一汽大众上市试乘试驾活动整合营销策划方案.ppt

一汽-大众北区CC上市试乘试驾活动整合营销方案FAW-VWTheNorthRegionCCListingTestDriveIntegratedMarketingProgram24thJuly2010,项目背景项目目标项目策略项目概述项目安排媒体计划执行细节,目录Contents,ProjectbackgroundProjectpurposeProjectstrategyProjectoverviewProjectarrangementMediaplanningExecutivedetails,项目背景Projectbackground,7月15日在上海举行CC上市发布会，面向全国媒体和经销商传递产品亮点，以及价格信息。各地经销商结合产品调性、利益点在各地举办CC上市活动，使全国各地媒体及消费者了解CC特点。,July15CClistedinShanghai,forthenationalmediaanddealersdeliverproducthighlightsandpriceinformation.Dealerscombinedproductscharacteristics,interestpointsorganizedcclistedactivitiesaroundthecountry,sothatthemediaandconsumerscanknowaboutcharacteristicsofCC.,项目目的Purpose,广泛传播CC上市信息，提升CC北区范围的知名度定位CC为“优雅动感的高级轿车”，建立大众品牌旗舰车型形象传播CC优雅动感的魅力设计，彰显CC与众不同的产品气质提升一汽-大众大众品牌整体形象支持销售，加速完成北区销量目标,SpreadCClistedinformation,establishedanationwideCCawarenessLocatedCCaselegantandsportysedanestablishedVWbrandsflagshipmodelSpreadCCelegantdynamicdesign,highlightCCdistinctiveproductqualitiesEnhancetheFAWVWtheoverallbrandimageSupportthesalesforthewholeyearsalestargets,对于活动重要性的认识Awarenessoftheimportanceforactivities,注：本次试乘试驾活动是CC北区上市的一次重要工作与媒体与区域VIP客户取得良好沟通，让嘉宾充分感受到CC的优越性能和卓越品质，在媒体上发出关于CC的真实的、正面的报道，从而达到对于行业、公众和消费者的有益引导，为CC上市做好传播延续工作。Note:ThistestdriveeventisCCnorthregionlistingsmajorworkwiththemediaandregionalVIPcompletegoodcommunication,sothatguestscanbefullyawareofthesuperiorityandexcellentqualityofCC,inthemedia,issuetherealpositivereportsabouttheCC,toachievetheusefulguidetotheindustry,thepublicandconsumers,tomakefullwarm-workforCClist.,对于VIP客户及媒体人员的选择务必精准有效Forselectingtheguestsandmediapersonnel-mustbeaccurateanduseful对于活动地点选择务必新鲜有特色Forselectingactivitiesvenuemustbetohavefreshanddistinctive对于参加活动嘉宾的接待务必周到有礼Forthereceptionofguestsmustbethoughtfulandcourteous对于试乘试驾活动安排务必体现CC优越性能ForarrangingthetestdrivemustfullyexpressingCCexcellenceperformance对于试乘试驾路线安排务必体现CC的优雅动感Arrangementsforthetestdriveroute-besuretoreflectCCselegantdynamic对于试驾之后的报道跟踪务必紧密有节奏Fortheaftertestdrivereportmustbecloseandorderly,CC试乘试驾的“六个务必”CCtestdrivessixmust,项目策略来源Strategy,根据对CC特质、目标人群及竞品的分析，推出本次活动的概念：不是简单的试乘试驾，而是CC的全方位完美体验AccordingtoCCscharacteristics,targetcustomersandtheintroductionofcompetingproductsdifferencetodevelopthisthiseventconcept:CC360all-roundperfectexperience,项目策略Strategy,策略来自于CC特质StrategyfromtheCCcharacteristics,流线型轿跑车车身设计；无框车门；全景天窗；拉丝铝金属饰板；StreamlinedcoupebodydesignSmart,luxurious,elegant,完美设计CCAppearance,舒适驾乘Differentialconfiguration,丹拿音响；运动舒适型座椅；多功能方向盘带换档拨片，特别降噪措拖。