奧迪A6LTDI深度體驗方案

1、奧迪奧迪a6l tdi深度體驗方案深度體驗方案 audi a6l tdi-depth experience of the program 廣州國云風(fēng)廣告公司gaac 2009年11月8日 2titel oder name, abteilung, datum 目錄目錄catalog 活動背景background activities 活動創(chuàng)意creative activities 媒介傳播media communication 費用預(yù)算cost estimates 3titel oder name, abteilung, datum 目錄目錄catalog 活動背景background acti

2、vities 活動創(chuàng)意creative activities 媒介傳播media communication 費用預(yù)算cost estimates 4titel oder name, abteilung, datum tdi銷售現(xiàn)狀不盡人意銷售現(xiàn)狀不盡人意 利益訴求有偏差利益訴求有偏差 主流輿論的環(huán)保訴求對 車主無實質(zhì)性利益 節(jié)油特性對該級別的車 主不是關(guān)鍵性影響 對柴油發(fā)動機的誤解依然存在對柴油發(fā)動機的誤解依然存在 冒黑煙 跟國內(nèi)油品質(zhì)量不匹配 發(fā)動機穩(wěn)定性差 加油時跟貨車拼位置 5titel oder name, abteilung, datum tdi sales unsatisfact

3、ory status quo interest demands 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 impact a misunderstanding of the diesel engine still exists black smoke domestic fuel quality d

4、oes not match with the stability of difference engine to fight with the location of refueling trucks 6titel oder name, abteilung, datum 需要從需要從“汽車汽車”最本質(zhì)的屬性去發(fā)掘利益點最本質(zhì)的屬性去發(fā)掘利益點 need from the car the most essential point of the property to discover the interests of 社會利益社會利益 social benefits 基本利益基本利益 basic

5、 interests 核心利益核心利益 core interests 動力 power 舒適、操控、節(jié)油 comfort, control, fuel-efficient 節(jié)能、環(huán)保 energy-saving, environmental protection 7titel oder name, abteilung, datum 策略思考創(chuàng)意策略思考創(chuàng)意 以“動力” 為核心的深度體驗 提高終端集客質(zhì)量提高終端集客質(zhì)量 終端整合，統(tǒng)一行動 店頭包裝，gaac負責(zé)統(tǒng)一 提供物料設(shè)計和話術(shù) 提高參與門檻，通過比賽 獲取參與資格 傳播整合傳播整合 傳播上與經(jīng)銷商現(xiàn)有 廣告資源實現(xiàn)最大整合 gaac負

6、責(zé)統(tǒng)一提供設(shè) 計 體驗活動策劃體驗活動策劃 以產(chǎn)品體驗為平臺 融入團隊互動類型的 生活方式體驗 8titel oder name, abteilung, datum creative thinking strategies the power as the core of the depth of experience to improve the quality of tto improve the quality of t he terminal set-off he terminal set-off terminal integration, unit terminal integrat

7、ion, unit y of action y of action store the first package, g store the first package, g aac is responsible for provaac is responsible for prov iding a unified design and iding a unified design and materials, if surgery materials, if surgery enhance participation thre enhance participation thre shold

8、 for eligibility for pshold for eligibility for p articipation by racearticipation by race communication integration communication integration communication with distrib communication with distrib utors to achieve maximum inutors to achieve maximum in tegration of the existing ategration of the exis

9、ting a dvertising resources dvertising resources gaac responsible for centr gaac responsible for centr alizing the provision of dealizing the provision of de signsign experience event planning experience event planning experience as a platform f experience as a platform f or product - or product - i

10、ntegration into the team integration into the team to experience an interactivto experience an interactiv e type of lifestylee type of lifestyle 9titel oder name, abteilung, datum 目錄目錄catalog 活動背景background activities 活動創(chuàng)意creative activities 媒介傳播media communication 費用預(yù)算cost estimates 10titel oder na

