全新奧迪Q7競品營銷策劃方案-2024年培訓(xùn)課件

面對奧迪：寶馬做了什么？Inthe

face

ofAudi:

BMWhas

done

what?22015/12/3面對奧迪：奔馳做了什么？Inthe

face

ofAudi:

Mercedes-Benz

has

done

what?32015/12/3競品攻擊視頻總結(jié)

Competitor

counterattackvideo

summary以什么形式展現(xiàn)，講了什么內(nèi)容

In

what

form

to

show,

talked

about

what????場景化直觀表現(xiàn)產(chǎn)品給予用戶的利益；運(yùn)用符號暗諷攻擊奧迪Base

onscene

toshow

thebenefitandusesymbols

toinnuendoandattackAudi.簡單故事敘事，夸張表現(xiàn)手法，加強(qiáng)視頻趣味性及傳播性；通過人物形象塑造貶低奧迪車主形象Setupthetypical

characterthrough

theinteresting

storytoshow

thatAudiowneris

boring夸張的奔馳：E320L（系列）Exaggeration

of

Benz：E320L自嗨的寶馬：X1

The

entertaining

BMW：X1Key

：奧迪產(chǎn)品技術(shù)存在漏洞

Auditechnical

vulnerabilities

Key

wordsMessage：奧迪車主呆板無趣

Audiowner

is

boring主角：5個(gè)風(fēng)衣男/一輛古董車The

protagonist

：

Five

men

wearing主角：3個(gè)“城會(huì)玩”的運(yùn)動(dòng)青年The

protagonist

：

Threeplayful

youthwindbreaker

/An

antique

car2：碰撞輔助系統(tǒng)Collision

aided

system他們很會(huì)玩開寶馬1：自動(dòng)轉(zhuǎn)向燈Theautomatic

steering

lampThey

hada

good

timeDriving

BMW3：V6渦輪增壓發(fā)動(dòng)機(jī)V6

turbo

engineA3車主只能偷看在浴缸里泡泡A3

owners

can

only

peekTake

ashowerinthebathtub.奧迪反擊視頻：

【A3】don‘t

regret

your

first

luxury

car52015/12/3奧迪反擊視頻：

【A6】power

is

beautiful62015/12/3奧迪反擊視頻總結(jié)

Audi

counterattack

video

summary與競品差異

Differences

between

competing

products??奧迪

world

wide團(tuán)隊(duì)相對激，直面競品；切入時(shí)更多從品牌層面映射，而非直接對標(biāo)產(chǎn)品Audi

worldwideteam

facesthecompetingproductsdirectly.

They

emphasizethebrandmorethan

competingproducts.相對奔馳和寶馬，奧迪競品反擊視頻更會(huì)講故事；故事緊湊情節(jié)，氛圍，節(jié)奏把握更像微電影TheAudicounterplanvideotellsstories

betterthanBenzandBMW

.Theirstories

have

tightknitplots,thefeelofatmosphere,rhythm

ismore

likeMicro

Film.青春文藝片Art

film:

A3之don‘t

regretyour

firstluxury

car諜戰(zhàn)大片Spy

movies:

A6之power

isbeautifulSynopsis：Synopsis：JasonStatham

waschasedby

themob,readytograb

thecarfledHe

grabbeda

Mercedes-Benz

andturnedintoagarbage

dump；He

grabbeda

BMW,

andturnedthebridge；And

then，

He

caughtaglimpseofLexus,

shakinghis

headaway.A

groupofyoungpeople,inthelife

encountered

trouble，They

thinktheyshouldstick

tothe

rightvalues.They

chosetheBMW

orMercedes-Benz

causetroubleagainandagainIntheirlife.Finally,

hegrabbed

aAudiA6,

escapedafterthe

mob.Power

is

theart,the

newAudiA6came!Don'tregretforthefirst

luxury

car,choosetheAudiA3!故事梗概：故事梗概：一群年輕人，在生活中遇到了煩惱，他們覺得該堅(jiān)持正確的價(jià)值觀一個(gè)男生因?yàn)榫芙^開女友的奔馳，陷入感情危機(jī)；一個(gè)女孩因?yàn)殚_寶馬，很怕被朋友發(fā)現(xiàn)而被嘲笑；一個(gè)男生因?yàn)楣镜能囀潜捡Y，而恨自己的公司；一個(gè)女生拒絕乘媽媽的車，那是一輛寶馬…不要為自己第一輛豪車后悔，選奧迪A3吧！杰森·斯坦森被暴徒追逐，準(zhǔn)備搶車逃亡他搶了一輛奔馳，轉(zhuǎn)彎撞上了垃圾堆；他又搶了一輛寶馬，轉(zhuǎn)彎飛出了大橋；接下來，他瞥見雷克薩斯，搖搖頭走了。最后，他搶到一輛奧迪A6，成功逃離暴徒追趕。動(dòng)力即美，全新奧迪A6來了！關(guān)于競品反擊視頻建議Suggestions

