奥迪A6LTDI深度体验方案

《奥迪A6LTDI深度体验方案》由会员分享，可在线阅读，更多相关《奥迪A6LTDI深度体验方案（38页珍藏版）》请在装配图网上搜索。

1、奥迪奥迪A6L TDI深度体验方案深度体验方案Audi A6L TDI-depth experience of the program广州国云风广告公司GAAC2009年11月8日2Titel oder Name, Abteilung, Datum目录目录catalog活动背景Background Activities活动创意Creative Activities 媒介传播Media Communication费用预算Cost estimates3Titel oder Name, Abteilung, Datum目录目录catalog活动背景Background Activities活动创意C

2、reative Activities 媒介传播Media Communication费用预算Cost estimates4Titel oder Name, Abteilung, DatumTDI销售现状不尽人意销售现状不尽人意利益诉求有偏差利益诉求有偏差主流舆论的环保诉求对车主无实质性利益节油特性对该级别的车主不是关键性影响对柴油发动机的误解依然存在对柴油发动机的误解依然存在冒黑烟跟国内油品质量不匹配发动机稳定性差加油时跟货车拼位置5Titel oder Name, Abteilung, DatumTDI sales unsatisfactory status quoInterest dema

3、nds there are deviations Mainstream medias environmental claims and substantial benefit to the owners of non - The owners of fuel-saving feature is not critical to the level of impactA misunderstanding of the diesel engine still exists Black Smoke Domestic fuel quality does not match with the Stabil

4、ity of difference engine To fight with the location of refueling trucks6Titel oder Name, Abteilung, Datum需要从需要从“汽车汽车”最本质的属性去发掘利益点最本质的属性去发掘利益点Need from the car the most essential point of the property to discover the interests of社会利益社会利益Social benefits基本利益基本利益Basic interests核心利益核心利益Core interests动力Po

5、wer舒适、操控、节油Comfort, control, fuel-efficient节能、环保Energy-saving, environmental protection7Titel oder Name, Abteilung, Datum策略思考创意策略思考创意以“动力”为核心的深度体验 提高终端集客质量提高终端集客质量终端整合，统一行动店头包装，GAAC负责统一提供物料设计和话术提高参与门槛，通过比赛获取参与资格传播整合传播整合传播上与经销商现有广告资源实现最大整合GAAC负责统一提供设计体验活动策划体验活动策划以产品体验为平台融入团队互动类型的生活方式体验8Titel oder Nam

6、e, Abteilung, DatumCreative Thinking StrategiesThe power as the core of the depth of experienceTo improve the quality of tTo improve the quality of the terminal set-off he terminal set-off Terminal integration, unit Terminal integration, unity of action y of action Store the first package, G Store t

7、he first package, GAAC is responsible for provAAC is responsible for providing a unified design and iding a unified design and materials, if surgery materials, if surgery Enhance participation thre Enhance participation threshold for eligibility for pshold for eligibility for participation by racear

8、ticipation by raceCommunication Integration Communication Integration Communication with distrib Communication with distributors to achieve maximum inutors to achieve maximum integration of the existing ategration of the existing advertising resources dvertising resources GAAC responsible for centr

9、GAAC responsible for centralizing the provision of dealizing the provision of designsignExperience event planning Experience event planning Experience as a platform f Experience as a platform for product - or product - Integration into the team Integration into the team to experience an interactivto

10、 experience an interactive type of lifestylee type of lifestyle9Titel oder Name, Abteilung, Datum目录目录catalog活动背景Background Activities活动创意Creative Activities 媒介传播Media Communication费用预算Cost estimates10Titel oder Name, Abteilung, Datum活动主题活动主题ThemeT级体验既有TDI级别也有“特级”的意思T-class experience for both TDI-le

11、vel also has a super means1简单上口，容易传播Simple and catchy, easy to spread2副标题点名活动的身份，是针对A6LTDI的Subheading named activity status is aimed at the A6LTDI3T T级体验行动级体验行动-奥迪奥迪A6LTDIA6LTDI深度试驾之旅深度试驾之旅T-class experience of action - Audi A6LTDI-depth test drive of the tripT-class experience of action - Audi A6LT

