奧迪A1魅力生活

1、奧迪A1魅力生活A(yù)udi A1Glamorous Life浙江區(qū) Zhejiang area活動(dòng)內(nèi)容：冠名杭州房產(chǎn)時(shí)尚美女評(píng)選、房交會(huì)車輛展示、杭州50多家樓盤售樓處長(zhǎng)期活動(dòng)信息展示、西博會(huì)車展活動(dòng)信息傳播、奧迪A1和寶馬MINI對(duì)比試駕及挑戰(zhàn)賽、奧迪A1時(shí)尚生活日記等系列活動(dòng)，并為房產(chǎn)時(shí)尚美女評(píng)選冠軍和試駕挑戰(zhàn)賽冠軍提供奧迪A1一年使用權(quán)大獎(jiǎng)?；顒?dòng)思路：本項(xiàng)目秉承小活動(dòng)，大宣傳，活動(dòng)為宣傳、為集客服務(wù)；活動(dòng)目標(biāo)客戶針對(duì)性高，對(duì)房地產(chǎn)行業(yè)進(jìn)行深度推廣；通過(guò)大獎(jiǎng)的形式吸引目標(biāo)客戶參與和媒體報(bào)道的積極性?；顒?dòng)概述ActivityWe will endorse and name the follow

2、ing activities: Real Estate Fashion Beauty in Hangzhou, Auto Show in Housing Trade Fair, Fifty Buildings Sales Information Exhibition, Auto Exhibition in West Lake Expo, Comparative Test Drive between Audi A1 and BMW MINI and Challenge Contest, Audi A1 Fashion Life Diary and so on. The champion of R

3、eal Estate Fashion Beauty and Test Drive Winner will be entitled to one years free use of Audi A1 as a big prize. Activity Idea:This project makes full use of small activities to enlarge the scope of advertisements. These activities serve for the promotion of Audi A1 and collect as many potential cu

4、stomers as possible. These activities can reach the most effective aimed customers. By means of the big prize, the aimed customers and media will be attracted to a large extent. Activity Overview目錄Contents一、活動(dòng)背景和目的Background and Purpose活動(dòng)目的Purpose策略分析Strategy Analysis活動(dòng)亮點(diǎn)和創(chuàng)意Highlight and Creativity二

5、、活動(dòng)概述Event Outline活動(dòng)概述Event Outline活動(dòng)相關(guān)重點(diǎn)事項(xiàng)Related Key Issues活動(dòng)安排Arrangement三、費(fèi)用預(yù)算Budget活動(dòng)背景Background奧迪A1即將上市，奧迪在A0級(jí)豪華車市場(chǎng)是新進(jìn)入者，是市場(chǎng)的挑戰(zhàn)者，需要給予大力度的推廣；Audi A1 is entering the market. As a newcomer in A0 level luxury car market, Audi is a challenger to the market, which needs vigorous promotion.而主要的競(jìng)爭(zhēng)對(duì)手寶

6、馬MINI已經(jīng)很早就進(jìn)入中國(guó)市場(chǎng)，并已經(jīng)得到廣泛的市場(chǎng)認(rèn)知，隨著消費(fèi)者需求的個(gè)性化發(fā)展，該細(xì)分市場(chǎng)的市場(chǎng)容量也越來(lái)越大。However, Audis main competitor BMW MINI has entered Chinese market for a long time and got wide market knowledge. With the personalized development of consumers need, the capacity of the market segment is becoming greater.活動(dòng)目的Purpose提升關(guān)注度：在

7、奧迪A1推出市場(chǎng)之期，結(jié)合系列營(yíng)銷活動(dòng)，開(kāi)展深度的推廣，讓更多的消費(fèi)者關(guān)注這款新車型，為后期的銷售打下基礎(chǔ)；Raise awareness: When Audi A1 is on the market, we will make further promotion together with a series of marketing events so as to let more consumers notice the new car model, laying foundation for later marketing.擴(kuò)大市場(chǎng)聲音：通過(guò)系列營(yíng)銷活動(dòng)，結(jié)合杭州房地產(chǎn)行業(yè)的推廣和與寶馬

