【F】2015長(zhǎng)安福特福睿斯公關(guān)傳播方案-趨勢(shì)

1、Changan Ford Escort PR Program 2015長(zhǎng)安福特福睿斯2015年公關(guān)傳播方案Trends Communication(Beijing) Culture Communication Co., Ltd.趨勢(shì)縱橫（北京）文化傳播有限公司2Part 1 Project Background and Market AnalysisPart 1 項(xiàng)目背景及市場(chǎng)分析Part 2 Communication Strategies and Concept InterpretationPart 2 傳播策略及概念解讀Part 3 Event Propagation and Imple

2、mentation DetailsPart 3 事件傳播及執(zhí)行細(xì)節(jié)Part 4 Daily Dissemination Strategies and PlanningPart 4 日常傳播策略及規(guī)劃Part 5 PR Service Team and Relevant CasesPart 5 公關(guān)服務(wù)團(tuán)隊(duì)及相關(guān)案例Table of Contents目錄3184393122Part 1Project Background and Market Analysis項(xiàng)目背景及市場(chǎng)分析3Escort: ModelEscort：典范Became a perfect model of family car

3、with free drive in 1968, with the European sales of over 16 million cars.1968年，歐洲銷量超過(guò)1600萬(wàn)，成為家庭車和超強(qiáng)駕馭完美結(jié)合的典范。In the 1960s, created a precedent of Ford in the UK, cumulative sales of more than 4 million cars in the past three decades.1960年代，開(kāi)創(chuàng)了福特在英國(guó)暢銷的先河，三十多年累計(jì)銷量達(dá)400多萬(wàn)。Won the consecutive RAC Rally (

4、renamed later) championship from 1975 to 1979.1975年至1979年，連續(xù)贏得了后來(lái)改為英國(guó)拉力賽的 RAC Rally 賽事的冠軍。Won the WRC manufactures championship in 1979.1979年，獲得1979年WRC的廠商冠軍。In 2013, Escort concept car debuted stunningly in the Shanghai International Auto Show.2013年，Escort概念車在上海國(guó)際車展全球首次驚艷亮相。4Replace the classic Fox

5、 to form a double car strategy with the new FoxEnhance the Ford brand competitiveness in the mid-grade car marketFulfill the “Endless Progress” promise替代經(jīng)典?？怂?，與新福克斯形成雙車戰(zhàn)略提升福特品牌在中級(jí)車市場(chǎng)的競(jìng)爭(zhēng)力體現(xiàn)”進(jìn)無(wú)止境”的品牌承諾New model of the Chinese family car tailored by Changan Ford based on its global platform technology

6、advantages長(zhǎng)安福特基于全球平臺(tái)技術(shù)優(yōu)勢(shì)、專為中國(guó)家庭量身定制的家轎新典范5Ford Escort福特 福睿斯Create the Future Together New Model of Family Car共創(chuàng)未來(lái)家轎新典范6Target market市場(chǎng)目標(biāo)Establish the “New Model Family Car (NMFC)” brand awareness and reputation建立”新典范家轎”品牌知名度與美譽(yù)度Complete the annual sales target of 235,024 cars (3.8% market share)完成23

7、5,024臺(tái)年度銷售目標(biāo)（市場(chǎng)份額3.8）Average market share 2015- 2023 of 3%2015-2023平均市場(chǎng)份額達(dá)到3%Monthly sales of 20,000 cars月銷量20000臺(tái)78Enterprising debut in 2015,2015年進(jìn)取登場(chǎng)，F(xiàn)acing with fierce competition in the mid-grade car market,面對(duì)中級(jí)車市場(chǎng)的激烈競(jìng)爭(zhēng)How will Escort successfully replace the classic Fox, and drive the Changan

8、Ford sales into a new height?福睿斯如何順利取代經(jīng)典?？怂?，將長(zhǎng)安福特銷量提升到新的高度？Macro markets9Increasing female owners with different preferencesCar demand is suppressed in the first- and second-tier cities, but with a huge potential in other tier citiesThe generation after the 1980s / 1990s has gradually become the mai

9、n consumerThey have become a pivotal power of new car demandFocusing on safety and appearance, they have more economical considerationsWomens purchase considerations more from entertainment and family;Women are more concerned about the safety and appearance.New car demand concentrating in the third