Framelessdoors/panoramicsunroofLeisure,modern,richtaste,动力无限CCEngine,2.0TSI涡轮增压直喷发动机6速DSG双离合变速器，动力澎湃、速度激情。2.0TSIturbodirectinjectedengine/six-speedDSGdual-clutchgearboxPowersurge,speedpassion,创新科技CCinteriorandintelligentdesign,自适应巡航系统；预碰撞安全系统；车道保持系统；智能泊车辅助系统；后视影像系统。IntelligentDriverAssistanceSystemsComfortable,luxurious,personalized,注：紧密依托产品性能，设置新颖的试乘试驾方式，用全方位360的方法展现CC的特质与出众之处Note:Closelyrelyonproductperformance,setthenoveltestdrivemode,withfull360-degreemethodofshowingthecharacteristicsandoutstandofCC.,策略来自于CC目标人群TheCCstrategyfromtargetpopulation,富有活力Dynamic,开拓创新Innovation,运动休闲Sportsemphasizeddynamic,smooth,design;,项目策略Strategy,策略阐述Strategy,鉴Appreciate,看Watch,听Listen,品Taste,体验CC超越同级别的驾驶乐趣,立体化展示CC产品性能,打造CC超凡独特的驾驭感受,多角度感受CC优雅动感,360,TocreateauniqueextraordinarydrivingsenseofCC,ToexperienceCCdrivingpleasurebeyondthelevel,Multi-angletofeelCCelegantdynamic,Three-dimensionaldisplayofCCperformance,通过系列化的全方位体验：“一看”、“二听”、“三品”、“四鉴”四个完美体验过程，准确清晰地传递CC优雅、动感特质及超强性能。Throughtheseriesofall-roundexperienced:“firstwatch,“secondlisten,“thirdtaste,fourthappreciateThesefourprocessesoftheperfectexperience,toconveythemeaningofelegantperformanceofCCcars.Clear,easytounderstand.,策略详解Strategyexplanation,C动感空间设置三维全息立体投影展示说明厅，突破常规的PPT培训讲解方式，采用三维全息投影技术，通过360投影立体化展示CC产品性能，让嘉宾看得更过瘾，学得更趣味轻松。,运用创新科技手段彰显CC独特魅力UseinnovativetechnologymeanstoshowuniquecharmofCC,Cdynamicspace-settheCC-setdimensionalholographicthree-dimensionalshowroom,breakingtheconventionalwayofPPTtrainingexplanation,usingthree-dimensionalholographicprojectiontechnology,throughthe360three-dimensionalprojectionsothatguestscanseemoreenjoyable,learnmoreinteresting.,看Watch,C音悦世界篷房内专设一间CC仿真驾驶内室，通过音效技术模拟驾驶过程的各种声音；采用三维投影技术，车窗及前挡风玻璃实现不同场景变换，为嘉宾带来极致奢华的视听冲击；同时采用阶梯式仿真CC座椅，让体验者倍感舒适。CsweetworldinthetentsetaCCsimulateddrivingroom,simulatethedrivingprocesssoundsbyaudiotechnology;usingthree-dimensionalprojectiontechnology,windowsandthewindscreenrealizeddifferentscenechanges,bringtheultimateluxuryaudio-visualimpactfortheguests;thesametimeusingsteppedCCsimulatedseats,sothatcustomerscanfeelmorecomfortable.,全新体验方式领略CC豪华品质NewexperiencedtotasteCCluxuryquality,策略详解Strategyexplanation,听Listen,根据CC性能专设赛道打造高级豪华车的完美体验,C完美体验针对邀约客户开展CC试乘试驾体验活动，结合CC车型性能特别设置赛道，让客户真正感受至上的驾驶乐趣，以及近乎完美的全方位体验。