BMWMission 3传播试驾体验方案提报.pptx

1、BMW Mission 3, 2015 Proposed by HighTeam.,China Marketing, Dec., 2014,Topic, department, date,Page 2,Basics,Topic, department, date,Page 3,OBJECTIVES REVIEW,Focus on 3er owners and create a national Bimmer culture to increase brand loyalty. Using 3er 40th Anniversary to strengthen the brand and prod

2、uct image of 3er. Focus on top 10 cities at 2nd tier city and involve region to participate to enlarge the voice of event. For other market, BMW provides tool kit and test drive cars to support dealer local promotion.,Topic, department, date,Page 4,Thinking about mission 3 Our mission,Become a real

3、3er Bimmer,Call all participants to,Mission call to action,Topic, department, date,Page 5,Concept development,Trendsetter for 40 years is legend for BMW 3 series， 3er Bimmers are shareholder of these legends, I have faith of BMW 3 series, I wanna be 3er Bimmer, I wanna be a part of legend!,I am lege

4、nd backup: The Joy of Legend,Topic, department, date,Page 6,KV Design,Topic, department, date,Page 7,What are the legends of bmw 3series On heritage,Highly recognition,Topic, department, date,Page 8,What are the legends of bmw 3series On driving,Born for sports,Topic, department, date,Page 9,What ar

5、e the legends of bmw 3series On design,Style VS. Stylish,Dynamic and elegant design in evolution,Topic, department, date,Page 10,What are the legends of bmw 3series On INNOVATION,Leading technology,Topic, department, date,Page 11,You can be proud of the legend You can be part of the legend,HOW CAN B

6、ECOME A 3ER BIMMER,预热及招募,城市活动,BTL,PR,EVENT,经销商,前期传播招募信息,城市活动信息,On site Opening 城市试驾活动,店内活动体验,闹市区招募 活动,悦 . 传奇 Joy of Legend,Logistic Preparations,IN THE MISSION 3, 2015BUILD LEGEND WITH ACTION AND MIND,ATL,Recruiting Website/App Launch,Social media sharing &virus video spreading,Event Teaser Video,Bi

7、mmer sharing,Topic, department, date,Page 13,Mission3 路线Time Line,THE CITY EVENTS,14,MISSION 3,Legend is Story Show & Tell,Legend is Symbol Imagine & Format,Legend is Practice Game & Drive,MissionS Tent,MissionS Route,MissionS Paddock,Continuing online communication on specific APP to lead 3er Bimme

8、r style,15,driving,heritage,design,innovation,TENT FLOOR PLAN,16,TENT FLOOR PLAN,17,TENT FRONT ENTRANCE,18,19,HISTORY DECO,GAME COUNTER,20,VIDEO CONTENT DISPLAY,F&B ZONE,21,HISTORIC PHOTO GAME ZONE,22,MISSIONS TENT,BMW 3 SERIES EXPERIENCIAL GALARY,Legend is Story - Show & Tell,MISSIONS TENT,23,BMW 3

9、 SERIES EXPERIENCIAL GALARY,Bimmer Give Away Belt,Legend is Story - Show & Tell,Drifting Master.,培训科目1：漂移大师,Legend is Symbol - Imagine & Format,Mission3 PADDOCK 1,Topic, department, date,Page 25,Mission3 PADDOCK 2 勇往直前,Legend is Symbol - Imagine & Format,Topic, department, date,Page 26,Mission3 PADD

10、OCK 3: 三车引路,A B C,Legend is Symbol - Imagine & Format,ROUTING MISSION 3S,27,GAME 2: Expedition,GAME 1: Genius,GAME 3: Air Rescue,Legend is Practice - Game & Drive,CITY COMPETITION.,日程安排（每天120人）,0930-1130 1000-1200 1100-1300,A组 A001-A010,B组 B001-B010,C组 C001-C010,1300-1330 午餐,1330-1530 1400-1600 1500

11、-1700 1600-1800 1700-1900,A组 A001-A010,B组 B001-B010,C组 C001-C010,B组 B001-B010,C组 C001-C010,签到 （10分钟）,游戏科目说明及产品培训（20分钟）,室内项目 （30分钟）,室外项目 （60分钟）,试驾任务 （120分钟）,IN THE MISSION 3, 2015BUILD LEGEND WITH GRAVITY,29,NIGHT PARTY PROPOSAL,30,31,EVENT PROGRAM PROPOSAL,Essentials: Attendee: 300/pax show (Differe

