案例方案信诺ylnew

1、smart roadshow 2013 AcrosschinaCreative Production presents27.03.2013Hot spotDuration for after hot spot Test drive base-camp city tour smart party understandingsconcept developmentcreative solutionsindex123conceptsmart clubkey point for hot spot and test drivekvunderstandings1Create an effectiveund

2、erstandingsIntegrated communication solutionsunderstandingsPromote.understandingssynergistic nine hot cities nationwide smart salesunderstandingscreate a golden promotional quarter.understandingssmart club was promoted a new levelunderstandingsconcept development2concept development2Concept what is

3、smart time?A brand new times, origin from time itself.Create exclusive smart era and festival in each city (smart时代) Bring second wave events after the last year,enhance the big in the city (城市大行动)Recruiting more smart city hero, develop more influencer es potential customer and smart owner （城市英雄） c

4、oncept developmentThe earth has never stop rotation,also a great product,never stop proceeding from since the birthsmart-created by Mercedes-Benz,Mile -stone.focus on the customer experience,High cost effective urban traffic mobility solutionCore message：1.Urban mobility2.Creativity design3.Safety4.

5、Eco-friendlyDrive more and more people loves smart and willing to be smart owner了解smart，爱上smart，拥有smartconcept developmentFour seasons of the year seasons were kept alternant in each city, the people who lived their city, they feel it every moment, Once upon a time that I heard your story, I will pa

6、rticipate when your call 爱他城市的人们 行动，做城市英雄concept developmentconcept developmentGain the most customer database and finish the recruitment for the potential customer database maximize for dealer customer selectionMake good use of time for hotspot and test drive, a creative actvities from dealer in th

7、e city and plays a vital role in our eventThe most attractive test-drive event, Encourage more visitors in city to join positively, also much more potential database for dealershipHot spotdurationTest driveHotspot -First weekDuration -Second weekTest drive -Third weekLighting up the city in 3 weeks，

8、finally es smart effect2013 urban move road show is comingI am in , and i am hero!Dig more smart potential customer from the following cities,(太原, 济南 ,西安 ,杭州 ,常州, 武汉, 广州, 昆明, 厦门)Cities：9Quantity of order: Generate the sales leads, beyond the sales target. (销售业绩大幅增长)participants：50000Min（五万人以上）Create

9、 more Topic and smart era，leading and supporting the sales push for whole year （通过广告行为提升全年业绩）concept developmentMile-stone Simple User experience Cost-effectiveCore Concept1.Mercedes-Benz-The auto industry who create the worlds first car2.smart-Mile-stone product3.Creativity event solution for the s

10、martconcept developmentThe common features belongs to the great productconcept development2smart clubconcept developmentDig more smart potential customer from the following cities,(太原, 济南 ,西安 ,杭州 ,常州, 武汉, 广州, 昆明, 厦门)Cities：9Quantity of order: Generate the sales leads, beyond the sales target. (销售业绩大

11、幅增长)participants：50000Min（五万人以上）Create more Topic and smart era，leading and supporting the sales push for ，leading and supporting the sales push for whole year （通过广告行为提升全年业绩）I am in , and i am hero!concept developmentCity hero recruitmentGet ready to be city hero e city hero e the smart city heroTop

12、 smart city heroconcept developmentCity hero recruitmentEye catching and visitor information collectionconcept developmentGet ready to be city heroPreviously participant selectionconcept development e city heroPurchase intention confirmation Sales push,and further selection the potential customer co

13、ncept development e the smart city herosmart owner, gather ,sharing, interactive, experienceTop smart city heroLeading the smart city and smart hero keep forwarding, and further intergraded communication concept developmentconcept development以往活动信息表，不注重娱乐性与参与性，我们创造一种新的方式，通过娱乐与礼品相结合的形式，获取更多有效客户资料信息Tr

14、aditional registration form always paying little attention to the entertainment and interactivity, we create a new thinking of the registration form, to achieve more availability of customer dataconcept developmentconcept development1，来本展位，将获得smart气球To smart booth, will receive smart balloon2. 来本展位，