10、and fourth tier citiesCheap car of RMB 80,000 - 120,000 has the highest demand in low tier cities宏觀市場(chǎng)10女性車主增加，對(duì)汽車偏好有所不同一二線城市用車需求受到抑制,低線城市潛力巨大80/90后逐漸成為市場(chǎng)消費(fèi)的主體80/90后消費(fèi)者成為新車需求舉足輕重的力量在注重安全性和外觀的同時(shí),80/90后也有較多經(jīng)濟(jì)性的考慮女性購(gòu)車更多從娛樂(lè)和家庭角度考慮;女性更關(guān)注安全性和外觀;新增的汽車購(gòu)買(mǎi)需求集中在三、四線城市8-12萬(wàn)元的經(jīng)濟(jì)型汽車在低線城市的需求最高Competitive analysis競(jìng)爭(zhēng)

11、分析 In the mid-grade car market, four major competitors have adopted a multi-brand strategy to seize market share, about 5.8% market share for the Ford double-car strategy.在中級(jí)車市場(chǎng)，四大主要競(jìng)爭(zhēng)廠商均采用多品牌策略搶占市場(chǎng)份額，福特雙車策略市場(chǎng)份額約占5.8%。 Escorts competitors are locked as: Bora, Langdong, Yuedong, and Cruze; 福睿斯的競(jìng)爭(zhēng)對(duì)手鎖定

12、為：寶來(lái)、朗動(dòng)、悅動(dòng)、科魯茲； Appearance, cost performance, interior space and fuel consumption are these competitors main selling points.外觀、性價(jià)比、內(nèi)部空間、油耗是競(jìng)品的主要購(gòu)買(mǎi)理由。 Elantra and Cruze have an obvious advantage on appearance; the Korean-competing products are short in durability and safety, but an obvious fuel-consu

13、mption advantage.朗動(dòng)和科魯茲的外觀具有明顯優(yōu)勢(shì)；韓系競(jìng)品耐用度、安全是短板，油耗具有明顯優(yōu)勢(shì)。Reasons to buy購(gòu)買(mǎi)理由Bora寶來(lái)Langdong朗動(dòng)Yuedong 悅動(dòng)Cruze科魯茲1 Appearance外觀Appearance外觀Interior space內(nèi)部空間Appearance外觀2 Cost performance性價(jià)比Fuel consumption油耗Appearance外觀Cost performance性價(jià)比3 Durability耐用度Interior space內(nèi)部空間Fuel consumption油耗Security config

14、uration安全配置Brand portfolio品牌組合Market share市場(chǎng)份額FAW-Volkswagen Sagitar + Golf + Bora一汽大眾速騰+高爾夫+寶來(lái)10.9% Shanghai Volkswagen Lavida + Gran Lavida上海大眾朗逸+朗行7.4% Beijing Hyundai Langdong + Yuedong + Elantra北京現(xiàn)代朗動(dòng)+悅動(dòng)+伊蘭特6.1% Ford new Fox + classic Fox福特新?？怂?經(jīng)典福克斯5.8% 11Competitive market position競(jìng)爭(zhēng)市場(chǎng)定位12New

15、 Bora Always interesting life新寶來(lái)時(shí)刻趣動(dòng)生活Yuedong Enjoy life悅動(dòng)進(jìn)享人生Langdong Bright from you mind, dynamic on the shape朗動(dòng)朗于心 動(dòng)于型Cruze - Technology wisdom科魯茲科技智慧Market strategy市場(chǎng)策略German cars have advantages in brand awareness levels, but the lack of innovation and change for Chinese family德系雖在品牌認(rèn)知層面具有優(yōu)勢(shì)但欠

16、缺針對(duì)中國(guó)家庭的創(chuàng)新與變化Korean cars have cost-effective and innovative edges, but short significantly in quality and reliability韓系雖具備性價(jià)比及創(chuàng)新優(yōu)勢(shì)但品質(zhì)與可靠性方面明顯短板Emphasis on the “NMFC” concept強(qiáng)調(diào)“新典范家轎”概念Breakout differences, stress suitable for Chinese family差異化突圍 強(qiáng)調(diào)適用中國(guó)家庭13Product positioningAppearanceStylishSpaceCom

17、fortableQualityFirst-classEconomyExcellent fuel economySecuritySafe and reliable14New Model of Family Car產(chǎn)品定位外觀時(shí)尚的外觀空間舒適的乘坐空間品質(zhì)一流的整車品質(zhì)經(jīng)濟(jì)出色的燃油經(jīng)濟(jì)性安全可靠地安全性能家轎新典范(NMFC)1516Brand“NMFC” leader image figurative of Chinese familyReputationTransfer the value tailored by Fords global technology for Chinese fa

