SEAT IBIZA Dealer Launch 执行案.ppt

1、1,SEAT IBIZA Dealer Launch 2013,Presented by AcrossChina 25/03/2013,2,1.Project overview Basic information Event objective,Index,3 Creative solution Strategy Decoration Space Program design,4.Operation management Coordination and communication Event execution,2.Understanding Key features Inspiration

2、 Theme,5.Appendix,3,Project overview,4,Aim: Call for media attention Increase prospects pool in preparation for future model introduction,Program: Phase 1: dealer launch and showroom interaction Phase 2: showroom interaction and test drive,Campaign coverage: 12 city dealers,Target audience: Phase 1:

3、 Media and SEAT owner Phase 2: potential consumers,Timing: Phase 1: 20th April Phase 2: 4th , 5th , 11th and 12th May,Basic information,4,5,Understanding,Features of IBIZA,A humanly playful, spirited and stylish car with,A car with much more FUN than any other alternative,A Volkswagen car with Spani

4、sh culture.,Unique surprising details,award-entitled design giant space,sheer driving pleasure,Genes of German technology,Making IBIZA distinctive from others!,Features of target audience,Specially attentive to details in life Unique people outstanding from others,8,8,Make a difference！,Inspiration,

5、Power of detail,Unique car with distinctive quality,Unique person with outstanding life quality.,So, there is limitless space to,9,SMALL details, BIG difference,驾驭精致，纵情生活 集小，博大 细节成就，独伊无二,IBIZA, a small car with giant philosophy of fun. Practical, stylish with Distinct personality.,Theme,15,Creative

6、solution,16,IBIZA is a car with exquisite details. IBIZA is a car that enrich our life.,Strategy,Dig the SMALL details into BIG.,Details in design and technology quality.,A colorful and enriched life style.,17,German technique,Spanish lifestyle,LED lighting system Big power EPS, portable GPS navigat

7、ion VW signature technology,Modern and optimistic design Cutting-edge equipment Hottest RED DOT Design Award A free lifestyle with more fun,Through several highly interactive and full of fun programs, to touch,18,Space,19,Space,互动区,20,Space,Soft Deco,Show the both German and Spanish style through de

8、tails like traditional music and dressing at dealer show rooms.,Recommendations Quinto ciudad Daddy Yankee Enrique Iglesias Yvonne Catterfeld Xavier Naidoo Die Prinzen,Phase 1 New IBIZA Dealer Launch Event rundown Interaction Performance & Car unveiling Key handover,23,Phase 1 event rundown,24,Space

9、,Interaction area : Spain & Germany Wall Lomo Photograph,Launch area,互动区,25,Mingle interaction 1,Photograph by lomo Polaroid under the theme: small details, big difference.,Lomo相机拍照,Lomo Use the camera take one photo but shows deferent views“SMALL details, BIG difference” On site Taking photos：custo

10、mers could take photos with the Lomo camera on the hole event； Photo wall：customers stick the pictures they take on the wall with letter “I-B-I-Z-A” ； Group photo：taking photos by the Photo wall,Mingle interaction 1,27,Mingle interaction 2 Spain & Germany Wall,Spain & Germany Wall,Spain & Germany Wa

11、ll Separate jigsaws with Spain and Germany photos“Spain & German MIX” On site Customers need separate the pictures on the jigsaws With Spain and Germany, then stick on the wall；,Mingle interaction 2,29,Performance,Spanish folk dance Dancers dressing traditional Spanish clothes to highlight the exoti

12、c style,Performance & Car unveiling,Performance西班牙风格舞蹈 Choreograph the two people dance on site with the Spanish style music Time：3 min Car unveiling Dancers unveiling the car cover while the performance ends,Performance,31,Key handover moment,The IBIZA GM giving the key of the car to the first IBIZ

13、A owner,Key handover,Key handover,Key handover Award a key model to the first car owner,Phase 2 New IBIZA Dealer Test drive Event rundown Interaction Test drive,34,Customers personal detail focuses making different interaction experiences and different outcomes.,Phase2 program design,35,Phase2 event

14、 rundown,36,Phase 2 group rundown,37,Space,互 动 区,Interaction area : Theme photograph shooting Soft faience DIY,Car display,互动区,Interaction area : Spain & Germany Wall Space utilizing interaction,38,Team award Space utilizing interaction Spain & Germany Wall,39,Mingle interaction 1 Spain & Germany Wa

15、ll,Spain & German Wall,Spain & Germany Wall Separate jigsaws with Spain and Germany photos“Spain & Germany MIX” On site Customers need separate the pictures on the jigsaws With Spain and Germany, then stick on the wall；,Mingle interaction 2,41,游戏规则： 在活动现场放置两块游戏板 游戏时间：20分钟 每块游戏板配备40张带有明显西班牙和德国元素的照片（各

16、20） 来宾需要在规定时间内将照片按国家区分粘在游戏板的两个区域 评分标准： 规定时间内完成游戏，以正确率评判分数高低 正确率相同的情况下，以完成游戏时间较短者为胜 分组机制： 15组来宾在现场分成5组，除去1组试驾，其余4组参加游戏 每组内部选出2人做代表参加游戏，其余人给予场外支持,Spain & Germany Wall,Contest rules,42,Interaction with show car to know the giant space of IBIZA. Optional interaction: utilize the excess space of IBIZA to