,策略详解Strategyexplanation,Cperfectsense-forinvitingcustomerstojointestdrive,combinedwiththeCCcarspecialperformancetosettrackallowcustomerstotrulyfeelthesupremedrivingpleasure,andthenear-perfectall-roundexperience,AccordingtoCCperformancetrackdesignedtocreateaperfectexperienceofluxurycar,品Taste,沿海公路的真实体验见证非凡的驾驶乐趣,选择沿海公路的试乘试驾路线，一路欢畅前行，在欣赏沿途美景的同时，更能真实感受CC的路面驾驭性能和优雅的驾乘体验。,策略详解Strategyexplanation,Real-lifeexperienceofcoastalroadWitnesstheextraordinarydrivingpleasure,Thecoastalhighwaytestdriveroutewithpleasureforward,whileenjoyingthebeautifulsceneryalongtobettermanagethetruefeelingsofCCroaddrivingperformanceandelegantexperience.,鉴Appreciate,对于活动主题的理解Themeunderstandings,C，CC360全方位完美体验C,CC360all-roundperfectexperienceC优雅：一种对高品位生活的惬意享受；一种对质感人生的心灵追逐Celegance:akindofpleasantenjoyonhighqualitylife;akindofmindchaseonthequalitylife.倾心绽放：CC，为欣赏的人绽放，让懂得的人倾心Cordialbloom:CC,bloomfortheenjoypeople,cordialfortheunderstandingpeople,优雅倾心绽放,一汽-大众北区CC上市完美体验活动,CeleganceCordialbloom,FAW-VWNorthRegionCCListingPerfectExperienceActivity,C,北区CC上市试乘试驾活动执行部分NorthregionCClistedtestdriveExecutivepart,项目概述Overview,时间：2010年8月13日（周五）地点：大连金石滩国宾海岸（主推）北京北京乐驾汽车体验基地（备选）主题：C优雅倾心绽放一汽-大众北区CC上市完美体验活动活动内容：CC产品说明会预计15人，每3名嘉宾1部车。由试驾教练领队。沿途设置3个换乘点可让每个嘉宾轮换驾驶，体验不同路况下的试乘试驾感受;Estimated15people,onecarforeverythreeguests.testdrivecoachleadtheteam.Setthreetransferpointsalongthewayalloweachguesttodrive,experiencetestdriveunderdifferentroad;4辆工作车，供现场工作人员活动调度等事宜所用;Fourworktrucksforfieldstaffonmatterssuchastheuseofschedulingactivities;1辆摄影摄像车，进行全程拍摄;Aphotographiccameracarforthewholeshoot;1辆救险车，活动全程安全保障;Arecoverytruckforthewholesecurityactivities;,项目安排Arrangement,C完美体验公路试驾（优雅之旅）CperfectexperienceHighwaytestdrive(Eleganttour),项目安排Arrangement,C完美体验公路试驾（优雅之旅）CperfectexperienceHighwaytestdrive(Eleganttour),公路试乘试驾的原则：,安全中体验CC的优雅,公路试乘试驾安全讲解：专业教练员在副驾驶席全程负责安全监督，试驾人员听从专业教练员的指导；车辆起步前观察前方道路，确保场地内无任何车辆行人；为保证活动安全，后车在前车到达缓冲区后方能从起点出发；,项目安排Arrangement,外景拍摄Locationshooting,在沿途选取3处风景优美，适合外景拍摄的空阔场地，车队在指定换乘地点停靠（每次停靠时间为5分钟），嘉宾自行选择合适角度拍摄。Toselectthreescenicrouteontheway,suitableforlocationshooting,theteamstopsatdesignatedtransferlocations(eachstopfor5minutes),guestscanmaketheirowncameraangles.,C完美体验公路试驾（优雅之旅）CperfectexperienceHighwaytestdrive(Eleganttour),媒体自驾游Mediaowndrivingtour在下午针对媒体朋友的公路试乘试驾结束后，我们可以应媒体特殊要求安排自由试驾。