18、milySalesTo seize the mid-grade car market share together with the new Fox portfolio that has made the Ford brand sales increase to a new heightPR goals 201417品牌具象化中國(guó)家庭”新典范家轎”引領(lǐng)者形象聲譽(yù)傳遞福特全球技術(shù)專為中國(guó)家庭量身定制的價(jià)值理念銷量與新?？怂菇M合搶占中級(jí)車市場(chǎng)份額將福特品牌銷量提升至新高度2014年公關(guān)目標(biāo)Part 2Communication Strategies and Concept Interpretati

19、on傳播策略及概念解讀18Review the Escort propagation 2014Happy-time micro-film contestHappy-time home video collectionHappy-time capsule Activity platform: Fort Escorts official websiteTook third-party CCTV authoritative media reports as the principal propagation line throughout the year, making a stronger en

20、dorsement for the propagation of Escorts “NMFC” positioning and product selling points.Highly interactivity and multitudinousness, widely disseminating through the media cooperation, transferring the emotional “Happy Family” concept to laid an emotional foundation for new car launch. 192014福睿斯傳播回顧幸福

21、時(shí)光微電影大賽幸福時(shí)光家庭影像征集幸福時(shí)光膠囊 活動(dòng)平臺(tái): 福特福睿斯官方網(wǎng)站利用央視權(quán)威媒體第三方報(bào)告作為全年傳播主線，為福睿斯“新典范家轎”定位和產(chǎn)品賣點(diǎn)的傳播做強(qiáng)背書(shū)。互動(dòng)性強(qiáng)，形式多樣，通過(guò)媒體合作進(jìn)行廣泛傳播，感性傳遞“幸福家庭”理念，為新車上市奠定情感基礎(chǔ)。20Conclusions結(jié)論21123As can be seen, it is relatively independent between “NMFC” and “Happy Family” in the 14-year theme propagation沒(méi)有具體闡釋“新典范家轎”須對(duì)應(yīng)的五大品質(zhì)It is not cle

22、ar enough for the relationship between “NMFC” and “Happy Family”沒(méi)有具象化新典范家轎對(duì)應(yīng)人群和家庭形象“Happy Family” and “NMFC” would give people the impression of two concepts / two main lines“幸福家庭”與”新典范家庭”會(huì)給人兩個(gè)概念/兩條主線的感覺(jué)Therefore, it is suggested to uniformly use the “New Model Family (NMF)” concept and further stre

23、ngthen the correlation between “NMF” and “NMFC”.因此，建議在后續(xù)傳播過(guò)程中，統(tǒng)一使用“新典范家庭”的概念，并進(jìn)一步加強(qiáng)新典范家庭與新典范家轎概念之間的關(guān)聯(lián)。后續(xù)傳播有效觸及3-6線人群Overview on the major competitive product propagation“Interesting” based core, combining with interactive, cartoon and funny videos and other forms, which is easier to attract young an

24、d fashionable consumer concerns; Work with the famous host Dapeng to launch the humorous short video Bora Funs, vividly and visually showing new Boras advantagesFAW-VW- Bora Disseminative topic: always interesting lifeChevrolet CruzeFocus dissemination: rapid handling experienceToo much gimmick of “

25、Technology Wisdom Challenge Tour” before launching, attracting offline participation and test drive experience; Combined with games and videos to show a good sense of control, passing a distinctive brand personality.22主要競(jìng)品傳播概況傳播以“趣”為核心，結(jié)合互動(dòng)、漫畫(huà)搞笑視頻等多種形式，較易吸引年輕時(shí)尚的消費(fèi)者關(guān)注；攜手名嘴大鵬，推出寶來(lái)樂(lè)趣多幽默短片，生動(dòng)直觀展示新寶來(lái)產(chǎn)品優(yōu)勢(shì)

26、一汽大眾-寶來(lái) 傳播主題：時(shí)刻趣動(dòng)生活雪弗蘭-科魯茲傳播重點(diǎn)：急速操控體驗(yàn)“科技智慧挑戰(zhàn)之旅”在上市之前做足噱頭，吸引線下參與及試駕體驗(yàn)；結(jié)合游戲、視頻展現(xiàn)良好操控感，傳遞鮮明品牌個(gè)性；23Target consumer groups目標(biāo)消費(fèi)人群Forward-looking householder具有前瞻視野的一家之主They are modern families, rather than the fashion-conscious: not outdated, but not premature.They are more outgoing, but still family-intim

