《摇摆de婚约》aodi置入方案(9.13).ppt

电影摇摆de婚约置入方案 Product placement plan of the movie Swing Marriage Agreement,Version: 2009.09,影片故事情节创作角度易于引起观众共鸣,符合现代生活节奏和内容. The scenario prospective of the movie appeals to the echo from the public and comply with the modern lifes value. 故事角色符合奥迪品牌目标受众群体-“社会主流精英” The roles in the film are inline with Audi prospects. 植入车型多样,充分展示奥迪系列产品. Through product placement that various products of Audi brand can be shown in the movie. 赞助回报多样 The rewards are in variety.,目的和意 Objective,摇摆de婚约影片背景 Background of Swing Marriage Agreement,奥迪Q5作为第一款在中国国内生产的奥迪SUV车型，备受社会瞩目，Q5为影片中主要置入车型，通过故事情节充分展示奥迪Q5的用户定位和产品特性。 As the first SUV model made in China mainland, Audi Q5 has drawn great attention from China society. Simultaneously, Q5 used as main product placement in the movie, has fully shown its user orientation and product features through the storyline. 影片将于2010年3月上映，与Q5国内上市宣传时间相吻合。 The film will be released in March 2010, are coincide with the listing time of Audi Q5 coming in the market . 电影由时尚集团投资拍摄，自身实力强大且资源丰富。 Trends group cooperation is the main sponsor to investment the movie, which are powerful and have abundant resource. LV，CARTTIE,爱马仕等国际高端品牌置入该片，有利于提升奥迪品牌形象。 LV,CARTTIE, HERMES and lots of high level international brands into the film, which are helpful to upgrade the brand image. 主要演员姚晨，朱雨晨，主题歌演唱者李宇春人气很高，为票房打下基础。 The main actors are Yao Chen and Zhu Yuchen, meanwhile, the singer of the theme song is Li Yuchun who is quite popular. Both of them are stars with pull at the box office.,奥迪置入分析 Audi placement plan analysis,摇摆de婚约剧情大纲 Plot outline of Swing Marriage Agreement,时尚杂志社编辑顺佳，工作和爱情上是非常认真的都市白领女孩子。和男朋友巨源相爱多年， 正在准备结婚的时候，巨源被风韵优雅的女上司米亚吸引。俊浩的介入缓解了顺佳的痛苦， 两个人相互鼓励，相互帮助，最终在工作和生活中感悟到真情并得到了收获 （Q5作为主要赞助商随着剧情的波动，车的性能得到全面提升） Wang Shunjia has a white-collar job working as a COSMO magazine editor, who is serious either to her work or to her relationship. She has been with her boyfriend Juyuan for years before Juyuan fell in love with his boss, an elegant and gorgeous lady, when he was preparing to get married to Shunjia. However, Junhaos involvement eased Shunjias emotional suffering. Junhao and Shunjia began helping each other, encouraging each other with their work and lives. And then they felt chemistry each other and received the fruit of love at last. (As the major sponsor , Q5s features will be comprehensive upgraded as the storyline goes),摇摆de婚约角色分析 Roles analysis of Swing Marriage Agreement,姚晨 Yao Chen 从“郭芙蓉”到“翠平”，再到在话剧版杜拉拉升职记中成功塑造白领丽人杜拉拉，“喜剧天使”姚晨化身为摇摆de婚约中的女一号-时尚COSMO的杂志编辑王顺佳。 From successful create the character “Guo furong” to” Cui ping”, then Yao Chen create gorgeous office lady images in modern drama Dulalas promotion, “Comedy Angels” Yao chen create new image of editor Wang Shunjia in COSMOPOLITAN magazine in the movie of Swing Marriage Agreement. 朱雨辰 Zhu Yu Chen 凭借奋斗、我的青春谁做主深受观众喜欢的“青春新贵”朱雨辰将出演男主角俊浩。 With the TV series Struggle and Youth who advocate by the audience favorite “Youth Star” Zhu Yuchen will be a handsome main actor of Swing Marriage Agreement. 