汽車新車發(fā)布會(huì)活動(dòng)策劃方案

XXXX品牌XXXXX年北京車展發(fā)布會(huì)/創(chuàng)意案XXXXXX-策劃出品ORIGNLITYCONTENT01.策略思考Strategicthinking02.美陳創(chuàng)意Exhibitioncreative03.發(fā)布會(huì)創(chuàng)意Conferencecreative04.發(fā)布會(huì)執(zhí)行ResourcesrecommendedORIGNLITY突破科技，啟迪未來05.配合活動(dòng)其他線下活動(dòng)ONE策·略/思·考尋找2020年車展創(chuàng)意ORIGNLITYGuestcheck-inundertheetiquetteguide,andguidetheguestsaccordingtoseatarenafigure,sitting,waitingforactivitiesbegan品牌`信息Brandinformation突破科技，啟迪未來品牌/引深自帶潮流范國際范設(shè)計(jì)運(yùn)動(dòng)/品牌性能-激情咆哮動(dòng)力-激情操控ORIGNLITY&策略`輸出Strategyoutput如`何深入傳播奧迪生活態(tài)度？強(qiáng)化產(chǎn)品認(rèn)知！深化品牌主張！Guestcheck-inundertheetiquetteguide,andguidetheguestsaccordingtoseatarenafigure,sitting,waitingforactivitiesbegan策略`核心Strategicthinking通過影像/演繹/沉浸等各形式，鏡像展示般直觀！觀眾彷如觀賞鏡子般真實(shí)、深入直視各式奧迪生活之態(tài)，全面感知奧迪的生活方式！各式生活之態(tài)鏡像，360°立體化展示詮釋安迪！創(chuàng)意概念生活鏡像：突破科技，啟迪未來ORIGNLITY策略呈現(xiàn)三大創(chuàng)意模塊/融合展示生活鏡像形式用-視、感、體三大維度-突破科技，啟迪未來-Strategypresented美陳`創(chuàng)意（視）發(fā)布會(huì)`創(chuàng)意（感）體驗(yàn)`創(chuàng)意（體）Mirror1：創(chuàng)意展具設(shè)計(jì)Mirror2：精彩VISUALPOI式新車亮相Mirror3：個(gè)性KOL生活之態(tài)視頻演繹Mirror4：實(shí)時(shí)AR互動(dòng)式新車講解Mirror5：創(chuàng)新互動(dòng)式價(jià)格公布Mirror6：浸沒式劇場(chǎng)模式Mirror7：跨界組合-國潮表演Guestcheck-inundertheetiquetteguide,andguidetheguestsaccordingtoseatarenafigure,sitting,waitingforactivitiesbeganTWO美·陳/創(chuàng)·意尋找2020年車展創(chuàng)意ORIGNLITYGuestcheck-inundertheetiquetteguide,andguidetheguestsaccordingtoseatarenafigure,sitting,waitingforactivitiesbegan美陳`創(chuàng)意（視）-整體意向圖展示Guestcheck-inundertheetiquetteguide,andguidetheguestsaccordingtoseatarenafigure,sitting,waitingforactivitiesbegan美陳`創(chuàng)意（視）-整體意向圖展示Guestcheck-inundertheetiquetteguide,andguidetheguestsaccordingtoseatarenafigure,sitting,waitingforactivitiesbegan美陳`創(chuàng)意（視）-整體意向圖展示Guestcheck-inundertheetiquetteguide,andguidetheguestsaccordingtoseatarenafigure,sitting,waitingforactivitiesbegan美陳`創(chuàng)意（視）-整體意向圖展示Guestcheck-inundertheetiquetteguide,andguidetheguestsaccordingtoseatarenafigure,sitting,waitingforactivitiesbegan美陳`創(chuàng)意（視）-整體意向圖展示（其他形式展示）Guestcheck-inundertheetiquetteguide,andguidetheguestsaccordingtoseatarenafigure,sitting,waitingforactivitiesbegan美陳`創(chuàng)意（視）-整體意向圖展示（其他形式展示）Guestcheck-inundertheetiquetteguide,andguidetheguestsaccordingtoseatarenafigure,sitting,waitingforactivitiesbeganGuestcheck-inundertheetiquetteguide,andguidetheguestsaccordingtoseatarenafigure,sitting,waitingforactivitiesbegan美陳`創(chuàng)意（視）-整體意向圖展示（其他形式展示）THREE發(fā)·布·會(huì)/創(chuàng)·意尋找2020年車展創(chuàng)意ORIGNLITYGuestcheck-inundertheetiquetteguide,andguidetheguestsaccordingtoseatarenafigure,sitting,waitingforactivitiesbegan發(fā)布會(huì)·關(guān)鍵詞Strategypresented品味/人生社交/互動(dòng)跨界/組合ORIGNLITYGuestcheck-inundertheetiquetteguide,andguidetheguestsaccordingtoseatarenafigure,sitting,waitingforactivitiesbegan發(fā)布會(huì)·創(chuàng)意Strategypresented前所未有的活動(dòng)結(jié)構(gòu)!突破以往常規(guī)的發(fā)布會(huì)形式，創(chuàng)新“發(fā)布會(huì)+cocktail酒會(huì)+國潮展示”形式！讓來賓多角度感受一場(chǎng)來自奧迪新生活。情景式演繹+浸沒式全感互動(dòng)！Guestcheck-inundertheetiquetteguide,andguidetheguestsaccordingtoseatarenafigure,sitting,waitingforactivitiesbegan序號(hào)環(huán)節(jié)時(shí)間內(nèi)容1暖場(chǎng)片3'播放暖場(chǎng)視頻-關(guān)于奧迪制作視頻2開場(chǎng)舞蹈秀3’