15、填写下基础信息，将获得smart爆米花与smart气球To smart booth, finish the basic info, will receive smart popcorn, smart balloon3. 来本展位，填写核心信息，将获得smart眼镜与smart气球,smart爆米花To smart booth, finish the core info, will receive smart popcorn, smart balloon, smart glasses4. 来本展位，填写重要信息，将获得smart眼镜，smart气球，smart爆米花，smart鼠标垫To sma

16、rt booth, finish important info, will receive smart popcorn, smart balloon, smart glasses, smart mouse-pad5, 来本展位，填写直接参与互动的意向，可获得smart全套大礼包To smart booth, finish the Participation in our following events, will receive the big smart gift package目的：通过信息与礼品相叠加的方式，刺激来宾留下更多有效信息，以便提供给经销商更好的信息反馈并进行甄别。加强创意广

17、告的同时，配合经销商的客户信息收集工作，做到软硬结合的有效传播效果Objective：The superposition way of info and gifts, stimulate consumer leave more effective information, In order customer info survey and selection to dealer, further strengthen the advertising creative, achieve the high effective of integrated communicationconcept d

18、evelopment2key point for hot spot and test driveconcept development如何调动”热点展示”招募来的潜在客户 参与试乘试驾活动？How to mobilize their enthusiasm recruitment from hotspot to join the test drive?什么类型的试驾活动能够吸引更多的人愿意主动投身到当中去？Which kind of test drive will driving more and more people to join?concept development?Hot spot应

19、用层层渗透的整合传播(hot spot)手法获取更多的潜客的关注与参与A deeply intergraded communication for hotspot. concept developmentTest driveconcept development纯粹的试驾活动吸引目标人群太过单一It is too dull for all of the participants to join the test drive event.我们用test drive+趣味欢乐活动的形式，来吸引更多的人产生兴趣we combine test drive and interesting for mor

20、e man who was interested .利用潜在客户心理，创造强吸引性的信息，创新娱乐体验互动，升级试驾活动平台For the customers psychological , to build a strong attractive information communication , interactive and platform .concept development创造强吸引性的信息Information : announce (5 items)免费城市旅游-Free travelling around citiesKobe 签名纪念品-Signature souv

21、enirs from Kobe1年免费使用权-One year free user rightsIntel & Monster打折商品-Intel & Monster on sale奔驰打折车销售-smart & MB on saleconcept developmentconcept development创新娱乐体验互动Interactive : Urban space-time marketconcept development升级试驾活动平台Platform : Combine through lively activities and customer experienceconce

22、pt developmentCustomer analysis :针对目标受众，为经销商提供大量的潜在客户信息收集以及甄别，最终帮助经销商辅助销售For the target customer, make the much more potential customer information for dealer, and supporting the sales for local dealer.concept development2KVconcept developmentKV developmentOption 1concept developmentBig in the city

23、campaign-城市效应City建筑街道concept developmentBig in the city campaign-城市效应smart精神特点文化concept developmentBig in the city campaign-城市效应Time 聚会 体验互动 分享concept developmentconcept developmentconcept developmentKV option1concept developmentKV option1For Jinanconcept developmentKV option1For Hangzhouconcept dev

24、elopmentKV option1For GuangzhouIcon for 9 citiesconcept developmentconcept developmentconcept developmentKV Option 2concept developmentconcept developmentKV option2For Xiamenconcept developmentKV option2For Hangzhouconcept developmentKV option2For Guangzhoucreative solutions3smart时代的生活哲学 城市大逆转，点亮绿色未

25、来smart Times Philosophy Ignite Green future.hot spotsmart时代的生活哲学 城市大逆转，点亮绿色未来smart Times Philosophy Ignite Green future.hot spot1. 热点展示City hero recruitmentGet ready to be city hero e city hero e the smart city heroTop smart city heroCity hero recruitmentEye catching and visitor information collecti