27、ate, enjoying the time to accompany each other. 這些家庭將是現(xiàn)代化的家庭，而不是追逐時(shí)尚的：不過(guò)時(shí)，但也不超前。他們會(huì)更加的外向，但依舊是親密團(tuán)結(jié)的家庭心態(tài)，他們享受彼此陪伴的時(shí)光。定義這些家庭的“進(jìn)取”To take good care of my family is always put in my first,So I need to provide them with the best standard of living in keeping with the times.照顧好我的家庭總是擺在我的首位，因此我需要為他們提供最緊跟時(shí)代的

28、生活標(biāo)準(zhǔn)。24Define these families “go-aheadism”Features of target consumer groups目標(biāo)消費(fèi)人群特性Traditional but progressive傳統(tǒng)但進(jìn)取Strong family values注重家庭的Shrewd精明的Management in enterprises or institutionsA modicum of success in cause, expect to get recognized around, not afraid of being noticeable in the crowd企事

29、業(yè)單位主管事業(yè)小有成就，期待獲得認(rèn)可不怕在人群中顯得引人注意Always put his/her family in the first placeProvide his/her families with the best standard of living in keeping with the times, comfortable and safe總是將家庭擺在首位為家人提供緊跟時(shí)代的生活標(biāo)準(zhǔn)想要舒適與安全Like the cost-effective configuration, good-looking and practical喜歡物有所值的配置兼顧面子和實(shí)用性The key t

30、o impress them: security, comfort, keeping with the times打動(dòng)他們的關(guān)鍵：安全、舒適、緊跟時(shí)代25Targeted consumer segments目標(biāo)消費(fèi)人群細(xì)分1st - 2nd tier cities1-2線城市Elite精英型3rd - 6th tier cities3-6線城市Catch-up追趕型Progressive index: 進(jìn)取指數(shù)： Easier to accept the “NMFC” concept較易接受“新典范家轎”概念I(lǐng)n addition to the appearance and space req

31、uirements, more detailed personalized design requirements they often need when buying購(gòu)車時(shí)除了外觀及空間要求，往往還有更細(xì)致的針對(duì)性設(shè)計(jì)需求Elite精英型Progressive index: 進(jìn)取指數(shù)： Need the education on “NMFC”“新典范家轎”概念需教育With the conditions of purchase, they still focus on fuel consumption and space, dont know more requirements they

32、can ask for when buying雖然條件滿足，但購(gòu)車時(shí)仍以油耗、空間為主要考慮，不知道可以要求更多1st - 2nd tier cities have the benchmark influence and driving effect on 3rd - 6th tier cities (especially neighboring)1-2線城市對(duì)于3-6線城市（尤其是周邊）具有標(biāo)桿影響力及帶動(dòng)效應(yīng)Related linkLiving in the 3rd - 6th tier cities, However, they keep pace of life philosophy

33、with those in the 1st - 2nd tier cities關(guān)聯(lián)紐帶他們雖然生活在3-6線城市但生活理念與1-2線基本同步26Respondent: 30 - 39-years-old middle-aged families with children, a monthly income of RMB 10,000 to 15,000Q: What do you think a NMFC? What are your family car requirements?Small-scale survey: What can be regarded as a NMFC?Mr.

34、Han, 30 years old, Weihai, corporate staffLarge space first, more families! High safety factor is the most important, fuel-efficient secondlyMr. Liu, 34 years old, Changzhou, restaurant managerMagnificent appearance, not high fuel consumption, enough secure and space, good powerMr. Cui, 37, Dalian,

35、freelanceEnough large space, enough power, and safe and reliable, additionally, some thoughtful designMr. Wang, 33 years old, Xiamen, photographerLarge space, low fuel consumption and stylish appearance, reliable brand, but not too many requirements27調(diào)查對(duì)象：30-39歲中年家庭，有孩子，月收入1萬(wàn)-1萬(wàn)5問(wèn)題：您認(rèn)什么是新典范家轎？您對(duì)家轎的要