媒体可以3人/车（按照试驾车号）的形式，在规定时间与规定区域内，于试车地周边进行自由试驾；可以根据媒体需求，安排专业车模（每车1人）随行拍摄.Intheafternoon,afterthemediafriendsroadtestdrive,wecanarrangemediaaspecialowndrivingtourthenextday.Mediacanbethreepersons/vehicles(inaccordancewiththetestdrivevehiclenumber)form,inspecifiedtimeandarea,aroundthetestdrivevenuefortestdrive;Accordingtomediarequirements,arrangeprofessionalcarmodels(1personpervehicle)forshooting,C完美体验公路试驾（优雅之旅）CperfectexperienceHighwaytestdrive(Eleganttour),项目安排Arrangement,C完美体验公路试驾：激情转弯：驾驶体验连续弯道以及发卡弯带来的漂移与激情，展示CC强大的操控力直线加速：体验CC的TSI+DSG释放的强劲动力注：试乘试驾过程中，嘉宾可以打开自动无框车窗和全景天窗，聆听丹拿音箱的震撼效果，感受沿路风景，展示人、车相融的惬意生活。,项目安排Arrangement,CperfectexperienceHighwaytestdrive:Estimated15people,threeguestsinonecar.ADEcoachbytheteamleader.Setthreetransferpointsalongthewaysothateachguestcanberotatedtodrivetoexperiencedifferentroadconditions.Cityshuttle:Seturbanroadconditions/intothecity,carsandthecitiesintegrated.Startandstopbrakeinurbantraffic,overallperformCCstrongpoweroutputandpowerfulbrakingsystemLinearacceleration:ExperienceCCTSI+DSGstrongmomentumreleaseNote:Duringthetestdriveprocess,guestscanopenautomaticallyframelesswindowsandpanoramicsunroof,listentotheTannerspeakersshockeffect,feelingalongthelandscape,peopleenjoyvehiclescomfortableconditions,Backup,推荐酒店：大连金石国际会议中心RecommendedHotel:DalianGoldenPebbleInternationalConventionCenter,推荐理由：大连金石国际会议中心位于大连金石滩国家旅游度假区的西部半岛，毗邻金石高尔夫球场和游艇俱乐部，距离试驾场地较近每间客房经过精心设计及布置，房间内视野开阔，大海、群山及高尔夫球场可一览无遗，与本次活动的调性契合。,场地选择Venueselection,项目安排Arrangement,Recommendedreason:GoldenPebbleInternationalConferenceCentreislocatedinDalianGoldenPebbleBeachnationaltouristresortonthewesternpeninsula,adjacenttoGoldenPebblegolfcourseandyachtclub,closerfromlaunchfieldEachroomhasbeendesignedanddecorated,theroomwithwidevision,sea,mountainsandgolfcausescanbeseeataglance,givesanelegant,comfortablefeeling,canenjoytheblossomsandthevastnessoftheseasurging,fitthetargetcustomerpreferences,fittheeventtone.,推荐酒店：国家法官学院北京分院RecommendedHotel:TheNationalJudgesCollegeBeijingBranch.,推荐理由：Recommendedreasons,位于雁栖湖东岸半岛之中，三面环水，群山绵亘，另有长城古迹于湖光山色中若隐若现交通便利，距北京城区50分钟，距首都机场约40分钟，距离投放场地较近,项目安排Arrangement,LocatedinYanxieastcoastpeninsulawateronthreesides,rollinghills,whiletheGreatWallamongthemonuments.Transportfacilities,thecollegeis50minutesawayfromBeijingtown,fromBeijingCapitalInternationalAirportabout40minutescloserfromlaunchfield.,项目执行Projectexecutive,VIP客户接待：针对VIP客户由经销商邀约，派豪华大巴到指定经销商处接试驾嘉宾，统一前往试驾场地，如有客户自驾前往需事先沟通；试驾完毕后，VIP客户自行安排回程。媒体记者接待：提前确认嘉宾到达时间及方式，机场、车站大巴全天接待，嘉宾行理统一编号便于管理；入住签到时领取返程车（机）票，活动结束后为的媒体统一安排车辆送往。