汽车-活动-新BMW3系发布经销商执行方案2008

1、BMW E90 LCI Dealer Launch BMW E90 LCI 经销商发布会Event Manual 活动指南1This package contains本活动执行套装包括1.Event package DVD经销商发布会指导DVD-BMW 3 Series E90 LCI Dealer Launch Event ManualBMW 3 Series E90 LCI 经销商发布会活动指南-High Resolution Artwork File of 2D Graphics高精度平面美工图2.Event DVD will be sent out by 20th of Novembe

2、r 2008DVD光盘资料将于2008年11月20日前寄往经销商处2Index目录Manual Instructions手册使用说明4Event Overall整体活动概述5 - 8Overall Concept整体活动方案9Program Rundown活动流程10 - 11Showroom Floor plan展厅搭建布局图12 - 19Showroom Setup Design and Production Drawing展厅搭建方案及制作图20 - 30Production & AV Check List, Cost Estimation31 - 34, 费用预算搭建及音视频设备Set

3、up Schedule搭建日程安排35 - 38Execution活动执行39 - 512D Graphics平面美工图52 - 54Inquiry Hotline咨询热线553Manual Instructions手册使用说明This manual contains all the needed and useful information to realize a perfect launch event of the BMW 3 Series E90 LCI. We recommend following this manual step by step to understand th

4、e overall concept.本手册包含了BMW E90 LCI 经销商发布会所有相关信息, 建议按照如下步骤仔细阅读。4Launch DVD Manual DVD手册4th step第四步3rd step第三步Execution & Detailed Key Points活动执行细节及要点2nd step第二步Understanding of the concept理解活动概念Event General Information整体活动概述1st step第一步Event Overall整体活动概述Event Date:活动日期:December 09th December 25th,

5、2008 2008年12月09日 至2008年12月25日Event Venue:活动地点:Attendees:出席人数:BMW authorized dealer showroom BMW授权经销商展厅150 guests (Existing customers, prospects, local media, VIP)建议出席人数150人(包括现有车主, 潜在客户, 本地媒体, VIP等)Objectives:活动目的:Create awareness for E90 LCI in the local market向本地客户及媒体传达新车型E90 LCI 上市的信息Introduce an

6、d position the product to customers and prospects to increase purchase intention向媒体及潜在客户介绍新车型的目标定位, 促进购买意向Attract new customers 吸引新的潜在客户Promote media exposure 增加媒体曝光率5Event Overall整体活动概述1.Positioning定位Aligning with the national launch, the new E90 LCI is positioned as the most athletic sedan in its

7、class.BMW E90 LCI 定位于同级车中最具运动特性的轿车。2.Chinese Claim中文宣传语新BMW 3系。擎动 心动。3.Event Concept and Launch tonality活动概念及定位-Athletic approach with a champion theme, focus on the word EMOTIONS运动,结合冠军主题,聚焦于-Eye-catching innovative program引人注目的创新方案-Dynamic and aesthetics动感, 美学6Event Overall整体活动概述4.“Emotions”One ke

8、y wordEMOTIONS, linked to the sports terminology关键词。，与运动紧密相连EMOTIONSyou feel when you are watching your favorite sports当你在欣赏最爱的体育赛事时心中所感EMOTIONSyou feel when you are cheering for your favorite team or for your hero当你为最爱的队伍或心目中的英雄喝彩时心中所感EMOTIONSyou feel when your team wins, or your hero triumphs当你最爱的

9、队伍或心目中的英雄获胜时心中所感7Event Overall整体活动概述5.Concept Implementation概念的实施In order to implement event concept into the launch programs, belowelements have been used:为了将“冠军，”的概念融入整个发布活动中，使用了以下相关元素：-Raceway carpet 跑道式地毯Champion wall 冠军墙Winner podium冠军讲台Communication materials, POS图片海报及相关宣传资料-8Overall Concept整体

10、活动方案Launch Moment发布时刻-After registering at the reception counter, guests enter the welcome area, where cocktails, drinks and canaps will be served.在接待台签到后，来宾进入欢迎区域，享用鸡尾酒、饮料和小吃。-After the VIP speech, the launch video will start.嘉宾致辞之后, 开始播放发布视频短片。-After the launch video played, with the heartbeat noi

