活动方案-t.f.205奥迪a6家族创领未来城市巡展之旅

峰极志远(T.F.)January

29th,20152015奥迪A6

”创领未来”城市巡展之旅-

站2015

Audi

A6

Family

“Lead

the

Future”

City

Tour-Shenzhen

station确认以下80页内容：项目概览

Projectoverview活动创意Activity

idea活动规划Activity

plan费用Budget项目概览Project

overview销量趋势线跑车运动优雅轿车豪华舒适旅行车超实用A南区销量上升趋势明显集旅行车、轿车、跑车优势于一体Sp7ortback数据源自：《市场竞争状况分析》A6

——全新的车型细分sales

volumeTrend

lineSports

car,sport

andelegantSaloon，grandcomfortWagon，superpracticalObvious

rising

trend

of

Southern

regionIntegrate

wagon,

saloon

and

sports

car

togetherASp7ortback2013-2014

Data

source:ysisof

marketing

competitive

condition

2013-2014A6

Family-Classification

of

new

automobile

model时代的创新技术极富情感的唯美设计命题结论A6

开拓新的市场消费人群，锁定在27-35岁之间的成功，而

，这样的消费人群为数不多，因此市场的抢占，在保持销量增长势头的情况下，更要提升品牌形象、扩大产品A6

——新锐的市场定位Beyond

innovation

technologyof

the

TimesHighly

emotional

aestheticdesignPropositionConclusionA6

Family

to

develop

newmarkets

consumer

groups

，locked

between27-35

years

old,

but

such

aconsumer

group

is

rare,

sothe

market

of

preemption,in

the

case

of

maintainingthe

momentum

of

salesgrowth,

more

toenhancethe

brand

image,

expandproduct

propagationA6

Family

——

cutting-edge

of

market

location时尚科技独特创新大气优雅品味奥迪A6气质横向扩展奥迪市场份额纵向深化奥迪品牌影响A6

——气质innovationfashiontechnologyuniquegenerosityelegancetasteTemperament

releaseof

Audi

A6

FamilyHorizontal:

Expand

Audi

market

shareLongitudinal

:

Deepen

Audi

brand

influenceA6Family——Release

of

temperament活动转化艺术进取动感受众群广义受众群狭义老气保守沉闷A6 ——活动转化ArtAggressivedynamicGeneralized

audienceThe

transformationNarrowaudienceOldConservationDepressingA6

Family——Event

conversion唯美创新有智慧、有事业、有品位，有个性A6目标用户艺术的契合销售转化精神转化品位科技独特优雅时尚创新大气行业的新锐，年轻的成功有智慧、有事业、有品位，有个性A6——活动契合AestheticismInnovationWisdom,

enterprise,

good

taste,alityA6FamilycustomerFit

of

artSales

conversionSpirit

conversionTasteTechnologyUniqueEleganceFashionInnovationGenerosityNew

industry,

young

successful

peopleWisdom,

enterprise,

good

taste,

alityA6

Family——Activities

fitA6

一场完美的艺术与科技静展A6

Family

A

perfect

art

&

technology

exhibition活动创意Activity

idea灵感天成的艺术展示Genuine

inspiration

art

exhibition静态展示-最直观的奥迪A7视觉感受

Static

displays-the

mostintuitivevisual

perception

of

the

AudiA7艺术展具-最具震撼的灵感天成之美art

exhibition

equipment-the

shocking

beautyof

Genuine

inspiration灵感天成艺术品——《未来》超视觉冲击力艺术展现《未来》Genuine

inspiration

ofart

-

FUTUREsuper

vision

wallopinspired

art

exhibition

FUTURE艺术展现《未来》知名艺术家为奥迪创作的灵感艺术品《未来》——史无前例的等比

车型悬浮展具，高低层叠的勾勒出A6

中的佼佼者——A7，全镂空科技感轮廓，完美流线加强了视觉延展性，渲染出无所桎梏的灵感氛围，如一场穿梭时空之旅，随心召见未来。艺术展现《未来》Audi

A6

Family

Art

Show-FutureThe

famous

artist

created

Futureby

the

inspiration

of

the

Audi

A7

car--the

best

in

A6

Family.

