奧迪A6L TDI深度體驗方案課件

1、奧迪A6L TDI深度體驗方案Audi A6L TDI-depth experience of the program廣州國云風廣告公司GAAC2009年11月8日目錄catalog活動背景Background Activities活動創(chuàng)意Creative Activities 媒介傳播Media Communication費用預算Cost estimates目錄catalog活動背景Background Activities活動創(chuàng)意Creative Activities 媒介傳播Media Communication費用預算Cost estimatesTDI sales unsatisfac

2、tory status quoInterest 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 impactA misunderstanding of the diesel engine still exists Black Smoke Domestic fuel quality do

3、es not match with the Stability of difference engine To fight with the location of refueling trucks需要從“汽車”最本質的屬性去發(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Social benefits基本利益Basic interests核心利益Core interests動力Power舒適、操控、節(jié)油Comfort, control, fuel-e

4、fficient節(jié)能、環(huán)保Energy-saving, environmental protection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品體驗為平臺融入團隊互動類型的生活方式體驗Creative Thinking StrategiesThe power as the core of the depth of experienceTo improve the quality of the te

5、rminal set-off Terminal integration, unity of action Store the first package, GAAC is responsible for providing a unified design and materials, if surgery Enhance participation threshold for eligibility for participation by raceCommunication Integration Communication with distributors to achieve max

6、imum integration of the existing advertising resources GAAC responsible for centralizing the provision of designExperience event planning Experience as a platform for product - Integration into the team to experience an interactive type of lifestyle活動主題ThemeT級體驗既有TDI級別也有“特級”的意思T-class experience for

7、 both TDI-level also has a super means1簡單上口，容易傳播Simple and catchy, easy to spread2副標題點名活動的身份，是針對A6LTDI的Subheading named activity status is aimed at the A6LTDI3T級體驗行動-奧迪A6LTDI深度試駕之旅T-class experience of action - Audi A6LTDI-depth test drive of the tripDealer-the-counter activities of creativeRace-car

8、 shootingKnowledge Q & ADriving around the S unilateral Bridge CompetitionTwo-group, under the command of a person, another person to drive through the S unilateral bridge, take the two best results for the effective performance;On-site registration were randomly assigned to combinations of each pai

9、r; Car drivers with the same car companion, in order to shoot into the 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;經銷商店頭活動運營示意圖Dealer-the-counter effects of the a

10、ctivity site map4S店停車場宣傳牌4S店內專題易拉寶店頭宣傳Shop Head Publicity媒體宣傳Media經銷商店頭活動運營示意圖Dealer-the-counter effects of the activity site map比賽篩選Competition Screening各城市經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,

11、a total of 15 pairs of combinations, according to match the level of screening results場地推薦Recommended sites泉州：海峽體育中心廈門：五一文化廣場福州：金山展覽城深度體驗活動創(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，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 A6L2.7T

12、DI challenge Fujian Tianmenshan winding Road Yongtai 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.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:

13、Fall down (such as the temperature is too low will be changed to cliff drop)深度體驗活動創(chuàng)意The depth of experience, creative activity深度體驗活動創(chuàng)意明察秋毫：現(xiàn)場用兩部車，每兩人為一組，兩組進行PK；每組設置好自己車內的儲物空間、MMI等，對方觀察1分鐘；然后各自分別用1分鐘進行調整自己車內的安排；交換后互相觀察做了哪些調整，以發(fā)現(xiàn)最多者獲勝；通過娛樂方式體驗A6L人性化的空間設置、MMI等設備；活動流程設計 活動結束 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

14、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, process design End of the event Waterfall down to expand Group test drive Uniform startingShop Head SelectionA total of 120 peopleB Group TravelGroup B test driveOf the grant to prepareActivities Ad30 people per storeA group of test driveA group of tourismRet

15、urn first媒介傳播計劃The media communication plan預熱期Preheat Phase11。02-12.06后續(xù)期The follow-up period of12.14-12.31活動期Active stage12.12-12.13傳播模式奧迪A6LTDI深度試駕T級體驗行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濟節(jié)油事前預熱硬廣宣傳 1. 宣傳載體：路牌、報紙、電梯廣告、電臺、網絡等； 2. 宣傳模式：國云風提供畫面，4S店日常廣告計劃替換；軟文報道 1. 宣傳載體：報紙 電臺 網絡 電視 2. 傳播

16、內容： 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)動機對比報道網絡互動傳播 1. 網絡平臺：易車網主頁嵌入式 2. 互動游戲：TDI拼圖游戲miniwebPreheat advanceHard wide publicity 1. Propaganda vehicle: road signs, newspapers, elevator ads, radio, Internet, etc.; 2. Publicity mode: Wind Cloud State to provide the screen, 4S shop to replace th

17、e 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-efficient coverage Comparison gasoline diesel engine c

18、overage Interactive Communication 1. Network Platform: easy vehicle embedded network Home 2. Interactive games: TDI puzzle miniweb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東南快報廈門地區(qū)海峽生活報廈門商報海峽導報廈門晚報廈門日報泉州地區(qū)晉江經濟報泉州晚報電視：福建地區(qū)：都市時尚頻道經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 媒體選擇電臺：福建地區(qū)：交通廣播

19、 福州地區(qū)：交通廣播巴士廣播網 廈門地區(qū)：閩南之聲新聞廣播經濟交通廣播 泉州地區(qū) ：FM904交通頻道網絡：騰訊汽車頻道易車網 Media SelectionRadio: Fujian Province: Traffic Radio Fuzhou Region: Traffic Radio Bus Radio Network Xiamen: Fujian Traffic Radio the Voice of newscasts economy Quanzhou: FM904 traffic channel Network: Tencent Auto Channel Easy Car Netwo

20、rk事后傳播調性傳播表現(xiàn)：事件過程報道，4S店店頭配合參與者體驗感言優(yōu)異的動力性能與經濟節(jié)油及綠色環(huán)保的表現(xiàn)方法手段：活動專題網路試駕報道Miniweb活動總結論壇活動事件新聞花絮報道使用者深度訪談以及活動手記Subsequent dissemination of TonalityCommunication Performance: Course of the incident report, 4S stores are the first line with Participants experience the reflections Excellent dynamic performan

21、ce and economic performance of fuel-efficient 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媒體傳播效果評估平面報廣：覆蓋區(qū)域福州、廈門、泉州等主要城市傳播人群：一般消費人

22、群100萬人次以上傳播效果預估：建立奧迪TDI節(jié)能環(huán)保產品形象電視電臺：覆蓋區(qū)域福州、廈門、泉州等一線城市主要消費人群傳播人群：一般消費人群200萬人次以上傳播效果預估：建立A6LTDI強勁動力的產品功能印象網絡媒體覆蓋區(qū)域東南小區(qū)主要汽車消費市場及人口傳播人群：汽車消費人群50萬以上傳播效果預估：轉換消費者對TDI發(fā)動機的產品誤區(qū)Media dissemination of impact assessmentPlane reported widely: Coverage area, Fuzhou, Xiamen, Quanzhou and other major cities in Diss

23、emination 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 area, Fuzhou, Xiamen, Quanzhou citys main consumer groups such as first-line

24、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

25、 Dissemination of the crowd: Automotive Consumer populations must reach 50 million or more, Dissemination of results expected: Conversion of the TDI engines products to consumers Misunderstanding媒體傳播量預估Estimate the amount of media communication平面報廣宣傳軟文20篇（含）以上，不含轉載電視電臺傳播20次（含）以上網路媒體傳播30篇次（含）以上，含文字、視頻、圖片，不含各大網站轉載Plane reported that wide publicity of sof