for

the

counterattack

video競品反擊視頻優(yōu)勢The

video‘s

advantage直觀感性的凸顯了產(chǎn)品/技術(shù)優(yōu)勢Emotional

highlight

product

/Technical

advantages趣味化/場景化可自然的引發(fā)討論Interest/

scandalized

can

be

naturally

triggered

discussion建議風(fēng)格化、常態(tài)化

——

進(jìn)行定期的競品反擊Stylize,

normalizationTake

the

competitor

counter

as

a

regular

partFORHALO

PRODUCTLAUNCHFORHALO

TECHENHANCEFORADVANTAGESEASON82015/12/3全新Q7強(qiáng)勢來襲New

Audi

Q7’s

is

firing

on競品反擊開始Let‘s

DoIt!92015/12/3上市策略回顧：Q7面臨的挑戰(zhàn)Launch

strategy

review

:The

challenge

for

Q7Awareness

in

%All

models

of

Audi,BMW

and

MB

brandsTop

of

mind

modelRank150%45%40%35%30%25%20%15%10%5%FBU\High

end

modelswith

highest

imageA6LA4LQ7Q5A8L7

Sr5

SrX5(33%)(13%)(13%)(12%)(11%)(20%)(19%)(19%)(11%)(10%)2345A6L1SClass237

SrX543

SrX6E

ClassQ55

Sr5Q712345S

ClassE

ClassC

ClassGLK(29%)(18%)(14%)(10%)(7%)CClassA4LA8LGLKML3

SrX60%65%70%75%80%85%90%95%100%MLPrestigious

Image

in

%公眾對奧迪的第一印象車型是A6LQ7

的產(chǎn)品影響力不足Audi's

first

impression

of

the

public

isA6LQ7

are

lack

of

influence??Q7缺的不是尊貴度，而是影響力Q7isnot

the

lack

of

honor,

butinfluence在影響力提升同時(shí)，Q7需要通過自身的尊貴度，來提升品牌的尊貴度Q7

needs

to

promote

the

brand's

honor

andinfluence上市策略回顧：上市傳播目標(biāo)+策略Launch

strategy

review

:Goals

andstrategies?產(chǎn)品亮點(diǎn)有序披露

Product

highlights

expose

orderly產(chǎn)品力??敏感信息策略性引導(dǎo)

Guidance

of

sensitive

infoProduct

force重點(diǎn)權(quán)威垂直媒體的定調(diào)發(fā)聲Align

with

major

media

to

have

aunified

voice多波浪、大聲量

傳播全新一代Q7產(chǎn)品亮點(diǎn)Repeatedly

&

Loudly?品牌精神傳播

Brand

spiritKOL背書

KOL

endorsement產(chǎn)品生活方式體驗(yàn)

lifestyle用戶形象傳播

User

image

shape品牌力Brand?Highlight

new

Q7selling

points??force產(chǎn)品形象與品牌形象相關(guān)聯(lián)，提升奧迪品牌尊貴度Combine

the

product

image

and

brand

imageEnhancetheAudibrand

honor11

2015/12/3競品反擊傳播目標(biāo):配合產(chǎn)品節(jié)奏，從感性角度切入，場景化凸顯產(chǎn)品亮點(diǎn)Objective:

Highlight

the

product

points

from

perceptual

throughshaping?節(jié)奏

配合上市，制造1-2月份聲量波峰?產(chǎn)品直面競品，場景化凸顯產(chǎn)品亮點(diǎn)?用戶

引發(fā)共情，有理有趣輔助購買決策RhythmProductAccording

to

launch

time,

make

the

volume

to

reach

apeakFace

to

face

with

competing

products,highlight

the

product

points

from

perceptualthrough

shaping

scenarioUserHelp

your

consumers

to

make

thedecision

more

easily

and

convinced12

2015/12/3產(chǎn)品點(diǎn)選擇策略:交叉對比確定全新奧迪Q7的獨(dú)特賣點(diǎn)做為創(chuàng)意的藍(lán)本Choose

selling

points:

All

the

creative

come

from

USP

derived

fromcross-contrast?依照用戶需求程度，及產(chǎn)品優(yōu)勢強(qiáng)弱兩個(gè)維度，進(jìn)行交叉對比According

totheuserdemand，does

cross

andcontrasteffectresearch

fromtheproduct’sadvantageanddisadvantage選擇優(yōu)勢大，關(guān)注度高的Quattro和空間進(jìn)行強(qiáng)化；選擇產(chǎn)品優(yōu)勢明顯，但關(guān)注度低的輕量化進(jìn)行價(jià)值深化Select

highlyconcernedQuattro

andinside

space

tostrengthen;

