宝马新车上市经销商执行手册

1、BMW E90 LCI Dealer LaunchBMW E90 LCI经销商发布会 Event Manual活动指甫This package contains 本活动执行套装包括Event package DVD经销商发布会指导DVD BMW 3 Series E90 LCI Dealer Launch Event ManualBMW 3 Series E90 LCI经销商发布会活动指南 High Resolution Artwork File of 2D Graphics 高精度平面美工图Event DVD will be sent out by 20th of November 2008

2、 DVD光盘资料将于2008年11月20日前寄往经销商处2Index 目录Manual Instructions4手册使用说明Event Overall5-8整体活动概述Overall Concept9整体活动方案Program Rundown10-11活动流程Showroom Floor plan12-19展厅搭建布局图Showroom Setup Design and Production Drawing20 30展厅搭建方案及制作图Production & AV Check List, Cost Estimation31 34搭建及音视频设备清单，费用预算Setup Schedu

3、le35 38搭建日程安排Execution39 - 51活动执行2D Graphics52 - 54平面美工图Inquiry Hotli ne55咨询热线Manual Instructions 手册使用说明This manual contains all the needed and useful information to realize a perfect launch event of the BMW 3 Series E90 LCI. We recommend following this manual step by step to understand the overall

4、concept.本手册包含了BMW E90 LCI经销商发布会所有相关信息，建议按照如下步骤仔细阅 读。1st step第一步_J step ! :第二步1f 3rd step :L第三步厂Eve nt General Info rmationLaunch DVD Manual DVD手册Understanding of the concept理解活动概念Execution & Detailed Key Points活动执行细节及要点；4th step ; 匚第四步5Event Overall 整体活动概述Eve nt Date: 活动日期：December 09:h - Decemb

5、er 25th, 2008 2008年12月09日至2008年12月25日Event Venue: 活动地点：BMW authorized dealer showroom BMW授权经销商展厅Atten dees:150 guests (Existing customers, prospects, local media, VIP.)出席人数：建议出席人数150人（包括现有车主，潜在客户，本地媒体,VIP等）Objectives:活动目的：Create awareness for E90 LCI in the local market向本地客户及媒体传达新车型E90 LCI上市的信息Intro

6、duce and position the product to customers and prospects to increase purchase intention向媒体及潜在客户介绍新车型的目标定位，促进购买意向Attract new customers吸引新的潜在客户Promote media exposure增加媒体曝光率6Eve nt Overal体活动概述7#1. Position! ng定位Aligning with the national launch, the new E90 LCI is positioned as the most athletic sedan

7、in its class.BMW E90 LCI定位于同级车中最具运动特性的轿车。2. Chinese Claim中文宣传语 新BMW 3系。擎动心动。3. Eve nt Con cept and Launch ton ality活动概念及定位 Athletic approach with a champion theme, focus on the word EMOTIONS 运动,结合冠军主题，聚焦于'激情' Eye-catching innovative program 引人注目的创新方案 Dynamic and aesthetics动感，美学Eve nt Overall

8、 整体活动概述4. “Emotions”激情One key word. EMOTIONS9 linked to the sports terminology关键词。激情 与运动紧密相连EMOTIONS you feel when you are watching your favorite sports 激情-当你在欣赏最爱的体育赛事时心中所感EMOTIONS you feel when you are cheering for your favorite team or for your hero 激情-当你为最爱的队伍或心目中的英雄喝彩时心中所感EMOTIONS you feel when

9、 your team wins, or your hero triumphs激情-当你最爱的队伍或心目中的英雄获胜时心中所感Eve nt Overall整体活动概述5. Concept Implementation概念的实施In order to implement event concept into the launch programs, below elements have been used:为了将“冠军激情”的概念融入整个发布活动中，使用了以下相关元素：Raceway carpet 跑道式地毯 Champion wall 冠军墙Win ner podium冠军讲台Communic

