全新明锐传播方案-NewOctaviaBrandCampaignDigitalCampaig

1、By Fevaways2014.09.05提案内容 Agenda创意阐释 Creative Concept平台策略 Strategy创意执行 Creative Execution提案内容 Agenda创意阐释 Creative Concept平台策略 Strategy创意执行 Creative Execution消费者洞察Consumer Insight朝九晚五 Nine to 5两点一线的轨迹 Path from work to home排满日程的通告Full schedule生活，看似每天都一样，Life, looks like each day is the same但他们心中，是否还有

2、渴望？But in their minds, is there still any desire?是否相信，自己比想象中的更强大？Do they believe they are more powerful than imaged?他们在人生各个阶段脚踏实地的蓄积力量，They are down-to-earth gathering strength in every stages of their life不断进取、不断前行，Continue improvement, never stop going forward让心底一个又一个的理想和目标达成，不好高骛远，Make all the dr

3、eams and objectives realize, never to be so ambitious绝非空想。 They never daydream。4他们就是有理想的现实主义者They are the ideal realist成功没有快车道，幸福没有高速路Success have no fast lane, Happiness have no highway所有的成功All the success都来自不倦的努力和奔跑Because of tireless struggle and running所有的幸福All the happiness都来自用力的奋斗和坚持Because of

4、 hard fight and insist只要肯迈步Just going forward路，便在我的脚下延伸Road, will extend underfoot低头，不是认输Look down, is not defeat是要看清自己扎实的每一步Is to see every steady steps clearly仰天，不是骄傲Look up，is not pride而是要看见属于自己的天空Is to see the sky belongs to ourselves每一段自己走过的路Every period of my path回眸前望，满满都是自己用力前行的身影Looking back

5、ward, all is the silhouette of hard running每个人都有心中追求的目标前行，是为了更好的自己，更好的事业，更好的身材，更好的容貌，更好的对象Everyone have objectives in their mindsGoing forward， is for the better meThe better career,The better body,The better face,The better lover斯柯达全新明锐，和你一起，寻找前行的力量Skoda New Octavia,Find the power of going forwardW

6、ith you.前行，只为更好Going forward提案内容 Agenda创意阐释 Creative Concept平台策略 Strategy创意执行 Creative Execution根据TA的数字媒介使用行为分析，我们着重选择新闻、时政、体育、娱乐休闲、文化等这些TA使用偏好度高的平台进行合作Refer to TA digital media usage behavior， we will focus on News, politics, sports, entertainment, culture etc. platforms to cooperate which users pr

7、efer.数字平台传播矩阵 Digital communication MatrixIDEA前行，只为更好Going Forward官方/产品网站及活动网站Brand/Product & Campaign site官方微博Weibo官方微信WeChat音乐类媒体Music Media电影类媒体Movie Media摄影类媒体Photo Media新闻类媒体News MediaAPPS视频类媒体Video Media围绕用户兴趣和平台特性，基于Campaign进行创意延展Extend Campaign idea on the platforms according to users in

8、terests and platforms proprieties内容导向植入品牌精神，加深理解和扩散Insert brand spirits by content, and deepen the understanding and diffusion.自媒体平台Owned-media platformCampaign互动和扩散，传递品牌精神Campaign interaction and diffusion, delivery brand spirits.专业垂直Vertical siteBBS产品价值传递以及购买行为引导Delivery product value and guide th

9、e purchasei提案内容 Agenda创意阐释 Creative Concept平台策略 Strategy创意执行 Creative ExecutionTEASER：前行的意义 The Meaning of Going Forward 9.30-10.16前行，只为更好 Going Forward9.3010.16 Teaser前行的意义 The Meaning of Going Forward长假大家都在忙什么?What are users doing during the National holidays?全新明锐传播方案-NewOctaviaBrandCampaignDigita

10、lCampaig全新明锐传播方案-NewOctaviaBrandCampaignDigitalCampaig热门APP首页广告 Hot APP Homepage Ads.国庆前行录National Days Going Forward Notes 国庆长假大家都会利用碎片时间使用手机的各种APP. 结合热门的APP首页广告位，每天推送前行的意义，作为整波活动的前行的概念传达。All the people will use mobile APPs in the fragmented times.Combine with Hot APP Homepage Ads, to push the mean

11、ing of Going Forward and the campaign concept.全新明锐传播方案-NewOctaviaBrandCampaignDigitalCampaig热门APP首页广告 Hot APP Homepage Ads.国庆前行录National Days Going Forward Notes全新明锐传播方案-NewOctaviaBrandCampaignDigitalCampaig热门APP首页广告 Hot APP Homepage Ads.国庆前行录National Days Going Forward Notes全新明锐传播方案-NewOctaviaBrand

12、CampaignDigitalCampaigSocial移动端H5游戏 Social Mobile H5 Game前行挑战 Going Forward Challenge 利用社交圈用户互相比拼的行为心理学。开发几款30秒限时速度竞赛小游戏。前行超越好友超越自己。Regarding as the behavioral psychology of users like to challenge their friends records in the SNS games. Develop several 30s time limited speed racing games. Going For

13、wardGoing beyond the friends , going beyond myself.全新明锐传播方案-NewOctaviaBrandCampaignDigitalCampaigSocial移动端H5游戏 Social Mobile H5 Game前行挑战 Going Forward Challenge全新明锐传播方案-NewOctaviaBrandCampaignDigitalCampaig自媒体平台 Owned-Media微博推广 Weibo 国庆期间，7张国庆65周年大事件海报。During the National Days, release 7 posters of

