《搖擺de婚約》aodi置入方案(9.13)

電影《搖擺de婚約》置入方案

Productplacementplanofthemovie

——SwingMarriageAgreementVersion:2009.09

影片故事情節(jié)創(chuàng)作角度易于引起觀眾共鳴,符合現(xiàn)代生活節(jié)奏和內(nèi)容.Thescenarioprospectiveofthemovieappealstothe

echofromthepublicandcomplywith

themodernlife'svalue.

故事角色符合奧迪品牌目標(biāo)受眾群體-“社會主流精英”TherolesinthefilmareinlinewithAudiprospects.

植入車型多樣,充分展示奧迪系列產(chǎn)品.Through

productplacementthatvariousproductsofAudibrandcanbeshowninthemovie.

贊助回報多樣Therewardsareinvariety.目的和意Objective《搖擺de婚約》影片背景

BackgroundofSwingMarriageAgreement奧迪Q5作為第一款在中國國內(nèi)生產(chǎn)的奧迪SUV車型，備受社會矚目，Q5為影片中主要置入車型，通過故事情節(jié)充分展示奧迪Q5的用戶定位和產(chǎn)品特性。AsthefirstSUVmodelmadeinChinamainland,AudiQ5hasdrawngreatattentionfromChinasociety.Simultaneously,Q5usedasmainproductplacementinthemovie,hasfullyshownitsuserorientationandproductfeaturesthroughthestoryline.影片將于2010年3月上映，與Q5國內(nèi)上市宣傳時間相吻合。ThefilmwillbereleasedinMarch2010,arecoincidewiththelistingtimeofAudiQ5cominginthemarket.電影由時尚集團投資拍攝，自身實力強大且資源豐富。Trendsgroupcooperationisthemainsponsortoinvestmentthemovie,whicharepowerfulandhaveabundantresource.LV，CARTTIE,愛馬仕等國際高端品牌置入該片，有利于提升奧迪品牌形象。LV,CARTTIE,HERMESandlotsofhighlevelinternationalbrandsintothefilm,whicharehelpfultoupgradethebrandimage.主要演員姚晨，朱雨晨，主題歌演唱者李宇春人氣很高，為票房打下基礎(chǔ)。ThemainactorsareYaoChenandZhuYuchen,meanwhile,thesingerofthethemesongisLiYuchunwhoisquitepopular.Bothofthemarestarswithpullattheboxoffice.真愛時尚·女性喜劇電影de順佳搖擺婚約奧迪置入分析Audiplacementplananalysis《搖擺de婚約》劇情大綱

PlotoutlineofSwingMarriageAgreement時尚雜志社編輯順佳，工作和愛情上是非常認(rèn)真的都市白領(lǐng)女孩子。和男朋友巨源相愛多年，正在準(zhǔn)備結(jié)婚的時候，巨源被風(fēng)韻優(yōu)雅的女上司米亞吸引?？『频慕槿刖徑饬隧樇训耐纯?，兩個人相互鼓勵，相互幫助，最終在工作和生活中感悟到真情并得到了收獲……（Q5作為主要贊助商隨著劇情的波動，車的性能得到全面提升）WangShunjiahasawhite-collarjobworkingasaCOSMOmagazineeditor,whoisseriouseithertoherworkortoherrelationship.ShehasbeenwithherboyfriendJuyuanforyearsbeforeJuyuanfellinlovewithhisboss,anelegantandgorgeouslady,whenhewaspreparingtogetmarriedtoShunjia.However,Junhao’sinvolvementeasedShunjia’semotionalsuffering.JunhaoandShunjiabeganhelpingeachother,encouragingeachotherwiththeirworkandlives.Andthentheyfeltchemistryeachotherandreceivedthefruitofloveatlast.(Asthemajorsponsor,Q5’sfeatureswillbecomprehensiveupgradedasthestorylinegoes)《搖擺de婚約》角色分析

RolesanalysisofSwingMarriageAgreement姚晨YaoChen從“郭芙蓉”到“翠平”，再到在話劇版《杜拉拉升職記》中成功塑造白領(lǐng)麗人杜拉拉，“喜劇天使”姚晨化身為《搖擺de婚約》中的女一號--《時尚COSMO》的雜志編輯王順佳。Fromsuccessfulcreatethecharacter“Guofurong”to”Cuiping”,thenYaoChencreategorgeousofficeladyimagesinmoderndramaDulala’spromotion,“ComedyAngels”Yaochencreate

newimageofeditorWangShunjiainCOSMOPOLITANmagazineinthemovieofSwingMarriageAgreement.朱雨辰ZhuYuChen憑借《奮斗》、《我的青春誰做主》深受觀眾喜歡的“青春新貴”朱雨辰將出演男主角俊浩。WiththeTVseries

