奥迪A6深度体验方案.ppt

1、奥迪A6LTDI深度体验方案AudiA6LTDI-depthexperienceoftheprogram,GAAC2009年11月8日,目录catalog,活动背景BackgroundActivities活动创意CreativeActivities媒介传播MediaCommunication费用预算Costestimates,目录catalog,活动背景BackgroundActivities活动创意CreativeActivities媒介传播MediaCommunication费用预算Costestimates,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

2、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,TDIsalesunsatisfactorystatusquo,InterestdemandstherearedeviationsMainstreammediasenvironmentalclaimsandsubstantialbenefittotheownersofnon-Theownersoffuel-savingfeatureisnotcriticaltothelevelofimpact,Amisunderstandingofthedieselenginestillexi

3、stsBlackSmokeDomesticfuelqualitydoesnotmatchwiththeStabilityofdifferenceengineTofightwiththelocationofrefuelingtrucks,需要从“汽车”最本质的属性去发掘利益点Needfromthecarthemostessentialpointofthepropertytodiscovertheinterestsof,动力Power,舒适、操控、节油Comfort,control,fuel-efficient,节能、环保Energy-saving,environmentalprotection,

4、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,CreativeThinkingStrategies,Thepowerasthecoreofthedepthofexperience,Toimprovethequalityoftheterminalset-offTerminalintegration,unityofactionStorethefirstpack

5、age,GAACisresponsibleforprovidingaunifieddesignandmaterials,ifsurgeryEnhanceparticipationthresholdforeligibilityforparticipationbyrace,CommunicationIntegrationCommunicationwithdistributorstoachievemaximumintegrationoftheexistingadvertisingresourcesGAACresponsibleforcentralizingtheprovisionofdesign,E

6、xperienceeventplanningExperienceasaplatformforproduct-Integrationintotheteamtoexperienceaninteractivetypeoflifestyle,目录catalog,活动背景BackgroundActivities活动创意CreativeActivities媒介传播MediaCommunication费用预算Costestimates,活动主题Theme,T级体验行动-奥迪A6LTDI深度试驾之旅T-classexperienceofaction-AudiA6LTDI-depthtestdriveofthe

7、trip,经销商店头活动创意,Dealer-the-counteractivitiesofcreative,经销商店头活动现场效果图Dealer-the-countereffectsoftheactivitysitemap,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,经销商店头活动运营示意图Dealer-the-countereffectsoftheactivitysitemap,4S店停车场宣传牌,4S店内专题易拉宝,店头宣传ShopHeadPublicity,媒体宣传Media,经销商店头活动运营示意图Dealer-the-countereffectsof

8、theactivitysitemap,比赛筛选CompetitionScreening,各城市经销商在所在地广场进行集中筛选Placetheseatofdealersinvariouscitiescentralizedscreening每家店最终胜出30人，共15对组合，按比赛成绩高低筛选Thefinalwinnerofeachstore30,atotalof15pairsofcombinations,accordingtomatchthelevelofscreeningresults,场地推荐Recommendedsites,泉州：海峡体育中心,厦门：五一文化广场,福州：金山展览城,深度体验

9、活动创意Thedepthofexperience,creativeactivity,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。Guestsinteamsoftwo,drivingA6L2.7TDIchallengeFujianTianmenshanwindingRoadYongtaiCountyislocatedinFuzhouCity,FujianProvinceinLingRoad,Township,13kilometersawayfromYongtaicounty,76kil

10、ometersawayfromFuzhou.Peakelevationof1130meters.,心智与体力的极限挑战：瀑降（如温度太低则改为崖降）Thelimitsofmentalandphysicalchallenges:Falldown(suchasthetemperatureistoolowwillbechangedtocliffdrop),深度体验活动创意Thedepthofexperience,creativeactivity,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

11、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；,Thedepthofexperience,creativeactivity,Perspicacious:Thescenewithtwocars,twoforeachgroup,twogroupsPK;Eachvehiclesetuptheirownstoragespace,MMI,etc.,theotherobserved1minute;Then1minuteeachwereusedtoadjusttheircararrangements;Aftertheexchangeofob