Steel

ballshovering

at

different

height

sketch

theoutline

of

the

Audi

A7

car,

aunprecedented

artwork

of

equalproportional

hovering

steel

ball

automodel.

The

perfect

streamlinestrengthens

the

visionary

effect

of

thework,

rendering

a

unlimited

inspiringatmosphere.

It’s

like

a

trip

throughthe

space,

a

feel

of

the

future

at

anytime.Audi

A6Family

Art

Show-Future活动规划Activityschedule深化品牌产品渗透促进集客通过艺术巡展深化奥迪品牌在南区重点城市汽车市场的品牌通过艺术巡展奥迪产品概念与技术参数等信息，提高潜在客户对奥迪的认知通过艺术巡展吸引及潜在客户对奥迪产品的关注，做到潜客收集，促进销售转化活动目的Develop

the

brandProduct

infiltrationImprove

theclient

collectionThrough

art

on

developthe

Audi

brand

toinfluence

Audi

brand

inthe

south

district

of

keycity

in

the

auto

marketThrough

art

cruiseexhibitionto

spreadproduct

concept

and

theinformation

of

technicalparameters

of

Audi

,

toimprove

the

potentialclients’

recognition

ofAudiThrough

art

tourexhibition

to

attract

themedia

and

potential

clientpay

attention

to

Audi

,

toachieve

the

collectionofpotential

clients,

topromote

thetransformation

from

salesActivity

purpose潜客信息收集经销商形象宣传奥迪品牌展示A6

艺术元素展示A6

产品卖点展示网络硬广投放专题电视+电台专题公众账号推送区域软文合作线上线下经销商活动策略Potential

client

informationcollectionPromote

the

image

ofdealersNetwork

printing

ADspecial

topicwebsite

specialtopicTV+Radio

specialtopicWechat

publicity

messagepropellingRegional

advertorialcooperationATLBTLDealersAudi

brand

displayA6

familyar

ementsdisplayA6

family

products

sellingpointActivity

strategy“创领未来”城市巡展之活动名称：2015奥迪A6旅针对车型：奥迪A6活动时间：活动城市：活动地点：KK

mall-31日活动内容：奥迪A6

艺术展具展示、奥迪A6

产品静态展示互动：吸引潜客关注、集拍互动活动概述东莞福州广州长沙Theme:

2015

Audi

A6

Family

“Lead

the

Future”

City

Tourmodel:

Audi

A6

FamilyActivity

time

:

May

21

to

31th,

2015City:ShenzhenVenue:

KK

mallContent:

Art

work

exhibition

,

Audi

A6

family

static

display,

potential

client

collection,

photoing

interactionEvent

OverviewWuhandongguafuzhouguangzhoshenzhechangsha活动时间规划活动执行期活动前期重点活动执行艺术品制作预搭30工作日细节活动总结前期准备搭建制作项目总结提交报告前期宣传具体细节确认现场搭建制作物确认印刷品确认活动后期2月10日-3月10日3月上旬3月中旬（福州7天）3月下旬（ 7天）4月上旬-4月中旬（长沙7天）4月下旬-5月上旬（广州12天）5月上旬-中旬（东莞7天）5月下旬（

11天）6月下旬中期宣传后期宣传时间Activity

executingPre-eventHighlightActivity

executingManufacturing

circle

of

artwork

,

30working

daysDetailsActivity

summaryEarly

stageprepearationSet

up

productionProject

summarySubmit

reportMedia

publicity

for

early

stageof

activityDetail

confirmationSet

upMaterialconfirmationPrintingconfirmationPost-eventFeb.10-Mar.10Early

MarchMid-March(Fuzhou,

7

days)Late

March

(Wuhan,

7days)Early

April

to

Mid-April(Changsha,

7

days)Late

April

to

Early

May(Guangzhou,

12

days)Early

May

to

Mid-May(Dongguan,

7

days)Late

May

(Shenzhen,

11days)Late

JuneMid-stage

publicityLate

stage

publicityActivity

schuduleTime每场活动在活动日前20个工作日提交给场地方手续报批单场活动每场提前一天搭建活动时间：9:00---20:00每场开展期前1天：培训会运营场内彩排车辆清洁时间安排工作安排活动准备The

field

approval

formalities

should

be

submitted

20

workingdays

in

advance

of

each

eventSingle

event

will

be

setted

up

one

day

in

advanceActivity

time:

