欧宝发布会方案方案

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1、欧宝发布会方案方案New Opel Antara Launch Proposal Prepared by Shunya Advertising欧宝发布会方案方案Opel Mother BrandOpel Mother Brand欧宝发布会方案方案Who are the Opel OwnersWho are the Opel OwnersThey want an original German brand that has great quality and with deep rootedThey dont want a car that can be seen on the road all

2、 the time.They want to be secluded,but also low key.Great demand for their life style,but dont want to go with the crowdThey believe car reflects the person who drive them.So it must have character and personalityThey look for nothing less,dont sacrifice quality for value.欧宝发布会方案方案They are:They are:

3、Existing Opel owners who are looking to purchase another car in next 12 monthsDomestic German brand owners who are looking to upgrade to a true authentic German productFirst time car buyers who are looking for high quality products with good German engineersThey are in 25-40 years old,highly educate

4、d,looking for quality more than quantity,and are worldly欧宝发布会方案方案Opel Brand HouseOpel Brand HouseEmotional+Rational 百年欧宝，坚持德国决不妥协的造车理念和工艺，融汇日耳曼极致科技与实用美学的造车智慧，致力让更多人享用，本着“善用能源打造”概念，配置先进科技和理念的好车欧洲之宝 Monocab design/safety features/imported quality/dynamic design/affordable hi-tech欧宝发布会方案方案Expanding the

5、 Product LinesExpanding the Product LinesOPEL AstraZafiraAntaraAstra 5DAstra GTCAstra GTC PanoAstra TwinTopAstra A Astra TwinTopGTC Panorama Zafira 3-piece hardtopWide screensunroof Flex-7 New Product VisionNew Product VisionWith the new model introductions,that emphasize on flexible space utilizati

6、on and high efficient output to present to market about our value of “engineered to energize”The new models will also become the new Opel faces to reach out to more Opel target audiences.欧宝发布会方案方案Antara PositioningAntara Positioning欧宝发布会方案方案8 85 years of continuous segment growth(数据资料来源：SGM 历年销售数据)U

7、nits欧宝发布会方案方案Nissan qashqai 逍客“都市游牧人”在城市中生活追求自我、打破常规。欧宝发布会方案方案Honda CR-V睿力和一 锋芒劲现(强调时尚与科技)欧宝发布会方案方案Toyota RAV4城市四驱车RAV4以时尚的外型和出众的性能，灵敏地穿梭于现代都市中。无论任何地点，都完美映衬驾驶者独特的品味与个性。欧宝发布会方案方案Chevrolet Captivabody copy城市是一个舞台；城市是一扇窗；城市是一座乐园；城市是一个运动场；城市是一座竞技场；广告片slogan征服，不简单！拥有，不简单！分享，不简单！自由，其实很简单！欧宝发布会方案方案Consumer

8、s are looking for something when buying a Consumers are looking for something when buying a SUVSUVDriving pleasureAesthetic lookIndividualFreedomGoing anywhereSit high and look downLeisureSUVFormal VS CasualSpacious,comfort,and freedom(数据资料来源：SGM Cadillac SUV study)欧宝发布会方案方案Antara consumers are:Anta

9、ra consumers are:They are in middle-upper class,looking for self style and high quality.Emotional needs:Individual styling,to show-off his taste and status Want recognition from others.Want to recognize for his success,but do not want to show off.Progressive,looking for German quality and engineerin

10、g.Rational needs：They want a SUV that offers great technologies欧宝发布会方案方案Antara:Korean or German?Antara:Korean or German?网友最关心的内容：1、“科帕奇”同胞兄弟“欧宝Antara”被92家媒体转载 2、关于Antara上市时间和售价的话题，有97篇报道3、关于“德国血统”，有8篇报道4、关于“韩国血统”，有102篇报道欧宝发布会方案方案Antara:Not Favorable Review from PressAntara:Not Favorable Review from

11、Press1、“对比欧宝Antara 丰田RAV4 宝马X3”被12家媒体转载2、“对比宝马X3欧宝Antara斯巴鲁B9”被69家媒体转载网络上比较热门的评论：欧宝发布会方案方案Antara Advantages:German EngineeredAntara Advantages:German EngineeredDynamic Dynamic StylingStylingGerman German EngineerEngineerPerformancePerformanceSafetySafetyComfortComfort stylish elegance with a sporty,

12、athletic look spacious,versatile interiorInnovative integrated rear carrier Flex-Fix Antaras design been developed in Rsselsheim 2 engines available:2.4L/3.2Lprecise speed-dependant power steeringMcPherson suspension in frontfour-link suspension in the rear ITCC(Intelligent Torque Controlled Couplin

