2024年奥迪XX区潜客提升专项活动-重点车型-集客类-Brand

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米

Audi2024年奥迪XX区潜客提升专项活动-重点车型-集客类-Brand一汽奥迪

01.项目背景及策略Projectbackgroundand

strategyh

02.项目规划Project

p

lann

ing

03.经销商建议Dealer

recommendat

ionsh

04.项目预算及保障Projectbudget

and

security目录CONTENTSAudiAudi一汽奥迪01

|背景策略Background

strategy项目背景Project

background•以温州，台州为核心，开展二季度整体营销行程，借助音乐会外展，终端品鉴，商圈展示，自驾体验等多种营销手段，持续加大曝光，提升品牌形象，扩大潜客流量池，释放惊喜福利引流到店，最终通过销售政策促成下单转化，助力整体销量目标达成•TakeWenzhouandTaizhouasthecore,carry

out

the

overall

market

ing

schedu

le

in

the

second

quarter,with

the

he

lpofconcertoutreach,terminaltaste,bus

inesscirc

le

d

isp

lay,

self-dr

iving

exper

ience

and

other

market

ing

means,cont

inueto

increaseexposure,enhancebrand

image,expand

the

potent

ial

customer

f

low

pool,

re

leasesurpr

isewelfaredrainagetothestore,andfinallypromote

the

transformat

ion

of

orders

through

sales

pol

icies

tohe

lpach

ieve

the

overall

sales

target

选择与区域用户高度匹配的体验项目，开展车型品鉴、

自驾体验活动；

Selectexper

ienceprojectsthatarehigh

lymatchedwithreg

ional

users,

and

carry

out

vehicle

tast

ing

and

self-dr

iving

exper

ience

act

ivit

ies;

通过音乐会外展、商超展示等活动内容，吸引更多用户群体参与；

Attractmoreusergroupstoparticipatethroughact

ivit

iessuch

as

concert

outreach

and

supermarket

d

isp

lay;

以仪式感十足的体验项目，提升用户感知，拉伸品牌形象；

Enhanceuserpercept

ionandstretchbrand

image

with

r

itual

exper

ience

projects;以系列性营销动作打通曝光-集客-体验-转化提供车型销售的突破口With

a

ser

ies

of

market

ing

act

ionsOpen

exposure

-

guest

-

exper

ience

-transformat

ionProvide

a

breakthrough

in

veh

ic

le

sales宣传核心

通过符合奥迪调性的活动吸引客户到店，提升群众口碑，促进销售转化PropagandacoreAttractcustomerstothestorethrough

act

ivit

ies

in

l

ine

with

Aud

i

tone,

improve

pub

l

ic

reputat

ion,

and

promote

sales

transformat

ion项目策略Project

strategy01

|背景策略Background

strategy一汽奥迪Audi3月4月5月区域素材传播跟随、线上媒体平台投放补强（户外大屏/汽车媒体/广播，三选一）W4W1W2W3W4W1W2W3W43.25-4.30小红书花絮笔记发布3.25-4.30店端品鉴会线上直播

邀约用户自发分享素材

4.15-21温州7店联合品鉴会自店个性化权益包装（到店/试驾+成交+保客）店端活动氛围物料布置活动总结长图/视频现场氛围素材传播新媒体传播素材支持、广告投放素材切换礼品、物料筹备支持、活动执行指引3.25-31台州5店联合品鉴会邀约目标用户参与区域活动、区域活动执行配合项目排期Project