Select

obviousadvantages

butlowlyconcerned

lightweight

todeepen?Four-wheel

drive

system

quattro?強(qiáng)化四驅(qū)系統(tǒng)quattro?高用戶關(guān)注備注：直線設(shè)計(jì)語言需要認(rèn)知過程N(yùn)ote:Linear

design

languagerequires

a

cognitive

processStrengthen0-100km/h加速0-100km/h

AccelerationMore

attracked用戶購車決定因素Userpurchasedecision

factors超大豪華空間Superspace自適應(yīng)巡航Adaptivecruise矩陣式LEDmatrixLED平均油耗(L/100km)

Average

fuelconsumption(L/100km)安全配置

Securityconfiguration四輪轉(zhuǎn)向Fourwheelsteering弱化all-in-touch觸控板

all-in-touchTouchpadReduction直線設(shè)計(jì)：全新的外觀Linear

design：A

newlook產(chǎn)品優(yōu)勢大備注：四輪轉(zhuǎn)向國內(nèi)版本無（TBD）Note

Four

wheelsteering

TBDAdvantage：（）產(chǎn)品優(yōu)勢小虛擬儀表盤Virtual

instrument

panel顯示屏提醒DisadvantageNoticeDisplay

screen操作系統(tǒng)Operating

system輕量化Lightweight

technology駕駛模式選項(xiàng)Driving

mode

options懸架忽略最高車速M(fèi)aximum

speedsuspensionIgnore備注：懸架懂車人士較關(guān)注，大眾不易理解Note：The

public

isnoteasytounderstand“suspension”,

peoplewhopayattention

tothecarunderstand

it.低用戶關(guān)注Less

attracted13

2015/12/3用戶購車參考因素目標(biāo)用戶分析：圍繞全新奧迪Q7潛在用戶需求塑造創(chuàng)意場景TA

analysis：Do

all

creative

work

around

new

Q7drivers’

demand?SUV用戶整體興趣愛好廣泛，年齡在30-40歲之間，近8成有獨(dú)立家庭。而Q7潛在車主是其中高端群體The

majority

SUVdriversare

aged

intheir30s

and40shavewildinterests.基于冬季、家庭、回家路上，全新奧迪Q7產(chǎn)品功能點(diǎn)給予用戶的利益一目了然Q7’sbenefitsareveryoutstandingonway

home

inwinter?全新奧迪Q7潛在用戶描述強(qiáng)化：quattroQ7奧迪

的靈魂P(guān)otential

user

descriptionStrengthen:

Quattro,

AudiQ7's

soul基本特征

Basicfeaturesquattro歷經(jīng)七代進(jìn)化，愈發(fā)澎湃堅(jiān)韌，作為Q7的靈魂，quattro在性能上的直觀表現(xiàn)依舊是Q7王牌優(yōu)勢平均年齡為38歲Quattroaftersevengenerationsof

evolution,moreand

more

strongand

tough,

as

thesoulof

Quattro,

Q7in

theperformance

of

theintuitive

performance

is

still

Q7trump

cardaverage

age

38企業(yè)主

個(gè)體老板

中高層管理人員Businessowners,

individualowners,

senior

managementBenefit：無畏冰雪的操控體驗(yàn)

Control

experience生活狀態(tài)

Living

condition強(qiáng)化：超大科技豪華空間樂享生活，努力工作Enjoylifeand

work

hardStrengthen:

super

technology

luxury

space講求安全放心，內(nèi)部多動(dòng)能，實(shí)全新奧迪Q7內(nèi)飾設(shè)計(jì)傳承一貫的豪華感與舒適感，同級車中最寬敞的內(nèi)部空間

賦予家庭溫馨樂趣現(xiàn)獨(dú)立自由Emphasisonsafety,

Kineticenergy,

Independent

freedom全新奧迪Q7潛在用戶關(guān)注話題potential

users

concerned

about

the

topicThenew

Audi

Q7interior

designheritagehasalways

beena

luxury

and

comfort,

themostspacious

interiorspace

in

thesameleveltogive

thefamily

a

warm

and

fun時(shí)間結(jié)點(diǎn)

TimenodeBenefit：家庭的溫馨愉悅

Family

pleasure四節(jié)將接踵而至，冰雪季和英美劇回歸將成最大亮點(diǎn)提醒：輕量化差異帶來超高效能Reminder:

light

weightbrings

efficient

energy元旦、春節(jié)Thefoursection

willcome

one

afteranother,

and

theBritish

dramasnowseasonreturnwillbecomethebiggest

highlight減重增“肌”后的全新奧迪Q7，成為了同級別車中重量最輕的車型，成為同級別中最輕的車型。減重帶來的用戶利益需要二次闡釋核心關(guān)鍵詞

KeywordsWeightloss

by

the

"muscle"

afterthe

newAudiQ7,became

thesamelevelof

thelightestweightof

thevehicle,

the

same

levelof

thelightestmodels.

