2010一汽大众CC上市试乘试驾活动整合营销方案.ppt

1、一汽-大众北区CC上市试乘试驾活动整合营销方案 FAW - VW The North Region CC Listing Test Drive Integrated Marketing Program 2010.07.24 24th July 2010,项目背景 项目目标 项目策略 项目概述 项目安排 媒体计划 执行细节,目 录 Contents,Project background Project purpose Project strategy Project overview Project arrangement Media planning Executive details,项目背

2、景 Project background,7月15日在上海举行CC上市发布会，面向全国媒体和经销商传递产品亮点，以及价格信息。 各地经销商结合产品调性、利益点在各地举办CC上市活动，使全国各地媒体及消费者了解CC特点。,July 15 CC listed in Shanghai, for the national media and dealers deliver product highlights and price information.Dealers combined products characteristics , interest points organized cc li

3、sted activities around the country, so that the media and consumers can know about characteristics of CC.,项目目的 Purpose,广泛传播CC上市信息，提升CC北区范围的知名度 定位CC为 “优雅动感的高级轿车”，建立大众品牌旗舰车型形象 传播CC优雅动感的魅力设计，彰显CC与众不同的产品气质 提升一汽-大众大众品牌整体形象 支持销售，加速完成北区销量目标,Spread CC listed information, established a nationwide CC awarenes

4、s Located CC as elegant and sporty sedan established VW brands flagship model Spread CC elegant dynamic design, highlight CC distinctive product qualities Enhance the FAW VW the overall brand image Support the sales for the whole year sales targets,对于活动重要性的认识 Awareness of the importance for activiti

5、es,注：本次试乘试驾活动是CC北区上市的一次重要工作与媒体与区域VIP客户取得良好沟通，让嘉宾充分感受到CC的优越性能和卓越品质，在媒体上发出关于CC的真实的、正面的报道，从而达到对于行业、公众和消费者的有益引导，为CC上市做好传播延续工作。 Note: This test drive event is CC north region listings major work with the media and regional VIP complete good communication, so that guests can be fully aware of the superior

6、ity and excellent quality of CC, in the media, issue the real positive reports about the CC, to achieve the useful guide to the industry, the public and consumers, to make full warm- work for CC list.,对于VIP客户及媒体人员的选择务必精准有效 For selecting the guests and media personnel - must be accurate and useful 对于

7、活动地点选择务必新鲜有特色 For selecting activities venue must be to have fresh and distinctive 对于参加活动嘉宾的接待务必周到有礼 For the reception of guests must be thoughtful and courteous 对于试乘试驾活动安排务必体现CC优越性能 For arranging the test drive must fully expressing CC excellence performance 对于试乘试驾路线安排务必体现CC的优雅动感 Arrangements for t

8、he test drive route - be sure to reflect CCs elegant dynamic 对于试驾之后的报道跟踪务必紧密有节奏 For the after test drive report must be close and orderly,CC试乘试驾的“六个务必” CC test drives six must,项目策略来源 Strategy,根据对CC特质、目标人群及竞品的分析，推出本次活动的概念： 不是简单的试乘试驾，而是CC的全方位完美体验 According to CCs characteristics, target customers and

9、the introduction of competing products difference to develop this this event concept :CC360 all-round perfect experience,项目策略 Strategy,策略来自于CC特质 Strategy from the CC characteristics,流线型轿跑车车身设计；无框车门；全景天窗；拉丝铝金属饰板； Streamlined coupe body designSmart, luxurious, elegant,完美设计 CC Appearance,舒适驾乘Differenti

10、al configuration,丹拿音响；运动舒适型座椅；多功能方向盘带换档拨片，特别降噪措拖。 Frameless doors / panoramic sunroofLeisure, modern, rich taste,动力无限 CC Engine,2.0TSI涡轮增压直喷发动机6速DSG双离合变速器， 动力澎湃、速度激情。 2.0TSI turbo direct injected engine / six-speed DSG dual-clutch gearbox Power surge, speed passion,创新科技 CC interior and intelligent d

11、esign,自适应巡航系统；预碰撞安全系统；车道保持系统；智能泊车辅助系统；后视影像系统。 Intelligent Driver Assistance Systems Comfortable, luxurious, personalized,注：紧密依托产品性能，设置新颖的试乘试驾方式，用全方位360的方法展现CC的特质与出众之处 Note: Closely rely on product performance, set the novel test drive mode, with full 360-degree method of showing the characteristics