13、g)electronically controlled four-wheel drive with electro-hydraulic differentialfront airbagsside airbags for driver and front passengerhead curtain airbagsABS and ESP with Cornering Brake Control(CBC)The Tire Pressure Monitoring System(TPMS)Descent Control System(DCS)Active Rollover Protection(ARP)

14、Stereo CD-Radio CD 30 MP3 Electronic Climate Control(ECC)FlexOrganizer systemStylingStylingLeading TechnologyLeading TechnologyGerman Designed and EngineeredGerman Designed and Engineered欧宝发布会方案方案Antara is:Antara is:Antara is an aspirational mid-size German SUV with upscale but accessible crossover

15、appeal欧宝发布会方案方案Antara PositioningAntara PositioningConsumerConsumer NeedsProduct USPProductBenefitsmiddle-upper class,looking for self style and high German quality aspirational mid-size SUV with upscale but accessible crossover appeal Dynamic designGerman engineeringLeading technologiesProductPropo

16、sition：Explore the City LimitWith the new German SUV欧宝发布会方案方案Key WordsKey Words德国工艺极致驾驭完美掌控自由都市风格宽大舒服安全欧宝发布会方案方案Antara Communication Plan ProposalAntara Communication Plan Proposal欧宝发布会方案方案Our ObjectivesOur Objectivescreate a maximize impact in marketing with limited investment for Antara and build

17、up new product awareness quicklyStrengthen the entry-premium position,increase the brand appeal and create desirability among target market via German engineer design and new safety innovationGenerate showroom traffic and leadsRebuild dealer confidence regarding the Opel brand欧宝发布会方案方案StrategyStrate

18、gyNational LevelCreate public buzz through PR,radio ads,print ads,digital ads,and digital activitiesLocal LevelCreate noise through national road show/TD event,and local launch event for press and prospect owners at major cities欧宝发布会方案方案To create buzz by inviting both press and prospects to Antara l

19、aunch in local levelTo influence visitor in showroom to make a final decision through 360 degree POP decoration from outside to insideTo provide interactive way for consumers to be more involved in understanding the product,lead capture deviceTo build up buzz and discussion,to create word-of-mouth e

20、ffect for Antara arrivalCommunications Execution StrategyCommunications Execution StrategyE-PROfficial WebsiteRetail environmentmanagementLaunchEventTo maximize the media coverage of the Antara launch PRTo communicate the product key advantages and keep reminding the whole product positioning,genera

21、te on-line leadsTo announce all new Antara launch and communicate the whole product positioning concept generallyRadio/PrintBanner AdTo create an environment where prospects can experience the car themselves andCreate further noise in marketRoad Show&TD欧宝发布会方案方案TimingTimingSOS day is August 9,which

22、falls into Olympic period.Media cost increase during Olympic Heavy advertisement budget from all competitors,very little share of voicePropose to use PR/ERP/BBS/Forum to announce Antara soft-launch during AugustConduct dealer launch event during the month of AugustFull roll out for an impact noise t

23、o our target audience in September ATL Road show and Test drive event欧宝发布会方案方案Communication Stages and MessageCommunication Stages and MessageOverallOverallBuzz-Build UpBuzz-Build UpLaunch StageLaunch StageSustainSustainDatesDates8/1 8/319/1 9/3010/1 11/30MediaMediaToolToolPR/Dealer Launch Event/Web

24、 Forum/BBSPR/ATL(RD/Print/Web)/BBS/ForumPR/Road Show/ATL(Web)MessageMessageExplore the City Limits with the new German SUVSoft launch:Art of German styling and designFull Launch:German EngineerPerformance(on&off road)SafetyExplore your Antara life.欧宝发布会方案方案Utilize BBS and ForumSeeding the forum and

25、BBS by providing newsworthy Antara topics and creating conversations amongst target audiences EPR:BBS/ForumEPR:BBS/Forum欧宝发布会方案方案利用Global网站上的精彩3D视频，进行重新编排和剪辑，导演一出精彩的都市汽车极限表演秀。Official Website RefreshOfficial Website Refresh欧宝发布会方案方案Road Show and Test Drive informationOfficial Website RefreshOfficial

26、 Website Refresh欧宝发布会方案方案Media FlowchartMedia Flowchart欧宝发布会方案方案Media SelectionMedia SelectionMediaCategorySelectionRDLocal Stations北京文艺FM87.6、上海交通FM105.7、深圳交通FM106.2、青岛交通FM89.7、杭州交通FM91.8、成都交通FM101.7、南京交通FM102.4、佛山电台FM92.4、羊城交通FM105.2、湖南交通FM91.8、宁波交通之声FM93.9、辽宁交通FM97.5MGAutoCar Magazine汽车杂志、Car&Dri