scheduling经

销

商4月大区专属政策海报5.17-19齐云山自驾之旅线

上

线

下区

域用户证言视频三月限时享政策海报4.11-14

迷笛音乐节01

|背景策略Background

strategy4.12-14吾悦商展销售人员现场跟进4.17-19台州外展4.20蔡依林演唱会时间节奏线

上线

下4.1-7印象城商展4.12-14银泰商展4.13-21宝龙商展经销商宣贯一汽奥迪AudiMarchApr

i

lMayW4W1W2W3W4W1W2W3W4Reg

ionalmater

iald

isseminat

ionfollowup,on

l

inemed

iap

latform

re

lease

reinforcement

(outdoor

large

screen/automot

ivemedia/broadcast,

one

of

three)4.11-144.12-144.17-19MIDImus

ic

Fest

ivalWuyueTrade

ShowTaizhouOutreach3.25-4.30Litt

le

Red

book

t

idb

its

note

re

lease3.25-4.30On

l

ine

l

ive

broadcast

of

in-store

tast

ing

meet

ing4.15-21Wenzhou7

joint

tast

ing

Invite

users

to

share

mater

ial

spontaneous

ly

Activitysummary

longmap/videoLiveatmospheremater

ial

d

isseminat

ionNewmed

iamater

ialssupport,

advert

is

ingmater

ials

switchGifts,mater

ialpreparat

ion

support,

eventexecut

ion

guide

l

ines3.25-31Taizhou5stores

jointtast

ingInvitetargetuserstoparticipate

in

reg

ional

act

ivit

ies

andcooperatewith

reg

ionalact

ivit

iesPersonal

izedequitypackag

ing

(in-store/testdr

ive+transaction+guarantee)项目排期Project

schedulingApr

i

l

reg

ional

exc

lus

ive

pol

icy

poster5.17-19Qiyunshan

roadtr

ipStoreendactivity

atmosphere

material

layoutDealer

promot

ion4.1-7Impress

ionCity

tradeshowVideoof

user

test

imonyMarch

Limitedt

ime

pol

icy

poster4.12-14Yintaitrade

Fair4.13-21TheBao

long

TradeShow4.20Jo

l

inTsai

concert01

|背景策略Background

strategySalesstaff

on-s

ite

follow-upt

ime

rhythmon

l

ine

off

l

ineon

l

ine

off

l

inedea

lerreg

ion一汽奥迪Audi一汽奥迪h

01.项目背景及策略Projectbackgroundand

strategy

02.项目规划Project

p

lann

ing

03.经销商建议Dealer

recommendat

ionsh

04.项目预算及保障Projectbudget

and

security目录CONTENTSAudi针对二季度潜客提升任务，结合时令节点以及目标人群生活方式、消费出行场景等特征，开展拓客行动，针对精准人群制定差异化传播策略，围绕商超展示、演唱会合作等收集潜客线索，最终通过店端品鉴会实现快速转化。Aimingatthetaskof

improvingpotent

ialcustomers

inthesecondquarter,

combining

seasonal

nodes

and

the

character

ist

ics

of

the

target

group's

l

ifesty

le

and

consumer

travel

scenes,wewi

ll

carry

out

customerpromot

ionact

ions,formu

latedifferent

iatedcommunicat

ionstrateg

iesforprecisegroups,

collect

potent

ial

customers'

clues

around

supermarket

disp

lay

and

concert

cooperat

ion,

and

finally

achieve

rap

id

transformat

ionthroughstore-endtasting.以多种形式结合，为车主构建当地品质生活圈，打造舒适的生活方式体验破圈传播，夯实车主归属感，利用口碑持续吸引触达新人群Inavarietyofforms,

