奥迪A6LTDI深度体验方案.ppt

1、奥迪A6L TDI深度体验方案Audi A6L TDI-depth experience of the program,广州国云风广告公司GAAC 2009年11月8日,目录catalog,活动背景Background Activities 活动创意Creative Activities 媒介传播Media Communication 费用预算Cost estimates,目录catalog,活动背景Background Activities 活动创意Creative Activities 媒介传播Media Communication 费用预算Cost estimates,TDI销售现状不尽

2、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,TDI sales unsatisfactory status quo,Interest demands there are deviations Mainstream medias environmental claims and substantial benefit to the owners of non - The owners of fuel-saving feature is not cri

3、tical to the level of impact,A misunderstanding of the diesel engine still exists Black Smoke Domestic fuel quality does not match with the Stability of difference engine To fight with the location of refueling trucks,需要从“汽车”最本质的属性去发掘利益点 Need from the car the most essential point of the property to

4、discover the interests of,动力 Power,舒适、操控、节油 Comfort, control, fuel-efficient,节能、环保 Energy-saving, environmental protection,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,Creative Thinking Strateg

5、ies,The power as the core of the depth of experience,To improve the quality of the terminal set-off Terminal integration, unity of action Store the first package, GAAC is responsible for providing a unified design and materials, if surgery Enhance participation threshold for eligibility for particip

6、ation by race,Communication Integration Communication with distributors to achieve maximum integration of the existing advertising resources GAAC responsible for centralizing the provision of design,Experience event planning Experience as a platform for product - Integration into the team to experie

7、nce an interactive type of lifestyle,目录catalog,活动背景Background Activities 活动创意Creative Activities 媒介传播Media Communication 费用预算Cost estimates,活动主题Theme,T级体验行动-奥迪A6LTDI深度试驾之旅 T-class experience of action - Audi A6LTDI-depth test drive of the trip,经销商店头活动创意,Dealer-the-counter activities of creative,经销商店

8、头活动现场效果图 Dealer-the-counter effects of the activity site map,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-counter effects of the activity site map,4S店停车场宣传牌,4S店内专题易拉宝,店头宣传 Shop Head Publicity,媒体宣传Media,经销商店头活动运营示意图 Dealer-the-counter effects of the activity site map,比赛筛选Competiti

9、on Screening,各城市经销商在所在地广场进行集中筛选 Place the seat of dealers in various cities centralized screening 每家店最终胜出30人，共15对组合，按比赛成绩高低筛选 The final winner of each store 30, a total of 15 pairs of combinations, according to match the level of screening results,场地推荐Recommended sites,泉州：海峡体育中心,厦门：五一文化广场,福州：金山展览城,深

10、度体验活动创意 The depth of experience, creative activity,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。 Guests in teams of two, driving A6L2.7TDI challenge Fujian Tianmenshan winding Road Yongtai County is located in Fuzhou City, Fujian Province in Ling Road, Township, 13

11、kilometers away from Yongtai county, 76 kilometers away from Fuzhou. Peak elevation of 1130 meters.,心智与体力的极限挑战：瀑降（如温度太低则改为崖降） The limits of mental and physical challenges: Fall down (such as the temperature is too low will be changed to cliff drop),深度体验活动创意 The depth of experience, creative activity

12、,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；,The depth of experience, creative activity,Perspicacious: The scene with two cars, two for each group, two groups PK; Each vehicle set up their own storage sp

13、ace, MMI, etc., the other observed 1 minute; Then 1 minute each were used to adjust their car arrangements; After the exchange of observations with each other what had been done to adjust to find the greatest number of wins; Forms of entertainment experiences through user-friendly space A6L settings

14、, MMI and other equipment;,活动流程设计,Activities, process design,目录catalog,活动背景Background Activities 活动创意Creative Activities 媒介传播Media Communication 费用预算Cost estimates,媒介传播计划The media communication plan,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

15、 力 性 能,经 济 节 油,Mode of transmission,Audi test drive A6LTDI Depth T Class Action Experience,Preheat advance,Subsequently reported,Depth of experience,Event Communication,TDI environment protection and energy,Comparison report,Dynamic performance,Green Energy,Price-comparison,Price-comparison,Dynamic

16、performance,Economic fuel-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A6L TDI 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,Preheat advance,Hard wide publicity 1. Propaganda vehicle: road s

17、igns, newspapers, elevator ads, radio, Internet, etc.; 2. Publicity mode: Wind Cloud State to provide the screen, 4S shop to replace the daily advertising program; Soft-Wen reports 1. Publicity vector: Newspapers Radio Internet TV 2. Dissemination of content: Audi A6L TDI test drive the activities o

18、f the depth of the event, shop head collection Audi TDI engine performance, fuel-efficient coverage Comparison gasoline diesel engine coverage Interactive Communication 1. Network Platform: easy vehicle embedded network Home 2. Interactive games: TDI puzzle miniweb,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

19、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 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,Media Selection,Newspaper media: Fuzhou Fuzhou Daily Fujian Daily Fuzhou Evening News Channel Dushi Bao, Southeast Express“ Xiamen Straits Al-Hayat Xiamen Daily Strait Her

20、ald Xiamen Evening News Xiamen Daily“ Quanzhou Jinjiang Economic News, Quanzhou Evening News TV: Fujian Province: Urban Fashion Channel southeast of the economic life of TV Sports Channel Fuzhou: News Comprehensive Channel Life Channel Xiamen: Xiamen TV live channels Quanzhou: Jinjiang City Life TV

21、Channel News Comprehensive Channel,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,Media Selection,Radio: Fujian Province: Traffic Radio Fuzhou Region: Traffic Radio Bus Radio Network Xiamen: Fujian Traffic Radio the Voice of newscasts economy Quanzhou: FM904 tra

22、ffic channel Network: Tencent Auto Channel Easy Car Network,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 使用者深度访谈以及活动手记,Subsequent dissemination of Tonality,Communication Performance: Course of the incident report, 4S stores are the first line wit

23、h Participants experience the reflections Excellent dynamic performance and economic performance of fuel-efficient and green environmental protection Methods and means: Activities feature online test drive report Forum Miniweb summary of activities Events News Snapshots report Notes from the user-de

24、pth interviews and activities,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：转换消费者对TDI发动机的产品误区,Media dissemination of impact assessment,Plane rep

25、orted widely: Coverage area, Fuzhou, Xiamen, Quanzhou and other major cities in Dissemination of population: general consumer population for more than 1 million passenger trips Dissemination of results expected: To establish the image of Audi TDI energy-saving green products Television and radio: Co

26、verage area, Fuzhou, Xiamen, Quanzhou citys main consumer groups such as first-line Dissemination of population: general consumer population for more than 2 million visitors Dissemination of results expected: the establishment of A6LTDI product features a strong impression of power Online Media Sout

27、h East District coverage area and population in the major automotive consumer market Dissemination of the crowd: Automotive Consumer populations must reach 50 million or more, Dissemination of results expected: Conversion of the TDI engines products to consumers Misunderstanding,媒体传播量预估Estimate the amount of media communication,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篇次（含）以