,VIPguestsreceptionVIPcustomersareinvitedbythedealersandtakenbyluxurybusunitytothetestdrivingvenue,ifrequiredtodrivebyhimselfshouldinforminadvance;aftertestdrives,VIPcustomersreturnbythemselvesJournalistsreceptionToconfirmguestsarrivaltimeandmannerinadvance,theairport,busstationalldayreception,guestsluggagearegottenuniformnumbersformanagement;whenguestscheckinreceiveareturnvehicle(plane)tickets,aftertheeventarrangethevehiclestosendthemedia.,签到分组嘉宾到达试乘试驾场地后，行至签到处签到，签署试驾协议，同时领取服装及礼品，将嘉宾分为A、B组，每组15人。礼仪小姐引导嘉宾签到，指导其签署试驾协议；工作人员为嘉宾分发统一服装及礼品；工作人员指引嘉宾到更衣室更换衣物。注：邀约客户与媒体记者流程相同,项目执行Executive,RegistrationandgroupedGuestsarriveattestdrivevenue,firstforregistration,signtestdriveagreement,andreceiveclothingandgifts,theguestsweredividedintoA,Bgroup,n=15.MissMannersguidetheguestssigninandguidethemtosignatestdriveagreement;Staffsdistributethegiftsfortheguests;Staffsguidegueststoalockerroomchangingclothes.Note:offercustomersthesameprocesswiththemedia,篷房布局：午餐区、采访区、茶歇区、更衣区、CC仿真驾驶内室、三维全息立体投影展示说明厅午餐区：滚动播放试驾视频、音乐，准备丰盛的西式自助简餐。采访区：媒体记者可采访客户，记录客户驾驶感受，迅速形成新闻点，达到实效传播效果。茶歇区：方便嘉宾随时休息，提供茶歇点心更有新意，结合CC造型准备点心、水果拼盘、茶饮等，细节处体现优雅之道；提供时尚运动杂志、CC产品手册，播放CC产品广告宣传片，安排极品飞车电游体验，增加娱乐互动性。更衣区：方便嘉宾更换衣物，为每位嘉宾专门准备了物品保管箱及钥匙，彰显本次活动人性化关怀。,场地布局Venuelayout,项目执行Executive,TentLayout:lunchbuffetarea,interactivepressarea,coffeebreakarea,dressingarea,wonderfulsoundsexperiencehall,trainingroomforthree-dimensionalholographicthree-dimensionaltestdriveLunchbuffetarea:rollingplaytestdrivevideo,music,preparingsumptuousbuffetmeal.Interactivepressarea:Mediareportercaninterviewcustomersandrecordcustomerdrivingexperience,contributetotherapidformationofinformationpointsforeffectivelydissemination.CoffeeBreakArea:breakatanytime,providemoreinnovativeteabreaksnacks,combinedwithCCshapepreparesnacks,fruitplatter,tea,etc.,detailsreflecttheelegance;providestylishsportsmagazine,CCproductmanuals,displayCCvideos,arrangevideogamesexperience,increasethefuninteractive.Changingarea:convenientguestchangeclothing,specificallypreparedforeachguestdepositboxesandkeys,highlightthiseventhumanecare.,根据本次CC完美体验活动的整体调性，为嘉宾提供了符合优雅、运动定位，实用性强的精美礼品AccordingtoTheCCperfectexperiencetheoveralltone,weprovideconsistentelegance,sportorientationandpracticabilitygiftsfortheguestsCC车模CCcarmodels音乐枕头Musicpillow苹果U盘AppleUdisk,礼品推荐,音乐头枕：可折叠成一个手提包样式，展开后在枕头两边提供两只小音箱，可将音源设备与其连接，听音乐非常方便。提供了柔软的“床单”，适合外出郊游使用。