12、DI-depth test drive of the trip11Titel oder Name, Abteilung, Datum经销商店头活动创意经销商店头活动创意车内投篮比赛知识问答绕S单边桥驾驶比赛两人一组，在一人的指挥下，另一人开车通过S单边桥，取两人中最好的成绩为有效成绩；现场报名者随机组合，每两人一组；车内的驾驶者配合同车同伴，以投篮入筐者获胜；同投篮组合，进入知识问答环节，在电脑商选择奥迪问卷，问题主要是A6L技术亮点所带来的驾驶者利益；12Titel oder Name, Abteilung, DatumDealer-the-counter activities of cre

13、ativeRace-car shootingKnowledge Q & ADriving around the S unilateral Bridge CompetitionTwo-group, under the command of a person, another person to drive through the S unilateral bridge, take the two best results for the effective performance;On-site registration were randomly assigned to combination

14、s of each pair; Car drivers with the same car companion, in order to shoot into the basket wins;Combined with the shot into the quiz links, a choice of Audi in the computer questionnaire, the problem is caused by A6L technical highlights of the interests of drivers;13Titel oder Name, Abteilung, Datu

15、m经销商店头活动现场效果图经销商店头活动现场效果图Dealer-the-counter effects of the activity site map来宾签到分组培训、规则介绍全体合影正式比赛公布成绩嘉宾颁奖结束退场14Titel oder Name, Abteilung, Datum经销商店头活动运营示意图经销商店头活动运营示意图Dealer-the-counter effects of the activity site map4S店停车场宣传牌4S店内专题易拉宝店头宣传Shop Head Publicity媒体宣传Media15Titel oder Name, Abteilung, D

16、atum经销商店头活动运营示意图经销商店头活动运营示意图Dealer-the-counter effects of the activity site map比赛筛选Competition Screening各城市经销商在所在地广场进行集中筛选Place the seat of dealers in various cities centralized screening 每家店最终胜出30人，共15对组合，按比赛成绩高低筛选The final winner of each store 30, a total of 15 pairs of combinations, according to

17、match the level of screening results场地推荐Recommended sites泉州：海峡体育中心厦门：五一文化广场福州：金山展览城16Titel oder Name, Abteilung, Datum深度体验活动创意深度体验活动创意The depth of experience, creative activity嘉宾每两人一组，驾驶A6L2.7TDI挑战福建天门山盘山道位于福建省福州市永泰县岭路乡境内，距离永泰县城13公里，距离福州市区76公里。主峰海拔1130米。Guests in teams of two, driving A6L2.7TDI chal

18、lenge Fujian Tianmenshan winding Road Yongtai County is located in Fuzhou City, Fujian Province in Ling Road, Township, 13 kilometers away from Yongtai county, 76 kilometers away from Fuzhou. Peak elevation of 1130 meters.17Titel oder Name, Abteilung, Datum心智与体力的极限挑战：瀑降（如温度太低则改为崖降）The limits of ment

19、al and physical challenges: Fall down (such as the temperature is too low will be changed to cliff drop)深度体验活动创意深度体验活动创意The depth of experience, creative activity18Titel oder Name, Abteilung, Datum深度体验活动创意深度体验活动创意明察秋毫明察秋毫：现场用两部车，每两人为一组，两组进行PK；每组设置好自己车内的储物空间、MMI等，对方观察1分钟；然后各自分别用1分钟进行调整自己车内的安排；交换后互相观察

20、做了哪些调整，以发现最多者获胜；通过娱乐方式体验A6L人性化的空间设置、MMI等设备；19Titel oder Name, Abteilung, DatumThe depth of experience, creative activityPerspicacious: Perspicacious: The scene with two cars, two for each The scene with two cars, two for each group, two groups PK; group, two groups PK; Each vehicle set up their own

21、storage Each vehicle set up their own storage space, MMI, etc., the other observed 1 space, MMI, etc., the other observed 1 minute; minute; Then 1 minute each were used to adjust Then 1 minute each were used to adjust their car arrangements; their car arrangements; After the exchange of observations

22、 with After the exchange of observations with each other what had been done to adjust each other what had been done to adjust to find the greatest number of wins; to find the greatest number of wins; Forms of entertainment experiences Forms of entertainment experiences through user-friendly space A6

