某汽车ALTDI深度体验方案ymh

1、奥迪A6L TDI深度体验方案Audi A6L TDI-depth experience of the program广州国云风广告公司GAAC2009年11月8日第一页，共三十九页。目录catalog活动背景Background Activities活动创意Creative Activities 媒介传播Media Communication费用预算Cost estimates第二页，共三十九页。目录catalog活动背景Background Activities活动创意Creative Activities 媒介传播Media Communication费用预算Cost estimates

2、第三页，共三十九页。TDI销售现状不尽人意利益诉求有偏差主流舆论的环保诉求对车主无实质性利益节油特性对该级别的车主不是关键性影响对柴油发动机的误解依然存在冒黑烟跟国内油品质量不匹配发动机稳定性差加油时跟货车拼位置第四页，共三十九页。TDI sales unsatisfactory status quoInterest demands there are deviations Mainstream medias environmental claims and substantial benefit to the owners of non - The owners of fuel-saving

3、 feature is not critical to the level of impactA misunderstanding of the diesel engine still exists Black Smoke Domestic fuel quality does not match with the Stability of difference engine To fight with the location of refueling trucks第五页，共三十九页。需要从“汽车”最本质的属性去发掘利益点Need from the car the most essential

4、 point of the property to discover the interests of社会利益Social benefits基本利益Basic interests核心利益Core interests动力Power舒适、操控、节油Comfort, control, fuel-efficient节能、环保Energy-saving, environmental protection第六页，共三十九页。策略思考创意以“动力”为核心的深度体验 提高终端集客质量终端整合，统一行动店头包装，GAAC负责统一提供物料设计和话术提高参与门槛，通过比赛获取参与资格传播整合传播上与经销商现有广告资

5、源实现最大整合GAAC负责统一提供设计体验活动策划以产品体验为平台融入团队互动类型的生活方式体验第七页，共三十九页。Creative Thinking StrategiesThe power as the core of the depth of experienceTo improve the quality of the terminal set-off Terminal integration, unity of action Store the first package, GAAC is responsible for providing a unified design and m

6、aterials, if surgery Enhance participation threshold for eligibility for participation by raceCommunication Integration Communication with distributors to achieve maximum integration of the existing advertising resources GAAC responsible for centralizing the provision of designExperience event plann

7、ing Experience as a platform for product - Integration into the team to experience an interactive type of lifestyle第八页，共三十九页。目录catalog活动背景Background Activities活动创意Creative Activities 媒介传播Media Communication费用预算Cost estimates第九页，共三十九页。活动主题ThemeT级体验既有TDI级别也有“特级”的意思T-class experience for both TDI-level

8、 also has a super means1简单上口，容易传播Simple and catchy, easy to spread2副标题点名活动的身份，是针对A6LTDI的Subheading named activity status is aimed at the A6LTDI3T级体验行动-奥迪A6LTDI深度试驾之旅T-class experience of action - Audi A6LTDI-depth test drive of the trip第十页，共三十九页。经销商店头活动创意车内投篮比赛知识问答绕S单边桥驾驶比赛两人一组，在一人的指挥下，另一人开车通过S单边桥，取

9、两人中最好的成绩为有效成绩；现场报名者随机组合，每两人一组；车内的驾驶者配合同车同伴，以投篮入筐者获胜；同投篮组合，进入知识问答环节，在电脑商选择奥迪问卷，问题主要是A6L技术亮点所带来的驾驶者利益；第十一页，共三十九页。Dealer-the-counter activities of creativeRace-car shootingKnowledge Q & ADriving around the S unilateral Bridge CompetitionTwo-group, under the command of a person, another person to drive

10、through the S unilateral bridge, take the two best results for the effective performance;On-site registration were randomly assigned to combinations of each pair; Car drivers with the same car companion, in order to shoot into the basket wins;Combined with the shot into the quiz links, a choice of A

11、udi in the computer questionnaire, the problem is caused by A6L technical highlights of the interests of drivers;第十二页，共三十九页。经销商店头活动现场效果图Dealer-the-counter effects of the activity site map来宾签到分组培训、规则介绍全体合影正式比赛公布成绩嘉宾颁奖结束退场第十三页，共三十九页。经销商店头活动运营示意图Dealer-the-counter effects of the activity site map4S店停车场