8、MINI的對(duì)比試駕活動(dòng)，并為冠軍提供奧迪A1的一年使用權(quán)獎(jiǎng)項(xiàng)，引起社會(huì)關(guān)注，擴(kuò)大市場(chǎng)聲音；Amplify the market voice: We will try to get social attention and amplify Audis voice in the market by holding a series of marketing events together with the promotion of Hangzhous real estate industry and the contrast test drive with BMW MINI, as well as

9、 providing the award of one-year right of using Audi A1 for the winners.促進(jìn)銷售：通過(guò)最終與寶馬MINI進(jìn)行對(duì)比試駕，促進(jìn)潛在客戶購(gòu)買，提升銷售。Promote sales: Through the final contrast test drive with BMW MINI, we can promote those potential customers to buy and thus promote sales.傳達(dá)和倡導(dǎo)奧迪A1的魅力生活方式；和目標(biāo)消費(fèi)者形成共鳴，促進(jìn)銷售 Convey and advocate

10、 the glamorous life style of Audi A1; Resomate with target customers to promote sales.奧迪A1產(chǎn)品特點(diǎn)奧迪A1的亮點(diǎn)：時(shí)尚的車聲外觀設(shè)計(jì)：飽滿的發(fā)動(dòng)機(jī)面罩，弧形的車頂線條，豐富的后車身；個(gè)性化的選擇：個(gè)性化及豐富多彩的內(nèi)外飾組合；信息娛樂(lè)系統(tǒng)；運(yùn)動(dòng)及高效的技術(shù)：運(yùn)動(dòng)方向盤和動(dòng)態(tài)底盤，優(yōu)化的軸荷分配重量更輕，動(dòng)態(tài)的駕駛體驗(yàn)和更高的安全；ESP帶電子差速器，運(yùn)動(dòng)懸掛帶電子彎道牽引力控制ESP；強(qiáng)勁的TFSI發(fā)動(dòng)機(jī)，7速雙離合，更低的油耗和排放；奧迪A1，第一款完美融合動(dòng)感科技與時(shí)尚設(shè)計(jì)的A0級(jí)豪車Characte

11、ristics of the Audi A1 ProductThe bright spots of Audi A1 ：Fashion exterior design：wrap-around bonnet, curved roof line, wrap-around tailgate；Individual select ：Individual, colorful interior design with highest quality；MMI system；Sporty and efficient technologies：Sporty steering and dynamic suspensi

12、on, optimised axle load distribution and low total weight, Dynamic driving experience and high level of safety；With electronic axle-differential lock: Sports suspension with electronic traction control in bends；Powerful TFSI engines, S tronic (7-speed), Lower fuel con., emissionsAudi A1, the first p

13、remium car in the A0-Segment, perfectly combining technologies and modern design奧迪A1在中國(guó)的消費(fèi)者特征描述人口學(xué)特征：年齡分布：20-35歲；追求個(gè)性的女性，或是時(shí)尚、愛(ài)玩車的男性；家庭年收入20萬(wàn)上下；個(gè)性特征自信充滿活力，獨(dú)立，喜歡運(yùn)動(dòng)；相對(duì)低調(diào)；價(jià)值觀不喜歡約束，追求多樣的生活方式；關(guān)注流行趨勢(shì)，希望使用代表時(shí)代發(fā)展前沿的產(chǎn)品愿為事業(yè)發(fā)展和獲取更多財(cái)富而努力打拼較為理性，注重內(nèi)在品質(zhì)購(gòu)車關(guān)注因素安全、品牌和操控及動(dòng)力他們是城市的精英，強(qiáng)烈的個(gè)性，高品位，進(jìn)取和優(yōu)秀的群體：是魅力生活的引領(lǐng)者Characte

14、ristics of the Audi A1 CustomerDemographic features：Age:25-35 yearsPersonality-seeking female, or fashionable male loving to play with carsAnnual household income around RMB200KPersonalityConfident, energetic, independent, love sportsNot too show offView of valueDont like to be restrained, seek dive

