SEAT IBIZA Dealer Launch 執(zhí)行案.ppt

1、1,SEAT IBIZA Dealer Launch 2013,Presented by AcrossChina 25/03/2013,2,1.Project overview Basic information Event objective,Index,3 Creative solution Strategy Decoration Space Program design,4.Operation management Coordination and communication Event execution,2.Understanding Key features Inspiration

2、 Theme,5.Appendix,3,Project overview,4,Aim: Call for media attention Increase prospects pool in preparation for future model introduction,Program: Phase 1: dealer launch and showroom interaction Phase 2: showroom interaction and test drive,Campaign coverage: 12 city dealers,Target audience: Phase 1:

3、 Media and SEAT owner Phase 2: potential consumers,Timing: Phase 1: 20th April Phase 2: 4th , 5th , 11th and 12th May,Basic information,4,5,Understanding,Features of IBIZA,A humanly playful, spirited and stylish car with,A car with much more FUN than any other alternative,A Volkswagen car with Spani

4、sh culture.,Unique surprising details,award-entitled design giant space,sheer driving pleasure,Genes of German technology,Making IBIZA distinctive from others!,Features of target audience,Specially attentive to details in life Unique people outstanding from others,8,8,Make a difference！,Inspiration,

5、Power of detail,Unique car with distinctive quality,Unique person with outstanding life quality.,So, there is limitless space to,9,SMALL details, BIG difference,駕馭精致，縱情生活 集小，博大 細(xì)節(jié)成就，獨(dú)伊無(wú)二,IBIZA, a small car with giant philosophy of fun. Practical, stylish with Distinct personality.,Theme,15,Creative

6、solution,16,IBIZA is a car with exquisite details. IBIZA is a car that enrich our life.,Strategy,Dig the SMALL details into BIG.,Details in design and technology quality.,A colorful and enriched life style.,17,German technique,Spanish lifestyle,LED lighting system Big power EPS, portable GPS navigat

7、ion VW signature technology,Modern and optimistic design Cutting-edge equipment Hottest RED DOT Design Award A free lifestyle with more fun,Through several highly interactive and full of fun programs, to touch,18,Space,19,Space,互動(dòng)區(qū),20,Space,Soft Deco,Show the both German and Spanish style through de

8、tails like traditional music and dressing at dealer show rooms.,Recommendations Quinto ciudad Daddy Yankee Enrique Iglesias Yvonne Catterfeld Xavier Naidoo Die Prinzen,Phase 1 New IBIZA Dealer Launch Event rundown Interaction Performance & Car unveiling Key handover,23,Phase 1 event rundown,24,Space

9、,Interaction area : Spain & Germany Wall Lomo Photograph,Launch area,互動(dòng)區(qū),25,Mingle interaction 1,Photograph by lomo Polaroid under the theme: small details, big difference.,Lomo相機(jī)拍照,Lomo Use the camera take one photo but shows deferent views“SMALL details, BIG difference” On site Taking photos：custo

10、mers could take photos with the Lomo camera on the hole event； Photo wall：customers stick the pictures they take on the wall with letter “I-B-I-Z-A” ； Group photo：taking photos by the Photo wall,Mingle interaction 1,27,Mingle interaction 2 Spain & Germany Wall,Spain & Germany Wall,Spain & Germany Wa

11、ll Separate jigsaws with Spain and Germany photos“Spain & German MIX” On site Customers need separate the pictures on the jigsaws With Spain and Germany, then stick on the wall；,Mingle interaction 2,29,Performance,Spanish folk dance Dancers dressing traditional Spanish clothes to highlight the exoti

12、c style,Performance & Car unveiling,Performance西班牙風(fēng)格舞蹈 Choreograph the two people dance on site with the Spanish style music Time：3 min Car unveiling Dancers unveiling the car cover while the performance ends,Performance,31,Key handover moment,The IBIZA GM giving the key of the car to the first IBIZ

13、A owner,Key handover,Key handover,Key handover Award a key model to the first car owner,Phase 2 New IBIZA Dealer Test drive Event rundown Interaction Test drive,34,Customers personal detail focuses making different interaction experiences and different outcomes.,Phase2 program design,35,Phase2 event

14、 rundown,36,Phase 2 group rundown,37,Space,互 動(dòng) 區(qū),Interaction area : Theme photograph shooting Soft faience DIY,Car display,互動(dòng)區(qū),Interaction area : Spain & Germany Wall Space utilizing interaction,38,Team award Space utilizing interaction Spain & Germany Wall,39,Mingle interaction 1 Spain & Germany Wa