郭晓冬 Guo Xiao Dong 实力派演员：主人公顺佳男友，国际级环境设计事务所，大中华区新锐设计师 Excellent actress: main actress Shunjias boyfriend , who works in the international environmental design firm, and he is the new excellent designer in China district.,影片观众与奥迪车品牌的受众高度一致 The audience of the film agree with the consumer of Audi,摇摆de婚约与奥迪品牌 The movie and Audi brand,摇摆de婚约是以现代职场白领升迁为主题的电影，所以本片的受众是以现代都市白领、商务精英为主的观众群； 奥迪汽车品牌的受众群正是有一定经济基础的商业精英和职场白领。 影片将直接影响奥迪品牌的潜在受众。 The movie Swing Marriage Agreement is mainly about the promotion of the modern white-collars, so the audience are mainly expected to be urban white-collar workers and the elite in business affaires; The expected consumers of Audi are elite in business affaires and white-collars with substantial economic base. This movie will directly influence the potential consumers of Audi brand.,奥迪Q5,巨源（郭晓冬饰) Juyuan (by Guo Xiaodong) 定妆 爱马仕 Product Hermes,顺佳（姚晨饰） Shun Jia (by Yao Chen) 定妆 路易威登 Product Louis Vuitton,摇摆de婚约与奥迪品牌 The movie and Audi brand,俊浩（朱雨辰饰） Junhao (by Zhu Yuchen) 定妆 杰尼亚 Product Zegna Sports,奥迪Q5,男主角巨源(郭晓冬饰）： 主人公顺佳男友，国际级环境设计事务所，大中华区新锐设计师。32岁。正在参与欧洲孔子学院设计工作。 高级知识分子、理性、缜密、有品位、帅气、西化。 巨源的奥迪车在电影中作为最重要的道具出现，关键时机扭转剧情。 JuYuan：Main actress Shunjias boyfriend , who worked in the international environmental design firm, and he is the new designer in China district. He is participating design work in the Confucius institution in Europe. He is high level intelligent, rational, careful and good taste, cool and westernization. Audi vehicle is as the most important tool in the movie, it will reverse the plot in the key opportunity.,女主角顺佳（姚晨饰）： 时尚COSMO杂志社编辑，处事单纯，表达直接，内心柔软，爱哭爱笑，双子座。年龄28岁。 Leading Actress：Magazine editor in COSMOPOLITAN, simple-minded, open manner, weeping and risible, Gemini, aged 28. 男主角俊浩（朱雨辰饰） 人物英俊帅气，有艺术涵养，正直义气，热爱生活，积极进取，励志成功。 Junhao：He is handsome, artistic virtue, integrity, positive, passion of life, and ambition to success in his career.,摇摆de婚约与奥迪品牌 The movie and Audi brand,奥迪Q5置入：,杂志主编：时尚主编（叶童饰） 漂亮单身、有品位、专注工作、高效能人士。外表冷漠、内心柔软。 Magazine Chief Editor in COSMOPOLITAN Beautiful single woman with tasteful ,concentrating on jobs, indifference appearance but soft heart,摇摆de婚约与奥迪品牌 The movie and Audi brand,奥迪TT,周世活（片中商人） Chow Shihuo ( wealthy merchant ),奥迪A8,摇摆de婚约置入回报 Returns,主要置入回报： Returns 奥迪品牌为摇摆de婚约独家汽车赞助商。 Audi brand is the exclusive automotive sponsors for the movie. 奥迪产品置入场景至少15场，总置入长度不少于500秒。 More than 15 scenes specially designed for Audi brand product placement ; More than 500 seconds total length of shots exposing Audi brand products. 在本剧播出版本片尾鸣谢字幕中出现奥迪标识。 Trailers credits of official broadcast version film will show Audi logo for the full screen. 海报、网站、宣传页、广告立牌等宣传品上奥迪Logo呈现。 All of the film propaganda such as posters, websites, leaflets, billboard will show Audi logo in the principal position. 平面媒体、电视媒体、网络媒体及户外媒体配合宣传中，安排带有奥迪车的剧照。 The stills with Audi cars will be arranged on print media, TV media, network media and outdoor media for publicity.,摇摆de婚约置入回报 Returns,主要置入回报： Returns 时尚COSMO时尚先生 各2P版面免费相关报道。 