36、求是什么?小調(diào)研：什么才能稱得上新典范家轎?韓先生，30歲，威海，企業(yè)員工首先空間要大，家里人多！安全系數(shù)高最重要，省點(diǎn)油的最好劉先生，34歲，常州，餐廳經(jīng)理外觀要大氣，油耗不要高，夠安全，空間夠大，動(dòng)力要好崔先生，37歲，大連，自由職業(yè)空間夠大，動(dòng)力要夠，安全可靠，另外最好能有一些貼心的設(shè)計(jì)王先生，33歲，廈門(mén)，攝影師空間大，油耗低，外觀時(shí)尚品牌可靠，也不能要求過(guò)高吧28Respondent: 30 - 39-years-old middle-aged families with children, a monthly income of RMB 10,000 to 15,000Q: Wha

37、t do you think a NMFC? What are your family car requirements?Small-scale survey: What can be regarded as a NMFC?Mr. Ma, 36 years old, Wuhu, corporate staffFuel-efficient, large space and enough power, safe and reliableMr. Zhang, 35 years old, Foshan, salesmanEconomical and practical, durable, magnif

38、icent appearance, while the service is also very criticalMr. Lee, 32 years old, Bengbu, civil servantQuality first and appearance second, additionally, large spaceMr. Yang, 38 years old, Beijing, private ownerHigh cost performance, large space, gelivable, while the maintenance costs are not too high

39、29調(diào)查對(duì)象：30-39歲中年家庭，有孩子，月收入1萬(wàn)-1萬(wàn)5問(wèn)題：您認(rèn)什么是新典范家轎？您對(duì)家轎的要求是什么?小調(diào)研：什么才能稱得上新典范家轎?馬先生，36歲，蕪湖，企業(yè)職員要省油，空間要大，動(dòng)力夠用，要安全可靠張先生，35歲，佛山，業(yè)務(wù)員要經(jīng)濟(jì)實(shí)用，還要耐用，外觀要大氣，另外服務(wù)也很關(guān)鍵李先生，32歲，蚌埠，公務(wù)員關(guān)鍵是質(zhì)量，其次是外觀另外就是空間要大楊先生，38歲，北京，私企老板性價(jià)比要高，空間大點(diǎn)，不能太肉，另外維護(hù)費(fèi)用不能太高30Findings調(diào)研結(jié)果3rd - 4th tier first-time buyers focus on fuel consumption and saf

40、ety, while 1st - 2nd tier consumers begin to pursue power and intelligent technology;3、4線首購(gòu)車主主要考慮油耗及安全，1-2線消費(fèi)者開(kāi)始追求動(dòng)力與智能化技術(shù)；Relatively vague awareness on the family-car concept: more focused on economy and security, instead of quality and design alike. 對(duì)家轎概念的認(rèn)知相對(duì)模糊：往往更注重經(jīng)濟(jì)及安全，對(duì)品質(zhì)、設(shè)計(jì)等關(guān)注度不高。31Fuel cons

41、umptionPropagation opportunities and challenges in 20152015年傳播機(jī)會(huì)與挑戰(zhàn)Brand level品牌層面Market level市場(chǎng)層面The audience is fuzzy on the “NMFC” awareness, need to further consolidate and figurative受眾對(duì)”新典范家轎”的概念認(rèn)知模糊，需進(jìn)一步鞏固及具象化Need to make sure of establishing the correspondence between the “NMF” perception and

42、 the five advantages of “NMFC”需明確建立”新典范家庭”感性認(rèn)知與”新典范家轎”五大優(yōu)勢(shì)的對(duì)應(yīng)Rationalize the relationship between “Happy Family” and “NMF” that have multiple occurrences in the propagation 2014理順2014傳播中多次出現(xiàn)的”幸福家庭”與”新典范家庭”的關(guān)系Under the context of increasing product portfolio adjustment and market competition, the pro

43、pagation is required to establish a good basis for sales產(chǎn)品組合調(diào)整及市場(chǎng)競(jìng)爭(zhēng)加劇，傳播需為銷售任務(wù)的建立良好基礎(chǔ)Provide the 3rd - 6th tier target population with effective accessible propagation programs to offset the channel deficiency針對(duì)3-6線目標(biāo)人群提供有效觸及的傳播方案，彌補(bǔ)渠道的不足Integrate online and offline propagation and drive dealer link

