某汽車A深度體驗方案

奧迪A6LTDI深度體驗方案

AudiA6LTDI-depthexperienceoftheprogram廣州國云風廣告公司GAAC2009年11月8日目錄catalog活動背景BackgroundActivities活動創(chuàng)意CreativeActivities媒介傳播MediaCommunication費用預算Costestimates目錄catalog活動背景BackgroundActivities活動創(chuàng)意CreativeActivities媒介傳播MediaCommunication費用預算CostestimatesTDI銷售現(xiàn)狀不盡人意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鍵性影響對柴油發(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TDIsalesunsatisfactorystatusquoInterestdemandstherearedeviationsMainstreammedia'senvironmentalclaimsandsubstantialbenefittotheownersofnon-Theownersoffuel-savingfeatureisnotcriticaltothelevelofimpactAmisunderstandingofthedieselenginestillexistsBlackSmokeDomesticfuelqualitydoesnotmatchwiththeStabilityofdifferenceengineTofightwiththelocationofrefuelingtrucks需要從“汽車”最本質(zhì)的屬性去發(fā)掘利益點Needfromthe"car"themostessentialpointofthepropertytodiscovertheinterestsof社會利益Socialbenefits基本利益Basicinterests核心利益Coreinterests動力Power舒適、操控、節(jié)油Comfort,control,fuel-efficient節(jié)能、環(huán)保Energy-saving,environmentalprotection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)量終端整合，統(tǒng)一行動店頭包裝，GAAC負責統(tǒng)一提供物料設計和話術提高參與門檻，通過比賽獲取參與資格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負責統(tǒng)一提供設計體驗活動策劃以產(chǎn)品體驗為平臺融入團隊互動類型的生活方式體驗CreativeThinkingStrategiesThe"power"asthecoreofthedepthofexperienceToimprovethequalityoftheterminalset-offTerminalintegration,unityofactionStorethefirstpackage,GAACisresponsibleforprovidingaunifieddesignandmaterials,ifsurgeryEnhanceparticipationthresholdforeligibilityforparticipationbyraceCommunicationIntegrationCommunicationwithdistributorstoachievemaximumintegrationoftheexistingadvertisingresourcesGAACresponsibleforcentralizingtheprovisionofdesignExperienceeventplanningExperienceasaplatformforproduct-Integrationintotheteamtoexperienceaninteractivetypeoflifestyle目錄catalog活動背景BackgroundActivities活動創(chuàng)意CreativeActivities媒介傳播MediaCommunication費用預算Costestimates活動主題ThemeT級體驗既有TDI級別也有“特級”的意思T-classexperienceforbothTDI-levelalsohasa"super"means1簡單上口，容易傳播Simpleandcatchy,easytospread2副標題點名活動的身份，是針對A6LTDI的SubheadingnamedactivitystatusisaimedattheA6LTDI3T級體驗行動--奧迪A6LTDI深度試駕之旅T-classexperienceofaction-AudiA6LTDI-depthtestdriveofthetrip經(jīng)銷商商店頭頭活動動創(chuàng)意意車內(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С煽?