23、L settings, through user-friendly space A6L settings, MMI and other equipment;MMI and other equipment;20Titel oder Name, Abteilung, Datum活动流程设计活动流程设计 活活动结动结束束 瀑降拓展瀑降拓展 分分组试驾组试驾 统统一出一出发发店店头选头选拔拔 共120人B组旅游B组试驾次批准备活动广告每店30人A组试驾A组旅游首批返程21Titel oder Name, Abteilung, DatumActivities, process design End of

24、 the event Waterfall down to expand Group test drive Uniform startingShop Head SelectionA total of 120 peopleB Group TravelGroup B test driveOf the grant to prepareActivities Ad30 people per storeA group of test driveA group of tourismReturn first22Titel oder Name, Abteilung, Datum目录目录catalog活动背景Bac

25、kground Activities活动创意Creative Activities 媒介传播Media Communication费用预算Cost estimates23Titel oder Name, Abteilung, Datum媒介传播计划媒介传播计划The media communication plan预热期Preheat Phase11。02-12.06后续期The follow-up period of12.14-12.31活动期Active stage12.12-12.1324Titel oder Name, Abteilung, Datum传播模式传播模式奥迪A6LTDI深

26、度试驾T级体验行动事前预热事后报道深度体验事件传播TDI环保节能对比报道动力性能环保节能性价对比性价对比动力性能经济节油25Titel oder Name, Abteilung, DatumMode of transmissionAudi test drive A6LTDI Depth T Class Action ExperiencePreheat advanceSubsequently reportedDepth of experienceEvent CommunicationTDI environment protection and energyComparison reportDyn

27、amic performanceGreen EnergyPrice-comparisonPrice-comparisonDynamic performanceEconomic fuel-efficient26Titel oder Name, Abteilung, Datum事前预热事前预热 硬广宣传 1. 宣传载体：路牌、报纸、电梯广告、电台、网络等； 2. 宣传模式：国云风提供画面，4S店日常广告计划替换； 软文报道 1. 宣传载体：报纸 电台 网络 电视 2. 传播内容： 奥迪A6L TDI 深度试驾活动事件，店头征集 奥迪TDI 发动机节油性能报道 汽油柴油发动机对比报道 网络互动传播

28、1. 网络平台：易车网主页嵌入式 2. 互动游戏：TDI拼图游戏miniweb27Titel oder Name, Abteilung, DatumPreheat advanceHard wide publicity 1. Propaganda vehicle: road signs, newspapers, elevator ads, radio, Internet, etc.; 2. Publicity mode: Wind Cloud State to provide the screen, 4S shop to replace the daily advertising program

29、; Soft-Wen reports 1. Publicity vector: Newspapers Radio Internet TV 2. Dissemination of content: Audi A6L TDI test drive the activities of the depth of the event, shop head collection Audi TDI engine performance, fuel-efficient coverage Comparison gasoline diesel engine coverage Interactive Communi

30、cation 1. Network Platform: easy vehicle embedded network Home 2. Interactive games: TDI puzzle miniweb28Titel oder Name, Abteilung, Datum媒体选择媒体选择报媒：报媒： 福州地区福州地区福州日报福建日报福州晚报海峡都市报东南快报 厦门地区厦门地区海峡生活报厦门商报海峡导报厦门晚报厦门日报 泉州地区泉州地区晋江经济报泉州晚报 电视：电视： 福建地区：都市时尚频道 经济生活频道 东南电视台 体育频道 福州地区：新闻综合频道 生活频道 厦门地区：厦门卫视 生活频道

31、泉州地区 ：晋江电视台 都市生活频道 新闻综合频道 29Titel oder Name, Abteilung, DatumMedia SelectionNewspaper media: Fuzhou Fuzhou Daily Fujian Daily Fuzhou Evening News Channel Dushi Bao, Southeast Express“ Xiamen Straits Al-Hayat Xiamen Daily Strait Herald Xiamen Evening News Xiamen Daily“ Quanzhou Jinjiang Economic News

32、, Quanzhou Evening News TV: Fujian Province: Urban Fashion Channel southeast of the economic life of TV Sports Channel Fuzhou: News Comprehensive Channel Life Channel Xiamen: Xiamen TV live channels Quanzhou: Jinjiang City Life TV Channel News Comprehensive Channel30Titel oder Name, Abteilung, Datum