26、oncinemasquareledparking areaclothX99 cities whole pakage,More cost-effectiveMiddle/high-class residential communityLandmark locationEfficient integrated marketing solutionout sideOutdoor venue is not mendedEntrance to basement car park 覆盖直接受众集中区域进行有效传播parking area 必经之路的展示创意广告cinemas 覆盖直接受众集中区域进行有效传

27、播3Dcinemasquareledparking areacloth9 cities whole pakage,More cost-effectiveLandmark locationEfficient integrated marketing solutionTop、middle、low grade plaza inside Combined with the differents grade plaza, creative choice for venue,and turn it to big eventbase3Dmiddle grade plaza-100 square meters

28、 Top grade plaze-50 square meters3Dprecise design ，Exclusive planning，futher enhance communication effectsMulti-angle integrated communicationDesign for elevator designprecise design ，Exclusive planning，futher enhance communication effectsMulti-angle integrated communicationDesign for elevator desig

29、nprecise design ，Exclusive planning，futher enhance communication effectsMulti-angle integrated communicationDesign for elevator design3Dprecise design ，Exclusive planning，futher enhance communication effectsL-10m2xW-5m22D+3Dprecise design ，Exclusive planning，futher enhance communication effectsMulti

30、-angle integrated communication3Dprecise design ，Exclusive planning，futher enhance communication effectsMulti-angle integrated communicationL-10m2xW-10m23Dhot spot3Dsmart urban mobility area 欢迎加入城市英雄行列3DEco-friendly 聆听我的城市声音Interactive & Eye catching point3Dcreativity 我与移动篮球架的合影区Take photo+cosplay3D

31、Safety 合影互动区Take photo * cosplay3Dsmart urban mobility area 装置艺术.咨询台.礼品发放区.吧台于一身的岛状中心区3Dsmart urban mobility area want to be a city of heroesReception&info 3Dprecise design ，Exclusive planning，futher enhance communication effectsMulti-angle integrated communicationBack up3Dprecise design ，Exclusive

32、planning，futher enhance communication effectsMulti-angle integrated communicationL-10m2xW-10m2SLwww. Mouse pad:smart logo+event slogen+event website+dealer infosmart移动生活从现在开始环保/大容量/活广告smart时代的生活哲学 城市大逆转，点亮绿色未来smart Times Philosophy Ignite Green future.afterhot spot2. 热点展示后七天Entrance to basement car

33、park 覆盖直接受众集中区域进行有效传播3Dparking area 必经之路的展示创意广告cinemas 覆盖直接受众集中区域进行有效传播3Dcinemasquareledparking areacloth9 cities whole pakage,More cost-effectiveLandmark locationEfficient integrated marketing solution3Ddealer 配合宣传经销商配合活动，在城市内驾驶smart进行宣传及巡游3DCity tour route planningWhen we traveled in history,we ne

34、ed time reversalbe here,Action forward to the future,forward to urban moveCity tour route planningWhen we traveled in history,we need time reversalbe here,Action forward to the future,forward to urban moveCity tour route planningWhen we traveled in history,we need time reversalbe here,Action forward

35、 to the future,forward to urban movetest drive城市英雄，以未来的名义，开创时代Urban hero, keep the faith of “ future”，explore SMART TIMES.test drive城市英雄，以未来的名义，开创时代Urban hero, keep the faith of “ future”，explore SMART TIMES.1. 篷房City hero recruitmentGet ready to be city hero e city hero e the smart city heroTop sma

36、rt city heroGet ready to be city heroPreviously participant selectionInspiration for the tent came from smart logoTent:30 x30mOutdoor:5000m2Tent:30 x30mOutdoor:5000m2Tent:30 x30mOutdoor:5000m2Tent:30 x30mOutdoor:5000m2Tent:30 x30mOutdoor:5000m2Tent:30 x30mOutdoor:5000m2Tent:30 x30mOutdoor:5000m2Tent

37、:30 x30mOutdoor:5000m2Tent:30 x30mOutdoor:5000m2Tent:30 x30mOutdoor:5000m2Tent:30 x30mOutdoor:5000m2Tent:30 x30mOutdoor:5000m2Tent:30 x30mOutdoor:5000m2We really need perfect PR photoInspiration ：container of the timeanticlockwise，travel in historyanticlockwise，travel in historyUrban mobility Creati