,MusicPillow:foldingintoahandbagstyle,providingbothsidesofthepillowwithtwosmallspeakers,canbeconnectedtoaudiodevices,listeningtomusicveryeasy.Providesasoftsheetsusedtogosightseeing.,每台CC配备人性化内饰物品：纸巾，音乐光盘，雨伞，小瓶装矿泉水4瓶，小型清新绿植、遮阳窗帘等，让嘉宾坐在车内倍感舒适，尽享惬意试乘试驾过程提供活动流程手册、内附详细晚会流程和试乘试驾路书，指引嘉宾准时参加各个环节考虑嘉宾个人习惯，饮食习惯的前期统筹，为每位来宾做好后勤保障工作酒店客房每日根据嘉宾要求进行清扫，提前摆放果盘与鲜花,执行细节Executivedetails,细节考虑Detailsconsideration,EachCCisequippedwithhumaninterioritems:papertowels,musicCDs,umbrellas,4smallbottlesofmineralwater,smallfreshgreenplantsandshadecurtains,sothatguestsfeelmorecomfortablesittinginthecar,enjoythecozytestdriveprocessProvideactivitiesprocessesmanualinteriordetailsofpartyprocessesandtestdriveroadbooktoguidegueststoparticipateineverylinkHotelroomdailycleaningaccordingtoguestrequirements,fruitplateandflowersplacedinadvance,现场协调Sitecoordination,工程建设,场地使用、保养,接待组receptiongroup,后勤组LogisticsGroup,嘉宾接待、住宿,日常活动,安保组Securitygroup,车辆人员保险,医护急救,日常安全、突发事件,现场服务,机动灵活、考虑周全,服务细致、完备,准备充分,处理问题迅速,人员运输,餐饮、保洁,车辆管理,备品供应,执行细节Executivedetails,执行团队Implementedteam,Buildingconstruction,Guestsreception,checkin,Emergencycare,Vehiclesmanagement,Venuesusage,maintenance,Dailysecurity,emergency,Personneltransport,Catering,cleaning,Dailyactivities,Insuranceforvehicles,On-siteservice,Sparepartssupply,Flexible,thoughtful,Meticulousservice,completed,Prepared,Dealwithproblemsquickly,需要在试车前与来宾签署明确免责协议准备后备试驾车辆，以免造成负面影响的扩散,车辆故障，造成来宾对于车辆的误解,来宾对于车辆的技术数据不了解，试驾驶中操作过激，发生事故,不可预见的交通事故,其他的突发事件：如钥匙丢失,要求车辆严格做好维保工作，保证车辆的正常状态,充分的前期沟通非常必要，提供周详的可执行的驾驶建议书，同时教练严格控制,备件、备用物资的准备充分，,应对流程,问题Situation,解决方案Solution,项目安排Arrangement,C完美体验公路试驾（优雅之旅）CperfectexperienceHighwaytestdrive(Eleganttour),要求车辆严格做好维保工作，保证车辆的正常状态,执行细节Executivedetails,应急预案Emergencyplan,聘请一名当值医生Employanon-dutydoctors,配备消防安全设备Withfiresafetyequipment,消防用车事前联络作随时调用Firecarcallatanytimeforuse,各环节都配备医药箱Eachlinkisequippedmedicinechest,救护用车事前联络作随时调用Ambulancecarcallatanytimeforuse,事前联络好附近医院Tocontactanearbyhospitalinadvance,媒介部分,Media,媒体计划Mediaplanning,媒体传播策略借助北区主流媒体平台，将CC上市信息有效传递，同时发布本次完美体验活动信息；通过客户、媒体共同试乘试驾CC实证产品的良好性能品质，为CC对外宣传树立权威舆论导向，更具说服力，易形成口碑传播；吸引潜在目标客户群注意，促进意向目标人群购买。,MediaCommunicationStrategyWithnorthmainstreammediaplatformtospreadCClistingmessage,andpublishinginformationabouttheactivitiesThroughthecustomers,mediaco-testdrivetopracticeCCgoodperformance,andestablishtheauthorityfortheCCpublicity,moreconvincing,easytoformawordofmouth;Attractpotentialtargetcustomersattention,promotethetargetpopulationtobuy;,媒体计划Mediaplanning,媒体传播目标打造与众不同的CC上市完美体验活动根据活动差异化环节设置，释放CC更多