；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技術亮點所帶來的駕駛者利益；Dealer-the-counteractivitiesofcreativeRace-carshootingKnowledgeQ&ADrivingaroundtheSunilateralBridgeCompetitionTwo-group,underthecommandofaperson,anotherpersontodrivethroughtheSunilateralbridge,takethetwobestresultsfortheeffectiveperformance;On-siteregistrationwererandomlyassignedtocombinationsofeachpair;Cardriverswiththesamecarcompanion,inordertoshootintothebasketwins;Combinedwiththeshotintothequizlinks,achoiceofAudiinthecomputerquestionnaire,theproblemiscausedbyA6Ltechnicalhighlightsoftheinterestsofdrivers;經(jīng)銷商商店頭頭活動動現(xiàn)場場效果果圖Dealer-the-countereffectsoftheactivitysitemap來賓簽簽到分分組培訓、、規(guī)則則介紹紹全體合合影正式比比賽公布成成績嘉賓頒頒獎結(jié)束退場經(jīng)銷商商店頭頭活動動運營營示意意圖Dealer-the-countereffectsoftheactivitysitemap4S店停車車場宣宣傳牌牌4S店內(nèi)專專題易易拉寶寶店頭宣宣傳ShopHeadPublicity媒體宣宣傳Media經(jīng)銷商商店頭頭活動動運營營示意意圖Dealer-the-countereffectsoftheactivitysitemap比賽篩篩選CompetitionScreening各城市市經(jīng)銷銷商在在所在在地廣廣場進進行集集中篩篩選Placetheseatofdealersinvariouscitiescentralizedscreening每家店店最終終勝出出30人，共共15對組合合，按按比賽賽成績績高低低篩選選Thefinalwinnerofeachstore30,atotalof15pairsofcombinations,accordingtomatchthelevelofscreeningresults場地推推薦Recommendedsites泉州：：海峽峽體育育中心心廈門：：五一一文化化廣場場福州：：金山山展覽覽城深度體體驗活活動創(chuàng)創(chuàng)意Thedepthofexperience,creativeactivity嘉賓每每兩人人一組組，駕駕駛A6L2.7TDI挑戰(zhàn)福福建天天門山山盤山山道位于福福建省省福州州市永永泰縣縣嶺路路鄉(xiāng)境境內(nèi)，，距離離永泰泰縣城城13公里，，距離離福州州市區(qū)區(qū)76公里。。主峰峰海拔拔1130米。Guestsinteamsoftwo,drivingA6L2.7TDIchallengeFujianTianmenshanwindingRoadYongtaiCountyislocatedinFuzhouCity,FujianProvinceinLingRoad,Township,13kilometersawayfromYongtaicounty,76kilometersawayfromFuzhou.Peakelevationof1130meters.心智與與體力力的極極限挑挑戰(zhàn)：：瀑降降（如如溫度度太低低則改改為崖崖降））Thelimitsofmentalandphysicalchallenges:Falldown(suchasthetemperatureistoolowwillbechangedtocliffdrop)深度體體驗活活動創(chuàng)創(chuàng)意Thedepthofexperience,creativeactivity深度體體驗活活動創(chuàng)創(chuàng)意明察秋秋毫：現(xiàn)場用用兩部部車，，每兩兩人為為一組組，兩兩組進進行PK；每組設設置好好自己己車內(nèi)內(nèi)的儲儲物空空間、、MMI等，對對方觀觀察1分鐘；；然后各各自分分別用用1分鐘進進行調(diào)調(diào)整自自己車車內(nèi)的的安排排；交換后后互相相觀察察做了了哪些些調(diào)整整，以以發(fā)現(xiàn)現(xiàn)最多多者獲獲勝；；通過娛娛樂方方式體體驗A6L人性化化的空空間設設置、、MMI等設備備；Thedepthofexperience,creativeactivityPerspicacious:Thescenewithtwocars,twoforeachgroup,twogroupsPK;Eachvehiclesetuptheirownstoragespace,MMI,etc.,theotherobserved1minute;Then1minuteeachwereusedtoadjusttheircararrangements;Aftertheexchangeofobservationswitheachotherwhathadbeendonetoadjusttofindthegreatestnumberofwins;Formsofentertainmentexperiencesthroughuser-friendlyspaceA6Lsettings,MMIandotherequipment;活動流程設設計