9:00-20:00One

day

before

eventStaff

trainingOperating

venue

rehearsalvehicle

cleanningTimepreparationWorkingarrangementActivity

preparation活动STEP1.奥迪A7艺术展具展示STEP2.奥迪A7&A6L产品静态展示STEP3.潜在客户邀约效果展示目的品牌“突破科技、启迪未来”Slogan奥迪A6 产品前瞻性视觉冲击，集客聚焦奥迪产品亮点展示潜在客户体验奥迪A6 车型吸引潜客留档经销商对留档客户进行邀约到店活动流程Activity

methodSTEP1.Audi

A7

artexhibitionequipment

displaySTEP2.Audi

A7

&

A6Lstatic

displaySTEP3.Invitation

of

potential

clientsEffect

previewMarketing

purposeThe

brand

Slogan

"breakthroughtechnology,

illuminate

the

future"Audi

A6

Family

product

forward-lookingVisual

impact,

set

off

focusAudi

Product

Highlights

ShowPotential

customers

to

experiencetheAudi

A6FamilyThrough

events

to

attract

potentialcustomers

keep

fileThe

dealers

will

invite

filed

clients

to4S

storeActivity

schedule效果图Design

sketch灵感凝炼艺术科技引领未来奥迪效果图Design

sketchInspiration

builds

art,echnology

leads

future.Audi活动经验在广州最高端的商业广场太古汇开展《“灵感天成”城市艺术巡展之旅》，以突破视觉界限的钢球艺术展具《未来》为背景，衬托“灵感天成”的奥迪A6展出。活动效果极佳！来往人群无不被展台“艺术与科技”的所吸引，自发拍照留念及自，形成式宣传，并促成目标销售转化。Event

ExperienceAudi

A6

family

GenuineInspiration

the

tour

of

Cityart

exhibition

event

was

heldin

Taikoo

Hui

-

the

mostpremium

shop mallinGuangzhou.

With

thevisionary

Audi

modelartwork

as

background,

toshow

the

Audi

A6

family

car.The

event

had

greateffect!The

art

work

is

veryattractive,

many

people

tookphotos

of

it

and

the

Audi

A7cars,

and

shared

on

socialapps,

with

viralmarketingeffect,

which

improvedsalesof

the

cars.活动升级灯光改进安保升级拍照升级问题：在广州站巡展中因补光灯灯具因高频直流输出可能会导致部分拍摄出现频闪。改进：现针对频闪情况对补光灯具进行改装升级，力求保证全方位，多设备拍摄效果俱佳，力促自。问题：在广州站巡展中因等比艺术展具《未来》高，公众好奇惊叹，会无意识触摸触碰钢球（特别是儿童），因展具精密度高，可能会破坏展具造型。改进：现为保护艺术展具，升级安保力度甚有必要。升级：为进一步提高活动的公众吸引力与集客水平，新活动中将新增

“拍立得”环节，指定最佳拍照位置，免费限时限额为公众拍照并赠送相关纸质相片留念。利用“羊群心理”，活动势必造成人流集中，几何级。活动参与条件：现场分析Event

ImprovementLightingSecurityPhotographyProblem：High-light

lightingsystem

shoot

on

the

art

workand

cars,

which

affacted

effectswhen

people

taking

pictures.Improvement：Upgrade

lightingsystem,

to

create

the

best

effectfor

audience

photoing.Problem：Many

people

wereattracted

by

the

gorgeous

artpiece

on

Guangzhou

stationevent,

people

(especially

kids)would

touch

the

steel

balls

of

the

art

work,

whi ight

ruinit.Improvement：More

securitystaff

needed

to

keep

peoplefrom

touching

the

art

work.Upgrading：To

attract

moreaudience

and

improveinteraction,

cameras

can

be

setto

take

photos

on

the

eventsiteand

give

pictures

to

theaudience.Marketing：Photos

taken

arerequired

to

share

on

Wechat场地Event

SiteKK

MALL理由：KK

MALL，国际时尚精品购物中心，位于罗湖区金融中心商圈位置，毗邻深南大道、红岭中路、无缝衔连接地铁大剧院站。总建筑面积8.35万平方米，拥有三大剧院式自然采光中庭、150余家国际国内知名时尚品牌，内设 首家