itbui

ldsa

localqual

ity

l

ifecircle

for

the

owner,

creates

a

comfortable

l

ifesty

le

exper

ience

and

breaks

the

circle

of

communicat

ion,

strengthens

the

owner's

sense

of

belong

ing,

andcontinuous

lyattractsnewpeop

le

byword

of

mouth活动规划Activity

profile温

州

小

区

潜

客

提

升

项目

规

划Wenzhoucommun

ity

latentpassenger

enhancement

project

p

lann

ing

温州印象城商展

苍南银泰城商展

乐清宝龙商展

蔡依林演唱会

7店联合品鉴会

4月1

日-7日

4月12日-14日

4月13日-21日

4月20日

4月15日-21日Wenzhou

impress

ion

city

trade

fairApr

i

l

1-7Cangnan

Yintai

City

trade

fairApr

i

l

12-1402

|项目规划Project

planningYueq

ing

Bao

long

trade

fairApr

i

l

13-21Jo

l

in

Tsai

concert

Apr

i

l

20th7

joint

tast

ing

Apr

i

l

15-21一汽奥迪Audi全系车型All-ser

iesmode

l潜在客户，商超自然人流，竞品人群Potent

ialcustomers,bus

inesssupernatural

f

low,

compet

it

ive

crowd车型展示、互动体验、扫码集客Mode

ld

isp

lay,

interact

iveexper

ience,

code

collect

ion活动时间Activity

t

ime活动地点Activity

Venue活动车型Mob

i

le

mode

l嘉宾构成Guest

compos

it

ion活动形式Activity

form温州印象城/苍南银泰城/乐清宝龙广场/台州吾悦广场商超展示Wenzhou

Impress

ionCity/CangnanYintaiCity/Yueq

ingBao

longSquare/TaizhouWuyueSquaresupermarketd

isp

lay2024年4月1

日-7日，4月12日-14日，4月13日-21日，4月12日-14日Apr

i

l

1-7,Apr

i

l

12-14,Apr

i

l

13-21,and

Apr

i

l

12-14,

2024温州印象城/苍南银泰城/乐清宝龙广场/台州吾悦广场Wenzhou

Impress

ionCity/CangnanYintaiCity/Yueq

ingBao

longSquare/TaizhouWuyueSquare02

|项目规划Project

planning活动概况Activity

profile一汽奥迪Audi城市生活枢纽320+个全业态品牌Urban

l

ife

hub320+full-formatbrands温州印象城位于鹿城区南汇街道府东路333号，坐落在世纪公园中央河东侧，总投资20亿元。布局为地下3层、地上6层、局部9层，总建筑面积25万平方米。温州印象城MEGA商业综合体，于2021年11月26日开业。和温州市其他同类项目相比，其特点在于依托中央绿轴和世纪公园，开发集购物、休闲、餐饮、娱乐于一体的街区式消费新场景，助力温州市打造区域消费中心城市。Wenzhou

Impress

ionCity

is

located

inLuchengDistr

ictNanhuiStreet

Road

No.333FuEastRoad,

located

intheCentury

Park

on

the

east

s

ide

of

the

central

YangRiver,atotal

investmentof2

bi

ll

ion

yuan.

The

layout

is

3

undergroundfloors,6abovegroundfloors,and9

local

floors,with

atotal

construct

ionareaof250,000

squaremeters.Wenzhou

Impress

ionCityMEGAcommercialcomp

lex,openedonNovember

26,

2021.

Comparedwithothers

imi

larprojects

inWenzhou,

it

is

character

ized

byrely

ingonthecentralgreenaxisand

Century

Park

to

develop

a

new

block-

sty

leconsumpt

ionscene

integrat

ingshopp

ing,

leisure,

d

ining

andentertainment,help

ingWenzhoutobui

lda

reg

ionalconsumpt

ion

center

city.02

|项目规划Project

planning场地介绍Site

introduction温州印象城MEGAWenzhou

impress

ioncityMEGA一汽奥迪Audi苍南银泰城CangnanYintaiCity银泰商业温州首站全流量生态矩阵YintaicommercialWenzhoufirst

stat

ionFu

llflow

ecolog

ical

matr

ix苍南银泰城是一个集购物、休闲、娱乐、运动、健身、餐饮等多个业态的多功能商业综合体,银泰作为国内与奢侈品品牌合作最多企业之一，与2000余个国内外品牌结成战略同盟关系。囊括品牌影院、品牌超市、特色餐饮、时尚KTV等业态，打造吃喝玩乐购物娱乐一站式消费平台，打造城市新商圈。CangnanYintaiCity

isamulti-funct

ionalcommercialcomp

lex

integrat

ingshopp

ing,

leisure,entertainment,sports,fitness,cater

ingandother

formats.

Asoneofthemostcooperat

iveenterpr

iseswith

luxury

brands

in

China,Yintaihasformedstrateg

icall

ianceswithmore

than

2,000

domest

ic

andforeignbrands.

It

includesbrandtheaters,brandsupermarkets,

specialtyrestaurants,fashionKTVandotherformats,creatinga

one-stop

consumption

p

latformforeat

ing,dr

inking,p

lay

ing,

shopp

ing

and

entertainment,

andcreat

inganew

urban

bus

iness

circle.02

|项目规划Project

planning场地介绍Site

introduction一汽奥迪Audi乐清宝龙广场Yueq

ingBao

long

Square乐清新城地标130+知名品牌Yueq

ingNew

City

landmark130+well-knownbrands乐清宝龙广场位于柳市镇柳青南路与翁象大道交汇处。作为宝龙集团在温州打造的首个标杆商业项目，宝龙广场综合体造型摩登、恢弘大气，采用L型动线、超透采光穹顶设计，集潮流时尚购物中心、星级酒店、高端住宅区于一体（其中，购物中心设停车位1000余个）。Yueq

ingBao

longSquare

is

locatedatthe

intersect

ionof

Liuq

ing

South

RoadandWengxiangAvenue.Asthefirstbenchmarkingcommercialprojectcreatedby

Bao

longGroup

inWenzhou,Bao

longPlazacomp

lex

is

modern

and

grand.