44、age to form more direct, three-dimensional product penetration整合線上線下傳播，經(jīng)銷商聯(lián)動(dòng)，形成更為直接、立體的產(chǎn)品滲透32Family day家庭日活動(dòng)20142015NDJFMAMJJASONDSustaining持續(xù)溝通PresellNov. 20-Jan. 14預(yù)售LaunchJan。15 Mar。15上市Launch TVC上市電視廣告Print平面廣告Teaser TVC預(yù)售電視廣告Print平面廣告UGC + Micro-film微電影Big screen plan銀幕總動(dòng)員TV platformDeep placem

45、ent in TV play衛(wèi)視平臺(tái)電視據(jù)深度植入Family day season 2家庭日活動(dòng) 第二波sales season旋風(fēng)銷售季2015 Big Family Screen Plan2015年福睿斯電影大作戰(zhàn)Continued Escort market communication plan福睿斯市場(chǎng)持續(xù)溝通計(jì)劃33Core PR strategies in 201534Figurative brandAccurate mediaBrand upCommunications downConsolidated and figurative “NMFC” conceptSelect m

46、ore accurate media to lock target populationBrand is positioned as the NMF choiceEffectively contact and influence on the 3rd - 6th tier target consumer groups2015核心公關(guān)策略35品牌具象化媒介精準(zhǔn)化品牌上行溝通下行鞏固及具象化“新典范家轎概念選擇更加精準(zhǔn)的媒體鎖定圈層人群.品牌定位為新典范家庭之選.有效觸及并影響3-6線目標(biāo)消費(fèi)人群.Target population communications目標(biāo)人群溝通策略Model effe

47、ct榜樣效應(yīng)Media advocacy媒體宣導(dǎo)Development of standards制定標(biāo)準(zhǔn)To define the “NMF” and “NMFC” standards明確”新典范家庭”及”新典范家轎”標(biāo)準(zhǔn)Third-party media advocacy to establish and strength standard identification第三方媒體宣導(dǎo)建立并強(qiáng)化標(biāo)準(zhǔn)認(rèn)同With stars and model families to vividly and visually trigger resonant and establish identificati

48、on借助明星及榜樣家庭生動(dòng)直觀引發(fā)共鳴、建立認(rèn)同36Population characteristics人群特性Desire to establish a benchmark for their own, establish groups渴望為自身樹(shù)立標(biāo)桿、建立族群Desire to be recognized and shared by the circle渴望通過(guò)圈層得到認(rèn)同及分享Enjoying the feeling of accomplishment by influencing others享受著影響別人帶來(lái)的成就感Target population characteristics

49、 and media-contact habits目標(biāo)人群特性及觸媒習(xí)慣 37Media-contact habits觸媒習(xí)慣Lower tier consumers are preferred to such information channel as dealers / auto show and public praise低線城市的消費(fèi)者在信息渠道上,對(duì)經(jīng)銷商/車展和口碑推薦更為看重。New online media線上新媒體Such as Internet portals, mobile phones, three micro (microblog, wechat, micro-fi

50、lm)如互聯(lián)網(wǎng)門(mén)戶網(wǎng)站、手機(jī)、三微（微博、微信、微電影）High preference crowd高偏好人群Repurchase users, 80s / 90s consumers, and women owners再購(gòu)用戶 80/90消費(fèi)者 女性車主Offline experience線下體驗(yàn)Such as in-store dealer recommendation, test drive, auto show, words of friends / owners如汽車經(jīng)銷商店內(nèi)推介、試乘試駕、車展、親友/車主口碑High preference crowd高偏好人群Lower tier

51、consumers, women owners低線城市消費(fèi)者 女性車主Understanding of the “NMF” concept對(duì)“新典范家庭”概念的理解What is NMF?什么是新典范家庭？Whether can it called NMF like them so highlighted?是否要向他們一樣光滿閃耀、萬(wàn)人矚目，才稱得上新典范家庭？38Close family members, but everyone is strugglingGive their kids quality companionship and their parents appropriate

52、spaceKeep a sense of romance between husband and wife家庭成員緊密的聯(lián)接，每個(gè)人都在進(jìn)取奮斗給予孩子高質(zhì)量陪伴，與父母保留合適空間夫妻間浪漫感的維系Not only retaining the traditional blood kinshipBut also have foreign independent thought既保留了血脈相承的傳統(tǒng)情愫又接受著國(guó)外獨(dú)立思潮的熏陶NMF新典范家庭39Understanding of the “NMF” concept對(duì)“新典范家庭”概念的理解NMFC新典范家轎NMF新典范家庭Endless pur