12、and outstand of CC .,策略来自于CC目标人群 The CC strategy from target population,富有活力 Dynamic,开拓创新 Innovation,运动休闲 Sports emphasized dynamic, smooth, design;,项目策略 Strategy,策略阐述 Strategy,鉴 Appreciate,看 Watch,听 Listen,品 Taste,体验CC超越同级 别的驾驶乐趣,立体化展示 CC产品性能,打造CC超凡 独特的驾驭感受,多角度感受 CC优雅动感,360 ,To create a unique extr

13、aordinary driving sense of CC,To experience CC driving pleasure beyond the level,Multi-angle to feel CC elegant dynamic,Three-dimensional display of CC performance,通过系列化的全方位体验： “一看”、“二听”、“三品”、“四鉴”四个完美体验过程，准确清晰地传递CC优雅、动感特质及超强性能。 Through the series of all-round experienced : “first watch, “second list

14、en, “third taste, fourth appreciate These four processes of the perfect experience, to convey the meaning of elegant performance of CC cars. Clear, easy to understand.,策略详解 Strategy explanation,C动感空间设置三维全息立体投影展示说明厅，突破常规的PPT培训讲解方式，采用三维全息投影技术，通过360投影立体化展示CC产品性能，让嘉宾看得更过瘾，学得更趣味轻松。,运用创新科技手段 彰显CC独特魅力 Use

15、innovative technology means to show unique charm of CC,C dynamic space - set the CC-set dimensional holographic three-dimensional show room, breaking the conventional way of PPT training explanation, using three-dimensional holographic projection technology, through the 360 three-dimensional project

16、ion so that guests can see more enjoyable, learn more interesting.,看Watch,C音悦世界篷房内专设一间CC仿真驾驶内室，通过音效技术模拟驾驶过程的各种声音；采用三维投影技术，车窗及前挡风玻璃实现不同场景变换，为嘉宾带来极致奢华的视听冲击；同时采用阶梯式仿真CC座椅，让体验者倍感舒适。 C sweet world in the tent set a CC simulated driving room, simulate the driving process sounds by audio technology ; using

17、 three-dimensional projection technology, windows and the windscreen realized different scene changes, bring the ultimate luxury audio-visual impact for the guests; the same time using stepped CC simulated seats, so that customers can feel more comfortable. 科目一模拟考试A3 科目一考试网,全新体验方式 领略CC豪华品质 New exper

18、ienced to taste CC luxury quality,策略详解 Strategy explanation,听Listen,根据CC性能专设赛道 打造高级豪华车的完美体验,C完美体验针对邀约客户开展CC试乘试驾体验活动，结合CC车型性能特别设置赛道，让客户真正感受至上的驾驶乐趣，以及近乎完美的全方位体验。,策略详解 Strategy explanation,C perfect sense - for inviting customers to join test drive, combined with the CC car special performance to set t

19、rack allow customers to truly feel the supreme driving pleasure, and the near-perfect all-round experience,According to CC performance track designed to create a perfect experience of luxury car,品Taste,沿海公路的真实体验 见证非凡的驾驶乐趣,选择沿海公路的试乘试驾路线，一路欢畅前行，在欣赏沿途美景的同时，更能真实感受CC的路面驾驭性能和优雅的驾乘体验。,策略详解 Strategy explana

20、tion,Real-life experience of coastal road Witness the extraordinary driving pleasure,The coastal highway test drive route with pleasure forward, while enjoying the beautiful scenery along to better manage the true feelings of CC road driving performance and elegant experience.,鉴Appreciate,对于活动主题的理解

21、Theme understandings,C，CC360全方位完美体验 C , CC360 all-round perfect experience C优雅：一种对高品位生活的惬意享受；一种对质感人生的心灵追逐 C elegance: a kind of pleasant enjoy on high quality life; a kind of mind chase on the quality life . 倾心绽放：CC，为欣赏的人绽放，让懂得的人倾心 Cordial bloom : CC, bloom for the enjoy people, cordial for the unde

22、rstanding people 科目一模拟考试A1 科目一考试网,优雅 倾心绽放, 一汽-大众北区CC上市完美体验活动,C elegance Cordial bloom,FAW - VW North Region CC Listing Perfect Experience Activity,C,北区CC上市试乘试驾活动执行部分 North region CC listed test drive Executive part,项目概述 Overview,时 间：2010年8月13日（周五） 地 点：大连金石滩国宾海岸（主推） 北京北京乐驾汽车体验基地（备选） 主 题：C优雅 倾心绽放 一汽-大