11、se, the curtain is rising up slowly, the new BMW 3 Series sedan is unveiled.(Optional: A laser show with the laser beams mimicking the heartbeat graphs, plays around the car. )短片结束后, 伴随着心跳的声音, 屏幕(幕帘)缓缓升起, 新3系展车呈现在来宾面前。(备选：屏幕/幕帘升起的同时, 激光束折射出模仿心电图形状的曲线。)9Program Rundown活动流程Rundown活动流程The event time is

12、 proposed to be completed within three hours and its starting time could be flexible due to actual situation between varies cities.活动时间控制在三小时以内,经销商可以依照当地实际情况作相应调整。The event program can be adapted according to different dealers situation. Please contact BMW China Dealer Marketing Regional Manager for

13、 confirmation.根据经销商实际情况屏幕,如需对活动具体内容进行调整,请与BMW China经销商市场区域经理联系并获得确认。10TimeDescription描述时间18:00 - 18:30Guests arrival and registration来宾到达,欢迎酒会18:30 - 18:35MC welcomes guests and invites guests to take their seats in the launch area主持人邀请来宾入座18:35 - 18:40Speech by BMW representative宝马代表致辞18:40 - 18:45

14、Speech by dealer GM经销商总经理致辞18:45 - 18:48Launch moment- Launch Video- Screen rolled up with heartbeat noise- Car unveiling发布时刻-发布短片-屏幕向上卷起-新车亮相18:48 - 18:58Product presentation产品知识介绍18:58 - 19:15Guests invited to take a closer look at the new 3 series邀请来宾参观展车19:15 - 20:15Dinner自助晚餐20:15Event ends发布会结

15、束Cue Sheet活动流程描述Cue Sheet活动流程描述11TimeDescriptionLightings EffectMusic / SoundVideo时间过程描述灯光效果音乐和声音效果视频18:00 - 18:30Guests arrival and registration客人签到Mood lightings氛围灯光Bac kground music背景音乐欢迎 PPT18:30 - 18:35MC welcomes guest and invites guests to take their seats in the launch area主持人致欢迎词并邀请来宾到发布区就座

16、Stage lightings舞台灯光MC Mic主持人麦克主题屏18:35 - 18:40Speech by BMW representative宝马代表致辞ETC par / Stage lighting ETC 和舞台帕灯Podium Mic讲台麦克主题屏或讲台现场镜头18:40 - 18:45Speech by dealer GM经销商总经理致辞ETC par / Stage lighting ETC 和舞台帕灯Podium Mic讲台麦克主题屏或讲台现场镜头18:45 - 18:48Launc h moment发布时刻- Screen rolled up屏幕向上卷起- Car unv

17、eiling新车亮相Lights dim灯光暗Video sound视频声音E90 LCI发布短片Lights dim灯光暗Heartbeat sound心跳震撼音乐Lights focus on car灯光聚焦展车Engine starting noise引擎启动声音18:48 - 18:58Product Presentation产品讲解ETC par / Stage lighting ETC 和舞台帕灯Lapel / Wireless Mic耳麦或无线手持麦克18:58 - 19:15Guests invited to take a closer look at the new 3 se

18、ries主持人邀请客人近距离欣赏新车Lights focus on car灯光聚焦展车Bac kground music背景音乐19:15 - 20:15Dinner晚宴Mood lightings氛围灯光Band / Bac kground music乐队/背景音乐20:15Event ends活动结束Mood lightings氛围灯光Bac kground music背景音乐Floor plan for Small Showroom小型经销商展厅搭建布局图Small Showroom Layout布局图条幅冠军讲台接待处展厅主入口背板屏幕自助餐台条幅酒水台自助餐台来宾休息区12条幅冠军讲