12、nt from the Day Session) Total Attendees: 3,000 Total shows: 10/pax in 10 cities Target date: Sunday Night Party Event format: Standing & Party style,32,EVENT RUNDOWN.,1830-1900 Mingle 1900-1902 Opening Video 1903-1907 Opening Performance and BMW 3 Series drive onto stage 1908-1909 MC Welcome Speech

13、 and invite BMW Executive onto stage 1910-1918 BMW Executive give a speech ( Review 2014 Mission 3 ) 1919-1959 Fashion comments for the 1st gen BMW 3 series 2011-2100 After party 2100 Ends,Topic, department, date,Page 33,BMW 3ER 40years legend of fashion,70s,80s,90s,00s,BMW 3ER 40years Legend of Fas

14、hion,Session I: BMW 3 Series Movie Collection,35,36,Session II & II: BMW 3 Series Fashion Collection,E21,1975 Street Fashion,E30,1982 Tech. Evolved,E36,1991 Princess D,E46,2000 Cindy Crawford,E90,2012 Contemporary,37,Go through the laser beam” Control your own BMW 3 (any edition of classic BMW 3seri

15、es) to go through the laser beam zoom Avoid any touch with the matrix Get to the terminal as quickly as possible,Session IV: BMW 3 Series Driving Joy,38,Session III: BMW 3 Series Driving Joy,MISSION 3 NIGHT PARTYFloor Plan,39,MISSION 3 NIGHT PARTYRECEIPTION,40,MISSION 3 NIGHT PARTYSTAGE,41,DEALER SH

16、OP DECORATION,42,BMW Dealer DecorationFloor Plan,43,History Reflection,BMW Building Game Booth,Reception,Theme Design,BMW Dealer Decoration,44,Entrance,History Reflection Booth,BMW Dealer DecorationBMW Building Game Booth,45,Interactive Game,Interactive Game,BMW Dealer Promotion:Paddock Test Drive,4

17、6,Mission3 PADDOCK 1 心跳回忆,Mission3 Competition PADDOCK 3 三车引路,COMMUNICATION STRATEGY BIMMERS PLATFORM,Topic, department, date,Page 47,A platform for all Bimmers,Joy of Bimmer,Bimmer Assemble,Bimmer Is on going,APP/MINISITE/SOCIAL MEDIA.,Spread joy of Bimmer,Warm-up for Mission3,Conduct joy of Bimmer

18、,Topic, department, date,Page 48,Bimmer assemble Warm-up strategy,Warm-up interact game1,Warm-up interact game2,Topic, department, date,Page 49,Warm-up interact game optional,Bimmer assemble Warm-up strategy,Topic, department, date,Page 50,Bimmer joy spread1,BMW 3ER IN FILM Sign the film with time l

19、abel Connect film clip with name according to each edition of BMW3er Share it in your social media and ask for help from your friend,Joy of Bimmers spread strategy,retro style reproduce Match fashion style with different time label Old fashion tutor score your style share it in social media account

20、to gain like in 10 min,Topic, department, date,Page 51,Bimmer assemble Warm-up strategy,Wechat & App spreading,Classic reproduce,Classic reproduce,Retro style assembly,Topic, department, date,Page 52,Conduct the joy of Bimmer_,Conduct the joy of bimmer Bimmer is on going,BMW 3er 40years anniversary

21、ceremony,VENUE PROPOSALS,53,Mission3 路线A城市规划,Topic, department, date,Page 54,Shen Yang,Tian Jing,Zheng Zhou,Nan Jing,Su Zhou,Kun Ming,Fo Shan,Xia Men,Ning Bo,Hang Zhou,Topic, department, date,Page 55,苏州东太湖汽车试驾场地 场地信息面积：场地约面积40000，两块场地尺寸260*60米 直径为260m的圆形赛场地面：柏油硬化地面，全封闭状态供电供水配置供电：380v/220v供水：方便接水洗手间：

22、场地内洗手间,南京仙林国际汽车城 场地信息面积：长300m，宽100m，共30000（可分割）地面：平整水泥地，停车场，需提前清场封闭供电供水配置电量：380v，200kw供水：方便接水洗手间：场地内洗手间,苏州,南京,Mission3 路线A城市场地推荐 苏州-南京-郑州,郑州国际汽车公园 场地信息面积：长130m，宽100m，直线赛道长350m宽8m 地面：水泥硬化地面，全封闭状态供电供水配置供电：380v/300kw供水：方便接水洗手间：场地内洗手间,郑州,Topic, department, date,Page 56,天津空港国际汽车园 场地信息面积：长150m，宽70m地面：地砖路面 供水供电配置电量：100kw供水：