11、me, abteilung, datum 活動主題活動主題theme t級體驗既有tdi級別也有“特級”的意思 t-class experience for both tdi-level also has a super means 1 簡單上口，容易傳播 simple and catchy, easy to spread 2 副標(biāo)題點名活動的身份，是針對a6ltdi的 subheading named activity status is aimed at the a6ltdi 3 t t級體驗行動級體驗行動-奧迪奧迪a6ltdia6ltdi深度試駕之旅深度試駕之旅 t-class expe

12、rience of action - audi a6ltdi-depth test drive of the tript-class experience of action - audi a6ltdi-depth test drive of the trip 11titel oder name, abteilung, datum 經(jīng)銷商店頭活動創(chuàng)意經(jīng)銷商店頭活動創(chuàng)意 車內(nèi)投籃比賽 知識問答 繞s單邊橋駕駛比賽 兩人一組，在一人的 指揮下，另一人開車 通過s單邊橋，取兩人 中最好的成績?yōu)橛行?成績； 現(xiàn)場報名者隨機組合 ，每兩人一組； 車內(nèi)的駕駛者配合同 車同伴，以投籃入筐 者獲勝； 同投籃組

13、合，進入知 識問答環(huán)節(jié)，在電腦 商選擇奧迪問卷，問 題主要是a6l技術(shù)亮點 所帶來的駕駛者利益 ； 12titel oder name, abteilung, datum dealer-the-counter activities of creative race-car shooting knowledge q on-site registration were randomly assigned to combinations of each pair; car drivers with the same car companion, in order to shoot into the

14、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, datum 經(jīng)銷商店頭活動現(xiàn)場效果圖經(jīng)銷商店頭活動現(xiàn)場效果圖 dealer-the-counter effects of the activity site map 來賓簽

15、到分 組 培訓(xùn)、規(guī)則 介紹 全體合影正式比賽公布成績 嘉賓頒獎 結(jié)束 退場 14titel oder name, abteilung, datum 經(jīng)銷商店頭活動運營示意圖經(jīng)銷商店頭活動運營示意圖 dealer-the-counter effects of the activity site map 4s店 停車場 宣傳牌 4s店 內(nèi)專題 易拉寶 店頭宣傳 shop head publicity 媒體宣傳media 15titel oder name, abteilung, datum 經(jīng)銷商店頭活動運營示意圖經(jīng)銷商店頭活動運營示意圖 dealer-the-counter effects of

16、 the activity site map 比賽篩選competition screening 各城市經(jīng)銷商在所在地廣場進行集中篩選 place the seat of dealers in various cities centralized screening 每家店最終勝出30人，共15對組合，按比賽成績高低 篩選 the final winner of each store 30, a total of 15 pairs of combinations, according to match the level of screening results 場地推薦recommended

17、 sites 泉州：海峽體育中心廈門：五一文化廣場福州：金山展覽城 16titel oder name, abteilung, datum 深度體驗活動創(chuàng)意深度體驗活動創(chuàng)意 the depth of experience, creative activity 嘉賓每兩人一組，駕駛a6l2.7tdi挑戰(zhàn)福建天門山盤山道 位于福建省福州市永泰縣嶺路鄉(xiāng)境內(nèi)，距離永泰縣城13公里，距離福州市區(qū)76公里。主峰海 拔1130米。 guests in teams of two, driving a6l2.7tdi challenge fujian tianmenshan winding road yongt

18、ai 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 心智與體力的極限挑戰(zhàn)：瀑降（如溫度太低則改為崖降） the limits of mental and physical challenges: fall down (s