炫麗激光秀-舞蹈展示3領(lǐng)導(dǎo)介紹2‘主持人逐一介紹到場(chǎng)領(lǐng)導(dǎo)及嘉賓4領(lǐng)導(dǎo)開場(chǎng)致辭3’領(lǐng)導(dǎo)為發(fā)布會(huì)致辭，回顧品牌成果，并講述產(chǎn)品5新車亮相5’新車亮相6新車講解8‘領(lǐng)導(dǎo)運(yùn)用實(shí)時(shí)互動(dòng)的AR技術(shù)對(duì)新車進(jìn)行技術(shù)講解7價(jià)格公布2’領(lǐng)導(dǎo)C對(duì)MG6TROPHYLEAGUE王者版車型的價(jià)格公布8領(lǐng)導(dǎo)合影2’主持人引領(lǐng)各位領(lǐng)導(dǎo)登臺(tái)與MG6TROPHYLEAGUE王者版合影留念9國潮大秀10’國潮大秀展示10酒會(huì)正式開始30’酒會(huì)正式開始/樂隊(duì)表演等發(fā)布會(huì)·流程Strategypresented暖場(chǎng)片:開場(chǎng)視頻展示ORIGNLITY/暖場(chǎng)片內(nèi)容：將奧迪視頻內(nèi)容混剪，如鏡像般展示真實(shí)。，我的生活我做主。暖場(chǎng)片意義：為即將開場(chǎng)的發(fā)布會(huì)奠定主情感基調(diào)，讓觀眾迅速進(jìn)入情感渲染中。Guestcheck-inundertheetiquetteguide,andguidetheguestsaccordingtoseatarenafigure,sitting,waitingforactivitiesbegan舞蹈展示:開場(chǎng)舞蹈ORIGNLITY/著名舞團(tuán)、專屬改編舞蹈、舞姿中盡顯車性能與激情Guestcheck-inundertheetiquetteguide,andguidetheguestsaccordingtoseatarenafigure,sitting,waitingforactivitiesbegan舞蹈展示:開場(chǎng)舞蹈ORIGNLITY/領(lǐng)導(dǎo)為發(fā)布會(huì)致辭，回顧品牌成果，并講述產(chǎn)品Guestcheck-inundertheetiquetteguide,andguidetheguestsaccordingtoseatarenafigure,sitting,waitingforactivitiesbeganInnovation創(chuàng)新多種演藝的激情碰撞、巧妙而神秘的出車形式、突破科技，啟迪未來Mysterious神秘跑酷+VISUALPOI，MG6多重亮相驚喜Dancer配合視頻進(jìn)行激情熱舞；跑酷演員在兩側(cè)階梯進(jìn)行刺激表演LED開合屏打開，dander散開，兩排VISUALPOI演員涌出，舞臺(tái)充滿炫彩的燈光，MG6TROPHYLEAGUE王者版緊隨演員身后緩緩亮相。VISUALPOI演員散開，MG6TROPHYLEAGUE王者版出現(xiàn)在舞臺(tái)上。Guestcheck-inundertheetiquetteguide,andguidetheguestsaccordingtoseatarenafigure,sitting,waitingforactivitiesbeganPerformance性能advancedtechnology先進(jìn)科技AR互動(dòng)式講解、深入直觀剖析車性能、新潮趣味、運(yùn)用AR技術(shù)在屏幕呈現(xiàn)實(shí)時(shí)互動(dòng)，解構(gòu)產(chǎn)品性能及優(yōu)勢(shì)，有效幫助觀眾清晰了解MG6所攜帶的強(qiáng)大性能，更有效調(diào)動(dòng)活動(dòng)現(xiàn)場(chǎng)氣氛。