Weightloss

brought

about

by

theuserneedstoexplain

twuce戶外：雪季觸動(dòng)用戶核心關(guān)鍵詞：溫馨，家庭，冰雪，樂趣Touchestheuser's

coreKeywords:warm,family,

iceand

snow,

fun室內(nèi)：看劇全新奧迪Q7競品反擊視頻規(guī)格規(guī)劃Quick

briefing

of

Video主題：全新奧迪Q7競品反擊視頻Theme:

NewAudiQ7

counterattack

competition

video規(guī)格：每支3-5分鐘視頻（三功能點(diǎn)展示）Specification:

3-5minutes

eachvideo用途：視頻網(wǎng)站及第三方平臺傳播，輔助產(chǎn)品深化Objective:

Deepenthe

product

image制作時(shí)間：2015年11月-2015年12月TimeLine:

Nov.2015-Dec.201515

2015/12/3No.1Invisible

Troublemaker

視頻故事梗概SynopsisInvisibleTroublemaker老郭是黑龍江省漠河縣林場的護(hù)林人，It’sMyJods這些年隨著漠河旅游業(yè)的興起，開著高檔轎車來漠河自駕賞雪看極光的人逐漸增多。林場附近環(huán)境十分優(yōu)美，是觀雪賞極光的絕佳位置。不過每有汽車經(jīng)過都必拋錨，于是拖車加救援就成了老郭的副業(yè)，他也可以不用總與山林相伴。Guois

a

forest

farmprotector

of

MoheForest

Farm,

Heilongjiang.With

therise

oftourism

in

Mohethese

years,

manypeople

aredrivingtheirluxury

cars

toMohewherethey

can

appreciate

theaurora.

Theenvironmentnear

theforest

farm

is

extremely

pretty,

makingit

a

perfectplace

tosee

aurora.

However,

almosteach

vehicle

passing

here

will

breakdown,sotrailer

rescue

becomes

Guo’s

subsidiary

business

which

maytemporarily

distract

him

from

theforest

farm.多年來，老郭拖過的車已無數(shù)，各式高檔汽車更是不勝枚舉。有車必拖早已成為了他的習(xí)慣，積攢了無數(shù)戰(zhàn)利品的他更視自己為雪地行車的救星。不過最近，林場附近似乎出現(xiàn)了一位不速之客，它不但不需要老郭的幫助，甚至給老郭制造了不少麻煩。Over

theyears,

Guo

hastrailed

a

tremendous

number

ofcars,

includingnumerousluxury

cars.

It

is

nowhis

habitto

help

thosein

need

and

he

whohastrailed

somanycars

deems

himself

as

thesaver

ofvehicles

runninginthesnowfield.However,

anuninvited

guestseems

toappear

near

theforestfarm,

andthevehicle

never

needs

Guo’s

assistance,to

thecontrary,it

even

brings

alot

oftroubles

to

him.16

2015/12/3Invisible

Troublemaker視頻故事腳本

StoryboardSC-

1SC-

2SC-

3SC-

42015年冬，漠河林場白雪皚皚，時(shí)已入寒冬聲音：風(fēng)、樹枝摩擦清晨，林場小屋外護(hù)林人老郭和狗開始檢查林場狀況聲音：踏雪、狗狗喘氣小屋門口停著老舊的皮卡拖車?yán)瞎崎T進(jìn)屋Guoenters

thecottageWinter

of2015,

snowcovered

MoheForest

Morning,

outsideofa

cottagein

forest

farm

Anold

pickup

trailer

is

parked

at

thecottageFarmSound:

wind,

branchesgratingSC-

5Guo,

theforest

farm

protectorinspects

theforestry

with

his

dogSC-

6

tramping,dogbreathinggateSC-

7SC-

8林場小屋內(nèi)展示老郭的照片墻及屋內(nèi)陳設(shè)聲音：老唱片機(jī)Inside

thecottageDemonstrating

Guo’s

photowall

anddomesticinstrument鏡頭帶過照片墻，老郭的狗兄弟卡卡，家人，（注意：照片墻已經(jīng)放滿了照片可是有一個(gè)位置卻空著）Zoomingin

on

thephotowall,

Guo’s

dogKaka

andhis

family

(Note:

thephotowall

is

fullbutthere

is

a

vacancy)Sound:

old

phonograph17

2015/12/3Invisible

Troublemaker視頻故事腳本

StoryboardSC-

9SC-

10SC-

12SC-

13照片露出（閃回）被救援司機(jī)向老郭致謝，離開聲音：交談、開車門(Flashback)rescued

drivers

thanked

Guo

andleft（閃回）老郭從路旁拖出拋錨車輛鏡頭帶到老郭與曾經(jīng)救援過的轎車的合影Zoomingin

on

thephotoof

Guo

and

sedansherescued聲音：引擎、呼喊Photo

exposes(Flashback)