38、vilydesign SafetyEco-friendly Creativilydesign market STAGEUrban mobilityCreativily designSafetyEco-friendly 打造一片充满未来感科级感氛围的区域展示一辆带充电插头装置的电动smart利用Intel互动手段，让更多的人了解smart的城市移动解决方案应用体感游戏的方式让参与者指挥屏幕里的smart车，做华容道类的停车等游戏。打造充满未来感科级感氛围的区域利用Intel互动手段，让更多的人了解smart的城市移动解决方案应用体感游戏的方式让参与者指挥屏幕里的smart车，做华容道类的停车等游

39、戏。展示一辆带充电插头装置的电动smartUrban mobilityCreativily designSafetyEco-friendly 记录参与者与Kobe的故事，拍照结束后，可把照片打印到T恤上，作为活动礼品或拍卖品用新奇有趣的方式，与“Koke”一起互动，根据试驾参与度评估，获得签名T恤。与“Kobe”比身高与“Kobe”同场竞技与“Kobe”合影，根据试驾参与度评估，并获得签名T恤与“Kobe”合影，根据试驾参与度评估，并获得签名T恤与“Kobe”同场竞技与“Kobe”比身高Urban mobilityCreativily designSafetyEco-friendly通过神奇的

40、画笔绘制出独一无二smart车模艺术品利用smart打造出前所未有的超级平台，将Intel和monster产品相结合，现场与smart捆绑促销及打折，提高来宾参与度通过神奇的画笔绘制出独一无二smart车模艺术品Urban mobilityCreativily designSafetyEco-friendly 利用一个降落伞空投的smart改装警车展示装置，加强展示的趣味性利用车贴结合车的相关位置说明8点smart安全技术特征利用趣味的图文展示手段，展现技术参数。此展区紧邻主舞台区域。可配合产品经理讲述安全车体模型特点。利用一个降落伞空投的smart改装警车展示装置，加强展示的趣味性利用车贴结

41、合车的相关位置说明8点smart安全技术特征利用趣味的图文展示手段，展现技术参数。此展区紧邻主舞台区域。可配合产品经理讲述安全车体模型特点。Urban mobilityCreativily designSafetyEco-friendly 利用smart水台设计，展现smart汽车材料等绝对环保安全的理念。结合Monster耳机，倾听城市过去的声音，于此同时，在人们参与DIY环节时，又为大家准备了一个独具气质的艺术创作地点。利用smart水台设计，展现smart汽车材料等绝对环保安全的理念。结合Monster耳机，倾听城市过去的声音，于此同时，在人们参与DIY环节时，又为大家准备了一个独具气质

42、的艺术创作地点。receptionEco-friendly 聆听我的城市声音Eco-friendly 聆听我的城市声音receptionBar counterstage利用smart打造出前所未有的超级平台，将Intel和monster产品相结合，现场与smart捆绑促销及打折，提高来宾参与度gifttest drive城市英雄，以未来的名义，开创时代Urban hero, keep the faith of “ future”，explore SMART TIMES.2. 场地试驾Tent:30 x30mOutdoor:5000m2test drive area户外E-ball area以城

43、市元素及smart车元素为前提，融入更多Kobe元素，使户外成为欢乐的试驾体验to be a city hero of Time Reversal,we still need precision driving,the more important is you have to know your e on city heroto be a city hero of Time Reversal,we still need precision driving,the more important is you have to know your e on city heroto be a cit

44、y hero of Time Reversal,we still need precision driving,the more important is you have to know your e on city heroto be a city hero of Time Reversal,we still need precision driving,the more important is you have to know your e on city heroto be a city hero of Time Reversal,we still need precision dr

45、iving,the more important is you have to know your e on city hero车辆在直径不超3.5米的狭小空间里进行调头，体现出Smart车身灵巧容易操控，易控制的特性Vehicles up to 3.5 meters in diameter in the narrow space to run, manifests the Smart Smart car body easy to control, easy to control背景： 是什么混淆了时间，是什么混淆了空间，在这个时间和空间都错乱的区域里，看smart如何让时间倒转时空倒转敏捷操