活動結(jié)束

瀑降拓展

分組試駕

統(tǒng)一出發(fā)店頭選拔

共120人B組旅游B組試駕次批準備活動廣告每店30人A組試駕A組旅游首批返程Activities,processdesign

Endoftheevent

Waterfalldowntoexpand

Grouptestdrive

UniformstartingShop

HeadSelectionAtotalof120peopleBGroupTravelGroupBtestdriveOfthegranttoprepareActivitiesAd30peopleperstoreAgroupoftestdriveAgroupoftourismReturnfirst目錄catalog活動背景BackgroundActivities活動創(chuàng)意CreativeActivities媒介傳播MediaCommunication費用預算Costestimates媒介傳播計計劃Themediacommunicationplan預熱期PreheatPhase11。02-12.06后續(xù)期Thefollow-upperiodof12.14-12.31活動期Activestage12.12-12.13傳播模式奧迪A6LTDI深度試駕T級體驗行動動事前預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ModeoftransmissionAuditestdriveA6LTDIDepthTClassActionExperiencePreheatadvanceSubsequentlyreportedDepthofexperienceEventCommunicationTDIenvironmentprotectionandenergyComparisonreportDynamicperformanceGreenEnergyPrice-comparisonPrice-comparisonDynamicperformanceEconomicfuel-efficient事前預熱硬廣宣傳1.宣傳載體：：路牌、報報紙、電梯梯廣告、電電臺、網(wǎng)絡絡等；2.宣傳模式：：國云風提提供畫面，，4S店日常廣告告計劃替換換；軟文報道1.宣傳載體：：報紙電電臺網(wǎng)絡絡電視2.傳播內(nèi)容：：■奧迪A6LTDI深度試駕活活動事件，，店頭征集集■奧迪TDI發(fā)動機節(jié)油油性能報道道■汽油柴油發(fā)發(fā)動機對比比報道網(wǎng)絡互動傳傳播1.網(wǎng)絡平臺：：易車網(wǎng)主主頁嵌入式式2.互動游戲：：TDI拼圖游戲miniwebPreheatadvanceHardwidepublicity1.Propagandavehicle:roadsigns,newspapers,elevatorads,radio,Internet,etc.;2.Publicitymode:WindCloudStatetoprovidethescreen,4Sshoptoreplacethedailyadvertisingprogram;Soft-Wenreports1.Publicityvector:NewspapersRadioInternetTV2.Disseminationofcontent:■AudiA6LTDItestdrivetheactivitiesofthedepthoftheevent,shopheadcollection■AudiTDIengineperformance,fuel-efficientcoverage■ComparisongasolinedieselenginecoverageInteractiveCommunication1.NetworkPlatform:easyvehicleembeddednetworkHome2.Interactivegames:TDIpuzzleminiweb媒體選擇報媒：福州地區(qū)《福州日報》《福建日報》《福州晚報》《海峽都市報報》《東南快報》廈門地區(qū)《海峽生活報報》《廈門商報》《海峽導報》《廈門晚報》《廈門日報》泉州地區(qū)《晉江經(jīng)濟報報》《泉州晚報》電視：福建地區(qū)：：都市時尚尚頻道經(jīng)經(jīng)濟生生活頻道東東南南電視臺體體育育頻道福州地區(qū)：：新聞綜合合頻道生生活頻頻道廈門地區(qū)：：廈門衛(wèi)視視生生活頻頻道泉州地區(qū)：晉江電視視臺都都市生生活頻道新新聞聞綜合頻道道MediaSelectionNewspapermedia:Fuzhou"FuzhouDaily""FujianDaily""FuzhouEveningNews""ChannelDushiBao","SoutheastExpress“Xiamen"StraitsAl-Hayat""XiamenDaily""StraitHerald""XiamenEveningNews""XiamenDaily“Quanzhou"JinjiangEconomicNews","QuanzhouEveningNews"TV:FujianProvince:UrbanFashionChannelsoutheastoftheeconomiclifeofTVSportsChannelFuzhou:NewsComprehensiveChannelLifeChannelXiamen:XiamenTVlivechannelsQuanzhou:JinjiangCityLifeTVChannelNewsComprehensiveChannel媒體選擇電臺：福建地區(qū)：：交通廣播播福州地區(qū)：：交通廣播播巴巴士廣播網(wǎng)網(wǎng)廈門地區(qū)：：閩南之聲聲新新聞廣播經(jīng)經(jīng)濟濟交通廣播播泉州地區(qū)：FM904交通頻道網(wǎng)絡：騰訊汽車頻頻道易車網(wǎng)MediaSelectionRadio:FujianProvince:TrafficRadioFuzhouRegion:TrafficRadioBusRadioNetworkXiamen:FujianTrafficRadiotheVoiceofnewscastseconomyQuanzhou:FM904trafficchannelNetwork:TencentAutoChannelEasyCarNetwork事后傳播調(diào)調(diào)性傳播表現(xiàn)：：事件過程報報道，4S店店頭配合合參與者體驗驗感言優(yōu)異的動力力性能與經(jīng)經(jīng)濟節(jié)油及及綠色環(huán)保保的表現(xiàn)方法手段：：活動專題網(wǎng)網(wǎng)路試駕報報道Miniweb活動總結(jié)論論壇活動事件新新聞花絮報報道使用者深度度訪談以及及活動手記記SubsequentdisseminationofTonalityCommunicationPerformance:Courseoftheincidentreport,4SstoresarethefirstlinewithParticipantsexperiencethereflectionsExcellentdynamicperformanceandeconomicperformanceoffuel-efficientandgreenenvironmentalprotectionMethodsandmeans:ActivitiesfeatureonlinetestdrivereportForumMiniwebsummaryofactivitiesEventsNewsSnapshotsreportNotesfromtheuser-depthinterviewsandactivities媒體傳播效效果評估平面報廣：：覆蓋區(qū)域福福州、廈門門、泉州等等主要城市市傳播人群：：一般消費費人群100萬人次以上上傳播效果預預估：建立立奧迪TDI節(jié)能環(huán)保產(chǎn)產(chǎn)品形象電視電臺：：覆蓋區(qū)域福福州、廈門門、泉州等等一線城市市主要消費費人群傳播人群：：一般消費費人群200萬人次以上上傳播效果預預估：建立立A6LTDI強勁動力的的產(chǎn)品功能能印象網(wǎng)絡媒體覆蓋區(qū)域東東南小區(qū)主主要汽車消消費市場及及人口傳播人群：：汽車消費費人群50萬以上傳播效果預預估：轉(zhuǎn)換換消費者對對TDI發(fā)動機的產(chǎn)產(chǎn)品誤區(qū)MediadisseminationofimpactassessmentPlanereportedwidely:Coveragearea,Fuzhou,Xiamen,QuanzhouandothermajorcitiesinDisseminationofpopulation:generalconsumerpopulationformorethan1millionpassengertripsDisseminationofresultsexpected:ToestablishtheimageofAudiTDIenergy-savinggreenproductsTelevisionandradio:Coveragearea,Fuzhou,Xiamen,Quanzhoucity'smainconsumergroupssuchasfirst-lineDisseminationofpopulation:generalconsumerpopulationformorethan2millionvisitorsDisseminationofresultsexpected:theestablishmentofA6LTDIproductfeaturesastrongimpressionofpowerOnlineMediaSouthEastDistrictcoverageareaandpopulationinthemajorautomotiveconsumermarketDisseminationofthecrowd:AutomotiveConsumerpopulationsmustreach50millionormore,Disseminationofresultsexpected:ConversionoftheTDIengine'sproductstoconsumersMisunderstanding媒體傳播量量預估Estimatetheamountofmediacommunication平面報廣宣宣傳軟文20篇（含）以以上，不含含轉(zhuǎn)載電視電臺傳傳播20次（含）以以上網(wǎng)路媒體傳傳播30篇次（含））以上，含含文字、視視頻、圖片片，不含各各大網(wǎng)站轉(zhuǎn)轉(zhuǎn)載Planereportedthatwidepublicityofsoft-Wen20(inclusive)above,non-reproducedTelevisionandradiotransmission20times(inclusive)ormoreInternetmediacommunication30Pianci(inclusive)above,includingtext,video,pictures,reproducedwithoutmajorwebsites媒體傳播播價值Thevalueofmediacommunication平面報廣廣：軟文文報道20篇，報道道文字3萬字以上上，媒體體報道價價值人民民幣15萬元以上上電視電臺臺：新聞聞以及專專題報道道視頻以以及音頻頻合計30分鐘以上上，總計計價值人人民幣18萬元以上上網(wǎng)路媒體體：汽車車專業(yè)網(wǎng)網(wǎng)站相關關報道及及轉(zhuǎn)載達達100篇次以上上，預估估廣告價價值人民民幣15萬元以上上Planereportedwidely:softpaperreportedthat20,thereporttextformorethan30000words,themediareportedthatmorethan150,000yuanworthTelevisionandradio:newsandfeaturecoveragevideoandaudiotogether,morethan30minutes,atotalofmorethan180,000yuanworthNetworkMedia:Automotiveprofessionalwebsitesrelatedtoreportsandreproducedmorethan100Pianciisestimatedadvertisingvalueofmorethan150,000yuan謝謝thank9、靜夜夜四無無鄰，，荒居居舊業(yè)業(yè)貧。。。1月-231月-23Thursday,January5,202310、雨雨中中黃黃葉葉樹樹，，燈燈下下白白頭頭人人。。。。22:55:5322:55:5322:551/5/202310:55:53PM11、以我獨沈久久，愧君相見見頻。。1月-2322:55:5322:55Jan-2305-Jan-2312、故人江海海別，幾度度隔山川。。。22:55:5322:55:5322:55Thursday,January5,202313、乍乍見見翻翻疑疑夢夢，，相相悲悲各各問問年年。。。。1月月-231月月-2322:55:5322:55:53January5,202314、他鄉(xiāng)鄉(xiāng)生白白發(fā)，，舊國國見青青山。。。05一一月月202310:55:53下下午午22:55:531月-2315、比不了了得就不不比，得得不到的的就不要要。。。一月2310:55下下午1月-2322:55January5,202316、行動出出成果，，工作出出財富。。。2023/1/522:55:5322:55:5305January202317、做前，能能夠環(huán)視四四周；做時時，你只能能或者最好好沿著以腳腳為起點的的射線向前前。。10:55:53下下午10:55下午22:55:531月-239、沒沒有有失失敗敗，，只只有有暫暫時時停停止止成成功功！！。。1月月-231月月-23Thursday,January5,202310、很多事情努努力了未必有有結(jié)果，但是是不努力卻什什么改變也沒沒有。。22:55:5322:55:5322:551/5/202310:55:53PM11、成功就是是日復一日日那一點點點小小努力力的積累。。。1月-2322:55:5322:55Jan-2305-Jan-2312、世間成成事，不不求其絕絕對圓滿滿，留一一份不足足，可得得無限完完美。。。22:55:5322:55:5322:55Thursday,January5,202313、不不知知香香積