ItadoptsL-shapedmoving

l

ineandsupertransparent

l

ight

ing

dome

des

ign,integrat

ingfashionshopp

ingcenters,star

hotels

and

high-end

res

ident

ialareas

(amongthem,theshopp

ingcenterhasmore

than

1,000

parking

Spaces).02

|项目规划Project

planning场地介绍Site

introduction一汽奥迪Audi位于路桥区腾达路，立足台州远东商区核心高密度人流商圈，占据路桥到椒江的咽喉，其三公里辐射半径的核心商圈内，覆盖76个高端小区、46座写字楼、

28所学校、9个政府单位、汇聚40万核心消费人群。总体量约8万方，商业建筑面积约33万方，商场总楼层5层，规划店铺数151家，B1停车1200个。Located

inTengdaRoad,Luq

iaoDistr

ict,based

on

the

core

high-densitypassengertrafficbus

inesscircleofTaizhouFar

East

Bus

iness

Distr

ict,occupy

ingthethroatfromLuq

iaoto

Jiaoj

iang,

itscore

bus

iness

circle

with

a

rad

iat

ion

rad

iusofthreeki

lometerscovers

76

high-end

res

ident

ial

areas,46officebui

ld

ings,28schools,9government

units,

gather

ing400,000

coreconsumergroups.Thetotalvolume

isabout80,000

squaremeters,

thecommercialbui

ld

ingarea

isabout330,000square

meters,

the

total

floor

of

themall

is5floors,thep

lannednumber

of

shops

is

151,

and

the

B1

parking

is

1200.台州路桥吾悦广场TaizhouRoadBridgeWuyue

Square02

|项目规划Project

planning场地介绍Site

introduction一汽奥迪Audi提供品牌小礼包（奥迪钥匙扣、帆布袋等）用户留资领取，扩集客同时提升品牌好感Brandsmallg

ift

bags

(Aud

i

keychain,canvas

bag,etc.)Usersretainfundsto

receive,

expand

customers

andenhancebrand

goodwi

ll邀约嘉宾与Q4e-tron合拍短视频，打卡活动现场，发散项目传播，制造产品口碑Invitegueststoco-shootshort

videoswith

Q4

e-tron,punch

intheactivitys

ite,

spread

the

project,

andcreateproduct

reputat

ion强化Q4e-tron新能源产品亮点以活力氛围展示车型，带动产品吸睛曝光StrengthenQ4e-tronnew

energy

products

high

l

ightsDisp

laymodelswithadynamic

atmosphere,

dr

iveproductstoattractattent

ion

exposure商圈热展

攻

占

商

圈

触

点

，

打

造

集

客

阵

地惊喜福利促集客Surpr

ise

benef

its

promote

vis

itors车型氛围展示Mode

l

atmosphere

d

isp

lay嘉宾探店强力吸睛Guest

shop

powerfu

l

eye02

|项目规划Project

planning运营规划Operation

planningarea

hot

exhibit

ion

Capture

the

contacts

of

the

bus

iness

c

irc

le

and

create

a

gather

ing

pos

it

ion产

品

展

示P

r

o

d

u

c

t

d

i

sp

l

ay传

播

引

流Propagat

ion

dra

inagel

e

c

t

g

u

e

s

t客

留

资Bus

inessr

e

t

e

n

t

i

o

n集C

o

l一汽奥迪AudiAudi一汽奥迪02

|项目规划Project

planning现场规划Site

planningAudi一汽奥迪02

|项目规划Project

planning现场规划Site

planning活动时间Activity

t

ime2024年4月20日Apr

i

l

20,

2024活动地点温州奥体中心Activity

VenueWenzhouOlymp

icSports

Center活动车型全系车型Mob

i

le

mode

lAll-ser

iesmode

l嘉宾构成邀约客户，潜在客户，

自然人流Guest

compos

it

ionInvitec

l

ients,prospects,

natural

f

low活动形式音乐节露出、车型展示、互动体验、产品体验Activity

formMus

icfest

ival,veh

ic

led

isp

lay,

interact

ive

exper

ience,

product

exper

ience蔡依林演唱会外展活动支持Jo

l

inTsaiconcertoutreach

act

ivit

ies

support02

|项目规划Project

planning活动概况Activity

profile一汽奥迪AudiAudi一汽奥迪蔡依林，华语流行女歌手、演员，以独特的音乐风格和出色的舞蹈技巧而广受赞誉。23岁时，Jolin登顶职业高峰，《看我72变》冲出华语世界、火遍全球。2006年，趁热打铁，Jolin带专辑《舞娘》出场，将“唱跳俱佳”做成鲜明风格，与同期女歌手泾渭分明。Jo