15、rsified lifestyleCare about trend of fashion, wish to own cutting-edge productsWilling to work hard for career progress and more wealthMore rational, value intrninsic qualityFactors in car purchaseSafety, brand, maneuverability and powerThey are the citys elite, strong personality, high-grade, aggre

16、ssive and talented groups: the charm of life is a leader in奧迪A1在中國(guó)的目標(biāo)用戶分組Groups of target users of Audi A1 in China他們都對(duì)設(shè)計(jì)、品質(zhì)、新事物、現(xiàn)代生活方式有較高需求They all have high demands for the design, quality, new things andModern ways of life 事業(yè)上升（年輕白領(lǐng)）年齡：25-30歲，第一輛車或換購(gòu)第一輛高檔車，事業(yè)穩(wěn)定，個(gè)人收入較高時(shí)尚先鋒年齡：30-35歲，職業(yè)時(shí)尚，個(gè)性鮮明，性格外向，

17、個(gè)人收入高夢(mèng)想起航（富二代）年齡：20-25歲，初入社會(huì)，家境殷實(shí)，個(gè)人第一輛車，父母或家庭收入高寶馬Mini的客戶群體特點(diǎn)Characteristics of the BMW MINI Customer人口學(xué)特征Demographic features ：年齡分布：30歲左右Age: about30 years ；追求個(gè)性和時(shí)尚的女性Personality-seeking or fashionable female ；家庭年收入20萬(wàn)以上Annual household income over RMB200K ；個(gè)性特征Personality個(gè)性張揚(yáng)，愛(ài)表現(xiàn)Individuation, lo

18、ve the performance；追求完美Pursuit of perfection；價(jià)值觀View of value關(guān)注流行時(shí)尚，并希望擁有Concerned about the fashion and wants to have；注重生活安逸，享受生活Focus on life easy, enjoy life；非常感性Very emotional；購(gòu)車關(guān)注因素Factors in car purchase注重外觀Focus on appearance奧迪A1的目標(biāo)客戶群體和寶馬MINI有比較大的重疊，預(yù)計(jì)在浙江省奧迪A1的目標(biāo)客戶70%為女性客戶 There is a large o

19、verlap between the target customer groups of Audi A1 and those of BMW MINI. It can be predicted that 70% of the target customers Of Audi A1 in Zhejiang province are female.浙江省寶馬MINI目標(biāo)用戶群特點(diǎn)和性別比例情況Features and sex ratio of the target users of BMW MINI in Zhejiang經(jīng)過(guò)調(diào)研，寶馬MINI在浙江的客戶群體性別分布Sex distribution

20、of BMW MINI customer groups in Zhejiang province after investigation and Research.通過(guò)對(duì)寶馬MINI的目標(biāo)客戶進(jìn)行調(diào)研，其富二代購(gòu)買的比重高，媒體從業(yè)人員、房地產(chǎn)從業(yè)群體、藝術(shù)文藝青年、教師、模特是其比較重要的客戶群體 Through investigation and research of target users of BMW MINI, we find that the 2G Rich possess a high proportion, media workers, real estat working

21、 groups, young artists, teachers and models are important clients.奧迪A1目標(biāo)用戶群在浙江的哪里？Where do the target users of Audi A1 locate in Zhejiang?客戶類別Customer Types預(yù)計(jì)所占比率Estimated Ratio他們?cè)谀睦?？Where are they?富二代2G Rich60%-70%1、存在于社會(huì)各處；They exist everyowhere2、家庭資產(chǎn)預(yù)計(jì)在1000萬(wàn)左右，該家庭類型在浙江較多；The estimated family asse