Guestcheck-inundertheetiquetteguide,andguidetheguestsaccordingtoseatarenafigure,sitting,waitingforactivitiesbegan國潮走秀、深入把文化與汽車相結(jié)合、增加新潮趣味、現(xiàn)場(chǎng)互動(dòng)氛圍Guestcheck-inundertheetiquetteguide,andguidetheguestsaccordingtoseatarenafigure,sitting,waitingforactivitiesbegan全感浸入互動(dòng)的Cocktail酒會(huì)浸沒式劇場(chǎng)模式打造的雞尾酒會(huì)，延續(xù)發(fā)布會(huì)熱度，用整個(gè)車展現(xiàn)場(chǎng)作為演出空間，觀眾在展位內(nèi)部自由行動(dòng)，不同的區(qū)域有著不同的故事情節(jié)展開，觀眾可自由觀看并親身體驗(yàn)區(qū)域互動(dòng)內(nèi)容；運(yùn)用演員與觀眾的互動(dòng)，打造一場(chǎng)全感官浸入式的互動(dòng)酒會(huì)，讓來賓感受表演的激情、戲劇的張力。Cocktail酒會(huì)亮點(diǎn)總結(jié)CocktailReceptionhighlightssummaryGuestcheck-inundertheetiquetteguide,andguidetheguestsaccordingtoseatarenafigure,sitting,waitingforactivitiesbegan特制試管雞尾酒酒會(huì)現(xiàn)場(chǎng)更預(yù)備各種精致冷餐美食及飲品，特邀美食文化傳播者滿舒克現(xiàn)場(chǎng)與來賓互動(dòng)，探究美食與味蕾的生活態(tài)度特制試管雞尾酒，突破常規(guī)極致生活，爵不將就FOUR發(fā)·布·會(huì)/執(zhí)·行尋找2020年車展創(chuàng)意ORIGNLITYGuestcheck-inundertheetiquetteguide,andguidetheguestsaccordingtoseatarenafigure,sitting,waitingforactivitiesbegan///活動(dòng)備注「管家服務(wù)」老派的英國宮廷管家講究禮儀、細(xì)節(jié)。將管家的職業(yè)理念和職責(zé)范圍按照宮廷禮儀進(jìn)行了嚴(yán)格的規(guī)范成為行業(yè)標(biāo)準(zhǔn)，英式管家也成為家政服務(wù)的經(jīng)典，私人管家由此而來執(zhí)行·手冊(cè)Guestcheck-inundertheetiquetteguide,andguidetheguestsaccordingtoseatarenafigure,sitting,waitingforactivitiesbeganCREATIVETHINGING全程攝影/攝像服務(wù)/（朋友圈九宮格/30s視頻）安排1名專業(yè)攝影、1名專業(yè)攝像對(duì)整個(gè)活動(dòng)進(jìn)行記錄///活動(dòng)備注