46、控在道路宽度低于2米情况下，车辆将进行90直角转弯。充分体现出车辆精小在某些特定环境下带来的优势。Under the condition of road width less than 2 meters, vehicles will turn 90 Angle. Which fully reflects the essence of vehicles in specific environment of small advantages.背景： 什么才是车到山前必有路，什么叫小身材有大智慧，现代城市因发展而前进，现代交通必然以smart为解决之道时间的转折操控灵活与转弯半径车辆在科目中体现，悬

47、挂对车身支撑力，轴距短，车身轻，后轮驱动，使车辆在科目中转向更加精确，车身更加稳定，体现出车辆的易操控性。Vehicle in subjects, suspension of body volume, short wheelbase, body is light, rear wheel drive, the vehicle in the course toward more accurate, the body is more stable, and easy handling of the vehicle.背景： 狭路相逢勇者胜，那么在现代交通里面，谁可以轻松担当此任?精确指向与遁迹穿越时间

48、 Group 115 pax Grouping & TrainingTest driveAM30 paxPM30 paxTotally event participants:60 Per DayGroup 215 pax City tourGrouping & TrainingTest driveCity tourGroup 115 pax Grouping & TrainingTest driveGroup 215 pax City tourGrouping & TrainingTest driveCity tourTest drive event flow.A.M.Time Duratio

49、nDescriptionParticipantsLocation09:00-09:2020 minsRegistration and GroupingAllTent09:20-09:3010 mins e speech & Branding introduction & Test drive briefing（Test drive subject & safety notice）AllTent09:30-10:2050 minsBase camp experienceGroup ACity tour experienceGroup B10:20-11:1050 minsCity tour ex

50、perienceGroup ABase camp experienceGroup B11:10Return to tentAllTentTest drive event flow.60 person one day, AM 30 person、PM 30 personTest drive event flow.P.M.Time DurationDescriptionParticipantsLocation13:30-13:5020 minsRegistration and GroupingAllTent13:50-14:0010 mins e speech & Branding introdu

51、ction & Test drive briefing（Test drive subject & safety notice）AllTent14:00-14:5050 minsBase camp experienceGroup ACity tour experienceGroup B14:50-15:4050 minsCity tour experienceGroup ABase camp experienceGroup B15:40Return to tentAllTent60 person one day, AM 30 person、PM 30 personRoad show divide

52、d into 2 LinesLine 1:West+SouthApril.-Sep. 20134 CitiesLine 2:East+NorthMar.-Jun. 20125 CitiesTest drive event flow.DateParticipants April to Aug, 2013EventCity9 Citiessmart urban move road show Potential customerTest drive event flow.test drive城市英雄，以未来的名义，开创时代Urban hero, keep the faith of “ future”

53、，explore SMART TIMES.3. 城市巡游Route: 20km以内 最多耗时50分钟Route: within 20km ,at most time at 50 minutesExperience back to the future体验时间进化-未来City tour10 cars 2P/carFuture architectureExperience the modern trafficExperience back to the history体验时间倒流-过去同车换驾驶Change driver landmark出发线路Starting Experience smart

54、 urban mobilityCity tour route planning返程线路Round tripHistoric spotsFuture architectureHistoric spots3DCity tour route planningWhen we traveled in history,we need time reversalbe here,Action forward to the future,forward to urban moveCity tour route planningWhen we traveled in history,we need time re

55、versalbe here,Action forward to the future,forward to urban moveCity tour route planningWhen we traveled in history,we need time reversalbe here,Action forward to the future,forward to urban moveCity tour route planningWhen we traveled in history,we need time reversalbe here,Action forward to the future,forward to urban moveKey message: smart urban mobility FeatherLocationArt Local art museum/art exhibitionLife styleLocal life style zoneFashionLocal trade zoneHigh-techLocal High tech zoneEnvironmentally friendlyThe environmentally park or zoneCultureLocal u