UA

IMAX影城、国际时尚流行服饰、国际高端特色美食及blt时尚超市，一手扫尽世界潮流，带来前所未有新体验。荟萃众多 首家国际品牌

，打造永不落幕时尚生活剧场。KK

MALL,

Shenzhenmendation

reason：KK

MALL，an

international

trendy

premiumshop mall,

of

construction

area835,000

square

meters，islocated

at

the

core

position

of

Caiwuwei

FinanceCenter,

Luohu

District,

Shenzhen.

It's

near

Shennan

Avenue,

Hongling

Mid

Roadand

the

Theater

metro

station.

With

three

atriums

of

natural

lighting

and

over150

famous

brands

of

China

and

overseas,

KK

Mall

has

Shenzhen's UA

IMAXCinema,

international

fashion

brands,

featured

foreign

restaurants

and

the

BLTsupermarket,

which

bring

world

trend

and

unprecedented

experience

to

visitors.Gathered

most

of

international

brands' stores

in

Shenzhen,

the

KK

Mall

is

a24/7

life

center活动运营Event

Operation炫丽的艺术装置吸引人流驻足关注活动运营亮点设置免费互动留影快印服务前台领取 同时登记完成初步集客设置专业导购，初步进行客户筛选（区分A6L

A7意向客户）提升集客精准度辅助销售转换Unique

and

gorgeous

artwork

to

attract

audieand

attention.Highlights

of

event

operationFree

on-site

interactive

photoing

deviceGiveawaypictures

and

customertionsstage

customer

gatheringPurchasing

guide

to

introduce

the

cars（Differentiate

A6L

and

A7

customer

groupsTo

improve

conversion.活动运营设置运营环节运营目的参与工作责职艺术展具展示免费互动美拍利用互动美拍照吸引人流驻足达成集客效果专业摄影师1、帮助客户拍照2、协助维持现场秩序3、 打印派发4、登记专业导购详细讲解车型专业导购 对集客客户按照特性（A6L，A7）进行初步筛选专业导购1、讲解车型2、车型客户筛选分流3、高意向客户交由销售顾问跟进销售（经销商）客户跟进高意向客户销售顾问跟进销售顾问吸引潜客留档经销商对留档客户跟进Event

operation

planningProcedurePurposenelDutyArtwork

showFreeinteractivephotoingUse

interactive

photoingdevice

to

attractaudiencePhotographerStaff1、Help

take

photos

ofvisitors2、On-site

ordermaintanance3、Photos

giveaway4、Customer

registrationPurchasing

guideAuto

introductionTo

classify

thepotencialcustomers

by

theirneeds

of

A6L

and

A7carsPurchasingguide1、Autointroduction2、Potencial

customersclassification3、Potencial

customersfollow-upSales（Dealers）Customers

follow-upSales

follow-up

ofpotencial

customerswith

great

interestSalespeopleTo

attract

visitors

tostageFollow-up

of

registeredcustomers活动集客流程图Customer

Gathering

ProcessAudiLead

the

Future

StagePotential

customersin

the

MallSocialpotential

customersArtwork

FUTUREPotential

customers

classificationA6L

Exhibitioncar

IntroductionA7

Exhibitioncar

IntroductionA6L

customerregistrationA7

customer

registrationCustomer

DistributionDealerDealerDealer互动美拍集客现场提供免费互动美拍服务——于艺术装置的“美拍最佳角度”摆设专业摄影设备，为前来体验的客户免费拍摄与艺术装置的合影，并通知客户5分钟后可到接待台登记领取美拍 ，通过互动集拍完成初步集客。Interactive

Photoing

to

Attract

CustomersFreeon-siteinteractive

photoing

service

——To

set

aphotoingdevice

at

the

best

position

for

taking

aphoto

of

the

artwork,and

take

apicture

forthecustomers

with

the

artwork.