23、众北区CC上市完美体验活动 活动内容： CC产品说明会 预计15人，每3名嘉宾1部车。由试驾教练领队。沿途设置3个换乘点可让每个嘉宾轮换驾驶，体验不同路况下的试乘试驾感受; Estimated 15 people, one car for every three guests. test drive coach lead the team. Set three transfer points along the way allow each guest to drive, experience test drive under different road; 4辆工作车，供现场工作人员活动调度

24、等事宜所用; Four work trucks for field staff on matters such as the use of scheduling activities; 1辆摄影摄像车，进行全程拍摄; A photographic camera car for the whole shoot; 1辆救险车，活动全程安全保障; A recovery truck for the whole security activities;,项目安排 Arrangement,C完美体验公路试驾（优雅之旅） C perfect experience Highway test drive (El

25、egant tour),项目安排 Arrangement,C完美体验公路试驾（优雅之旅） C perfect experience Highway test drive (Elegant tour),公路试乘试驾的原则：,安全中体验CC的优雅,公路试乘试驾安全讲解： 专业教练员在副驾驶席全程负责安全监督，试驾人员听从专业教练员的指导； 车辆起步前观察前方道路，确保场地内无任何车辆行人； 为保证活动安全，后车在前车到达缓冲区后方能从起点出发；,项目安排 Arrangement,外景拍摄 Location shooting,在沿途选取3处风景优美，适合外景拍摄的空阔场地，车队在指定换乘地点停靠（每

26、次停靠时间为5分钟），嘉宾自行选择合适角度拍摄。 To select three scenic route on the way, suitable for location shooting,the team stops at designated transfer locations (each stop for 5 minutes), guests can make their own camera angles.,C完美体验公路试驾（优雅之旅） C perfect experience Highway test drive (Elegant tour),媒体自驾游 Media own

27、driving tour 在下午针对媒体朋友的公路试乘试驾结束后，我们可以应媒体特殊要求安排自由试驾。 媒体可以3人/车（按照试驾车号）的形式，在规定时间与规定区域内，于试车地周边进行自由试驾； 可以根据媒体需求，安排专业车模（每车1人）随行拍摄. In the afternoon, after the media friends road test drive, we can arrange media a special own driving tour the next day .Media can be three persons / vehicles (in accordance w

28、ith the test drive vehicle number) form, in specified time and area , around the test drive venue for test drive;According to media requirements, arrange professional car models (1 person per vehicle) for shooting,C完美体验公路试驾（优雅之旅） C perfect experience Highway test drive (Elegant tour),项目安排 Arrangemen

29、t,C完美体验 公路试驾： 激情转弯：驾驶体验连续弯道以及发卡弯带来的漂移与激情，展示CC强大的操控力 直线加速：体验CC的TSI+DSG释放的强劲动力 注：试乘试驾过程中，嘉宾可以打开自动无框车窗和全景天窗，聆听丹拿音箱的震撼效果，感受沿路风景，展示人、车相融的惬意生活。,项目安排 Arrangement,C perfect experience Highway test drive: Estimated 15 people, three guests in one car. ADE coach by the team leader. Set three transfer points al

30、ong the way so that each guest can be rotated to drive to experience different road conditions. City shuttle: Set urban road conditions / into the city, cars and the cities integrated. Start and stop brake in urban traffic, overall perform CC strong power output and powerful braking systemLinear acc

31、eleration: Experience CC TSI + DSG strong momentum releaseNote: During the test drive process, guests can open automatically frameless windows and panoramic sunroof, listen to the Tanner speakersshock effect, feeling along the landscape, people enjoy vehicles comfortable conditions,Back up,推荐酒店： 大连金

32、石国际会议中心 Recommended Hotel: Dalian Golden Pebble International Convention Center,推荐理由： 大连金石国际会议中心位于大连金石滩国家旅游度假区的西部半岛，毗邻金石高尔夫球场和游艇俱乐部，距离试驾场地较近 每间客房经过精心设计及布置，房间内视野开阔，大海、群山及高尔夫球场可一览无遗，与本次活动的调性契合。,场地选择 Venue selection,项目安排 Arrangement,Recommended reason: Golden Pebble International Conference Centre is l