22、t is about 10,000,000, the type of which takes up a relatively large proportion in Zhejiang.3、房地產(chǎn)行業(yè)是比較集中的行業(yè)The concentrated field of 2G Rich is the real estate industry 進(jìn)取白領(lǐng)Enterpris-ing white collar-s20%-30%1、媒體從業(yè)人員；media workers2、房地產(chǎn)行業(yè)內(nèi)的優(yōu)秀銷售員、設(shè)計(jì)師等從業(yè)人員；Outstanding salesmen, designers and other prof

23、essions in the real estate industry3、模特；Models4、藝術(shù)文藝青年；Young artists5、教師Teachers時(shí)尚先鋒Fashion Avant-garde5%-10% 廣告、藝術(shù)從業(yè)人員；Advertising and art workers. 比重較少，難以界定The proportion is relatively small and its hard to define.我們的重點(diǎn)對(duì)象奧迪A1目標(biāo)用戶的生活方式Life styles of the target users of Audi A1在杭州，奧迪A1目標(biāo)用戶在他們衣、食、住、行

24、中擁有著眾多的符號(hào)文化元素。In Hangzhou, the target users of Audi A1 have many symbols with cultural elements in their clothing, food, housing and transportation.他們關(guān)注什么？What are their focus?藝術(shù)漂亮?xí)r裝夜店上網(wǎng)美女小資高科技自駕游運(yùn)動(dòng)美食音樂(lè)電影咖啡駕馭樂(lè)趣體育旅游微博通過(guò)什么媒體能夠直接接觸和影響到這些人？19樓是一個(gè)互聯(lián)網(wǎng)社區(qū)網(wǎng)站。是杭州都快網(wǎng)絡(luò)傳媒有限公司旗下的一個(gè)專注于提供本地生活消費(fèi)自由交流的平臺(tái)，被評(píng)為全國(guó)五大論壇； 一個(gè)

25、在杭州地區(qū)占絕對(duì)優(yōu)勢(shì)的本地化生活消費(fèi)社區(qū)，注冊(cè)用戶超過(guò)1000萬(wàn)，中國(guó)最大的城市生活社區(qū)網(wǎng)站。每天，幾百萬(wàn)網(wǎng)友在這里和本地網(wǎng)友自由交流生活話題，相互分享、幫助。 19樓社區(qū)網(wǎng)站很多的固定網(wǎng)友和奧迪A1的目標(biāo)客戶群比較吻合，如其女性用戶占70%，都為白領(lǐng)都是女性：選擇和19樓網(wǎng)站進(jìn)行合作，同時(shí)開(kāi)展系列針對(duì)目標(biāo)消費(fèi)者感興趣的營(yíng)銷活動(dòng)，讓營(yíng)銷活動(dòng)和市場(chǎng)聲音更有針對(duì)性！What media forms can help us get contact with these people and influence them?The 19th buildings is an internet commun

26、ity website, which focuses on providing a platform for local life, consumption and free communication under Hangzhou Dukuai Internet Media Corporation, Ltd. It has been named one of the five Forums in China.The localized life and consumption community has held all the trumps in Hangzhou with its reg

27、istered users more than 10,000,000, which is the largest urban life community website in China. Everyday, millions of net friends, together with lical netizens, exchange their ideas on life, share them with each other and help each other.Many permanent netizens of 19th building community website coi

28、ncide with the target clients of Audi A1 in that, for instance, 70% of the users are famale white collars.We choose to cooperate with 19th Building Wetsite and at the same time, we will hold a series of marketing events aimed at target customers so as to make marketing events and market voice more p

29、ertinent.19樓網(wǎng)站介紹An introduction to 19th Building Website其絕大部分的用戶年齡層也和奧迪A1目標(biāo)客戶群接近Most of the users areabout in the same age groups with the target clients of Audi A1.總部將在杭州西博會(huì)車展上進(jìn)行奧迪A1投放The headquarters is going to launch Audi A1 in the auto exhibition of Hangzhou West Lake Expo.2011第十二屆中國(guó)杭州國(guó)際汽車工業(yè)展覽會(huì)