The

pictureswill

be

givento

customers

after

five

minutes.

The

interactive

photoing

service

canhelp

gathermore

customers.专业导购设置设置专业导购——由于本次展示车型是两台不同市场定位的A6L和A7，为区别其更好地进行客户分导，活动运营设置两名车型向导，使其更全面地照顾到每一位意向客户需求。热情积极的接待方式会令客户更容易了解车型，并能快速地了解客户用车需求，通过筛选出A6L和A7客户，将高意向客户转交给销售顾问跟进。Purchasing

guidePurchasing

guideon-site

——As

Audi

A6L

and

A7

are

chosen

as

the

show

car

on

this

event,

two

purchasingguides

should

beon

site

to

help

potential

customers

to

understandtheiruniquefeatures.

By

understanding

the

needs

of

all

potential

customers,

they

will

beclassed

intoA6L

and

A7

potential

customer

groups

and

distributed

todifferentAudidealers.展位安保夜间保安保护日间工作保护现场设置4名 负责展位安保工作维持现场秩序确保展具及展车安全全天运营结束后，守夜保安开始值班保护展车以及展具非运营时段安全Stage

SecuritySafety

of

nighttimeworking

staffSafety

of

daytimeworking

staffFour

staff

are

arranged

on

site

to

ensure

thesecurity

and

protect

the

exhibition

and

showcar.Nighttime

security

staff

are

needed

toprotect

the

exhibition

and

show

car

atnight.展位保洁活动期间随时关注展车清洁情况，定时进行展车保洁服务，保证展车状况良好。工作时间：9:00---22:00（平均 进行一次展车保洁）展车保洁展台保洁活动期间随时关注展台以及其附近区域的卫生状况，保证展区清洁。每天需提前到场进行展台清洁。工作时间：8:30---22:00（

保证最少三次深度清洁）Stage

CleaningCleaning

service

should

be

done

at

certain

times

tokeepthe

show

carcle l

thetime.Working

time：9:00---22:00（Show

car

cleaning

service

every

half

an

hour）Show

CarCleaningCleaning

service

should

be

done

atcertain

times

to

keep

the

stage

cleanStageCleaning

all

the

time.

The

stage

is

tobecleaned

half

an

hour

before

showtime

everyday.Working

time：8:30---22:00（Three

times

of

careful

cleaningevery

day.）经销商配合经销商前期宣传：活动前，经销商利用进行活动宣传及其他媒介资源推送活动信息，活动配合：经销商在活动当天派出销售顾问配合展示活动，收集经销商后续跟进：活动结束后，根据收集到的 对意向客户进行回访，利用活动影响建议经销商进行A6 专场特销活动，最终促成销售转化提高Dealers