10、ation materials, POS片海报及相关宣传资料Overall Concept 整体活动方案Launch Moment 发布时刻After registering at the reception counter, guests enter the welcome area, where cocktails, drinks and canapes will be served.在接待台签到后，来宾进入欢迎区域）享用鸡尾酒.饮料和小吃。 After the VIP speech, the launch video will start. 嘉宾致辞之后，开始播放发布视频短片。After

11、 the launch video played, with the heartbeat noise, the curtain is rising up slowly, the newBMW 3 Series sedan is unveiled.（Optional: A laser show with the laser beams mimicking the heartbeat graphs, plays around the car.）短片结束后，伴随着心跳的声音，屏幕（幕帘）缓缓升起，新3系展车呈现在来宾面前。（备选：屏幕/幕帘升起的同时,激光束折射出模仿心电图形状的曲线。）Progra

12、m Run down 活动流程Run down 活动流程话囂Description描述18:00-18:30Guests arrival and registration来宾到达，欢迎酒会18:30-18:35MC welcomes guests and invites guests to take their seats in the launch area上持人邀请來底入座18:35-18:40Speech by BMW representative宝马代表致辞18:40 1 8:45Speech by dealer GM经销商总经理致辞18:45-18:48Launch moment L

13、aunch Video Screen rolled up with heartbeat noise-Car unveiling发布时刻发布短片-屏幕向上卷起-新车亮相18:48-18:58Product presentation产品知识介绍18:58-19:15Guests invited to take a closer look at the new3 series邀请來宾参观展车19:15-20:15Dinner自助晚餐20:15Event ends发布会结束The eve nt time is proposed to be completed within three hours an

14、d its starting time could be flexible due to actual situation between varies cities.活动时间控制在三小时以内经销商可以依照当地实际1W况作相应调整。The eve nt program can be adapted according to differe nt dealer's situati on. Please con tact BMW China Dealer Marketi ng Regi on al Ma nager for confirmatio n.根据经销商实际fll况屏幕如裾对活动R

15、体肉容进行调整请与BMW China经销商市场区域经 理联系并获得确认。Cue Sheet 活动流程描述Cue Sheet 活动流程描述TimeDescriptionLightings EffectMusic / SoundVideo时间过程描述灯光效果音乐和卅音效果视频18:0 0 18:30Guests arrival and registration 客人签到M ood lighting* 氛用灯光Background musicIMS音乐XKJQTPPT18:3 0 18:35MC welcomes guest and invites guests to Uke their seats

16、 in the hunch area主持人致欢理诃并邀请米宾到发伤区就用Stage lightings 諜台灯光MC Mic 匸持人麦克18:35- 18:40Speech by BM W representatis® J1. A <ETC par /Staje lightingETC 411ft f?帕灯Podium Mic 讲台麦克”卜创上m、；18:40 18:45Speech by dealer GM ftfflifii总经丹致辞ETC par /Stage lighting ETC和舞仟帕灯Podium Mic讲fr麦克主麵屏r戈讲仔规场 憧头18 45 18:48L

17、aunch moment 发布时刻 Screen rolled up 屏韓向匕左尼 Car unveiling 新肚亮相Lights dim 灯尢畤deo sound 视荻声咅E90LCI发彳曲片Lights dim 灯光踰Heartbeat sound 心跳霞橋音乐Lights focus on car 灯尢聚焦展车Engine starting noise 引煉必动川fi18:48 18:58Product Presentation 产品讲解ETC par /Staje lighting ETC和舞台帕灯Lapel / Wreless Mic 】或无线r-r < 18:58 - 19

18、:15Guests inMttd to Uke a closer look at th« n« w 3 series卜持人遂请客人近距离欣赏新4Lights focus on car 灯光聚焦展*Background music 存杲音球19:15 20:15Dinner 晚妄Mood lightincs 孤IW灯光Band /Background music mi.20:15Event ends 活幼结来Mood lightings 氛Bl灯光Background music12Floor plan for Small Showroom 小型经销商展厅搭建布局图Small

