2013年无尽之旅方案

1、,Ford Kuga “Go to Experience” Communication Plan福特翼虎 “无尽之旅”活动方案,2013. 4.15,Event Background 项目背景,Event Objective 项目目标,Kugas ATL advertisements including Chinese Idol are to mainly boost the familiarity and favorable opinion. 线上大规模广告宣传，包括中国梦之声有效提高翼虎品牌知名度和喜好度,*Notice: Objective of Q4 in 2013 *备注：2013年

2、 Q4目标,For consolidation of ads communication effects in Kugas launch campaign, it is necessary to host a owner“experiencing-oriented” BTL event in order to strengthen a better favourable opinion, consideration as well as brand loyalty outcomes for customers, and affect more customers via a good repu

3、tation. 为巩固翼虎上市的广告沟通效果。翼虎需要发展一个车主体验式的活动，继续加强消费者对翼虎品牌的 喜好度 购买考虑度 品牌忠诚度，通过良好的口碑影响更多消费者 As the positioning of a premium and smart SUV, lots of Kugas features cannot be experienced well via the common urban driving, therefore it is necessary to design some professional experiencing-oriented BTL events i

4、n order to help customers fully understand the product awareness and brand value. 定位于高端智能SUV的福特翼虎，很多产品特性在简单的都市代步使用环境中无法得以体现，需要设计一些专业的产品体验活动中让消费者充分认知翼虎的产品和品牌价值.,Event Concept 活动主题,FORD KUGA Go To experience 福特翼虎 “无尽之旅” Event concept delivers the key communication message as “discover endless possibil

5、ities” on Kugas launch campaign and the brand message as “Go further” from primary brand 活动主题传递翼虎上市主要沟通信息“开启无尽可能”和主品牌“进无止境”的品牌理念,Target Customer: Kuags owner and potential customer 目标人群：翼虎车主+潜客 Key words: experiencing-oriented marketing, charity, word of mouth 核心关键词：体验营销+ 公益关爱 + 口碑传播,Event Character

6、s 活动特点,Elements of private routes 私房路线的要素,Kuga Go to Experience Private Routes 翼虎无尽之旅 私房路线,Journal of Kugas private route 翼虎 30条私房路线攻略刊物,Construction of Kugas owner club 翼虎 车友会构建,Duplication of event for dealers. 全国经销商 可成功复制的活动机制,Notices: The content of charities are determined to help the needy chi

7、ld improve their social abilities, like development of knowledge in order to change their destinies finally. 注：公益活动内容设定为资助提升贫困儿童社会能力的公益项目, 致力于通过知识的培养改变其未来命运,Extended assets 延伸资产,Journal of Kugas private route 翼虎 30条私房路线攻略刊物,Construction of Kugas owner club 翼虎 车友会构建,Duplication of event for dealers.

8、全国经销商 可成功复制的活动机制,Extended assets 延伸资产,Event Execution 活动执行方案,Participants 活动参与人： Existing Kuga owners /potential customers/media 翼虎车主/潜客/媒体 Timing 活动时间： 2013 July to Dec 2013年7月-12月 Introduction 项目简介： 30 private routes have been well designed in 30 cities for 1-2days. The leading of professional tes

9、t drive guide, make customers fully experience the SUVness of Kuga, local humanistic as well as participation of charity. 30个城市精心策划30条私房线路（1-2天路程），专业试驾公司带队，让消费者充分体验翼虎的SUV性能、体验人文自然美景、参与公益活动； Budget预算: 10 million(exclude the PA and supplier fixed charge.) . 1,000万(不含PA*和供应商固定费用） Explosives 放大点： Cooper

10、ation with authoritative magazine of “Chinese national geography” , is to improve the call for actions of this event. 与权威地理杂志中国国家地理合作，增加项目号召力 Combination with charity, activates the participation of customers and also brings the hot topic for this event. 活动与公益相结合，增加车主的活动参与度同时提升活动传播话题性 Organize the m

11、edia session to enhance the event effects. 组织媒体专场活动，扩大影响力 Process 活动流程: 6 districts based on the dealer allocation, previously consideration of north and then south according to season diversity. 分6个大区进行，先北后南（根据季节）,Invite owners, potential customers and media. 邀约车主、潜客和媒体参与,Previously applied on Kuga

12、, then following by EcoSport. 先在翼虎中推广，后续推广至翼搏,On line collection the private routes from customers recommendation to expose the topic. 网络征集消费者推荐的私房路线再次引发话题,Host the annual meeting and announce the construction of owner club. 举办年度总结会，并宣布CAF SUV全国车友会的成立,Notices: Currently the quotation is 4.7 millions

13、 from PA communication plan. 2 millions are within the budget of 2013 from PA team, and extra 2.7 millions should be supported by brand team . 备注：目前公关推广方案报价470万，其中200万在公关2013年预算内，剩余270万需要市场部支持额外的费用,Event Promotion 活动推广,Base on SNS platform (Weibo & WeChart), by car owners word-of-mouth to affect pot

14、ential car buyer. Combined with professional geography magazine and PR communication to enhance AD effect .主要基于SNS（微信和微博）平台，通过车主的口碑影响潜在购车人群。辅以专业地理杂志和公关沟通，进一步扩大项目宣传效果。,Kuga Launch Communication Schedule in 20132013年翼虎上市传播时间表,Jan 1月,Feb 2月,Individual Stage分阶段,Mar 3月,Apr 4月,May 5月,June6月,July7月,Aug 8月,

15、Sep 9月,Oct 10月,Nov 11月,Dec 12月,Objective 目的,Key message 核心信息,Active events 激活活动,ATL ads 线上广告,Pre-sale stage 预售阶段,Launch stage上市阶段,Sustaining stage 维持阶段,Improve awareness and stimulate showroom traffic and orders 提高知名度，刺激展厅人流量,Communication Concept: Discover endless possibility 沟通概念 ： 开启无尽可能,Improve

16、awareness and favorable opinion to stimulate showroom traffic and sales. 提高全国知名度 /喜好度促进展厅人流 促进销售,Educate the hesitated customers based on improvement of the favorable opinion and consideration via interaction with Kuga. 通过和翼虎的产品互动活动提高喜好度/ 购买考虑度对犹豫不决的消费者进行深度教育,Curiosity 好奇心,Discover endless possibility 开启无尽可能,Dragon Race冲刺神州,Endless experience - Kuga Go to Experience无尽体验 翼虎 “无尽之旅”,Broadcast dragon race on CCTV5