15、ll,Spain & German Wall,Spain & Germany Wall Separate jigsaws with Spain and Germany photos“Spain & Germany MIX” On site Customers need separate the pictures on the jigsaws With Spain and Germany, then stick on the wall；,Mingle interaction 2,41,游戲規(guī)則： 在活動(dòng)現(xiàn)場(chǎng)放置兩塊游戲板 游戲時(shí)間：20分鐘 每塊游戲板配備40張帶有明顯西班牙和德國(guó)元素的照片（各

16、20） 來(lái)賓需要在規(guī)定時(shí)間內(nèi)將照片按國(guó)家區(qū)分粘在游戲板的兩個(gè)區(qū)域 評(píng)分標(biāo)準(zhǔn)： 規(guī)定時(shí)間內(nèi)完成游戲，以正確率評(píng)判分?jǐn)?shù)高低 正確率相同的情況下，以完成游戲時(shí)間較短者為勝 分組機(jī)制： 15組來(lái)賓在現(xiàn)場(chǎng)分成5組，除去1組試駕，其余4組參加游戲 每組內(nèi)部選出2人做代表參加游戲，其余人給予場(chǎng)外支持,Spain & Germany Wall,Contest rules,42,Interaction with show car to know the giant space of IBIZA. Optional interaction: utilize the excess space of IBIZA to

17、 show the advantage than competitive products.,Space utilizing interaction,Mingle interaction 2,Space utilizing interaction,Space utilizing Solid fillers with volume 280L and 1L Fill the280L solid fillers first， then put the 1L solid filler in the drunk as many as better On site Competitive regulati

18、on raise the join passion Group photo,Mingle interaction 2,44,游戲規(guī)則： 為來(lái)賓準(zhǔn)備280L體積填充物*1（白色）， 不同小體積填充物若干（SEAT車身色） 來(lái)賓首先要把280L體積填充物放入SEAT 后備箱適當(dāng)位置，然后盡可能多的放入1小體積填充物 完成游戲后每組人員將自己能夠放入的小體積填充物按顏色擺放整齊等待評(píng)判并合影留念 評(píng)分標(biāo)準(zhǔn)： 規(guī)定時(shí)間內(nèi)完成游戲，以放入小體積填充物數(shù)量多者計(jì)算成績(jī) 放入填充物數(shù)量相同者，以完成游戲時(shí)間較短者為勝 分組機(jī)制： 15組來(lái)賓在現(xiàn)場(chǎng)分成5組，除去1組試駕，其余4組參加游戲,430L=280L

19、+ ?,Contest rules,45,Photograph by lomo Polaroid under the theme: small details, big difference.,Theme photograph,Mingle interaction 3,Lomo相機(jī)拍照,Lomo Use the camera take one photo but shows deferent views“SMALL details, BIG difference” On site Taking photos：customers could take photos with the Lomo c

20、amera on the hole event； Photo wall：customers stick the pictures they take on the wall with letter “I-B-I-Z-A” ； Group photo：taking photos by the Photo wall,Mingle interaction 1,47,Soft faience DIY,Mingle interaction 4,Soft faience DIY 現(xiàn)場(chǎng)由工作人員帶領(lǐng)，制作自己喜歡造型的陶泥，并帶走留作紀(jì)念,48,Enjoy the surprise that IBIZA t

21、akes to your life.,Lucky draw,Program design,49,Inner city test drive to understand the idea of ENJOYNEERING.,Test drive,Program design,TD management,Event management,Program：15 members per group，about 30 people； separate with 5 groups，6 people each with 20 Min driving time,51,Operation management,5

22、2,Project arrangement,Coordination and communication Pre-event communication Coordinating execution Post-event tracking,Dealer coordination and communication management,54,SEAT,AGENCY,Dealer,Customer,品牌認(rèn)同，產(chǎn)品認(rèn)知,支持與要求,完成指標(biāo) 意見(jiàn)反饋,專業(yè)化建議,督導(dǎo)標(biāo)準(zhǔn),協(xié)作配合,客戶邀約 銷售轉(zhuǎn)化,建議反饋,Dealer coordination and communication manag

23、ement,Dealer coordination and communication management,Dealer coordination and communication communication management,Event execution Test drive management Reception management,Test driving management Road selection Car management Staff management Notice,Test drive management,Road selection,城市繁華路段 c