19、 Showroom Layout 布局图13#50005000500050005000#Floor plan for Small Showroom 小型经销商展厅搭建布局图Small ShowroomBird eye view俯视Floor plan for Medium Showroom 中型经销商展厅搭建布局图Medium ShowroomLayout布局XXXXXX50005000oo§§展厅主入5000Floor plan for Medium Showroom 中型经销商展厅搭建布局图Medium Showroom Bird eye view 俯视图Floor p

20、lan for Medium Showroom 中型经销商展厅搭建布局图Medium Showroom Car Display 展示车辆 Lounge Area 来宾休息区Floor plan for Large Showroom 大型经销商展厅搭建布局图Large ShowroomLayout8000布局欢迎区域8000 8000 80008000800080008000§1用主入目CJ O18Floor plan for Large Showroom 大型经销商展厅搭建布局图Large Showroom Bird eye view 俯视图Floor plan for Large

21、Showroom 大型经销商展厅搭建布局图Large Showroom Outdoor Facade 展厅主入口拱门 Welcome Area & Winner Backdrop 欢迎区域及冠军墙20Production Drawing for All Showroom大中小型经销商展厅通用制作图21Production Drawing for All Showroom大中小型经销商展厅通用制作图 Entranee Facade 展厅主入口拱门500600012003400340022001500Side View6000500Top View22Production Drawing

22、for All Showroom大中小型经销商展厅通用制作图23Production Drawing for All Showroom大中小型经销商展厅通用制作图Registration counter & Backdrop 签到台及背板Front View100n30001000SideView40003000300 ->3000Top View600300024Production Drawing for All Showroom大中小型经销商展厅通用制作图Launch Stage Backdrop & Stage Projection 发布舞台背板及屏幕25Prod

23、uction Drawing for All Showroom大中小型经销商展厅通用制作图#Production Drawing for All Showroom大中小型经销商展厅通用制作图70007000400040C700070C0400026Production Drawing for All Showroom大中小型经销商展厅通用制作图27Production Drawing for All Showroom大中小型经销商展厅通用制作图Stage Projectio n舞台屏幕安装示意#Production Drawing for All Showroom大中小型经销商展厅通用制作图#

24、Production Drawing for All Showroom大中小型经销商展厅通用制作图7000d432006400rr40007000Ji台前端拱门及投影屏幕尺寸说明:如经销商无法在当地找到适合上述尺寸的投影屏幕，可参考下面替代方法:1 电动投影屏幕+白色布幔2.电动白色布帘#Production Drawing for All Showroom大中小型经销商展厅通用制作图Stage Projectio n舞台屏幕安装示意28Production Drawing for All Showroom大中小型经销商展厅通用制作图#Production Drawing for All Sh

25、owroom大中小型经销商展厅通用制作图替代方法一：电动屏幕+白色布帳说明 下图中屏幕尺寸为200吋(4.06mWx3.06mH),布幔材料可选用垂感较好的白色丝绒，需要将屏 幕两侧到拱门边框的部分(共约35mx3.3m)严密覆盖，不能留缝隙。布幔可选择电动或手动开启/布幔屏幕安装位置示意Stage Projectio n舞台屏幕安装示意替代方法二：电动控制白色布帘说明 下图所示为用白色布帘替代投影屏幕的安装方法。布帘表面要求非常平整 以免影响投影效果.电 动马达部分可选择购买成品。640032001白色布帘尺寸30Production Drawing for All Showroom大中小型

26、经销商展厅通用制作图#Production Drawing for All Showroom大中小型经销商展厅通用制作图电动马达升降器安装位置示意#Production Drawing for All Showroom大中小型经销商展厅通用制作图31Production Drawing for All Showroom大中小型经销商展厅通用制作图003 Winn er Podium 冠军讲台500500110011002000Side ViewFron t View-200 :8C0- 100800 80024002000Top View32Production Drawing for All

27、 Showroom大中小型经销商展厅通用制作图 Bar counter & Backdrop 酒水台及背板33Production Drawing for All Showroom大中小型经销商展厅通用制作图#Production Drawing for All Showroom大中小型经销商展厅通用制作图30001000SideView6003000100、6006000Fron t View6000Top View100034Production Drawing for All Showroom大中小型经销商展厅通用制作图35Production Drawing for All S