CooperationPre-event

promotion

by

dealers：Dealers

promote

the

exhibition

message

tocustomersthrough

Wechat

public

account

and

other

media

forms.Event

cooperation：Dealers

sales

people

help

introduce

the

show

car

andgather

potentialcustomer

information.Post-event

follow

up：Follow-up

promotion

activities

can

be

taken

to

improve

conversion

ofpotential

customers

of

the

A6

family

cars.展车需求车辆需求数量车辆用途展车颜色要求使用车型备注及车辆来源A71静态展示白奥迪A7

2014款50

TFSIquattro豪华型由总部提供A6L1白奥迪A6L

2014款50TFSI

quattro豪华型注：A6L车型尽量调配高配车型保证展示效果车辆使用规划Requirement

on

showcarRequirementtyUsageColorModelCars

provided

byA71Static

ExhibitionWhiteAudi

A7

2014

50

TFSIquattro

LuxuryAudi

South

RegionA6L1WhiteAudi

A6L

2014

50

TFSIquattro

LuxuryNote：Touse

high-end

model

of

A6L

family,

ensuringexhibition

effectCars

to

be

used规划Propagation

planning目的及思路形成线上线下配合直接影响：扩大活动影响面，提高A6 关注度间接影响：凸显集客诱因通过提升A6度Mission

1通过特色活动及展示吸引互动参与提升集客Mission

2Publicity

Purpose

and

ImplementationCombination

of

online

publicity

and

offline

activitiesDirect

effects：To

expand

event

influence

and

increase

A6

family

exposureFurther

effects：To

attract

potential

customersIncrease

Audi

A6

family

exposure

through

media

reportsMission

1Attract

potential

customers

by

events

andexhibitionsMission

2

配合A6目的巡展活动推广，提升A6 车型的

量和美誉度

为活动造势，吸引更广泛的潜在消费群体关注，深化活动影响

吸引意向客户到店，提升集客量，拉动销售目标人群

35-45岁的高收入的年轻族群（ 为主）

追求生活品质，重视家庭，事业有成的都市精英群体目的Purpose

Increase

Audi

A6

family

exposure

and

influence

by

media

reportsandactivities

Pre-event

publicity

helps

accumulate

event

influenceand

attract

customers

Attract

potential

customers

to

the

dealers

and

improve

sales.group

Young

people

of

high e,

agedbetween

35

and

45（Mostly

Males）

City

elites

with

successful

career,

of

greatemphersize

on

family

and

in

pursuitof

high

quality

lifePublicity

Purpose第一阶段：前期活动预热汽车 前期预热，制造声量第二阶段：静态展示腾讯

客户端

，增加第三阶段：后期大V二次策略Stage

one：Pre-event

publicityPortal

sites+Auto

websites

reportsStage

two：Static

exhibitionAuto

websites

reports，increase

exposureStage

three：Post-event

publicityWechat

publicityPublicity

Strategy硬广奥迪A6

"创领未来"城市巡展之旅-腾讯 客户端腾讯 客户端投放，扩大活动声量，提升信息的到达率，为活动预热造势；-In-APPs无线定向客户端 投放，扩大活动声量，提升活动 ，形成二次硬广投放-结合不同城市的差异化投放，提升信息到达率（垂直 推广/门户 推广/）类别区域周期类别线上网络：垂直待定活动前一周腾讯

端待定活动后一周大V待定活动前一周和活动后一周软文大V+ 软文-与高关注度的 大V合作，制造声量，提高关注度进程AdsThemeAudi

A6

Family

Lead

the

FutureUrban

TourVertical

websites

+

Portal

websites

+

APP-Local

Auto

websites

publicity，to

increase

influence

and

information

access；-Portal

websites

ads，to

improve

product

acknowledgement

and

brand

influence;Ads-Ads

release

by

city

characters，to

increase

info

access（Verticalwebsites/Portal

websites

publicity/）PublicityFormMedia

TypePublicity

RegionPublicity

PeriodOnlineWebsites：Vertical/Portal/APPto

be

confirmedA

week

before

eventAuto

Websiteto

be

confirmedA

week

aftereventWechat

Public

Accountto

be

confirmedA

week

before

eventand

a

week

after

eventAdvertorialsWechat

advertorials-Advertorial

reports

on

Wech counts

ofgreat

influencePublicity

Process：活动互动专题＋富内容：奥迪A6 "创领未来"城市巡展之旅时间：活动前一周

应用

：App投放区域名称形式/内容理由南区腾讯

客户端A6

城市巡展专项活动专题推广/互动招募各城市受众获取信息及汽车信息的主要 来源备注：各 投放资源及APP具体投放平台由执行公司根据当期资源情况提供 排期，并由客户筛选确认后再进行投放概述

Publicityform：Event

special

report

＋

Ri

edia

Publicity

content：

Audi

A6

Family

Lead

the

Future

City

Tour

Time：A

week

before

event

Media：AppRegionMediaNamePublicity

form

/contentmendationSouthRegionTencent

NewsAppA6

family

city

tour

specialreport/interactive

recruitmentThese

media

are

mainsource

of

autoinformation

accesschannel

by

customersNote：Event

publicityon

all

media

should

be

confirmed

by

clients

and

arranged

byaccording

to

ea edia

schedule.third

party

companyPublicity

Overview类型公众账号+汽车时间5月下旬-6月上旬内容简述在高关注度

及汽车 A7静展新信息，影响潜在消费者；通过多时段、特定日期（节假日、休息日）等多种投放策略，使

的潜在人群在其触媒时间内看到品牌及活动信息，提升投放效果，使