30、；The 12th International Automobile Exhibition of Hangzhou, China, 2011展會(huì)時(shí)間：2011年10月13日-17日，共5天；Time : October 13th17th展會(huì)地點(diǎn)：杭州國(guó)際會(huì)議展覽中心；Place: Hangzhou International Conference Exhibition Center.總部將邀請(qǐng)著名一線藝人：“南拳媽媽”參加奧迪A1在杭州西博會(huì)車展上的盛大投放儀式。The headquarters will invite the Famous A-listers Nanquan Mama to

31、attend the grand launch ceremony of the auto exhibition of Hangzhou West Lake Expo.借助總部在杭州西博會(huì)上奧迪A1的盛大投放儀式，進(jìn)行本次奧迪A1的推廣With the help of the grand Audi A1 launch ceremony at Hangzhou West Lake Expo, we will promote Audi A1.奧迪A1發(fā)布會(huì)時(shí)間 ：10月13日（10:00-10:30） Time for the release conference of Audi A1: Octob

32、er 13th (10:00am-10:30am)發(fā)布會(huì)擬邀請(qǐng)嘉賓：浙江省30家主流媒體共計(jì)40人The guests that the conference plans to invite: 30 main-stream media, 40 people in total.展館信息：Information of the exhibition hall展位：A展館Exhibition position: Exhibition hall A該展區(qū)品牌： Audi；MB；Lexus； Landrover&Jaguar； Brands in the exhibition area: Audi, MB

33、, Lexus, Landrover&Jaguar奧迪展位面積：1080平米Position area for Audi: 1080 square meters總部在杭州西博會(huì)車展上的安排The headquarters arrangement at the auto exhibition of West Lake Expo營(yíng)銷思路The Event Briefing為能夠有效的針對(duì)目標(biāo)客戶群體，傳達(dá)奧迪A1的產(chǎn)品和品牌形象，整體營(yíng)銷思路為結(jié)合總部在杭州車展上奧迪A1盛大的投放儀式，借助媒體自身的活動(dòng)，開(kāi)展以下三大板塊營(yíng)銷To meet the damand of the target cli

34、ents effectively as well as to convey Audi A1 and its brand image, the overall marketingidea is to carry out the following 3-plated merketing in combination with the grand launching ceremony at Hangzhou auto exhibition held by the headquarters, with the help of the activities of the media.活動(dòng)板塊Activi

35、ty Plates活動(dòng)形式Activity Forms冠名“杭州房產(chǎn)時(shí)尚美女”評(píng)選系列營(yíng)銷活動(dòng)The series of marketing activities in the name of “Fashion Beauty of Hangzhou Real Estate“ Selection杭州房產(chǎn)時(shí)尚美女評(píng)選，獎(jiǎng)勵(lì)奧迪A1一年使用權(quán)；The winners in the selection of Fashion Beauty of Hangzhou Real Estate“ will be awarded a one-year right of using Audi A1對(duì)50多家杭州房產(chǎn)

36、商進(jìn)行推廣；在杭州房交會(huì)上進(jìn)行推廣；奧迪A1試駕挑戰(zhàn)賽Audi A1 test drive challenge試駕挑戰(zhàn)賽，冠軍獎(jiǎng)勵(lì)奧迪A1一年使用權(quán)The winner of the challenger will be awarded one-year right of using Audi A1奧迪A1時(shí)尚生活攻略Fashion life strategy of Audi A1時(shí)尚A1美女一天時(shí)尚生活攻略，網(wǎng)絡(luò)深度報(bào)道The internet will have a deep coverage of the fashion life strategies for fashionable A