28、howroom大中小型经销商展厅通用制作图 Hanging Banner 条幅15003000条幅悬挂于发布舞台两侧每侧5幅#Production Drawing for Large & Medium Showroom大中型经销商展厅制作图 Winn er Backdrop冠军墙背板（仅供大中型展厅制作）36Production Drawing for Large & Medium Showroom大中型经销商展厅制作图#Production Drawing for Large & Medium Showroom大中型经销商展厅制作图500100003000Fron t

29、 View3000Side View10000500Top View37Production Drawing for Large & Medium Showroom 大中型经销商展厅制作图 Dining Area Car Display餐饮区车辆展示（仅供大中型展厅制作） 经销商可根据展厅实际情况选择将展车展示于冠军墙背板另外一侧，或搭建独 立背板及展台（发布仪式开始前展车需用白色丝绒遮盖，晩宴开始前将丝绒移开）1. 展车展台位于冠军墙另外一侧30003000BOOO6000Production Checklist 搭建及制作清单 Production Checklist 搭建及制作清

30、单名称材质说明尺寸SA展厅主入口 /欢迎区城1展厅主入口及欢迎区城地毯（平方米）红色化纤L 3m x40m120M:3m x40m120S:3m x 30m902属厅主入口拱门铁质權架包木板.哀面站白色防火 板.正面樓喷绘6mWx 3mH x 0.5m13展厅主入口拱门崎给背胶金歩见制作图14接待台木制站白色防火板3m x 1 m x 05m15接待背板木厲双面贴白色防火板4mLx 3mH16接待背板噹绘背胶1#纸4mLx 3mH7"CM208OEM409冠军墙背板木制双面贴白色防火板10m x 3m ，仅用于大中型展厅）110翹军堰背板Dfi绘肖胶徽舐10m x 3m 仅用于大中型

31、展厅）2晚餐区域11酒水台木制.姑白色防火板6m x 1 m x 05m12酒水台背板木制双页站白色防火板6mWx 3mH113酒水台背板噹绘背胶你舐6mWx3mH11415倉车厦台木制.貼白色防火板6mL x 2.4mWx 0.3m（大中）1发布区域16冠军讲合地合木制站白色防火板4mLx2mWxO.2mH117翹军讲台木制.站白色防火板1.1mLxO.5mWxO.5mD118发布II台木制镉灰色地毯7mLx 7mWx 0.4mH119发布痔台背板木制.貼白色防火板7mL x 4mWx 0.2mD120发布背板喊壌背胶你舐7mL x 4mW121嚼绘条H网載布3mHx1.5mW1022条18

32、挂架铁制3mH x 1 5mW1023"E«1024"EM4025投影屛幕挂架木制.双画姑白色防火板见制作图126电动投影屏鼻200吋1投影屏再安装于具台怕靖拱形框架上部屏幕狗8空余部分由可分别向左右开启的白色布幔違捋屏上卷的罔时布幔开启（手 动或电动）投影屏蓦也可以由白色布帘代讐布帘表面要很平整.布帘由滑轮帝动可缓纹升起.此电动设施可的买成品.Important Notice重要提示All inf ormatio n and all measureme nts being in eluded in this plan have to be checked by

33、the local department of BMW and the companies building up. In the event of any discrepancy, KAWAH has to be informed immediately以上信息及数据需要经销商以及搭建公司根据实际情况进行确认 如出现较大出入的情况，谓及时联 系凯旺公司AV Checklist 音视频设备清单 AV Checklist音视频设备清单（除分别标注大中小展厅所需数量的项目，其余项目适用于各种展厅）ItemsDescription 设爺Oty mtLighting System比系班Entrance