l

inTsai,aChinesepops

ingerandactress,

iswidely

acclaimed

for

her

unique

mus

ical

sty

le

and

excellent

dancing

ski

lls.Attheageof23,Jo

l

inreachedthepeak

of

his

career,

and

"See

Me

72

Changes"

broke

out

of

the

Chinese-speaking

wor

ld

andbecamepopu

lar

all

over

thewor

ld.In2006,whi

lethe

iron

ishot,Jo

l

intookthe

album

"dancer"

to

appear,

and

made

a

d

ist

inct

sty

le

of

"sing

ing

and

dancing",whichwasd

ist

inctfromthefemale

s

ingers

ofthe

same

per

iod.蔡依林UglyBeauty2024

巡回演唱会：这一次的演唱会将延续专辑《UglyBeauty》的概念，打造出独特的"怪美"氛围。海报中的Jolin身穿黑色紧身衣，勾勒出她纤细玲珑的身材，仿佛是黑夜中诡异的焰火，银色的长指甲闪烁着冰冷的光芒。Jolin的眼神凌冽，直视观众，仿佛能够一眼洞悉内心的秘密......Jo

l

inTsai

Ug

ly

Beauty2024

Tour:Thisconcertwi

llcont

inuetheconceptofthealbum

"Ug

lyBeauty",creat

ing

a

unique

"strange

beauty"

atmosphere.ThepostershowsJo

l

in

inblacktights,framing

her

s

lender

figure

l

ike

a

strange

fireworks

in

the

night,with

long

s

i

lver

nai

lsshiningcold.Jo

l

in'seyesarefierce,

lookingstraight

at

the

aud

ience,

as

if

she

can

understand

the

secret

of

herheart......3月6日中午11时18分，蔡依林2024UglyBeautyFINALE巡回演唱会温州站门票正式开售，上线短短两分钟，上万张门票瞬间售空，18.6万人通过标记平台“想看”功能。At11

:18PMonMarch

6th,

t

ickets

for

Jo

l

in

Tsai's

2024

Ug

ly

Beauty

FINALE

tour

in

Wenzhou

Stat

ion

wereofficiallyonsale.

Injusttwo

minutes,

tens

of

thousands

of

t

ickets

were

sold

out

instant

ly,

and186,000peop

le

passedthe

"want

to

see"

funct

ion

of

the

p

latform.02

|项目规划Project

planning热点洞察Hot

spot

insight一汽奥迪温州奥林匹克体育中心/WenzhouOlymp

icSports

Center温州奥林匹克体育中心选址于大罗山山脚。该中心除了建成可容纳5万人的主体育场外，还将建成1000座的游泳跳水馆[1]

、5000座的体育馆及训练馆[5]

、篮球公园、室外排球场等，另外，在场馆一层，留有三组电动可伸缩座椅，如赛事需要，场内可增加1000个临时座位。体育综合馆还配备1200多个车位的大型地下车库。[5]可承担足球、游泳、田径、体操、羽毛球等项目的比赛，将成为集竞技体育、业余训练、群众健身、文化娱乐、旅游休闲于一体的体育中心。WenzhouOlymp

icSportsCenter

is

locatedat

the

foot

of

Da

luo

Mountain.

In

add

it

ion

to

the

mainstad

iumthatcanaccommodate

50,000

peop

le,

the

centerwi

ll

also

bu

i

ld

a

1000-seatswimmingandd

ivinghall

[1],a

5000-seat

gymnas

ium

and

train

ing

hall

[5],

a

basketballpark,anoutdoorvolleyballcourt,

etc.

In

add

it

ion,

onthe

first

f

loor

of

the

venue,therearethreesetsof

e

lectr

ic

retractab

le

seats,

and

1,000temporary

seats

can

be

added

tothestad

ium

ifneeded.The

comp

lex

is

also

equipped

with

a

large

underground

garagewithmorethan1,200parking

Spaces.