·攝像/攝影·

執(zhí)行·手冊(cè)Guestcheck-inundertheetiquetteguide,andguidetheguestsaccordingtoseatarenafigure,sitting,waitingforactivitiesbegan///活動(dòng)備注「專業(yè)模特/專業(yè)化妝師」mannerswelcomegueststocome現(xiàn)場(chǎng)邀請(qǐng)專業(yè)的模特/化妝師，保證活動(dòng)高端品質(zhì)。模特：身高175cm以上。Guestcheck-inundertheetiquetteguide,andguidetheguestsaccordingtoseatarenafigure,sitting,waitingforactivitiesbegan執(zhí)行·手冊(cè)會(huì)場(chǎng)管理主會(huì)場(chǎng)與各分會(huì)場(chǎng)都會(huì)安排一個(gè)經(jīng)驗(yàn)豐富的客戶經(jīng)理級(jí)人員負(fù)責(zé)會(huì)前準(zhǔn)備和現(xiàn)場(chǎng)執(zhí)行的質(zhì)量把控；流程管理會(huì)場(chǎng)入口專人負(fù)責(zé)迎接，并引導(dǎo)大家進(jìn)入會(huì)場(chǎng)AV＆搭建按照日程提前進(jìn)行搭建，與第三方協(xié)調(diào)現(xiàn)場(chǎng)搭建方案，處理突發(fā)狀況彩排依據(jù)彩排時(shí)間安排提前通知彩排人員到場(chǎng)組織所有相關(guān)單位進(jìn)行彩排協(xié)調(diào)AV及現(xiàn)場(chǎng)工作人員配合工作執(zhí)行·手冊(cè)Guestcheck-inundertheetiquetteguide,andguidetheguestsaccordingtoseatarenafigure,sitting,waitingforactivitiesbegan攝影攝像管理選擇了解銀行圈層行業(yè)，有過相關(guān)活動(dòng)攝影攝像經(jīng)驗(yàn)的人員所有人員要經(jīng)過嚴(yán)格的面試和篩選攝影攝像人員提前熟悉場(chǎng)地及流程專人對(duì)接，溝通每個(gè)流程所需拍攝材料兼職人員管理根據(jù)活動(dòng)需求（簽到、現(xiàn)場(chǎng)指引、信息臺(tái)管理等）合理安排兼職人員，所有人員要經(jīng)過嚴(yán)格的面試，篩選和培訓(xùn)制訂嚴(yán)格的兼職人員管理考核條例，以及相關(guān)溝通文件，保證服務(wù)質(zhì)量的專業(yè)化和標(biāo)準(zhǔn)化；執(zhí)行·手冊(cè)Guestcheck-inundertheetiquetteguide,andguidetheguestsaccordingtoseatarenafigure,sitting,waitingforactivitiesbegan主要職責(zé)介紹到場(chǎng)VIP；按照流程規(guī)劃完成整個(gè)活動(dòng)主持工作工作規(guī)范始終保持激情飽滿的精神狀態(tài)；整體妝容、言談舉止符合品牌的高端調(diào)性選取標(biāo)準(zhǔn)與品牌風(fēng)格相契合；具備豐富的高端活動(dòng)主持經(jīng)歷活動(dòng)前培訓(xùn)品牌理念培訓(xùn)；流程與串詞核對(duì)與確認(rèn)；與會(huì)領(lǐng)導(dǎo)職位及姓名核實(shí)確認(rèn)執(zhí)行·手冊(cè)Guestcheck-inundertheetiquetteguide,andguidetheguestsaccordingtoseatarenafigure,sitting,waitingforactivitiesbegan針對(duì)活動(dòng)期間風(fēng)險(xiǎn)管理及應(yīng)急預(yù)案處理分為以下兩大因素：

RiskManagement&EmergencyPreplan

includetwomainfactors:自然因素naturalfactor人為因素humanfactor陰雨天Rainyweather地震Earthquake火災(zāi)Fire擁擠踩踏Crowdedstampede爆炸或恐怖襲擊

Explosion&terroristattack嘉賓或工作人員發(fā)生受傷事故

Incident網(wǎng)絡(luò)及通信保障Network&Telecominsurance可疑人員及車輛Suspectpeopleandvehicles化學(xué)物品泄露Noxiouschemicals執(zhí)行·手冊(cè)Guestcheck-inundertheetiquetteguide,andguidetheguestsaccordingtoseatarenafigure,sitting,waitingforactivitiesbegan活動(dòng)前對(duì)所有工作人員、禮儀、安保人員進(jìn)行場(chǎng)地安全培訓(xùn)

Staff、volunteers、ritualgirl、securitiestrainingbeforeevent進(jìn)行緊急疏散演習(xí)

Emergencyrehearsal要求所有人員熟知場(chǎng)地各疏散通道、安全出口位置Allpeoplearefamiliarwitheveryexistlocation會(huì)場(chǎng)搭建材料均采用防火阻燃材質(zhì)

Decorationwithfireproofmaterial設(shè)置場(chǎng)館安全監(jiān)察員1名

Settingonestadiumsafetyinspectors工作人員需了解場(chǎng)地安全負(fù)責(zé)人電話

Staff