Guo

trailed

brokendownvehiclesSound:

engine,screams環(huán)境聲，畫面引黑Nature

sounds,

darkened

framesSound:

conversations,

door

openingSC-

14SC-

15SC-

16SC-

17清晨，指示牌下方雪地老郭蹲下，檢查提示牌下的笑臉涂鴉聲音：環(huán)境、撫摸狗狗Morning,

snowfield

undersignboardGuo

squats

andchecks

thesmile

face

on

thesignboard老郭站在道路正中看著遠(yuǎn)去的車轍將車停在路邊，觀察輪胎印聲音：熄火、關(guān)車門Guolooks

at

thetracks

in

themiddleof

theroad（老郭在林場附近設(shè)立了提示牌，各式各樣的拋錨難題都可以找老郭。車越拖越多，于他而言，他是這方圓里的唯一救星。

可是近些日子，在老郭立的所有指示牌上都多了一個(gè)搞怪笑臉的涂鴉，引起了老郭心里一頓波瀾）Guoset

upa

signboardnear

theforest

farmso

drivers

ofbrokendownvehicles

could

findhim.

Guohelped

manytrapped

drivers

andhe’s

theonlysaver

here.

However,

smallsmilefaces

are

drawnrecently

onall

signboards,which

puzzled

Guo.Hepulls

over

toobserveSound:

pulling

over,

door

shuttingSound:

nature

sound,

touchingdog18

2015/12/3Invisible

Troublemaker視頻故事腳本

StoryboardSC-

18SC-

19SC-

20SC-

21木屋外夜晚老郭在小屋為孫子刻著玩具，聲音：卡卡對著窗外叫，

屋外傳來強(qiáng)勁的引擎聲，Night老郭推門欲追，狗追上去停住，大叫不止，車燈遠(yuǎn)去聲音：開門、人和狗奔跑Outside

cottageGuoopens

thedoor,

attempting

tocheck

what

happens,Kaka

dogstops

andbarks,the

cardrives

awaySC-

24

pening,man

and

dogrunning

SC-

25Guocarves

toys

forhis

grandsonarking

towardsoutside,powerfdoutsideSC-

22SC-23清晨，路旁老郭在胎印旁蹲下，仔細(xì)觀察用手測量車轍的深度聲音：衣服摩擦Morning,

roadsideGuo

squatsbeside

tire

tracks,

carefullyobserves

and,

and

measures

rut

depth

withhand林場旁某車拋錨處下午，林場正午，林場附近的冰面老郭沿著冰面上的車轍行走，停住，摘掉手套測量著胎痕聲音：細(xì)小的冰面開裂的聲音Noon,ice

surfacenearforest

farmGuowalks

alongruts

onice

surface,stops,removes

gloves

and

measuretire

tracksSound:

ice

surfacecracking一輛車陷雪，霧氣極大，老郭從遠(yuǎn)處跑來查

老郭在林場內(nèi)排查，車影從不遠(yuǎn)處閃過，霧看情況并采取救援聲音：輪胎擦雪、奔跑Somevehicle

breaks

down

nearforest

farmA

caris

trapped

in

the

snow,it

is

foggyandGuocomes,checked

andtakerescuemeasures氣很小，狗發(fā)現(xiàn)并大叫聲音：觸碰松枝、狗叫Afternoon,

forest

farmGuoinspects

in

theforest

farm,

car

shadowappears

in

distancein

small

fog,

dogdetectsand

barksSound:

clothes

frictionSound:

tires

rubbingagainst

snow,runningSound:

branchesgrating,dogbarking產(chǎn)品點(diǎn)“輕量化”的露出:新款Q7比舊款減輕了363公斤的重量表現(xiàn)形式：相比其他，車輪印痕淺。19

2015/12/3Invisible

Troublemaker視頻故事腳本

StoryboardSC-

26SC-

27SC-

28SC-

29小屋內(nèi)小屋內(nèi)老郭站起，將一張紙撕下貼在墻上，托腮思

白天，樹旁白天，雪堆旁老郭放下咖啡杯，詳細(xì)地記錄線索聲音：書寫、吞咽Inside

cottage考老郭發(fā)現(xiàn)車轍，在自制地圖上進(jìn)行標(biāo)記老郭發(fā)現(xiàn)雪堆被碰散，在地圖上進(jìn)行標(biāo)記聲音：椅子摩擦地板、撕紙Inside

cottage聲音：行走、書寫Daytime,neartreesGuodetects

rubsandmarked

onhis

self-made

map聲音：書寫Daytime,near

snowpileFindingthat

the

snowpile’s

runinto,Guomarks

on

the

mapGuoputsdowncoffee

cupandwrites

downclues

carefullyGuo

standsup,tearoffonepiece

ofpaperandposts

it

on

thewall,

thinking

deeplyrubbingagainstfloor,

paperswallowingng,writinggSC-

30SC-

31SC-

32SC-

33小屋內(nèi)白天，林場邊老郭根據(jù)搜集的線索開始勾勒Q7的樣子聲音：唱片，關(guān)門，發(fā)動(dòng)汽車Inside

cottageGuooutlines

Q7

with

collected

cluesSound:

record

playing,

door

opening,carstarting老郭與附近經(jīng)過的路人打聽情況并記錄聲音：交談、書寫Daytime,nearforest

farmGuoasks

passers-by

andkeeps

recordsSound:

conversations,

writing在一處雪垛發(fā)現(xiàn)了一個(gè)幾近完整的車輛外形痕跡，Guofinds

a

nearly

complete

vehicle

shape

at

Guoflashes

backpart

of

Q7a

snowpile老郭閃回記憶中Q7局部產(chǎn)品點(diǎn)“直線美學(xué)”的露出:直線美學(xué)的回歸，動(dòng)感且優(yōu)雅表現(xiàn)形式：走訪路人及依靠回憶片段拼湊外觀20

2015/12/3Invisible

Troublemaker視頻故事腳本

StoryboardSC-

34SC-

35SC-

36SC-

37白天，車內(nèi)老郭掏出帶有標(biāo)記的自制地圖，開車前往其

白天，雪地車內(nèi)中一個(gè)目的地準(zhǔn)備蹲守Q7老郭在墻上用便簽紙雜亂的拼貼出Q7的樣子

聲音：紙張折疊Guoknocks

togetherexteriorof

Q7

with

note

Daytime,inside

car老郭下車實(shí)測雪的深度，狗狗完全陷入雪中

老郭得意的在車?yán)锖咧?，等待Q7在此拋錨聲音：壓雪Daytime,snowfield，然而Q7勁直駛來，輕松通過聲音：哼唱paperGuofishes

outhis

marked

self-made

map,Guo

measuressnowdepth,Kaka

is

entirelyInside

cardrives

toone

ofdestinations

wherehewaits

trapped

in

snowampingGuo

hums

andwaits

forthebreakdownofoaches

andpasses

easilySC-41SSC-

38SC-39SC-40folding被雪掩埋的車?yán)锢瞎煮@訝，趕忙發(fā)動(dòng)汽車，并掏出地圖，準(zhǔn)備抄近路趕到地圖上另一處標(biāo)記的彎道旁等候彎道旁Q7并未減速，而是急轉(zhuǎn)過彎，消失在雪霧里聲音：啟動(dòng)、踩油門、大叫老郭的車被Q7濺起的雪掩蓋，Guoscaris

covered

by

snowsplattered

byQ7

，老郭握緊方向盤期待Q7在彎道減速Holding

tosteering

wheel,

GuoanticipatesQ7’s

slowing

down

at

theturn聲音：引擎、燒胎TurnQ7does

notcutspeed

andit

makes

a

turnanddisappears

intothe

snowSound:

engine,tires

rubbingInside

snow-covered

car,Guo

is

surprised,

sohestartsthecar,fishes

outhis

map,preparedtoget

toa

turnmarkedon

the

mapSound:

carstarting,stepping

ongas,screaming產(chǎn)品點(diǎn)“quattro?”的露出:大幅提高牽引力，改進(jìn)加速性能，適應(yīng)冰雪路面。表現(xiàn)形式：深厚積雪路段從容通過21

2015/12/3Invisible

Troublemaker視頻故事腳本

StoryboardSC-

42SC-

43SC-

44SC-

45積雪道路路旁老郭像是被激怒，開始歇斯底里，猛踩油門

經(jīng)過一段追趕，老郭由于在急彎處失去控制

Q7車內(nèi)，試圖追上Q7聲音：引擎、大叫Snowcovered

road，沖出路面，撞到樹上，聲音：撞擊,樹上雪跌落的聲音RoadsideQ7駕駛員立即剎車，從后視鏡觀察老郭情況,

駕駛員嘴角微笑聲音：剎車Inside

Q7Irritated,

Guo

becamehysterical;

hesteps

on

Guo’s

loses

controlofhis

carin

the

catch-up,

Q7

driver

brakes

immediately,

observes

with

rearview

mirrorandsmilesthe

gas,trying

tocatch

Q7e,

screamingthe

carrunsofftheroadandhit

a

treen,

snowfalling

offtreeSound:

carbrakingSC-

46SC-47SC-48END全新Au

i

Q7XX

X彩蛋：在照片墻空著的位置上貼了一張新的照片，（老郭和Q7車主的合影，年輕人微笑，老郭表情尷尬，背景是Q7拖著老郭的車

～～）Black

screen

+

Subtitles:

Q7

product

strength

Printed

eggshell:

a

new

photois

posted

on

the

vacancy(photoof

Q7

owner

whosmilesQ7駕駛者下車拿著拖車鉤走向老郭的車Q7

driver

gets

off,walks

towardsGuo'svehicle

with

a

trailer

hook黑屏＋字幕：Q7產(chǎn)品力while

Guo

was

embarrassed,

thebackgroundwas

Q7

trailing

Guo’s

vehicle.)產(chǎn)品點(diǎn)“quattro?”的露出:大幅提高牽引力，改進(jìn)加速性能，適應(yīng)冰雪路面。表現(xiàn)形式：深厚積雪路段從容通過22

2015/12/3No.2Amazing

Trip

視頻故事梗概SynopsisAmazingTripSecond：

Amazing

Trip

Video

synopsis絕妙旅程的“最佳伙伴”——Q7?！癇estpartner”

of

perfect

tours

–Q7Acoherent

short

filmwillbring

out

Q7’s

quattro?all-wheel

drive

system,large

space,

virtual

cockpit

and

other

product

forces.通過一支劇情連貫的短片將Q7的quattro?全時(shí)四輪驅(qū)動(dòng)系統(tǒng)、超大空間、虛擬駕駛艙等產(chǎn)品力逐一帶出。The

story

takes

placeinasouthern

city

→

MoheProtagonist:

afamily,

mainly

father

and

son,

drives

Q7

and

intheir

tour故事發(fā)生地：南方某城市→漠河Father:

vicepresident

of

anadvertising

company

who

is

alsoaskilledunderground

rider主人公：駕駛Q7出游的一家四口，主要為父子Son:

astudent,

alsoaspace

fan

hoping

to

become

anastronaut父親：平日里是廣告公司副總但其實(shí)是駕駛技術(shù)高超的地下車手兒子：平日里是學(xué)生但其實(shí)是資深太空迷，希望將來成為宇航員Background:

duringholidays

(e.g.

NewYear),the

father

decidesto

changethe

traditional

wayof

vacation

andtravelsbycarwith

hisfamily,

which

ashe

seesit,

is

the

most

intuitive

wayto

get

the

kidsto

experience

the

bestscenery

on

the

way.背景：假期（可貼合春節(jié)），父親決定改變傳統(tǒng)休假方式，帶全家自駕出游，用最直觀的體驗(yàn)方式讓孩子們感受路上最美好的風(fēng)景。23

2015/12/3AmazingTrip

視頻故事腳本

StoryboardSC-

1SC-

2SC-

3SC-

4窗前男孩房間男孩房間聲音：拉窗簾太空艙內(nèi)聲音：腳步聲音：開房門、男人說話“Time

togo,buddy!”父親推開門（“我們該出發(fā)了，小伙子！”）Inside

boy’s

room父親從窗前往外望，發(fā)現(xiàn)兒子正穿著宇航服坐在Q7的駕駛座位By

the

window聲音：電波通訊、按鈕觸碰一位宇航員正在艙內(nèi)進(jìn)行操作Space

cabin屋內(nèi)無人，但能看出這是一個(gè)骨灰級宇航迷的房間Boy’s

roomSound:

footstepThere

is

no

onein

theroom

of

theobviouslySC-

7Sound:

windowwithdrawingFatherlooks

outfromthe

window,finding

hisa

spacesuit

sitting

onQ7’sSound:

radiocommunication,

buttontouchingAn

astronautis

operating

in

thecabinSC-

5Sound:

dooropening,man

talkingbuddy!”

fatheropens

the

doorSC-

6SC-

8ofaerospace.Q7旁車內(nèi)車內(nèi)Q7旁聲音：衣服摩擦聲音：對話、撞拳聲音：開窗聲音：搬卸、開車門父親（此時(shí)已換成賽車服）將兒子從主駕抱

“Readytofly?”父親回頭對兒子說到，二人撞至副駕By

Q7Sound:

clothes

rubbingFather(wearing

racing

suits)

moves

sonfrom

son,

they

bumpedfists

(zoomingin

on

quottropilot

seat

to

copilot

seat

ring

on

theindexfinger

ofrighthand)兒子摘掉頭盔，降下車窗看窗外Inside

carSound:

windowopeningSonremoves

helmet,lowers

window

andlooks

out母親在往Q7里裝東西（航空望遠(yuǎn)鏡）By

Q7Sound:

handling,

car

door

openingFatheris

loadingQ7

(Aerial

telescope)拳（右手食指壁虎戒指特寫）Sound:

conversations,fist

bumping“Readytofly”,

fatherturnedback

andsaid

to24

2015/12/3AmazingTrip

視頻故事腳本

StoryboardSC-

9SC-

10SC-

12路旁某車后備箱旁路旁某車后備箱旁路上聲音：女孩叫嚷聲音：女人說話聲音：爭吵聲音：行駛花枝招展的母親在斥責(zé)女兒，女兒歇斯底里的跳腳Beside

a

cartrunkon

thestreetSound:

Girl

shoutingQ7經(jīng)過，失落的女孩看到后座的“宇航員”，滿眼羨慕。Roadside母親示意車已經(jīng)沒有地方裝女孩的木馬了。Beside

a

cartrunkon

thestreetSound:

shoutingMotherimplies

that

there

is

nospace

forthegirl’s

woodenhorse

in

thetrunkQ7繼續(xù)前行，路過一對衣著考究的父子On

theroadSound:

drivingQ7

moves,passing

well

dressed

father

andsonSC-

16Sound:

Woman

talkingQ7

passes,

thefrustratedgirl

sees

thethebackseat

with

envy.Gorgeousmotherscolds

her

daughter

whoisingSC-

13SC-

15路旁車內(nèi)路旁車內(nèi)聲音：整理衣服，男人說話男人將男孩的領(lǐng)帶束得很緊，男孩緊緊抓著一個(gè)老款奔馳車模聲音：推拉，驚呼聲音：整理頭發(fā)聲音：對話，歡笑兒子打開，發(fā)現(xiàn)后排空間和后備箱被改造成了一個(gè)虛擬太空艙，尖叫Inside

carSound:

pulling,

screamingSonpulls

open

andfindsthat

the

backspaceandtrunkaremodified

into

a

virtual

spacecapsule,

hescreams.Q7經(jīng)過，一臉不情愿的男孩看到后座的“宇

停車間歇，父親示意兒子拉開座位后面的遮航員”，滿眼羨慕。RoadsideSound:

sortinghairQ7

passes,

theunsatisfied

boysees

the"astronaut"

on

thebackseat

with

envy.擋裝置Inside

carRoadsideSound:

sortingclothes,

mentalkingThe

manties

theboy’sbeam

very

tight,andthe

boygripped

anold

Mercedes-BenzmodelSound:

Fatherasks

his

son

topull

open

theblocking

device

behind

theseat

while

the

carstops25

2015/12/3AmazingTrip

視頻故事腳本

StoryboardSC-

17SC-

19SC-

20夜晚，路旁聲音：交談夜晚，車內(nèi)聲音：交談父子二人坐在車頂用航空望遠(yuǎn)鏡看星空Night,roadside父子二人在虛擬太空艙內(nèi)了解太空Night,inside

carSound:

conversationsFather

andsonwatchstarlit

sky

with

aerialtelescope

on

the

top

of

the

carSound:

conversationsFather

andsonlearn

aboutspace

in

virtualspace

capsule白天→傍晚，車內(nèi)聲音：對話，環(huán)境音Q7內(nèi)，父親打開氛圍燈，孩子在虛擬倉內(nèi)玩耍、和父母愉快對話、欣賞風(fēng)景Benz內(nèi)，靜默無聲，孩子一直在睡覺SC-

22SC-

22BMW內(nèi)，金屬樂背景，車時(shí)快時(shí)慢，孩子一直處于惡心、吐和疲憊的狀態(tài)Daytime→

evening,

inside

carSound:

conversations,nature

soundInside

Q7,

fatherturnson

atmospherelight,kid

plays

in

virtual

capsule

andtalks

happilyndenjoys

thescenerySC-

21

s-Benz,

silent,

kid

hasbeen

sleepingetal

music

background,

cardrives

atvaried

speeds,

kid

hasbeen

sick,vomiting

and

exhausted.白天，雪景（彩蛋）聲音：引擎、壓雪小屋外Q7在雪地上流暢地前行Daytime,snowSound:

engine,snowtrampingQ7

runssmoothly

on

snowfield聲音：停車落版ConclusionQ7停在老郭的小屋外(Printedeggshell)Outside

cottageSound:

ParkingQ7

parks

outside

Guo'scottage26

2015/12/3AmazingTrip

視頻故事腳本

Storyboard（彩蛋）（彩蛋）小屋外（彩蛋）小屋外小屋外聲音：開車門聲音：腳步老郭摟著男孩進(jìn)屋，全家人在身后(Printedeggshell)Outside

cottageSound:

footsteps老郭早已老郭手持雕好的木質(zhì)火箭在小屋外

聲音：男孩喊、笑等候(Printedeggshell)Outside

cottage“爺爺！”男孩跑向老郭(Printedeggshell)Outside

cottageSound:

boyscreams

and

laughs“Grandpa”,

boyrunsto

GuoSound:

door

openingGuo’s

waiting

outsidethecottagewith

acarved

rocket

in

hishand.Guogoes

into

thecottagewith

his

armaround

thekid,

followed

byhis

family27

2015/12/3競品反擊視頻傳播內(nèi)容策略／節(jié)奏Content

Strategy/Methods?傳播策略（1）：從故事性、產(chǎn)品優(yōu)勢、人群關(guān)注維構(gòu)建內(nèi)容；建議減少企業(yè)行為，以第三方發(fā)布Spread

Strategy（1）：From

the

angelsof

story

line,

product

advantages

andhot

spot

to

planthe

content

andnon-official

accounts

post傳播策略（2）：結(jié)合12月底Q7

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