19、台接待处酒水台自助餐台展厅主入自助餐台Floor plan for Small Showroom小型经销商展厅搭建布局图Small Showroom Bird eye view俯视图条幅来宾休息区酒水台屏幕展厅主入口条幅冠军讲台接待处酒水台自助餐台展厅主入口自助餐台13Floor plan for Medium Showroom中型经销商展厅搭建布局图Medium Showroom Layout布局图展厅主入口接待处冠军墙背板条幅隐藏展车屏幕背板冠军讲台条幅自助餐台楼梯来宾休息区酒水台14Floor plan for Medium Showroom中型经销商展厅搭建布局图Medium Show

20、room Bird eye view俯视图条幅冠军讲台酒水台屏幕来宾休息区冠军墙背板展厅主入口接待处隐藏展车条幅自助餐台条幅15Floor plan for Medium Showroom中型经销商展厅搭建布局图Medium Showroom Car Display展示车辆Lounge Area来宾休息区16Floor plan for Large Showroom大型经销商展厅搭建布局图Large Showroom Layout布局图楼梯自助餐台自助餐台酒水台晚宴区域楼梯隐藏展车条幅冠军讲台冠军墙背板接待处展厅主入口屏幕背板欢迎区域条幅17Floor plan for Large Showr

21、oom大型经销商展厅搭建布局图Large Showroom Bird eye view俯视图自助餐台酒水台晚宴区域冠军墙背板欢迎区域接待处展厅主入口自助餐台隐藏展车晚宴区域接待处欢迎区域18Floor plan for Large Showroom大型经销商展厅搭建布局图Large Showroom Outdoor Facade展厅主入口拱门Welcome Area & Winner Backdrop欢迎区域及冠军墙19Production Drawing for All Showroom大中小型经销商展厅通用制作图Entrance Facade展厅主入口拱门50060001200340034

22、002200Front View1500Side View6000500Top View20Production Drawing for All Showroom大中小型经销商展厅通用制作图Registration counter & Backdrop签到台及背板Front View100400030003000500100010003000100Side View4000Top View600300021Production Drawing for All Showroom大中小型经销商展厅通用制作图Launch Stage Backdrop & Stage Projection发布舞台背板

23、及屏幕70004000400040070007000200700070006400400032007000舞台前端拱门及投影屏幕尺寸30022Production Drawing for All Showroom大中小型经销商展厅通用制作图Stage Projection舞台屏幕安装示意图70006400400032007000舞台前端拱门及投影屏幕尺寸说明: 如经销商无法在当地找到适合上述尺寸的投影屏幕, 可参考下面替代方法:1. 电动投影屏幕白色布幔2. 电动白色布帘23Production Drawing for All Showroom大中小型经销商展厅通用制作图Stage Proje

24、ction舞台屏幕安装示意图替代方法一：电动屏幕白色布幔说明：下图中屏幕尺寸为200吋(4.06mW x 3.06mH), 布幔材料可选用垂感较好的白色丝绒, 需要将屏幕两侧到拱门边框的部分(共约3.5mx3.3m)覆盖, 不能留缝隙。布幔可选择电动或手动开启。电动屏幕安装于舞台前端拱门上部内侧布幔屏幕安装位置示意屏幕上卷, 布幔开启24Production Drawing for All Showroom大中小型经销商展厅通用制作图Stage Projection舞台屏幕安装示意图替代方法二：电动控制白色布帘说明: 下图所示为用白色布帘替代投影屏幕的安装方法。布帘表面要求非常平整,以免影响投

25、影效果。电动马达部分可选择购买成品。64003200白色布帘尺寸电动马达安装于舞台前端拱门上部内侧幕帘整体上卷电动马达升降器安装位置示意25Production Drawing for All Showroom大中小型经销商展厅通用制作图Winner Podium冠军讲台50050011001100Front View30020030010020008008008002400Side View500Top View200050026Production Drawing for All Showroom大中小型经销商展厅通用制作图Bar counter & Backdrop酒水台及背板60001

26、003000600300010001000Front ViewSide View6000100600Top View27Production Drawing for All Showroom大中小型经销商展厅通用制作图Hanging Banner条幅15003000条幅悬挂于发布舞台两侧，每侧5幅28Production Drawing for Large & Medium Showroom大中型经销商展厅制作图Winner Backdrop冠军墙背板(仅供大中型展厅制作)5001000030003000Front ViewSide View10000500Top View29Producti