33、ocated in Dalian Golden Pebble Beach national tourist resort on the western peninsula, adjacent to Golden Pebble golf course and yacht club, closer from launch field Each room has been designed and decorated, the room with wide vision, sea, mountains and golf causes can be see at a glance, gives an

34、elegant, comfortable feeling, can enjoy the blossoms and the vastness of the sea surging ,fit the target customer preferences, fit the event tone.,推荐酒店：国家法官学院北京分院 Recommended Hotel: The National Judges College Beijing Branch.,推荐理由：Recommended reasons,位于雁栖湖东岸半岛之中，三面环水，群山绵亘，另有长城古迹于湖光山色中若隐若现 交通便利，距北京城区

35、50 分钟，距首都机场约40分钟，距离投放场地较近,项目安排 Arrangement,Located in Yanxi east coast peninsula water on three sides, rolling hills, while the Great Wall among the monuments. Transport facilities, the college is 50 minutes away from Beijing town, from Beijing Capital International Airport about 40 minutes closer f

36、rom launch field.,项目执行 Project executive,VIP客户接待： 针对VIP客户由经销商邀约，派豪华大巴到指定经销商处接试驾嘉宾，统一前往试驾场地，如有客户自驾前往需事先沟通；试驾完毕后，VIP客户自行安排回程。 媒体记者接待： 提前确认嘉宾到达时间及方式，机场、车站大巴全天接待，嘉宾行理统一编号便于管理； 入住签到时领取返程车（机）票，活动结束后为的媒体统一安排车辆送往。,VIP guests reception VIP customers are invited by the dealers and taken by luxury bus unity to

37、 the test driving venue, if required to drive by himself should inform in advance; after test drives, VIP customers return by themselves Journalists reception To confirm guests arrival time and manner in advance, the airport, bus station all day reception, guests luggage are gotten uniform numbers f

38、or management;when guests check in receive a return vehicle (plane) tickets, after the event arrange the vehicles to send the media.,签到分组 嘉宾到达试乘试驾场地后，行至签到处签到，签署试驾协议，同时领取服装及礼品，将嘉宾分为A、B组，每组15人。 礼仪小姐引导嘉宾签到，指导其签署试驾协议； 工作人员为嘉宾分发统一服装及礼品； 工作人员指引嘉宾到更衣室更换衣物。 注：邀约客户与媒体记者流程相同,项目执行 Executive,Registration and gr

39、ouped Guests arrive at test drive venue, first for registration, sign test drive agreement, and receive clothing and gifts, the guests were divided into A, B group, n = 15.Miss Manners guide the guests sign in and guide them to sign a test drive agreement; Staffs distribute the gifts for the guests;

40、Staffs guide guests to a locker room changing clothes.Note: offer customers the same process with the media,篷房布局：午餐区、采访区、茶歇区、更衣区、CC仿真驾驶内室、三维全息立体投影展示说明厅 午 餐 区：滚动播放试驾视频、音乐，准备丰盛的西式自助简餐。 采 访 区：媒体记者可采访客户，记录客户驾驶感受，迅速形成新闻点，达到实效传播效果。 茶 歇 区：方便嘉宾随时休息，提供茶歇点心更有新意，结合CC造型准备点心、水果拼盘、茶饮等，细节处体现优雅之道；提供时尚运动杂志、CC产品手册，播放

41、CC产品广告宣传片，安排极品飞车电游体验，增加娱乐互动性。 更 衣 区：方便嘉宾更换衣物，为每位嘉宾专门准备了物品保管箱及钥匙，彰显本次活动人性化关怀。,场地布局 Venue layout,项目执行 Executive,Tent Layout: lunch buffet area, interactive press area, coffee break area, dressing area, wonderful sounds experience hall, training room for three-dimensional holographic three-dimensional

42、test drive Lunch buffet area: rolling play test drive video, music, preparing sumptuous buffet meal. Interactive press area: Media reporter can interview customers and record customer driving experience, contribute to the rapid formation of information points for effectively dissemination. Coffee Br

43、eak Area: break at any time , provide more innovative tea break snacks, combined with CC shape prepare snacks, fruit platter, tea, etc., details reflect the elegance; provide stylish sports magazine, CC product manuals, display CC videos, arrange video games experience, increase the fun interactive.