[5]

It

can

undertake

compet

it

ions

of

football,swimming,trackandfield,gymnast

ics,badminton

and

other

events,

and

wi

ll

become

asportscenter

integrat

ingcompet

it

ivesports,amateur

train

ing,mass

fitness,

cu

ltural

entertainment,tour

ismand

leisure.02

|项目规划Project

planning场地介绍Site

introductionAudi一汽奥迪Audi打造多维度生活方式内容体验，强化产品社交属性Create

multi-dimensional

lifestylecontentexperienceandstrengthenthesocial

attributes

of

products以理想的生活方式为基调，以蔡依林演唱会为契机，感受品牌热情、快乐和生活主线，让用户感受到奥迪的生活调性和休闲的营销场景。Withthe

ideal

lifestyleasthe

keynote,JolinTsaiconcertas

an

opportunityto

feel

the

brand

enthusiasm,

happiness

and

the

main

line

of

life,

so

that

users

feel

Audi's

life

tone

and

leisure

marketing

scene.Q4E车型展示

Q4E

modelondisplay强化Q4

-e-tron新能源产品特性以活力氛围展示车型亮点，带动产品吸睛曝光StrengthenthecharacteristicsofQ4-E-tronnewenergyproductsTodisp

laythehigh

l

ightsofthe

modelwith

a

dynamic

atmosphere,drivetheproducttoattractattention

exposure集客礼品支持

Guestgiftsupport提供品牌集客小礼品（咖啡、水饮、荧光棒）用户留资领取，扩集客同时提升品牌好感Providebrandsmallg

ifts

(coffee,water

dr

inks,

g

low

sticks)Usersretainfundsto

receive,expand

customers

and

enhance

brand

goodwi

ll演唱会门票支持

ConcertTicketSupport蔡依林演唱会门票限量放送！以限定名额吸引潜客转化下单！Jo

l

inTsaiconcert

t

ickets

l

imited

release!Attractpotent

ialcustomerstoconvertorderswith

l

imited

quotas!02

|项目规划Project

planning现场规划Site

planningn与展车合拍并分享到朋友圈集赞15+，可获得咖啡一杯n登记客户信息可获得炫彩荧光棒一支n

Aud

i

Q4E

d

isp

lay

cars

are

p

laced

on

s

ite

for

participants

to

pose

for

group

photos

and

definetheir

own

beaut

ifu

l

photosn

Take

a

photo

with

the

show

car

and

share

it

to

the

circle

of

fr

iends

and

get

a

cup

of

coffeen

Reg

istercustomer

informat

ionto

receivea

dazz

l

ing

g

low

st

ickAudi一汽奥迪舞

动

狂

热

节

拍D

a

n

c

e

f

e

v

e

r

b

e

a

tQ4

e-tron展车打卡Q4e-tron

show

car

clock

in02

|项目规划Project

planning体验内容Experience

content现场摆放奥迪Q4E展车，供参与者摆拍合影，定义自己的美拍合影n

户看什

么?W

h

d

o

u

s

e

r

s

s

e

e

?Q4E试驾车展示！全方位展示Q4E车型外观内饰，体验产品亮点，加深产品印象。Q4Etestdr

ivedemonstration!All-rounddisp

layofQ4Emodel

exter

ior

inter

ior

decorat

ion,

exper

ienceproducthigh

l

ights,deepen

product

impress

ion.

户得什

么

?what

does

the

usr

et?1、免费接驳体验！从机场-演唱会，店端提供相应产品接驳到现场展台，增加产品体验！2、领取现场福利！到达现场参与活动，领取福利！1,freeconnect

ionexper

ience!Fromtheairportto

the

concert,

the

store

s

ide

provides

correspond

ingproductstotheon-s

iteboothto

increasethe

product

exper

ience!2,receiveon-s

itebenefits!Arr

ivetoparticipate

in

the

event

and

receive

benefits!店端双维度释放与营销，加持现场展具流量，实现双向流量闭环Store

end

dual-d

imens

ion

re

lease

and

market

ing,

add

ing

field02

|项目规划Project

planning体验内容Experience

contentF

r

e

p

i

k

u

p

!d

isp

lay

f

low,

two-way

f

low

closed

loop一汽奥迪Audi针对二季度潜客提升任务，结合时令节点以及目标人群生活方式、消费出行场景等特征，开展拓客行动，针对精准人群制定差异化传播策略，围绕商超展示、音乐会合作、大用户外展等收集潜客线索，最终通过店端品鉴会实现快速转化。Aimingatthetaskof