19、uch as the temperature is too low will be changed to cliff drop) 深度體驗活動創(chuàng)意深度體驗活動創(chuàng)意 the depth of experience, creative activity 18titel oder name, abteilung, datum 深度體驗活動創(chuàng)意深度體驗活動創(chuàng)意 明察秋毫明察秋毫： 現(xiàn)場用兩部車，每兩人為一組，兩組 進行pk； 每組設(shè)置好自己車內(nèi)的儲物空間、mmi 等，對方觀察1分鐘； 然后各自分別用1分鐘進行調(diào)整自己車 內(nèi)的安排； 交換后互相觀察做了哪些調(diào)整，以發(fā) 現(xiàn)最多者獲勝； 通過娛樂方式體驗a6

20、l人性化的空間設(shè) 置、mmi等設(shè)備； 19titel oder name, abteilung, datum the depth of experience, creative activity perspicacious: 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 storage each vehicle s

21、et 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 with after the exchan

22、ge 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 a6l settings, through us

23、er-friendly space a6l settings, mmi and other equipment;mmi and other equipment; 20titel oder name, abteilung, datum 活動流程設(shè)計活動流程設(shè)計 活活動結(jié)動結(jié)束束 瀑降拓展瀑降拓展 分分組試駕組試駕 統(tǒng)統(tǒng)一出一出發(fā)發(fā)店店頭選頭選拔拔 共120人b組旅游b組試駕次批準(zhǔn)備 活動廣告每店30人a組試駕a組旅游首批返程 21titel oder name, abteilung, datum activities, process design end of the event waterf

24、all down to expand group test drive uniform starting shop head selection a total of 120 p eople b group travelgroup b test dri ve of the grant to prepare activities ad30 people per s tore a group of test drive a group of touri sm return first 22titel oder name, abteilung, datum 目錄目錄catalog 活動背景backg

25、round activities 活動創(chuàng)意creative activities 媒介傳播media communication 費用預(yù)算cost estimates 23titel oder name, abteilung, datum 媒介傳播計劃媒介傳播計劃 the media communication plan 預(yù)熱期 preheat phase 11。02-12.06 后續(xù)期 the follow-up period of 12.14-12.31 活動期 active stage 12.12-12.13 24titel oder name, abteilung, datum 傳播模

26、式傳播模式 奧迪a6ltdi深度試駕 t級體驗行動 事前預(yù)熱 事后報道 深度體驗 事 件 傳 播 tdi 環(huán) 保 節(jié) 能 對 比 報 道 動 力 性 能 環(huán) 保 節(jié) 能 性 價 對 比 性 價 對 比 動 力 性 能 經(jīng) 濟 節(jié) 油 25titel oder name, abteilung, datum mode of transmission audi test drive a6ltdi depth t class action experience preheat advance subsequently reported depth of experience event communi

27、cation tdi environment protection and energy comparison report dynamic performance green energy price-comparison price-comparison dynamic performance economic fuel-efficient 26titel oder name, abteilung, datum 事前預(yù)熱事前預(yù)熱 硬廣宣傳 1. 宣傳載體：路牌、報紙、電梯廣告、電臺、網(wǎng)絡(luò)等； 2. 宣傳模式：國云風(fēng)提供畫面，4s店日常廣告計劃替換； 軟文報道 1. 宣傳載體：報紙 電臺 網(wǎng)

28、絡(luò) 電視 2. 傳播內(nèi)容： 奧迪a6l tdi 深度試駕活動事件，店頭征集 奧迪tdi 發(fā)動機節(jié)油性能報道 汽油柴油發(fā)動機對比報道 網(wǎng)絡(luò)互動傳播 1. 網(wǎng)絡(luò)平臺：易車網(wǎng)主頁嵌入式 2. 互動游戲：tdi拼圖游戲miniweb 27titel oder name, abteilung, datum preheat advance hard wide publicity 1. propaganda vehicle: road signs, newspapers, elevator ads, radio, internet, etc.; 2. publicity mode: wind cloud s

29、tate to provide the screen, 4s shop to replace the daily advertising program; 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-effic