27、ver名车志WebNiche网站Please see following chartsUsing influential titles to reach a wider target audience.欧宝发布会方案方案Radio:1 PhaseRadio:1 PhaseRadio station:selecting key major station in 12 major cities.(9/1-9/15),15”Ad to announce arrival of all new Antara.欧宝发布会方案方案Banner AdvertisingBanner AdvertisingUsi

28、ng unique online targeting approach deliver to brand Using unique online targeting approach deliver to brand smart media buying power,which ensures which ensures effective reacheffective reach of right audience of right audience by timely adjusting ad placementby timely adjusting ad placement to the

29、 to the slots or sites generating slots or sites generating higher user responseshigher user responses(clicks to banner ad)(clicks to banner ad)Wanmoad-servingtechnologyWebsite 1Website 2Website 3Website 4Website 6Website 5Banner ad placement is timely shifted from site to site(i.e.,from website 1,2

30、,5 to 3,4,6),to ensure investment only be made to websites giving higher accountable result 欧宝发布会方案方案Website media plan欧宝发布会方案方案Website media plan(cont)欧宝发布会方案方案Website media plan(cont)Previous campaigns for different brands proved that sites of lifestyle and specific consumer interested content can

31、effectively target male dominant,30+,overseas educated consumersThese kind of sites provide less competition environment,which gain the brandmuch attentionPlanning rationalSupplement some car related content sites,not from mainstream,avoid competitionTarget basketball and football fans who aremale d

32、ominantTarget the overseas educated in less competition environment(non-Chinese content sites)欧宝发布会方案方案2-phased approach2-phased approachBanner ad(user click to client hosted launch site homepage)Phase I(generate quality visits)Phase II(generate quality leads)Banner ad(user click to Wanmo hostedtest

33、 drive registration page)欧宝发布会方案方案Customized banner ad messagePhase I banner message focus on new car launch announcementPhased II banner message focus on test drive invitation(with incentive,test drive and place order,win free dopod phone)Each phase banner creative should prepare multiple versions

34、for rotation and sustain click-through and conversion rateWeek 1Week 2Week 3Week 4Week 5Week 6Build launch siteawarenessFocus on test driveinvitationBanner ad AWeek 7Week 8Phase IPhase IIBanner ad BBanner ad C(with offer)Banner ad D(with offer)Banner ad E(with offer)Banner ad F(with offer)Action pla

35、n banner ad messagingAction plan banner ad messaging欧宝发布会方案方案National Press Road Show Prospect Launch EventNational Press Road Show Prospect Launch EventTo get prospects to experience the car themselves by conducting major test drive event in 3 regions:Northern China(Beijing)Eastern China(Shanghai)S

36、outhern China(Guangzhou/Shenzhen)Expert session to demonstrate the capabilities of AntaraEvent to be held at course that can specifically conduct both on-road and off-road test.欧宝发布会方案方案Event Budget Break DownEvent Budget Break DownEstimated Cost Per Show:Production and Decoration:RMB 30,000 Prospec

37、t InvitationRMB 10,000 Venue RentalRMB150,000 VIP(Expert from Germany)RMB 20,000 Food&BeverageRMB 30,000TOTALTOTALRMB 250,000RMB 250,000欧宝发布会方案方案Dealer Launch EventDealer Launch EventObjectives:To increase local press exposure in key cities Extend the PR noise during launch period by holding launch

38、event one by one in key cities To attract prospects,current Opel owners,and previous ownersMethodology:Invite local press and prospects the launch event if possible Test Drive program for prospectsMaterial Support for Dealer Launch Event:Invitation Card for press and prospects Launch event backdrop

39、design and material PR release materials欧宝发布会方案方案Total Estimated BudgetTotal Estimated BudgetMedia Cost1,500,000National Road Show+TD 750,000Dealer Launch Support 200,000Total2,450,000Please note,production cost is estimated cost for copy right fee,and other related cost to creative material.It does

40、 not including printing cost.Estimated cost for brochure(5,000)/POSM for 40 dealers is at RMB 38,000欧宝发布会方案方案Key Performance IndexKey Performance IndexQualified lead generated:3,800 Car purchasing budget:RMB 300,000 Plan to purchase a car within 6 months Correct Name and contact information.欧宝发布会方案方案DiscussionDiscussion