27、on Drawing for Large & Medium Showroom大中型经销商展厅制作图Dining Area Car Display餐饮区车辆展示(仅供大中型展厅制作)经销商可根据展厅实际情况选择将展车展示于冠军墙背板另外一侧, 或搭建独立背板及展台(发布仪式开始前展车需用白色丝绒遮盖, 晚宴开始前将丝绒移开)1.展车展台位于冠军墙另外一侧2.展车展台及背板独立放置60003000300020030002003000600030Production Checklist搭建及制作Production Checklist搭建及制作投影屏幕安装于舞台前端拱形框架上部,屏幕两侧空余部分由可

28、分别向左右开启的白色布幔遮挡,屏幕上卷的同时,布幔开启(手动或电动)投影屏幕也可以由白色布帘代替，布帘表面要很平整。布帘由滑轮带动可缓缓升起。此电动设施可购买成品。Important Notice重要提示All information and all measurements being included in this plan have to be checked by the local department of BMW and the companies building up. In the event of any discrepancy, KAWAN has to be inf

29、ormed immediately以上信息及数据需要经销商以及搭建公司根据实际情况进行确认，如出现较大出入的情况，请及时联系凯旺公司31名称材质说明尺寸数量展厅主入口/欢迎区域1展厅主入口及欢迎区域地毯(平方米)红色,化纤L: 3m x 40m120M:3m x 40m120S:3m x 30m902展厅主入口拱门铁质框架包木板, 表面贴白色防火板, 正面裱喷绘6mW x 3mH x 0.5m13展厅主入口拱门喷绘背胶像纸见制作图14接待台木制,贴白色防火板3m x 1m x 0.5m15接待背板木制,双面贴白色防火板4mL x 3mH16接待背板喷绘背胶像纸4mL x 3mH7吧桌208吧椅

30、409冠军墙背板木制,双面贴白色防火板10m x 3m（仅用于大中型展厅）110冠军墙背板喷绘背胶像纸10m x 3m（仅用于大中型展厅）2晚餐区域11酒水台木制, 贴白色防火板6m x 1m x 0.5m12酒水台背板木制, 双面贴白色防火板6mW x 3mH113酒水台背板喷绘背胶像纸6mW x 3mH114配置表架15展车展台木制, 贴白色防火板6mL x 2.4mW x 0.3m(大中)1发布区域16冠军讲台地台木制,贴白色防火板4mL x 2mW x 0.2mH117冠军讲台木制, 贴白色防火板1.1mL x 0.5mW x 0.5mD118发布舞台木制,铺灰色地毯7mL x 7mW

31、 x 0.4mH119发布舞台背板木制, 贴白色防火板7mL x 4mW x 0.2mD120发布背板喷绘背胶像纸7mL x 4mW121喷绘条幅网眼布3mH x 1.5mW1022条幅挂架铁制3mH x 1.5mW1023吧桌1024吧椅4025投影屏幕挂架木制, 双面贴白色防火板见制作图126电动投影屏幕200吋1AV Checklist音视频设备AV Checklist音视频设备(除分别标注大中小展厅所需数量的项目, 其余项目适用于各种展厅)32Items项目Description设备Qty数量Lighting System灯光系统Entrance： 入口400mm X 400mm X

32、3mH Lighting pillar Truss Truss 架4ETC S4 Par 灯8Robe Colorspot 1200AT 电脑灯4Glass Gobo 玻璃LOGO片4Power and signal Cable 电缆和信号线若干1Reception： 接待处400mm X 400mm X 3mH Lighting pillar Truss 架2ETC S4 Par 灯4Power and signal Cable 电缆和信号线若干1W elcome Area:欢迎区400mm X 400mm X 3mH Lighting pillar Truss Truss架4ETC S4

33、Par 灯(大30 中20 小6 )Power and signal Cable 电缆和信号线若干1Dinner Area :用餐区400mm X 400mm X 3mH Lighting pillar Truss Truss 架(大6 中4 小4 )HMI 灯 （打车专用灯）(大4 中4 小0)AC Light 灯(大4 中2 小2)LED Par 灯20Power and signal Cable 电缆和信号线若干1Launch Area :发布区Lighting truss Truss 架(大40 中40 小30 )Robe Colorwash 1200EAT 电脑灯(大6 中4 小2