37、1 beauties.為何冠名杭州房產(chǎn)時(shí)尚美女評(píng)選并提供A1一年使用權(quán)？目標(biāo)客戶集中：富二代集中：房地產(chǎn)行業(yè)涉及與政府、事業(yè)等部門的關(guān)系錯(cuò)綜復(fù)雜，很多房地產(chǎn)商，特別是外來(lái)的房地產(chǎn)商為了扎根杭州，和相關(guān)政府部門的領(lǐng)導(dǎo)進(jìn)行相關(guān)的資源互換，造成有很多富二代在杭州房地產(chǎn)行業(yè)內(nèi)就業(yè)；房地產(chǎn)是暴富行業(yè)：這幾年杭州房地產(chǎn)行業(yè)發(fā)展非?？欤芏喾康禺a(chǎn)從業(yè)員在前幾年進(jìn)行炒房，因此暴富，有購(gòu)買A1的經(jīng)濟(jì)實(shí)力；能夠覆蓋關(guān)注房地產(chǎn)的人群：近幾年很多人，通過(guò)炒房賺取了很多錢，該部分人群對(duì)房地產(chǎn)行業(yè)的關(guān)注程度遠(yuǎn)遠(yuǎn)超過(guò)其他行業(yè)，針對(duì)房地產(chǎn)行業(yè)的推廣能夠有效覆蓋這部分群體；各方參與積極性高：開(kāi)展本次活動(dòng)，房地產(chǎn)商有提升自己企業(yè)

38、形象的需求；參賽房地產(chǎn)從業(yè)人員有獎(jiǎng)項(xiàng)吸引和自我的實(shí)現(xiàn)；媒體有擴(kuò)大活動(dòng)影響力的需求。借助該評(píng)獎(jiǎng)活動(dòng)，能夠?qū)崿F(xiàn)小活動(dòng)，大宣傳的目標(biāo)，使目標(biāo)客戶集中的房地產(chǎn)行業(yè)關(guān)注和談?wù)搳W迪A1Why is it named Fashion Beauty of Hangzhou Real Estate“ Selection and provided one-year right of using A1?The target customers are concentrated:Concentrated 2G Rich: The relationship between the real estate industr

39、y and other departments like the government and the institutions is complex. Many real estarte agents, especially those alien agents exchange materials with cadres of related government departments in order to take root in Hangzhou. The result is that many 2G Rich get jobs in the real estate industr

40、y in Hangzhou.The real estate industry can make people get rich suddenly: During these years, Hangzhous real estate industry has developed very fast and many people have striken it rich by making fast ducks in the past few years and thus they have the economic strength to buy A1.It covers groups of

41、people who focus on real estate: Recently, many people have earned money by making fast bucks, who pays more attention to the real estate industry than to the other fields. The promotion targeting at the real estate industry can cover the group effectiely.All sides have participated actively and ent

42、husiastically: Through this activity, the real estate agents can satisfy their need to improve their image; the participating real estate workers can win awards and achieve self-realization; the media can meet their need to expand their influence.With the help of the award, we can reach our purpose

43、of “Small activity, Large publicity”, making the target -client -concentrated real estate industry focus on and talk about Audi A1為何開(kāi)展對(duì)比試駕并提供A1一年使用權(quán)？Why do we hold contrast test drive and provide one-year right of using A1?吸引社會(huì)關(guān)注：開(kāi)展試駕挑戰(zhàn)賽，并提供A1一年使用權(quán)，將吸引社會(huì)關(guān)注，成為目標(biāo)客戶談?wù)摰脑掝}；Attract social attention: By ca

44、rrying out contrast test drive and providing one-year right of using A1, we can attract social attention and make it a topic in conversations of the target users.能有效促進(jìn)銷售：通過(guò)和寶馬MINI進(jìn)行對(duì)比試駕，讓消費(fèi)者直接體驗(yàn)奧迪A1的激情和優(yōu)勢(shì)，直接促進(jìn)銷售，吸引社會(huì)關(guān)注，擴(kuò)大市場(chǎng)聲音；Promote sales effectively: Through the contrast test drive with BMW MINI,

45、the customers can experience directly the passion and advantages of A1, which directly promotes sales, attract social attention and amplify market voice.覆蓋更多目標(biāo)客戶：結(jié)合經(jīng)銷商宣傳，讓其他媒體行業(yè)、教師等目標(biāo)行業(yè)的客戶參與，體驗(yàn)奧迪A1；Cover more target clients: We will let our target clients from other media, teachers and so on to part