improvingpotent

ialcustomers

inthesecondquarter,

combining

seasonal

node

and

the

character

ist

ics

of

the

target

group's

l

ifesty

le

and

consumer

travel

scenes,wewi

ll

carry

out

customer

outreachact

ions,developdifferent

iatedcommunicat

ionstrateg

iesforprecisegroups,collectpotent

ial

customers'

clues

around

supermarket

disp

lay,

concert

cooperat

ion,

and

large-scale

outdoor

exhibit

ions,

and

finally

achieverap

idtransformat

ionthroughstore-endtast

ing.以多种形式结合，为车主构建当地品质生活圈，打造舒适的生活方式体验破圈传播，夯实车主归属感，利用口碑持续吸引触达新人群Inavarietyofforms,

itbui

ldsa

localqual

ity

l

ifecircle

for

the

owner,

creates

a

comfortable

l

ifesty

le

exper

ience

and

breaks

the

circle

of

communicat

ion,

strengthens

the

owner's

sense

of

belong

ing,

andcontinuous

lyattractsnewpeop

le

byword

of

mouth台

州

小

区

潜

客

提

升

项目

规

划Ta

i

zhoucommun

ity

latentcustomer

enhancement

project

p

lann

ing

5店联合品鉴会

迷笛音乐节

台州吾悦广场商展

台州大用户外展

3月25日-31日

4月11

日-14日

4月12日-14日

4月17日-19日02

|项目规划Project

planning活动规划Activity

profileWenzhou

impress

ion

city

trade

fairApr

i

l

1-7Wenzhou

Yintai

City

trade

fairApr

i

l

12-14Wenzhou

Bao

long

trade

fairApr

i

l

13-217

joint

tast

ing

Apr

i

l

15-21一汽奥迪Audi全系车型All-ser

iesmode

l招募：新增潜客、经销商自媒体招募、经销商邀约到店试驾销售：意向潜客CRM：老带新、保客增换购客户Recru

itment

:newpotent

ialcustomers,

recru

itmentbyd

ifferentmed

ia,

recru

itmentby

dealers'

