：男人选车要像选对手，至少得跟自己一个量级。 s/h：新奥迪q7 势为强者,系列稿b 两种座驾篇 在男人的世界里，是以强者的标准划分群体的。 series b “two options of rides” in mens world, strong should as a standard to split groups.,系列稿b 两种座驾篇 series b “two options of rides”,h/l: there are two kinds of rides for men: q7, and the rest. s/h: new audi q7, born to lead,h/l:男人的座驾分两种：一种是q7，一种是其它。 s/h: 新奥迪q7 势为强者,方案三 通过周围的人看到q7的第一反应入手 “少废话”用最简练的语言，达到最震撼的效果 option 3 start with the first reaction of people seeing q7， “cut the cackle.” concision rocks the most.,第一反应 篇 “first reaction”,h/l: scream, or be quiet. s/h: new audi q7, born to lead,h/l:要么尖叫，要么肃静。 s/h: 新奥迪q7 势为强者,英雄相惜篇 “like kn