34、： 入口400mm X400mm X 3mH Lighting pillarTruss Truss4ETC S4 Par 灯8Robe Colorspot 1200AT 电脑灯4Glass Gobo 玻瑚LOG0片4Power and signal Cable电俺和信号线若T1Reception： 按待处400mmX400mmX 3mH Lighting pillarTruss 架2ETC S4 Par 灯4Power and signal Cable电纯和侑号线若1W elcome Area:欢迎区400mmX400mm X 3mH Lighting pillarTruss Truss 架4

35、ETC S4 Par 灯（人30中20小6）Power and signal Cable电缄和信巧线拧1Dinner Area : 用餐区400mm X400mm X 3mH Lighting pillarTruss Truss 架（A6中4小4）HMff （打车b川灯）（人4中4小0）AC Light 灯（人4中2小2）LED Par灯20Power and signal Cable 电咒和Hi 线人 f1Launch Area :发布区Lighting truss Truss 架（人40中40小30）Robe Colorwash 1200EAT 电脑灯（人6中4小2）Robe Colors

36、pot 1200AT 电朋灯（大6中4小2）ETC S4 Par 灯（人30 <|«16 小16）HMIff （打车令川灯6ETC Profile 成惊灯4Fresnel Light 1k 柔光灯16Dimmer If!2A voider Peart 2008 Lighting Mixer 殄珠20081Power and signal Cable 电纜和信号线若f141AV Checklist 音视频设备清单 AV Checklist音视频设备清单（除分别标注大中小展厅所需数量的项目，其余项目适用于各种展厅）Items 刘Description 设备Oty 数1ftLaunc

37、h Area: 发布区Audio System 音响系统Meyer UPA-1P Speaker 全荻咅如（大8中6小6）Meyersound USW subwoofer Speaker 趙低 n 102D&B Audiotechnik Foldback Speaker 返送音箱2Midas Venice 24ch Audio Mixer 说1KTDN370 EO处理器（小）3BSS FCS966 Dual Channel EO 处珅器（大中）3Share U4D Wireless Handheld Mic 无线话的3Mic for Band 乐认诂 !1Share UA845 Ant

38、enna System1Denon DND4000 dual CD player 戏CD机（人2中2小1）MD-Player MD机1Power& signal cable 电缁和信号线?1Video System觇额系统Panasonic PT-DW 10000E Projector 10OOOintj 投彩机2Panasonic Lens 镜头2Pioneer DVD player DVD机2Dinner Area 2 用餐区（此部分设备吋根据 对g况透择侵用）Meyer UPA-1P Speaker 全频音箱4Meyersound USW subwoofer Speaker 趙低

39、幵箱（大.中）2D&B Audiotechnik Foldback Speaker 返迖 A 筍（A.中）2RSS FCSQ66 Du«l Channel FQ 处理:tt（大.中MShare U4D Wireless Handheld Mic 无线话俯（A.中）1Denon DND4000 dual CD player “CD机（A.中）1Midas Venice 24ch Audio Mixer 调 J彳台（大,中）1Power and signal cables 电進和信石线若i（大.中）142Cost Estimatio n 费用预算 Cost Estimation

40、费用预算Item s 明细Cost 费用1- Construction 搭建¥80,000.002-AVft视频设备¥65,000.003- Catering 程饮¥40,000.004- Giveaway Prodution 礼品¥10,000.005- Miscellaneous 其它¥3,000.00Total¥198,000.0043Setup Schedule for Small Showroom 小型经销商展厅搭建日程安排Setup Schedule for Small Showroom 小型经销商展厅搭建日程安排Date

41、/TimeDescriptionVenueRemarks时间淹程描述堆点注第一天8:00Unloading and setup 卸车Showroom 展厅9:00Start setup backdrop and staging 格建背板和II台Showroom M/T10:00AV unloading and setup 灯光音响卸车Showroom HI厅11:00AV start setup truss and lighting system ffiStruss架和灯尢系统Showroom 1厅12:00Lunch Break 午餐Showroom HI厅13:00Setup bistro