self

med

ia,

and

customers

invited

by

dealerstothe

store

for

test

dr

iveSales

:potent

ial

customersCRM:oldcustomersbr

ingnew

customers,

add

or

change

customers车型品鉴Vehicletypeappraisal冷餐晚宴Cold

dinner舞蹈表演Dance

performance乐队演出Band

performance活动时间Activity

t

ime活动地点Activity

Venue活动车型Mob

i

le

mode

l嘉宾构成Guest

compos

it

ion活动形式Activity

form台州5店&温州7店联合品鉴会Taizhou5stores&Wenzhou

7

stores

jointtast

ing2024年3月25日-31日，4月15日-21日March25-31

and

Apr

i

l

15-21,

2024台州5家，温州7家经销商店端Taizhou5,Wenzhou7

d

istr

ibut

ion

store

end02

|项目规划Project

planning活动概况Activity

profile一汽奥迪Audi日期date地点locat

ion时间t

ime环节l

ink3月25日-31日March25-314月15日-21日Apr

i

l

15-21台州5家经销商店端Taizhou5dealersh

ip

store

end温州7家经销商店端Wenzhou7

d

istr

ibut

ion

storeend18:30-19:30嘉宾签到/冷餐晚宴Guestsign-in/buffet

d

inner19:30-20:00威士忌品鉴/乐队暖场Whiskeytasting/Bandwarm-up20:00-20:05主持人开场Host

open

ing20:05-20:15舞蹈表演Danceperformance20:15-20:30车型讲解Modelexp

lanat

ion20:30-20:45政策介绍Pol

icy

introduct

ion20:45-21:00互动抽奖Interact

ive

luckydraw21:00-自由品鉴Freetast

ing02

|项目规划Project

planning活动流程Activity

flow一汽奥迪Audilucky

draw茶歇品鉴

Tea

break

tasting精彩乐队演绎丨精美茶歇品鉴丨现场互动体验丨限时购车政策丨终极互动抽奖Wonderfu

lbandperformance

|exqu

is

iteteabreak

tast

ing

|

l

ive

interact

ive

exper

ience

|

l

imited

t

ime

purchase

pol

icy

|

the

u

lt

imate

interact

ive乐队演绎

Band

performance互动体验

Interactive政策宣读

Policy

reading自由品鉴

Free

tasting互动抽奖

Interactive

lucky02

|项目规划Project

planning活动流程Activity

flow一汽奥迪AudiAudi一汽奥迪02

|项目规划Project

planning现场规划Site

planningAudi一汽奥迪02

|项目规划Project

planning现场规划Site

planning迷笛音乐节外展活动支持MIDIMus

icFest

ivaloutreach

act

ivit

ies

support活动时间2024年4月11

日-14日Activity

t

imeApr

i

l

11-14,

2024活动地点台州路桥龙涎里Activity

VenueTaizhouroad

bridge

dragon

sal

ivary活动车型全系车型Mob

i

le

mode

lAll-ser

iesmode

l嘉宾构成邀约客户，潜在客户，

自然人流Guest

compos

it

ionInvitec

l

ients,prospects,

natural

f

low活动形式音乐节露出、车型展示、互动体验、产品体验Activity

formMus

icfest

ival,veh

ic

led

isp

lay,

interact

ive

exper

ience,

product

exper

ience02

|项目规划Project

planning活动概况Activity

profile一汽奥迪Audi一汽奥迪Audi“迷笛音乐节”（MidiFestival）是由中国地下摇滚乐队的发源地——北京迷笛音乐学校创办的国内第一个原创音乐节，经过十多年的发展，已成为现代音乐最响亮的品牌之一。每年都有几十支国内外的知名乐队受邀参加演出，更有几万狂热的乐迷从全国各地蜂拥而来，国内外百余家知名媒体都在关注它的动态，竞相报道与之相关的消息，迷笛又被称为中国的“伍德斯托克”Mid

iFest

ival

isthefirstorig

inalmus

icfest

ival

inChina

founded

by

Beij

ingMIDI

Mus

ic

School,

the

birthp

lace

ofundergroundrockbands

inChina.Aftermorethanadecadeofdevelopment,

MIDI

Fest

ival

has

become

one

of

the

mostprominentbrandsofmodern

mus

ic.Everyyear,dozensofwell-knownbandsathomeandabroadare

invited

to

participate

in

the

performance,

and

tens

ofthousandsoffanat

icalfansflockfromalloverthecountry.

Morethan

100

well-known

med

ia

at

home

and

abroad

are

pay

ing

attent

ionto

itsdynamicsandcompet

ingtoreport

relatednews.

MIDI

is

also

known

as

China's

"Woodstock".4月12日至14日，第49届迷笛音乐节将在浙江省台州市路桥龙涎里举办，这也将是迷笛在2024年的首次亮相，因此吸引了各地乐迷的极大关注。据悉，台州飞龙湖迷笛音乐节阵容强大，包括多达91组乐队和音乐人，其中崔健、朴树成为备受期待的歌手。From

Apr

i

l

12to

14,the49th

MIDI

Mus

ic

Fest

ival

wi

ll

be

he

ld

in

Longmou

l

i,Luq

iao,Taizhou,Zhej

iangprovince.

Itwi

llalsobethedebut

of

MIDI

in

2024,

thus

attract

ing

great

attent

ion

from

mus

icfanseverywhere.

It

is

reportedthattheTaizhou

Fei

longhu

MID

I

Mus

ic

Fest

ival

has

a

strongl

ineup,

inc

lud

ingasmanyas91groups

of

bands

and

mus

icians,

amongwhich

Cu

i

J

ian

and

Pu

Shu

have

becomehigh

ly

anticipated

s

ingers.02

|项目规划Project

planning热点洞察Hot

spot

insight一汽奥迪台州市飞龙湖生态区

/TaizhouFei

long

Lake

ecolog

ical

n市e飞龙湖生态区位于台州市几何中心，属于台州市区十大重点区块中的绿心区块，规划面积为28平方公里，其中水域面积约1.8平方公里。

2009年12月，路桥启动飞龙湖区块建设，经过十几年持续推进，飞龙

湖已迎来新的腾飞，生态水系完美蜕变，以“龙腾湖悦·台州绿心”为定

位，聚焦科学家和企业家“两家”的城市设计蝶变升级，

“三横五纵”路网框架基本成型，教育、文化、商业、科创等各项配套集聚。现在，从飞龙湖到台州市三个主城区，都是15分钟车程，距离台州站只需要10分钟，距离台州西站车程只需20分钟，距离台州机场车程约25分钟。TaizhouFei

longLakeEcolog

icalZone

is

located

in

the

geometr

ic

center

of

Taizhou

city,be

longstothegreenheart

b

lock

of

the

ten

key

b

locks

in

Taizhou

city,

the

p

lanned

areais28squareki

lometers,

ofwh

ich

the

water

area

is

abou