34、)Robe Colorspot 1200AT 电脑灯(大6 中4 小2 )ETC S4 Par 灯(大30 中16 小16 )HMI 灯 （打车专用灯）6ETC Profile 成像灯4Fresnel Light 1k 柔光灯16Dimmer 硅箱2Avoliter Pearl 2008 Lighting Mixer 珍珠20081Power and signal Cable 电缆和信号线若干1AV Checklist音视频设备AV Checklist音视频设备(除分别标注大中小展厅所需数量的项目, 其余项目适用于各种展厅)33Items项目Description设备Qty数量Launch A

35、rea:发布区Audio System 音响系统Meyer UPA-1P Speaker 全频音箱(大8 中6 小6)Meyersound USW subwoofer Speaker 超低音箱2D&B Audiotechnik Foldback Speaker 返送音箱2Midas Venice 24ch Audio Mixer 调音台1KT DN370 EQ 处理器( 小)3BSS FCS966 Dual Channel EQ 处理器(大 ，中 )3Shure U4D W ireless Handheld Mic 无线话筒3Mic for Band 乐队话筒1Shure UA845 Ante

36、nna System 无线话筒系统1Denon DND4000 dual CD player 双CD机(大2 中2 小1)MD-Player MD 机1Power & signal cable 电缆和信号线若干1Video System 视频系统Panasonic PT-DW 10000E Projector 10000流明 投影机2Panasonic Lens 镜 头2Pioneer DVD player DVD 机2Dinner Area :用餐区(此部分设备可根据实际情况选择使用)Meyer UPA-1P Speaker 全频音箱4Meyersound USW subwoofer Spe

37、aker 超低音箱(大， 中)2D&B Audiotechnik Foldback Speaker 返送音箱(大， 中)2BSS FCS966 Dual Channel EQ 处理器(大， 中)1Shure U4D W ireless Handheld Mic 无线话筒(大， 中)1Denon DND4000 dual CD player 双CD机(大， 中)1Midas Venice 24ch Audio Mixer 调音台(大， 中)1Power and signal cables 电缆和信号线若干(大， 中)1Cost Estimation费用预算Cost Estimation费用预算3

38、4Items明细Cost费用1- Construction 搭建80,000.002- AV 音视频设备65,000.003- Catering 餐饮40,000.004- Giveaway Prodution 礼品10,000.005- Miscellaneous 其它3,000.00Total198,000.00Setup Schedule for Small Showroom小型经销商展厅搭建日程安排Setup Schedule for Small Showroom小型经销商展厅搭建日程安排35Date / TimeDescriptionVenueRemarks时间流程描述地点备注第一天

39、8:00Unloading and setup卸车Showroom展厅9:00Start setup backdrop and staging搭建背板和舞台Showroom展厅10:00AV unloading and setup灯光音响卸车Showroom展厅11:00AV start setup truss and lighting system搭建truss架和灯光系统Showroom展厅12:00Lunch Break午餐Showroom展厅13:00Setup bistro tables组装吧桌Showroom展厅14:00AV setup audio system搭建音响系统Sho

40、wroom展厅15:00Hostesses briefing礼仪培训16:00Proper cabling of wires Clear unused equipments走线并清理无用的设备Showroom展厅16:30First sound check第一次音响测试Showroom展厅17:00Emcee briefing and sound check主持人沟通和音响测试18:00Dinner Break晚餐Showroom展厅19:00First Lighting check第一次灯光测试Showroom展厅W rapping truss with white cloth用白色绒布包裹

41、truss架21:00First lighting programming第一次灯光编程Showroom展厅22:00Second lighting programming第二次灯光编程Showroom展厅Setup Schedule for Small Showroom小型经销商展厅搭建日程安排Setup Schedule for Small Showroom小型经销商展厅搭建日程安排36Date / TimeDescription流程描述Venue地点Remarks备注时间第二天8:00Caterer setup cutleries and kitchen area Floral arra