46、icipate in combination with the publicity of the distributors and experience Audi A1 themselves.對(duì)比試駕將能夠直接促進(jìn)銷售，提升經(jīng)銷商的展廳集客量，覆蓋更多目標(biāo)客戶The contrast test drive will directly promote sales and increase the number of visitors in the dealers exhibition hall, thus covering more target clients.為何開(kāi)展奧迪A1時(shí)尚生活攻略？W

47、hy do we practice Audi A1 fashion life strategy?塑造一種奧迪A1車主的鮮活形象：結(jié)合美女、美食、美車、時(shí)尚的著裝，塑造一個(gè)奧迪A1車主的形象。Create a live image of Audi A1 owners: We will create an image of a Audi A1 owner in combination with beauties, delicious food, beautiful cars and fashionable clothes.傳達(dá)奧迪A1時(shí)尚生活方式：結(jié)合網(wǎng)絡(luò)、微博等形式的傳播，讓目標(biāo)消費(fèi)者對(duì)這種魅力

48、生活方式和奧迪A1產(chǎn)生向往。Convey a fashionable life style of Audi A1: Through the propogation of internet, Micro-blog and other forms of media, the target customers will be attracted towards the glamorous life style and A1.傳達(dá)一種奧迪A1車主的時(shí)尚魅力生活形象，和目標(biāo)客戶建立起生活和文化上的向往和共鳴Convey a life image of fashion and charm of the A

49、udi A1 owners and establish the desire and resonance in life and culture with the target clients.活動(dòng)亮點(diǎn)和創(chuàng)意 此次活動(dòng)秉承小活動(dòng)，大宣傳，活動(dòng)為宣傳、集客做服務(wù)，預(yù)計(jì)整體的報(bào)道價(jià)值超過(guò)300萬(wàn)；目標(biāo)針對(duì)性高：與富二代集中的行業(yè)房地產(chǎn)進(jìn)行深入合作，能夠有效輻射模特、媒體從業(yè)人員、部分富二代、19樓的網(wǎng)友等目標(biāo)客戶；對(duì)客戶吸引力大：開(kāi)展杭州房產(chǎn)時(shí)尚美女評(píng)選活動(dòng)，冠軍獎(jiǎng)勵(lì)奧迪A1一年使用權(quán)；以及開(kāi)展試駕挑戰(zhàn)賽，為冠軍提供奧迪A1一年使用權(quán)，將能夠極大的吸引目標(biāo)客戶參與；并能夠有效增加經(jīng)銷商展廳集客量；

50、調(diào)動(dòng)媒體積極性：通過(guò)提供奧迪A1一年使用權(quán)大獎(jiǎng)的形式，能夠有效促進(jìn)合作的19樓網(wǎng)站媒體的配合度和宣傳積極性，保證活動(dòng)整體的宣傳連續(xù)性和被關(guān)注度；促進(jìn)經(jīng)銷商投入，保證宣傳效果：聯(lián)合經(jīng)銷商進(jìn)行活動(dòng)宣傳，能夠保證統(tǒng)一的市場(chǎng)聲音，達(dá)到奧迪A1上市信息宣傳效果最大化。Highlights and Creativity The event adheres to the principle of “Small Events, Large Pubilicity, Events for Publicity, Serve for Guests” and the estimated overall reportin

51、g value reaches more than 3 million.High target: We cooperate with the 2G Rich concentrated industrythe real estate industryso as to cover the models, media workers, some 2G Rich, 19th building netizens and other target clientsBig attraction for clients: The winners in the selection of Fashion Beaut

52、y of Hangzhou Real Estate“ will be awarded a one-year right of using Audi A1; The winner of the test drive challenger will be awarded one-year right of using Audi A1, which will attract the target clients to participate in it; it also can increase the number of guests on the dealers exhibition hallM

53、obilize the initiative of the media: With the award of one-year right of using Audi A1, we can effectively promote the coordination and initiative for publicity with the 19th building internet meida, thus ensuring the overall continuity and focus of the event.Promote the investment of the dealers an