12、宣传牌4S店内专题易拉宝店头宣传Shop Head Publicity媒体宣传Media第十四页，共三十九页。经销商店头活动运营示意图Dealer-the-counter effects of the activity site map比赛筛选Competition Screening各城市经销商在所在地广场进行集中筛选Place the seat of dealers in various cities centralized screening 每家店最终胜出30人，共15对组合，按比赛成绩高低筛选The final winner of each store 30, a total of

13、15 pairs of combinations, according to match the level of screening results场地推荐Recommended sites泉州：海峡体育中心厦门：五一文化广场福州：金山展览城第十五页，共三十九页。深度体验活动创意The depth of experience, creative activity嘉宾每两人一组，驾驶A6L2.7TDI挑战福建天门山盘山道位于福建省福州市永泰县岭路乡境内，距离永泰县城13公里，距离福州市区76公里。主峰海拔1130米。Guests in teams of two, driving A6L2.7T

14、DI challenge Fujian Tianmenshan winding Road Yongtai County is located in Fuzhou City, Fujian Province in Ling Road, Township, 13 kilometers away from Yongtai county, 76 kilometers away from Fuzhou. Peak elevation of 1130 meters.第十六页，共三十九页。心智与体力的极限挑战：瀑降（如温度太低则改为崖降）The limits of mental and physical c

15、hallenges: Fall down (such as the temperature is too low will be changed to cliff drop)深度体验活动创意The depth of experience, creative activity第十七页，共三十九页。深度体验活动创意明察秋毫：现场用两部车，每两人为一组，两组进行PK；每组设置好自己车内的储物空间、MMI等，对方观察1分钟；然后各自分别用1分钟进行调整自己车内的安排；交换后互相观察做了哪些调整，以发现最多者获胜；通过娱乐方式体验A6L人性化的空间设置、MMI等设备；第十八页，共三十九页。The dep

16、th of experience, creative activityPerspicacious: The scene with two cars, two for each group, two groups PK; Each vehicle set up their own storage space, MMI, etc., the other observed 1 minute; Then 1 minute each were used to adjust their car arrangements; After the exchange of observations with ea

17、ch other what had been done to adjust to find the greatest number of wins; Forms of entertainment experiences through user-friendly space A6L settings, MMI and other equipment;第十九页，共三十九页。活动流程设计 活动结束 瀑降拓展 分组试驾 统一出发店头选拔 共120人B组旅游B组试驾次批准备活动广告每店30人A组试驾A组旅游首批返程第二十页，共三十九页。Activities, process design End of

18、 the event Waterfall down to expand Group test drive Uniform startingShop Head SelectionA total of 120 peopleB Group TravelGroup B test driveOf the grant to prepareActivities Ad30 people per storeA group of test driveA group of tourismReturn first第二十一页，共三十九页。目录catalog活动背景Background Activities活动创意Cre

19、ative Activities 媒介传播Media Communication费用预算Cost estimates第二十二页，共三十九页。媒介传播计划The media communication plan预热期Preheat Phase11。02-12.06后续期The follow-up period of12.14-12.31活动期Active stage12.12-12.13第二十三页，共三十九页。传播模式奥迪A6LTDI深度试驾T级体验行动事前预热事后报道深度体验事件传播TDI环保节能对比报道动力性能环保节能性价对比性价对比动力性能经济节油第二十四页，共三十九页。Mode of t

20、ransmissionAudi test drive A6LTDI Depth T Class Action ExperiencePreheat advanceSubsequently reportedDepth of experienceEvent CommunicationTDI environment protection and energyComparison reportDynamic performanceGreen EnergyPrice-comparisonPrice-comparisonDynamic performanceEconomic fuel-efficient第二

21、十五页，共三十九页。事前预热硬广宣传 1. 宣传载体：路牌、报纸、电梯广告、电台、网络等； 2. 宣传模式：国云风提供画面，4S店日常广告计划替换；软文报道 1. 宣传载体：报纸 电台 网络 电视 2. 传播内容： 奥迪A6L TDI 深度试驾活动事件，店头征集 奥迪TDI 发动机节油性能报道 汽油柴油发动机对比报道网络互动传播 1. 网络平台：易车网主页嵌入式 2. 互动游戏：TDI拼图游戏miniweb第二十六页，共三十九页。Preheat advanceHard wide publicity 1. Propaganda vehicle: road signs, newspapers, e

22、levator ads, radio, Internet, etc.; 2. Publicity mode: Wind Cloud State to provide the screen, 4S shop to replace the daily advertising program; Soft-Wen reports 1. Publicity vector: Newspapers Radio Internet TV 2. Dissemination of content: Audi A6L TDI test drive the activities of the depth of the