42、ngement餐饮搭建，花艺摆放Showroom展厅Toilets, Bistro tables, VIP room, Media room, Catering tables,Reception table卫生间，吧桌，贵宾室，媒体室，餐台，接待台9:00Technical run through技术彩排Showroom展厅10:00Full rehearsal together with MC, hostess and dealership.正式彩排，带主持人，礼仪和经销商人员Showroom展厅VIP seating arrangement.贵宾座席安排12:00Lunch break午餐

43、Showroom展厅14:00Full rehearsal together with MC, hostess and dealership.正式彩排，带主持人，礼仪和经销商人员16:00Showroom final cleaning up展厅最后清洁Showroom展厅17:00Dealer staff, hostess and catering stand by所有人员各就各位Showroom展厅17:30Event is ready. Waiting for guests arrivals等待客人到达18:00Event start.活动开始Showroom展厅Setup Schedul

44、e for Large & Medium Showroom大中型经销商展厅搭建日程安排Setup Schedule for Large & Medium Showroom大中型经销商展厅搭建日程安排37Date / TimeDescription流程描述Venue地点Remarks备注时间第一天8:00Unloading and setup卸车Showroom展厅9:00Start setup backdrop and staging搭建背板和舞台Showroom展厅10:00AV unloading and setup灯光音响卸车Showroom展厅11:00AV start setup t

45、russ and lighting system搭建truss架和灯光系统Showroom展厅12:00Lunch Break午餐Showroom展厅13:00Setup bistro tables组装吧桌Showroom展厅14:00AV setup audio system搭建音响系统Showroom展厅16:00Proper cabling of wires Clear unused equipments走线并清理无用的设备Showroom Showroom展厅16:30First sound check第一次音响测试Showroom展厅18:00Dinner Break晚餐Showro

46、om展厅19:00First Lighting check第一次灯光测试Showroom展厅20:00Packing up线缆包装Showroom展厅clear unused equipments清理无用设备Setup Schedule for Large & Medium Showroom大中型经销商展厅搭建日程安排Setup Schedule for Large & Medium Showroom大中型经销商展厅搭建日程安排38Date / TimeDescription 流程描述Venue 地点Remarks 备注时间第二天9:00Touch up works搭建修补Showroom展厅

47、9:30Second sound check第二次音响测试Showroom展厅W rapping truss with white cloth and cover cables用白绒布包裹truss并整理线缆10:30Technical rehearsal技术彩排Showroom展厅12:00Lunch Break午餐Showroom展厅14:00Hostess briefing礼仪培训Showroom展厅15:00Rehearsal first run through第一次流程彩排Showroom展厅16:00First rehearsal with dealership第一次经销商参与彩排

48、Showroom展厅18:00Second rehearsal第二次流程彩排Showroom展厅19:00Dinner Break晚餐Showroom展厅20:00Lighting final programming灯光编程Showroom展厅Date / TimeDescription流程描述Venue地点Remarks备注时间第三天9:30Caterer setup cutleries and kitchen area Floral arrangement餐饮搭建，花艺摆放Showroom展厅Toilets, Bistro tables, VIP room, Media room, Cat

49、ering tables, Reception table卫生间，吧桌，贵宾室, 媒体室, 餐台, 接待台9:30Technical run through技术彩排Showroom展厅10:00Full rehearsal together with MC, hostess and dealership.正式彩排，带主持人，礼仪和经销商人员Showroom展厅VIP seating arrangement.贵宾座席安排12:00Lunch break午餐Showroom展厅14:00Full rehearsal together with MC, hostess and dealership.

50、正式彩排，带主持人，礼仪和经销商人员Showroom展厅16:00Showroom final cleaning up展厅最后清洁Showroom展厅17:00Dealer staff, hostess and catering stand by所有人员各就各位Showroom展厅17:30Event is ready. W aiting for guests arrivals等待客人到达Showroom展厅18:00Event start.活动开始Showroom展厅Execution活动执行Logistic Points活动流程要点1.Invitation人员邀请3 weeks before event: Prepare the list of the invited guests with updated