17、 show the advantage than competitive products.,Space utilizing interaction,Mingle interaction 2,Space utilizing interaction,Space utilizing Solid fillers with volume 280L and 1L Fill the280L solid fillers first， then put the 1L solid filler in the drunk as many as better On site Competitive regulati

18、on raise the join passion Group photo,Mingle interaction 2,44,游戏规则： 为来宾准备280L体积填充物*1（白色）， 不同小体积填充物若干（SEAT车身色） 来宾首先要把280L体积填充物放入SEAT 后备箱适当位置，然后尽可能多的放入1小体积填充物 完成游戏后每组人员将自己能够放入的小体积填充物按颜色摆放整齐等待评判并合影留念 评分标准： 规定时间内完成游戏，以放入小体积填充物数量多者计算成绩 放入填充物数量相同者，以完成游戏时间较短者为胜 分组机制： 15组来宾在现场分成5组，除去1组试驾，其余4组参加游戏,430L=280L

19、+ ?,Contest rules,45,Photograph by lomo Polaroid under the theme: small details, big difference.,Theme photograph,Mingle interaction 3,Lomo相机拍照,Lomo Use the camera take one photo but shows deferent views“SMALL details, BIG difference” On site Taking photos：customers could take photos with the Lomo c

20、amera on the hole event； Photo wall：customers stick the pictures they take on the wall with letter “I-B-I-Z-A” ； Group photo：taking photos by the Photo wall,Mingle interaction 1,47,Soft faience DIY,Mingle interaction 4,Soft faience DIY 现场由工作人员带领，制作自己喜欢造型的陶泥，并带走留作纪念,48,Enjoy the surprise that IBIZA t

21、akes to your life.,Lucky draw,Program design,49,Inner city test drive to understand the idea of ENJOYNEERING.,Test drive,Program design,TD management,Event management,Program：15 members per group，about 30 people； separate with 5 groups，6 people each with 20 Min driving time,51,Operation management,5

22、2,Project arrangement,Coordination and communication Pre-event communication Coordinating execution Post-event tracking,Dealer coordination and communication management,54,SEAT,AGENCY,Dealer,Customer,品牌认同，产品认知,支持与要求,完成指标 意见反馈,专业化建议,督导标准,协作配合,客户邀约 销售转化,建议反馈,Dealer coordination and communication manag

23、ement,Dealer coordination and communication management,Dealer coordination and communication communication management,Event execution Test drive management Reception management,Test driving management Road selection Car management Staff management Notice,Test drive management,Road selection,城市繁华路段 c

24、ity downtown ：道路拥挤、人流密集、车流量大； 更好地体现车辆在城市道路中灵活操控的性能； 国道&城镇公路 national highway & express：道路平坦、开阔，车流量少； 更好地体现车辆动感驾驭、年轻心态、享受生活的生活态度；,Test drive management,Car management,功能用车Functional car 试驾车辆：至少2台，督导经销商活动开始前进行外部清洁； 展示用车：至少1台，督导经销商活动开始前一天进行展车级美容； 工作用车：1台，机动用车 车辆安全 Safety 车辆检测：活动开始前，督导经销商做好试驾辆外所有车辆PDI检测

25、，以确保车辆的正常使用； 车辆保险：活动开始前，督导经销商办理试驾用车相关保险； 维护与维修：活动现场至少保证一名技师在场，随时维护与维修，以确保随时检查车辆安全性；,Test drive management,Staff management,试驾教练 coach：2名 职责：产品信息沟通、操控培训指导、试驾过程中人员与车辆安全 安全指导员 safety guide：2名 职责：配合工作人员与试驾教练，有序安排来宾试乘试驾，并确保人员与车辆安全,Test drive management,Staff management,试驾教练 coach：,闫伯虎 2004年，“联合国维和警察”改装越野

26、车辆并做驾驶技术培训； 2005年，成功策划并实施了中国首次参加巴黎达喀尔汽车拉力赛； 2008年，奔驰G系列体验活动（奔驰的中方专家）；,刘伟 2001年-2004年连续4年，全国越野场地锦标赛前三名； 2003-2011年，奔驰C,E,S,G AMG 系列产品试驾活动；,Notice,试驾人员 test drive participate： 参加试驾来宾年龄需满足18周岁，并持有中华人民共和国合法有效的驾驶执照2年以上，参加活动需要携带驾驶证件。 紧急预案 emergency pre-plan： 活动现场如遇恶劣自然天气，导致安全隐患，做出相应活动调整或暂停，并将所有人员需撤离到其它安全区

27、域。 如来宾现场临时身体不适，或患有突发病史，将取消活动资格，并与周边相关专业机构联系对其进行紧急治疗处理。,Test drive management,接待管理 Reception management Receptionist & Catering,礼仪&兼职人员 Receptionist & part-times 表现年轻、活泼、阳光、热情的形象 服装建议：浅色长裤+圆领T恤 工作职责： 礼仪：协助经销商来宾签到、签署试驾协议 店内接待及指引工作 兼职： 活动安全有序进行 协助工作人员现场活动管理 人员培训：工作职责培训 标准用语培训 审核筛选,餐饮 Catering 传达热情、奔放、浪漫、西班牙风情的品牌风格 表现形式：餐台布置带有西班牙元素