44、 Changing area: convenient guest change clothing, specifically prepared for each guest deposit boxes and keys, highlight this event humane care.,根据本次CC完美体验活动的整体调性，为嘉宾提供了符合优雅、运动定位，实用性强的精美礼品 According to The CC perfect experience the overall tone, we provide consistent elegance, sport orientation and

45、practicability gifts for the guests CC车模 CC car models 音乐枕头 Music pillow 苹果U盘 Apple U disk,礼品推荐,音乐头枕：可折叠成一个手提包样式，展开后在枕头两边提供两只小音箱，可将音源设备与其连接，听音乐非常方便。提供了柔软的“床单”，适合外出郊游使用。,Music Pillow: folding into a handbag style, providing both sides of the pillow with two small speakers, can be connected to audio d

46、evices, listening to music very easy. Provides a soft sheets used to go sightseeing.,每台CC配备人性化内饰物品：纸巾，音乐光盘，雨伞，小瓶装矿泉水4瓶，小型清新绿植、遮阳窗帘等，让嘉宾坐在车内倍感舒适，尽享惬意试乘试驾过程 提供活动流程手册、内附详细晚会流程和试乘试驾路书，指引嘉宾准时参加各个环节 考虑嘉宾个人习惯，饮食习惯的前期统筹，为每位来宾做好后勤保障工作 酒店客房每日根据嘉宾要求进行清扫，提前摆放果盘与鲜花,执行细节 Executive details,细节考虑 Details considerati

47、on,Each CC is equipped with human interior items: paper towels, music CDs, umbrellas, 4 small bottles of mineral water, small fresh green plants and shade curtains, so that guests feel more comfortable sitting in the car, enjoy the cozy test drive process Provide activities processes manual interior

48、 details of party processes and test drive road book to guide guests to participate in every link Hotel room daily cleaning according to guest requirements, fruit plate and flowers placed in advance,现场协调 Site coordination,工程建设,场地使用、保养,接待组 reception group,后勤组 Logistics Group,嘉宾接待、住宿,日常活动,安保组 Security

49、 group,车辆人员保险,医护急救,日常安全、突发事件,现场服务,机动灵活、考虑周全,服务细致、完备,准备充分,处理问题迅速,人员运输,餐饮、保洁,车辆管理,备品供应,执行细节 Executive details,执行团队 Implemented team,Building construction,Guests reception, check in,Emergency care,Vehicles management,Venues usage, maintenance,Daily security, emergency,Personnel transport,Catering, clea

50、ning,Daily activities,Insurance for vehicles,On-site service,Spare parts supply,Flexible, thoughtful,Meticulous service, completed,Prepared,Deal with problems quickly,需要在试车前与来宾签署明确免责协议准备后备试驾车辆，以免造成负面影响的扩散,车辆故障，造成来宾对于车辆的误解,来宾对于车辆的技术数据不了解，试驾驶中操作过激，发生事故,不可预见的交通事故,其他的突发事件： 如钥匙丢失,要求车辆严格做好维保工作，保证车辆的正常状态,充

51、分的前期沟通非常必要，提供周详的可执行的驾驶建议书，同时教练严格控制,备件、备用物资的准备充分，,应对流程,问题Situation,解决方案Solution,项目安排 Arrangement,C完美体验公路试驾（优雅之旅） C perfect experience Highway test drive (Elegant tour),要求车辆严格做好维保工作，保证车辆的正常状态,执行细节Executive details,应急预案Emergency plan,聘请一名当值医生 Employ an on-duty doctors,配备消防安全设备 With fire safety equipmen

52、t,消防用车事前联络作随时调用 Fire car call at any time for use,各环节都配备医药箱 Each link is equipped medicine chest,救护用车事前联络作随时调用 Ambulance car call at any time for use,事前联络好附近医院 To contact a nearby hospital in advance,媒介部分,Media,媒体计划 Media planning,媒体传播策略 借助北区主流媒体平台，将CC上市信息有效传递，同时发布本次完美体验活动信息； 通过客户、媒体共同试乘试驾CC实证产品的良好性

53、能品质，为CC对外宣传树立权威舆论导向，更具说服力，易形成口碑传播； 吸引潜在目标客户群注意，促进意向目标人群购买。,Media Communication StrategyWith north mainstream media platform to spread CC listing message, and publishing information about the activities Through the customers, media co-test drive to practice CC good performance, and establish the authority for the CC publicity, more convincing, easy to form a word of mouth; Attract potential target customers attention ,promote the target population to buy;,媒体