30、ient coverage comparison gasoline diesel engine coverage interactive communication 1. network platform: easy vehicle embedded network home 2. interactive games: tdi puzzle miniweb 28titel oder name, abteilung, datum 媒體選擇媒體選擇 報媒：報媒： 福州地區(qū)福州地區(qū) 福州日報福建日報福州晚報海峽都市報東南快報 廈門地區(qū)廈門地區(qū) 海峽生活報廈門商報海峽導(dǎo)報廈門晚報廈門日報 泉州地區(qū)泉州

31、地區(qū) 晉江經(jīng)濟報泉州晚報 電視：電視： 福建地區(qū)：都市時尚頻道 經(jīng)濟生活頻道 東南電視臺 體育頻道 福州地區(qū)：新聞綜合頻道 生活頻道 廈門地區(qū)：廈門衛(wèi)視 生活頻道 泉州地區(qū) ：晉江電視臺 都市生活頻道 新聞綜合頻道 29titel oder name, abteilung, datum media selection newspaper media: fuzhou fuzhou daily fujian daily fuzhou evening news channel dushi bao, southeast express“ xiamen straits al-hayat xiamen d

32、aily strait herald xiamen evening news xiamen daily“ quanzhou jinjiang economic news, 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: jinjian

33、g city life tv channel news comprehensive channel 30titel oder name, abteilung, datum 媒體選擇媒體選擇 電臺：電臺： 福建地區(qū)：交通廣播 福州地區(qū)：交通廣播 巴士廣播網(wǎng) 廈門地區(qū)：閩南之聲 新聞廣播 經(jīng)濟交通廣播 泉州地區(qū) ：fm904交通頻道 網(wǎng)絡(luò)： 騰訊汽車頻道 易車網(wǎng) 31titel oder name, abteilung, datum media selection radio: fujian province: traffic radio fuzhou region: traffic radio

34、bus radio network xiamen: fujian traffic radio the voice of newscasts economy quanzhou: fm904 traffic channel network: tencent auto channel easy car network 32titel oder name, abteilung, datum 事后傳播調(diào)性事后傳播調(diào)性 傳播表現(xiàn)：傳播表現(xiàn)： 事件過程報道，4s店店頭配合 參與者體驗感言 優(yōu)異的動力性能與經(jīng)濟節(jié)油及綠色環(huán)保的表現(xiàn) 方法手段：方法手段： 活動專題網(wǎng)路試駕報道 miniweb活動總結(jié)論壇 活動事

35、件新聞花絮報道 使用者深度訪談以及活動手記 33titel oder name, abteilung, datum subsequent dissemination of tonality communication 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

36、and green environmental protection methods and means: activities feature online test drive report forum miniweb summary of activities events news snapshots report notes from the user-depth interviews and activities 34titel oder name, abteilung, datum 媒體傳播效果評估媒體傳播效果評估 平面報廣： 1. 覆蓋區(qū)域福州、廈門、泉州等主要城市 2. 傳播

37、人群：一般消費人群100萬人次以上 3. 傳播效果預(yù)估：建立奧迪tdi節(jié)能環(huán)保產(chǎn)品形象 電視電臺： 1. 覆蓋區(qū)域福州、廈門、泉州等一線城市主要消費人群 2. 傳播人群：一般消費人群200萬人次以上 3. 傳播效果預(yù)估：建立a6ltdi強勁動力的產(chǎn)品功能印象 網(wǎng)絡(luò)媒體 1. 覆蓋區(qū)域東南小區(qū)主要汽車消費市場及人口 2. 傳播人群：汽車消費人群50萬以上 3. 傳播效果預(yù)估：轉(zhuǎn)換消費者對tdi發(fā)動機的產(chǎn)品誤區(qū) 35titel oder name, abteilung, datum media dissemination of impact assessment plane reported wi

38、dely: coverage area, fuzhou, xiamen, quanzhou and other major cities in dissemination of population: general consumer 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 a

39、rea, fuzhou, xiamen, quanzhou citys main consumer groups such as first-line dissemination of population: general 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 t