14、65th anniversary.自媒体平台 Owned-Media双微推广 Weibo & WeChat 微博 KOL前行的意义 态度海报推广Weibo-KOL the meaning of going forward, Campaign posters communication. 微信 前行的意义 九宫格海报推广WeChat-The meaning of going forward, Nine block posters communication.自媒体平台 Owned-Media产品网站 Product Site前行，只为更好 新明锐产品网站Going Forward New

15、 Octavia Product Site前行，只为更好Going ForwardTo be updated网络媒体平台 Owned-Media视频类媒体 Video Media优酷 前行只为更好TED冠名Youku Going Forward TED title sponsorship媒介合作LAUNCH：寻求，前行的力量Explore the power of Going Forward10.17-11.7前行，只为更好 Going Forward理性角度Rational Angle感性角度Emotional Angle新明锐New OctaviaTA斯柯达品牌Skoda BrandSoc

16、ial22块装甲级热成型钢板 安全提高Safety5.9L超低油耗油耗 燃油经济 Fuel Economy2686超长轴距 空间加大 Space更多丰富科技配置 越级配置 Technology安全 为了更坚实的责任Safety For the solider responsibility省油为了更开阔的眼界Fuel Economy For the wider vision 宽敞为了更深厚的内涵Space For the deeper connotation 科技为了更卓越的智慧Technology - For the more outstanding wisdom品牌主张Brand conce

17、pt活动话题Campaign topics感性层面出发，引导用户重新定位产品在心目中的形象。通过海量的话题，充分传播品牌的新主张。Guide users reposition the product in their mind.And use mass topics to communicate new brand concept重量级KOL集体发声，号召用户与自己一同寻找人生路上前行的力量。Heavyweight KOLs will call upon users to explore The power of Going Forward in their life.四位KOL分别以责任内涵

18、眼界智慧为沟通点，召唤与自己同道的用户站队同行。从而彼此加油鼓劲，百路千行地寻找到能促进自己积极向上的力量。4 KOLs will call upon users to going forward together with 4 different communication pointsResponsibility, Connotation, Vision and Wisdom. And thus they can encourage each other, and to find the power of Going Forward. 最终给到用户一次机会，与心仪的KOL共同演绎寻求前行的

19、力量Viral Video。Finally we will provide a chance to let one users to take a viral video with KOL to show Explore the power of Going Forward10.17-11.7 Launch寻求，前行的力量 Explore the power of Going Forward 自媒体平台 Owned-Media微博推广 Weibo微博 重量级KOL寻找前行的力量 活动推广Weibo Heavyweight KOL explore the power of Going Forwa

20、rd Campaign communication活动网站 Campaign Site寻找前行的力量 活动网站Explore the power of Going Forward Campaign Site自媒体平台 Owned-Media活动网站 Campaign Site自媒体平台 Owned-Media10.17-11.7 Launch寻求，前行的力量 Explore the power of Going Forward 前行，只为更好 _Going Forward_全新明锐传播方案-NewOctaviaBrandCampaignDigitalCampaigSocial Campaign

21、 Site 社交活动网站，让用户选择填写，前行 只为更好 自己的目标或态度。分享出自己的，前行 只为更好的海报。 KOL支持最出色的目标或态度宣言，赠予更多的赞。Social Campaign Site, make users fill out or select their objectives or attitudes of Going Forward. And share their posters of Going Forward. KOL will support the best objective or attitude, and give more “Like”.前行 选择Go

22、ing Forward Selection全新明锐传播方案-NewOctaviaBrandCampaignDigitalCampaigSocial Campaign Site前行 选择Going Forward Selection全新明锐传播方案-NewOctaviaBrandCampaignDigitalCampaigSocial Campaign Site前行 选择Going Forward Selection全新明锐传播方案-NewOctaviaBrandCampaignDigitalCampaigSocial Campaign Site前行 选择Going Forward Select

23、ion全新明锐传播方案-NewOctaviaBrandCampaignDigitalCampaigSocial Campaign Site前行 选择Going Forward Selection全新明锐传播方案-NewOctaviaBrandCampaignDigitalCampaigSocial Campaign Site前行 选择Going Forward Selection全新明锐传播方案-NewOctaviaBrandCampaignDigitalCampaigSocial Campaign Site前行 选择Going Forward Selection全新明锐传播方案-NewOct

24、aviaBrandCampaignDigitalCampaigSocial Campaign Site前行 选择Going Forward Selection全新明锐传播方案-NewOctaviaBrandCampaignDigitalCampaig自媒体平台 Owned-Media产品网站 Product Site前行，只为更好 新明锐产品网站活动网站入口Going Forward New Octavia Product Site + Campaign site entrance前行，只为更好Going ForwardTo be updated线上活动入口Campaign site entrance自媒体平台 Owned-Media双微推广 Weibo & WeChat 微博 14行诗海报推广Weibo 14 lines poem posters communication 微信 H5滚屏 14行诗推广Wechat H5 scrolling 14 lines poem posters communicationAPPs摄影类媒体 Photo MediaPOCO 前行的力量 美图相框POCO The power of Going Forward Photo Frames