24、ity downtown ：道路擁擠、人流密集、車流量大； 更好地體現(xiàn)車輛在城市道路中靈活操控的性能； 國(guó)道&城鎮(zhèn)公路 national highway & express：道路平坦、開(kāi)闊，車流量少； 更好地體現(xiàn)車輛動(dòng)感駕馭、年輕心態(tài)、享受生活的生活態(tài)度；,Test drive management,Car management,功能用車Functional car 試駕車輛：至少2臺(tái)，督導(dǎo)經(jīng)銷商活動(dòng)開(kāi)始前進(jìn)行外部清潔； 展示用車：至少1臺(tái)，督導(dǎo)經(jīng)銷商活動(dòng)開(kāi)始前一天進(jìn)行展車級(jí)美容； 工作用車：1臺(tái)，機(jī)動(dòng)用車 車輛安全 Safety 車輛檢測(cè)：活動(dòng)開(kāi)始前，督導(dǎo)經(jīng)銷商做好試駕輛外所有車輛PDI檢測(cè)

25、，以確保車輛的正常使用； 車輛保險(xiǎn)：活動(dòng)開(kāi)始前，督導(dǎo)經(jīng)銷商辦理試駕用車相關(guān)保險(xiǎn)； 維護(hù)與維修：活動(dòng)現(xiàn)場(chǎng)至少保證一名技師在場(chǎng)，隨時(shí)維護(hù)與維修，以確保隨時(shí)檢查車輛安全性；,Test drive management,Staff management,試駕教練 coach：2名 職責(zé)：產(chǎn)品信息溝通、操控培訓(xùn)指導(dǎo)、試駕過(guò)程中人員與車輛安全 安全指導(dǎo)員 safety guide：2名 職責(zé)：配合工作人員與試駕教練，有序安排來(lái)賓試乘試駕，并確保人員與車輛安全,Test drive management,Staff management,試駕教練 coach：,閆伯虎 2004年，“聯(lián)合國(guó)維和警察”改裝越野

26、車輛并做駕駛技術(shù)培訓(xùn)； 2005年，成功策劃并實(shí)施了中國(guó)首次參加巴黎達(dá)喀爾汽車?yán)悾?2008年，奔馳G系列體驗(yàn)活動(dòng)（奔馳的中方專家）；,劉偉 2001年-2004年連續(xù)4年，全國(guó)越野場(chǎng)地錦標(biāo)賽前三名； 2003-2011年，奔馳C,E,S,G AMG 系列產(chǎn)品試駕活動(dòng)；,Notice,試駕人員 test drive participate： 參加試駕來(lái)賓年齡需滿足18周歲，并持有中華人民共和國(guó)合法有效的駕駛執(zhí)照2年以上，參加活動(dòng)需要攜帶駕駛證件。 緊急預(yù)案 emergency pre-plan： 活動(dòng)現(xiàn)場(chǎng)如遇惡劣自然天氣，導(dǎo)致安全隱患，做出相應(yīng)活動(dòng)調(diào)整或暫停，并將所有人員需撤離到其它安全區(qū)

27、域。 如來(lái)賓現(xiàn)場(chǎng)臨時(shí)身體不適，或患有突發(fā)病史，將取消活動(dòng)資格，并與周邊相關(guān)專業(yè)機(jī)構(gòu)聯(lián)系對(duì)其進(jìn)行緊急治療處理。,Test drive management,接待管理 Reception management Receptionist & Catering,禮儀&兼職人員 Receptionist & part-times 表現(xiàn)年輕、活潑、陽(yáng)光、熱情的形象 服裝建議：淺色長(zhǎng)褲+圓領(lǐng)T恤 工作職責(zé)： 禮儀：協(xié)助經(jīng)銷商來(lái)賓簽到、簽署試駕協(xié)議 店內(nèi)接待及指引工作 兼職： 活動(dòng)安全有序進(jìn)行 協(xié)助工作人員現(xiàn)場(chǎng)活動(dòng)管理 人員培訓(xùn)：工作職責(zé)培訓(xùn) 標(biāo)準(zhǔn)用語(yǔ)培訓(xùn) 審核篩選,餐飲 Catering 傳達(dá)熱情、奔放、浪漫、西班牙風(fēng)情的品牌風(fēng)格 表現(xiàn)形式：餐臺(tái)布置帶有西班牙元素