Two full-page free reports for Audi brand related the film, each published in COSMOPOLITAN and ESQUIRE . 主要城市主流媒体，网站，电台配合宣传。 Major cities mainstream media, website and radio will act in concern with Audi brand publicity. 地面活动、开机发布会或首映礼背景板上体现甲方标识。 Audi logo will be shown in the principal position when ground activities for publicity ,film boot conference and film premiere ceremonies 院线：影片上映前，会在其他正在上映的电影前做摇摆婚约的短片宣传30秒，其中甲方产品的镜头不少于2秒；播放次数不少于5000场次。 Before the film released, 30 seconds API of the film will be broadcasted in the beginning of other movies in the cinema , which include 2 seconds shots of Audi brand, and which will be broadcasted for more than 5000 time in total.,主题曲：李雨春最新专辑主打歌曲 Theme song: Li Yuchuns latest title track. MV制作：电影片段和歌手穿插，与歌词吻合。 MV Making: movie fragments combined with singer and the lyrics matched. MV发行：太和麦田发行网络，时尚所有合作的互联网络资源 包括优酷、土豆、QQ、MSN、雅虎等等。 MV release: All related release resources of Taihe Rye Music, all the network resources cooperating with Trends group cooperation , such as Youku, Tudou, QQ, MSN and Yahoo!, etc.,电影的主题歌由李宇春演唱，歌曲MV剪辑成2个版本（电影宣传MV版本和歌手MV版本）。电影宣传MV版本中，有奥迪汽车的镜头画面露出。 The movie theme song will be performed by Li Yuchun and its MV will be edited into two different versions, namely the version for movie promotion and the version for singer. In the version for movie promotion will include some shots of Audi vehicle.,摇摆de婚约置入回报 Returns,奥迪宣传片贴片计划 Audi Cinema advertising Plan,贴片影院选择Selected Cinemas 选择电影票房在过亿的8个城市的甲级院线 Only choice Cinemas with more than 100 million box office 分别为：北京 上海 广州 深圳 重庆 成都 武汉 杭州 Beijing, Shanghai, Guangzhou, Shenzhen, Chongqing, Chengdu, Wuhan, Hangzhou 特别选择城市：长春 The special selected city: Chang chun 按每个贴片长度30秒计算，每个城市选择的影院数目： Legth of 30 seconds in each cinema advertising , the selective number of cinemas for each city: 北京 23个 上海 25个 广州 20个 深圳 25个 重庆 15个成都 22个 武汉 15个 杭州 20个 长春 5个 共计 170个 Beijing 23, Shanghai 25, Guangzhou 20, Shenzhen 25, Chongqing 15, Chengdu 22, WuHan 15, Hangzhou 20, Changchun 5 Total:170 cities 贴片计划 Plan of Cinema Advertising 影片放映前7天，每天10场进行贴片，按每场30“，总贴片时长为5950分钟 The movie will be screening for 10 times each day for the first 7 days. The total length of the advertising will be 5950 minute if 30 seconds of each. 如单片贴片长度发生变化，则以总时间为准，减少每个城市影院数量。 The lenghth of the cinema advertising would be based on the total legth which metioned above,if which was exceeded, we would reduce the amount of advertising in the cinemas in each city,贴片内容 Content of the Cinema Advertising 奥迪Q5宣传片，单片长度30“-60” Audi Q5 advertising story, the length is 30-60 seconds.,影片合作进程 Cooperation progress,预计效果分析- 影片票房预估 expected effectiveness analysis-film box-office forecast,发行范围: distribution range,电视频道： TV channels,CCTV-6以及各点播电视频道将会多次播映 Many times shown on CCTV-6 and other on-demand TV channels,DVD发行： DVD issue,视频网站： Video Web site,预计上映: Time expected to release,预计票房： Expected box-office,10万张正版DVD 100,000 genuine DVD,直播+分享 Live + share,2010年3月 March.2010,5000万人民币 50,000,000 RMB,30个省市 30 provinces and munici