12、servationswitheachotherwhathadbeendonetoadjusttofindthegreatestnumberofwins;Formsofentertainmentexperiencesthroughuser-friendlyspaceA6Lsettings,MMIandotherequipment;,活动流程设计,Activities,processdesign,目录catalog,活动背景BackgroundActivities活动创意CreativeActivities媒介传播MediaCommunication费用预算Costestimates,媒介传播计划

13、Themediacommunicationplan,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,Modeoftransmission,AuditestdriveA6LTDIDepthTClassActionExperience,Preheatadvance,Subsequentlyreported,Depthofexperience,EventCommunication,TDIenvironmentprotectionandenergy,Comparisonrepo

14、rt,Dynamicperformance,GreenEnergy,Price-comparison,Price-comparison,Dynamicperformance,Economicfuel-efficient,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A6LTDI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,Preheatadvance

15、,Hardwidepublicity1.Propagandavehicle:roadsigns,newspapers,elevatorads,radio,Internet,etc.;2.Publicitymode:WindCloudStatetoprovidethescreen,4Sshoptoreplacethedailyadvertisingprogram;Soft-Wenreports1.Publicityvector:NewspapersRadioInternetTV2.Disseminationofcontent:AudiA6LTDItestdrivetheactivitiesoft

16、hedepthoftheevent,shopheadcollectionAudiTDIengineperformance,fuel-efficientcoverageComparisongasolinedieselenginecoverageInteractiveCommunication1.NetworkPlatform:easyvehicleembeddednetworkHome2.Interactivegames:TDIpuzzleminiweb,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

17、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,MediaSelection,Newspapermedia:FuzhouFuzhouDailyFujianDailyFuzhouEveningNewsChannelDushiBao,SoutheastExpress“XiamenStraitsAl-HayatXiamenDailyStraitHeraldXiamenEveningNewsXiamenDaily“QuanzhouJinjiangEconomicNews,QuanzhouEv

18、eningNewsTV:FujianProvince:UrbanFashionChannelsoutheastoftheeconomiclifeofTVSportsChannelFuzhou:NewsComprehensiveChannelLifeChannelXiamen:XiamenTVlivechannelsQuanzhou:JinjiangCityLifeTVChannelNewsComprehensiveChannel,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,MediaS

19、election,Radio:FujianProvince:TrafficRadioFuzhouRegion:TrafficRadioBusRadioNetworkXiamen:FujianTrafficRadiotheVoiceofnewscastseconomyQuanzhou:FM904trafficchannelNetwork:TencentAutoChannelEasyCarNetwork,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

20、以及活动手记,SubsequentdisseminationofTonality,CommunicationPerformance:Courseoftheincidentreport,4SstoresarethefirstlinewithParticipantsexperiencethereflectionsExcellentdynamicperformanceandeconomicperformanceoffuel-efficientandgreenenvironmentalprotectionMethodsandmeans:Activitiesfeatureonlinetestdriver

21、eportForumMiniwebsummaryofactivitiesEventsNewsSnapshotsreportNotesfromtheuser-depthinterviewsandactivities,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

22、消费者对TDI发动机的产品误区,Mediadisseminationofimpactassessment,Planereportedwidely:Coveragearea,Fuzhou,Xiamen,QuanzhouandothermajorcitiesinDisseminationofpopulation:generalconsumerpopulationformorethan1millionpassengertripsDisseminationofresultsexpected:ToestablishtheimageofAudiTDIenergy-savinggreenproductsTe

23、levisionandradio:Coveragearea,Fuzhou,Xiamen,Quanzhoucitysmainconsumergroupssuchasfirst-lineDisseminationofpopulation:generalconsumerpopulationformorethan2millionvisitorsDisseminationofresultsexpected:theestablishmentofA6LTDIproductfeaturesastrongimpressionofpowerOnlineMediaSouthEastDistrictcoveragea

24、reaandpopulationinthemajorautomotiveconsumermarketDisseminationofthecrowd:AutomotiveConsumerpopulationsmustreach50millionormore,Disseminationofresultsexpected:ConversionoftheTDIenginesproductstoconsumersMisunderstanding,媒体传播量预估Estimatetheamountofmediacommunication,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