54、d guarantee the publicity effects: Through event publicity with dealers, we can guarantee a united marketing voice and reach our target of a maximum publicity effencts for the listing of Audi A1活動(dòng)效果預(yù)期Event effents expectations活動(dòng)目標(biāo)Purpose 相關(guān)KPI指標(biāo) KPI Target 傳播奧迪A1上市信息；Spread the listing information o

55、f Audi A1擴(kuò)大奧迪A1的產(chǎn)品知名度；Enlarge the popularity of Audi A1促進(jìn)奧迪A1銷售。Promote the sales of Audi A1開(kāi)展車展運(yùn)營(yíng)，美女時(shí)尚生活攻略，冠名杭州房產(chǎn)時(shí)尚美女評(píng)選活動(dòng)，對(duì)比試駕等活動(dòng)，直接接觸目標(biāo)客戶超過(guò)5000名；Operate auto exhibition, strategies for beautys fashion life, the selection event naming “Hangzhou real estate fashion beauty”, contrast test drive and s

56、o on.通過(guò)媒體傳播，影響人群超過(guò)200萬(wàn)人；With the medias cover, the affected epople will reach more than 2 million.產(chǎn)生有效客戶超過(guò)600人；There will be more than 600 effective clients.促進(jìn)銷售，通過(guò)活動(dòng)實(shí)現(xiàn)銷售80臺(tái)；It will promote sales and 80 will be sold out on the event.活動(dòng)主視覺(jué)The major Vision in the Event目錄Contents一、活動(dòng)背景和目的Background and

57、 Purpose活動(dòng)目的Purpose策略分析Strategy Analysis活動(dòng)亮點(diǎn)和創(chuàng)意Highlight and Creativity二、活動(dòng)概述Event Outline活動(dòng)概述Event Outline活動(dòng)相關(guān)重點(diǎn)事項(xiàng)Related Key Issues活動(dòng)安排Arrangement三、費(fèi)用預(yù)算Budget活動(dòng)概況Outline時(shí)間Time內(nèi)容Content看點(diǎn)Highlights10月10-11月25日Oct 10th-Nov 25th冠名“杭州房產(chǎn)時(shí)尚美女”評(píng)選系列營(yíng)銷活動(dòng)the selection event naming “Hangzhou real estate fash

58、ion beauty”,杭州房產(chǎn)時(shí)尚美女評(píng)選為冠軍獎(jiǎng)勵(lì)奧迪A1一年使用權(quán)The winners in the selection of Fashion Beauty of Hangzhou Real Estate“ will be awarded a one-year right of using Audi A1覆蓋整個(gè)杭州房地產(chǎn)行業(yè)It will cover the whole real estate industry in Hangzhou房交會(huì)推廣Pormote housing fair房地產(chǎn)行業(yè)答謝會(huì)頒獎(jiǎng)典禮An award ceremony of the real estate in

59、dustry to show their thanks10月25日-11月5日Oct 25th-Nov 5th奧迪A1試駕挑戰(zhàn)賽Test drive Challenge of Audi A1試駕挑戰(zhàn)賽，冠軍獎(jiǎng)勵(lì)奧迪A1一年使用權(quán)The winner of the challenger will be awarded one-year right of using Audi A110月15日-30日Oct 15th-30th奧迪A1時(shí)尚生活攻略Strategies for fashion life of Audi A1時(shí)尚A1美女一天時(shí)尚生活攻略the fashion life strategi

60、es for fashionable A1 beauties.奧迪A1 魅力生活 之“杭州房產(chǎn)時(shí)尚美女評(píng)選”Audi A1Glamorous life“Selection of Fashion Beauties in Hangzhou Real Estate Industry”活動(dòng)時(shí)間Time：10月10-11月25日Oct 10th-Nov 25th主題：奧迪A1魅力生活之“杭州房產(chǎn)時(shí)尚美女”評(píng)選Theme: Audi A1A Glamorous life Selection of Fashion Beauties in Hangzhou Real Estate Industry”19樓宣傳