42、 tables 组豪"B桌Showroom */T14:00AV setup audio system 格理音响系统Showroom 展厅15:00Hostesses briefing 礼仅小姐培训16:00Proper cabling of wires Clear unused equipments 彥线并滴理无用的设备Showroom JR厅16:30Ar st sound check 第一次音响测试Showroom mrr17:00Emcee briefing and sound check 主持人沟通和音响测试18:00Dinner BreakShowroom JR厅19:0

43、0First Lighting check 第一次灯光测试ShowroomJRJTWrapping truss with white cloth 用白色绒布包Ktru5s8?21:00First lighting programming 第一次灯光集程Showroom 展厅22:00Second lighting programming 第二次灯光编程Showroom 展厅Setup Schedule for Small Showroom 小型经销商展厅搭建日程安排 Setup Schedule for Small Showroom 小型经销商展厅搭建日程安排DatimeDescription

44、's 描述Venueit 点Remarks# 注第二天8:00Caterer setup cutleries and kitchen area Floral arrangement餐饮搭理，花艺播放ShowroomJR厅Toilets, Bistro tables, VIP room, Media room, Catering tables, Reception table卫生间.吧桌，贵宾室 媒体 室餐台.接待台9:00Technical run through 技术彩排Showroom 展厅10:00Full rehearsal togetherwith MC, hostess a

45、nd dealership.正式彩排，带主持人.礼仪和经错商人员Showroom展厅VIP seating arrangement贵宾座席安携12:00Lunch break 午8Showroom 啟厅14:00Full rehearsal togetherwith MC, hostess and dealership.正式彩排，带主持人.礼仪和经销商人员16:00Showroom final cleaning up 展厅后滴洁Showroom 展厅17:00Dealer staff, hostess and catering stand by 所有人员各就各位Showroom 展厅17:30

46、Event is ready Waiting for guests arrivals 等待客人到达18:00Event start. 活动开始Showroom 展厅45Setup Schedule for Large & Medium Showroom大中型经销商展厅搭建日程安排Setup Schedule for Large & Medium Showroom 大中型经销商展厅搭建日程安排Descriptionjgt 程述Venuel(j<Remarks 注第一黄8:00Unloading and setup 卸车Showocm 厢厅9:00Start setup ba

47、ckdrop and staging 板和o台Showocm展厅10:00AV unloading and setup 灯光音响卸车Showocm展厅11:00AV start setup truss and lighting system »»truss架和灯光系统Showocm展厅12:00Lunch Break 午餐Showocm展厅13:00Setup bistro tables 组装oe桌Showocm JR厅14:00AV setup audio system 搭理音响系统Shovurocmmrf16:00Proper cabling of wires Clea

48、runused equipments走线井清理无用的设备ShowocmShowocm展厅16:30First sound check 第一次音响M试Showocm展厅18:00Dinner BreakShovkrocm展厅19:00First Lighting check 第一次灯光测试ShowocmIT20:00Pacing up 线爱包装Showocm展厅dear unused equipments 看理无用设备Setup Schedule for Large & Medium Showroom 大中型经销商展厅搭建日程安排°鶯評DescHptionSe "RZ

49、*注第二天较00Touch up w>rk$ShoATOom JI厅9:30Second sound check第二次音测试ShowroomJR厅Wrapping truss fh Mite cloth and cosercables用白绒布包HtHJS5并整理线纽10:30Technical rehearsal 技术smShowoom用厅1i00Lunch Break 午ShoA/oom JU厅1400Hostess brieing 札仪小Showoom IR厅1500Rehearsal frstrun through 爲一次Showoom J»厅1&00First

50、rehearsal wth dealership 第一次经与彩HShowoomm/rU00Second rehearsal 第二次涤程彩#Showoom IR厅19:00Dinner Break 餐Showoom JU厅20:00Lighting Inal programmingShowoomBffatWffl，rneDescription itan 述Wnu© 地点Remarks 备注第三天9:30Caterer setup cutleries and kitchen area Roral arrangement花艺摆放Showoom恳厅Toilets. Bistro tables. UP room. Media rocxn Catering tables. Reception table卫生個.毛虞.ftX< Mt体宜餐台. 接4台9:30Technical run through 技术smShowoo