33、媒体选择媒体选择电台：电台： 福建地区：交通广播 福州地区：交通广播 巴士广播网 厦门地区：闽南之声 新闻广播 经济交通广播 泉州地区 ：FM904交通频道网络： 腾讯汽车频道 易车网 31Titel oder Name, Abteilung, DatumMedia SelectionRadio: Fujian Province: Traffic Radio Fuzhou Region: Traffic Radio Bus Radio Network Xiamen: Fujian Traffic Radio the Voice of newscasts economy Quanzhou: FM

34、904 traffic channel Network: Tencent Auto Channel Easy Car Network32Titel oder Name, Abteilung, Datum事后传播调性事后传播调性传播表现：传播表现： 事件过程报道，4S店店头配合 参与者体验感言 优异的动力性能与经济节油及绿色环保的表现方法手段：方法手段： 活动专题网路试驾报道 Miniweb活动总结论坛 活动事件新闻花絮报道 使用者深度访谈以及活动手记33Titel oder Name, Abteilung, DatumSubsequent dissemination of TonalityCo

35、mmunication Performance: Course of the incident report, 4S stores are the first line with Participants experience the reflections Excellent dynamic performance and economic performance of fuel-efficient and green environmental protection Methods and means: Activities feature online test drive report

36、 Forum Miniweb summary of activities Events News Snapshots report Notes from the user-depth interviews and activities34Titel oder Name, Abteilung, Datum媒体传播效果评估媒体传播效果评估 平面报广：1. 覆盖区域福州、厦门、泉州等主要城市2. 传播人群：一般消费人群100万人次以上3. 传播效果预估：建立奥迪TDI节能环保产品形象 电视电台：1. 覆盖区域福州、厦门、泉州等一线城市主要消费人群2. 传播人群：一般消费人群200万人次以上3. 传播

37、效果预估：建立A6LTDI强劲动力的产品功能印象 网络媒体1. 覆盖区域东南小区主要汽车消费市场及人口2. 传播人群：汽车消费人群50万以上3. 传播效果预估：转换消费者对TDI发动机的产品误区35Titel oder Name, Abteilung, DatumMedia dissemination of impact assessmentPlane reported widely: Coverage area, Fuzhou, Xiamen, Quanzhou and other major cities in Dissemination of population: general co

38、nsumer population for more than 1 million passenger trips Dissemination of results expected: To establish the image of Audi TDI energy-saving green products Television and radio: Coverage area, Fuzhou, Xiamen, Quanzhou citys main consumer groups such as first-line Dissemination of population: genera

39、l consumer population for more than 2 million visitors Dissemination of results expected: the establishment of A6LTDI product features a strong impression of power Online Media South East District coverage area and population in the major automotive consumer market Dissemination of the crowd: Automo

40、tive Consumer populations must reach 50 million or more, Dissemination of results expected: Conversion of the TDI engines products to consumers Misunderstanding36Titel oder Name, Abteilung, Datum媒体传播量预估媒体传播量预估Estimate the amount of media communication 平面报广宣传软文20篇（含）以上，不含转载 电视电台传播20次（含）以上 网路媒体传播30篇次（

41、含）以上，含文字、视频、图片，不含各大网站转载 Plane reported that wide publicity of soft-Wen 20 (inclusive) above, non-reproduced Television and radio transmission 20 times (inclusive) or more Internet media communication 30 Pianci (inclusive) above, including text, video, pictures, reproduced without major websites37Tit

42、el oder Name, Abteilung, Datum媒体传播价值媒体传播价值The value of media communication 平面报广：软文报道20篇，报道文字3万字以上，媒体报道价值人民币15万元以上 电视电台：新闻以及专题报道视频以及音频合计30分钟以上，总计价值人民币18万元以上 网路媒体：汽车专业网站相关报道及转载达100篇次以上，预估广告价值人民币15万元以上 Plane reported widely: soft paper reported that 20, the report text for more than 30000 words, the me

43、dia reported that more than 150,000 yuan worth Television and radio: news and feature coverage video and audio together, more than 30 minutes, a total of more than 180,000 yuan worth Network Media: Automotive professional websites related to reports and reproduced more than 100 Pianci is estimated advertising value of more than 150,000 yuan38Titel oder Name, Abteilung, Datum谢谢谢谢thank