53、suit of fashion對(duì)時(shí)尚品位的不懈追求Give the family a sincere pay給予家人真誠(chéng)的付出An appropriate space to elders與長(zhǎng)輩保有合適的空間Pragmatic and precise concept of life務(wù)實(shí)而精準(zhǔn)的生活理念Give kids a high quality companionship給予孩子高質(zhì)量的陪伴Fashion時(shí)尚Comfort舒適Quality質(zhì)量Economic經(jīng)濟(jì)Care呵護(hù)Appearance外觀Space空間Character品質(zhì)Pragmatic經(jīng)濟(jì)Safety安全40Regional

54、 test driveLaunchMedia test driveRoadmapBeans “Little Happiness”With web comic strip, combined with interaction alike to vividly interpret the “NMF” conceptNMF Interaction Award 2015JanFebMarAprMayJunJulAugSepOctNovDecProduct planCore eventsDaily disseminationTime nodeWorld Family DayMothers DayChil

55、drens DayFathers DaySchool seasonMid-Autumn FestivalSummer vacationRelated media award operationFashionQualitySpaceEconomySafetyEndingArrange offline landing activities by coping with the regional test driveLanding activities“NMFC” introduction“NMFC” strengthening“NMFC” continuationCore strategyCont

56、inued and figurative “NMFC” concept, effectively touch the 3rd - 6th tier target consumer groups41區(qū)域試駕上市媒體試駕Roadmap新典范家庭系列漫畫(huà)以網(wǎng)絡(luò)漫畫(huà)連載、結(jié)合互動(dòng)等方式生動(dòng)詮釋“新典范家庭”概念2015新典范家庭 互動(dòng)評(píng)選JanFebMarAprMayJunJulAugSepOctNovDec產(chǎn)品計(jì)劃核心事件日常傳播時(shí)間節(jié)點(diǎn)世界家庭日母親節(jié)兒童節(jié)父親節(jié)開(kāi)學(xué)季中秋節(jié)暑期相關(guān)媒體獎(jiǎng)項(xiàng)操作時(shí)尚品質(zhì)空間經(jīng)濟(jì)安全收官配合區(qū)域試駕安排同區(qū)域線下落地活動(dòng)落地活動(dòng)“新典范家轎”概念導(dǎo)入期“新典范家轎”

57、概念強(qiáng)化期“新典范家轎”深化延續(xù)期傳播主題新典范家庭，就選新典范家轎42Part 3Event Publicity and Implementation Detail事件傳播及執(zhí)行細(xì)節(jié)43New model family series cartoon 新典范家庭系列漫畫(huà)May Fashion 5月時(shí)尚June Quality 6月品質(zhì)July Space 7月空間August Economy 8月經(jīng)濟(jì)September Safety 9月安全OctoberGathering 10月匯聚Master Route for Appraisal評(píng)選事件核心路徑1.Topic warm-up1.話題預(yù)熱

58、Parent-kid show online topic interaction2.親子秀-線上話題互動(dòng)3.Offline car parent-kid model show3.線下親子車模秀1.Family affection video1.溫情視頻病毒傳播2.My old toy online topic interaction2.曬老玩具-線上話題互動(dòng)3.Offline old toy exhibition (matched with trial run)3.線下老玩具展（配合試駕）1.Space Exchange 1.交換空間植入2.SOLO indoor decoration onl

59、ine topic interaction2.小戶型裝修-線上話題互動(dòng)3.Family decoration funny video3.夫妻裝修搞笑視頻病毒傳播4.Escort: payer for your family decoration bill-offline activity 4.裝得下，福睿斯買(mǎi)單-線下活動(dòng)1.Funny cartoon online share 1.搞笑漫畫(huà)線上傳播2.Route solicitation & online topic interaction 2.線路征集評(píng)選-線上話題互動(dòng)3.4S store family self-driving travel

60、 3.4S店全家自駕游試駕1.Online topic communication 1.線上話題互動(dòng)2.IQiyi parent-kid show 2.植入愛(ài)奇藝親子課堂3.Escort safety classroom-offline 3. 福睿斯安全課堂-線下Cooperation with video websites 視頻網(wǎng)站合作Creative reality show for six families 自制一期六大家庭比拼人氣的創(chuàng)意真人秀節(jié)目Award ceremony and cartoon gift presentation 頒獎(jiǎng)及贈(zèng)送漫畫(huà)44漫畫(huà)過(guò)渡頁(yè)Douzis Small