23、event, shop head collection Audi TDI engine performance, fuel-efficient coverage Comparison gasoline diesel engine coverage Interactive Communication 1. Network Platform: easy vehicle embedded network Home 2. Interactive games: TDI puzzle miniweb第二十七页，共三十九页。媒体选择报媒：福州地区福州日报福建日报福州晚报海峡都市报东南快报厦门地区海峡生活报厦

24、门商报海峡导报厦门晚报厦门日报泉州地区晋江经济报泉州晚报电视：福建地区：都市时尚频道经济生活频道东南电视台体育频道 福州地区：新闻综合频道生活频道 厦门地区：厦门卫视生活频道 泉州地区 ：晋江电视台都市生活频道新闻综合频道 第二十八页，共三十九页。Media SelectionNewspaper media: Fuzhou Fuzhou Daily Fujian Daily Fuzhou Evening News Channel Dushi Bao, Southeast Express“ Xiamen Straits Al-Hayat Xiamen Daily Strait Herald Xi

25、amen Evening News Xiamen Daily“ Quanzhou Jinjiang Economic News, Quanzhou Evening News TV: Fujian Province: Urban Fashion Channel southeast of the economic life of TV Sports Channel Fuzhou: News Comprehensive Channel Life Channel Xiamen: Xiamen TV live channels Quanzhou: Jinjiang City Life TV Channe

26、l News Comprehensive Channel第二十九页，共三十九页。媒体选择电台：福建地区：交通广播 福州地区：交通广播巴士广播网 厦门地区：闽南之声新闻广播经济交通广播 泉州地区 ：FM904交通频道网络：腾讯汽车频道易车网 第三十页，共三十九页。Media SelectionRadio: Fujian Province: Traffic Radio Fuzhou Region: Traffic Radio Bus Radio Network Xiamen: Fujian Traffic Radio the Voice of newscasts economy Quanzhou:

27、 FM904 traffic channel Network: Tencent Auto Channel Easy Car Network第三十一页，共三十九页。事后传播调性传播表现：事件过程报道，4S店店头配合参与者体验感言优异的动力性能与经济节油及绿色环保的表现方法手段：活动专题网路试驾报道Miniweb活动总结论坛活动事件新闻花絮报道使用者深度访谈以及活动手记第三十二页，共三十九页。Subsequent dissemination of TonalityCommunication Performance: Course of the incident report, 4S stores

28、are the first line with Participants experience the reflections Excellent dynamic performance and economic performance of fuel-efficient and green environmental protection Methods and means: Activities feature online test drive report Forum Miniweb summary of activities Events News Snapshots report

29、Notes from the user-depth interviews and activities第三十三页，共三十九页。媒体传播效果评估平面报广：覆盖区域福州、厦门、泉州等主要城市传播人群：一般消费人群100万人次以上传播效果预估：建立奥迪TDI节能环保产品形象电视电台：覆盖区域福州、厦门、泉州等一线城市主要消费人群传播人群：一般消费人群200万人次以上传播效果预估：建立A6LTDI强劲动力的产品功能印象网络媒体覆盖区域东南小区主要汽车消费市场及人口传播人群：汽车消费人群50万以上传播效果预估：转换消费者对TDI发动机的产品误区第三十四页，共三十九页。Media disseminatio

30、n of impact assessmentPlane reported widely: Coverage area, Fuzhou, Xiamen, Quanzhou and other major cities in Dissemination of population: general consumer population for more than 1 million passenger trips Dissemination of results expected: To establish the image of Audi TDI energy-saving green pr

31、oducts Television and radio: Coverage area, Fuzhou, Xiamen, Quanzhou citys main consumer groups such as first-line Dissemination of population: general consumer population for more than 2 million visitors Dissemination of results expected: the establishment of A6LTDI product features a strong impres

32、sion of power Online Media South East District coverage area and population in the major automotive consumer market Dissemination of the crowd: Automotive Consumer populations must reach 50 million or more, Dissemination of results expected: Conversion of the TDI engines products to consumers Misunderstanding第三十五页，共三十九页。媒体传播量预估Estimate the amount of media communication平面报广宣传软文20篇（含）以上，不含转载电视电台传播20次（含）以上网路媒体传播30篇次（含）以上，含文字、视频、图片，不含各大网站转载Plane reported that wide publicity of soft-Wen 20 (inclusive) above, non-reproduced Television