StruggleandYouthwhoadvocatebytheaudiencefavorite“YouthStar”ZhuYuchenwillbeahandsomemainactorofSwingMarriageAgreement.郭曉冬GuoXiaoDong實力派演員：主人公順佳男友，國際級環(huán)境設(shè)計事務(wù)所，大中華區(qū)新銳設(shè)計師Excellentactress:mainactressShunjia’sboyfriend,whoworksintheinternationalenvironmentaldesignfirm,andheisthenewexcellentdesignerinChinadistrict.影片觀眾與奧迪車品牌的受眾高度一致TheaudienceofthefilmagreewiththeconsumerofAudi《搖擺de婚約》與奧迪品牌ThemovieandAudibrand《搖擺de婚約》是以現(xiàn)代職場白領(lǐng)升遷為主題的電影，所以本片的受眾是以現(xiàn)代都市白領(lǐng)、商務(wù)精英為主的觀眾群；奧迪汽車品牌的受眾群正是有一定經(jīng)濟基礎(chǔ)的商業(yè)精英和職場白領(lǐng)。影片將直接影響奧迪品牌的潛在受眾。ThemovieSwingMarriageAgreementismainlyaboutthepromotionofthemodernwhite-collars,sotheaudiencearemainlyexpectedtobeurbanwhite-collarworkersandtheeliteinbusinessaffaires;TheexpectedconsumersofAudiareeliteinbusinessaffairesandwhite-collarswithsubstantialeconomicbase.ThismoviewilldirectlyinfluencethepotentialconsumersofAudibrand.奧迪Q5巨源（郭曉冬飾)Juyuan(byGuoXiaodong)定妝愛馬仕ProductHermes順佳（姚晨飾）ShunJia(byYaoChen)定妝路易威登ProductLouisVuitton《搖擺de婚約》與奧迪品牌ThemovieandAudibrand俊浩（朱雨辰飾）Junhao(byZhuYuchen)定妝杰尼亞ProductZegnaSports奧迪Q5男主角巨源(郭曉冬飾）：主人公順佳男友，國際級環(huán)境設(shè)計事務(wù)所，大中華區(qū)新銳設(shè)計師。32歲。正在參與歐洲孔子學(xué)院設(shè)計工作。高級知識分子、理性、縝密、有品位、帥氣、西化。巨源的奧迪車在電影中作為最重要的道具出現(xiàn)，關(guān)鍵時機扭轉(zhuǎn)劇情。JuYuan：MainactressShunjia’sboyfriend,whoworkedintheinternationalenvironmentaldesignfirm,andheisthenewdesignerinChinadistrict.HeisparticipatingdesignworkintheConfuciusinstitutioninEurope.Heishighlevelintelligent,rational,carefulandgoodtaste,coolandwesternization.Audivehicleisasthemostimportanttoolinthemovie,itwillreversetheplotinthekeyopportunity.女主角順佳（姚晨飾）：《時尚COSMO》雜志社編輯，處事單純，表達直接，內(nèi)心柔軟，愛哭愛笑，雙子座。年齡28歲。LeadingActress：Magazine

editorinCOSMOPOLITAN,simple-minded,openmanner,weepingandrisible,Gemini,aged28.男主角俊浩（朱雨辰飾）人物英俊帥氣，有藝術(shù)涵養(yǎng)，正直義氣，熱愛生活，積極進取，勵志成功。Junhao：Heishandsome,artisticvirtue,integrity,positive,passionoflife,andambitiontosuccessinhiscareer.《搖擺de婚約》與奧迪品牌ThemovieandAudibrand奧迪Q5置入：雜志主編：《時尚》主編（葉童飾）漂亮單身、有品位、專注工作、高效能人士。外表冷漠、內(nèi)心柔軟。MagazineChiefEditorinCOSMOPOLITANBeautifulsinglewomanwithtasteful,concentratingonjobs,indifferenceappearancebutsoftheart《搖擺de婚約》與奧迪品牌ThemovieandAudibrand奧迪TT周世活（片中商人）ChowShihuo

(wealthymerchant)奧迪A8「搖擺de婚約」置入回報

Returns真愛時尚·女性喜劇電影de順佳搖擺婚約主要置入回報：Returns奧迪品牌為《搖擺de婚約》獨家汽車贊助商。Audibrandistheexclusiveautomotivesponsorsforthemovie.奧迪產(chǎn)品置入場景至少15場，總置入長度不少于500秒。Morethan15scenesspeciallydesignedforAudibrandproductplacement;Morethan500secondstotallengthofshotsexposingAudibrandproducts.在本劇播出版本片尾鳴謝字幕中出現(xiàn)奧迪標(biāo)識。TrailerscreditsofofficialbroadcastversionfilmwillshowAudilogoforthefullscreen.海報、網(wǎng)站、宣傳頁、廣告立牌等宣傳品上奧迪Logo呈現(xiàn)。

Allofthefilmpropagandasuchasposters,websites,leaflets,billboardwillshowAudilogointheprincipalposition.平面媒體、電視媒體、網(wǎng)絡(luò)媒體及戶外媒體配合宣傳中，安排帶有奧迪車的劇照。ThestillswithAudicarswillbearrangedonprintmedia,TVmedia,networkmediaandoutdoormediaforpublicity.「搖擺de婚約」置入回報

Returns真愛時尚·女性喜劇電影de順佳搖擺婚約主要置入回報：Returns《時尚COSMO》《時尚先生》各2P版面免費相關(guān)報道。TwofullfreereportsforAudibrandrelatedthefilm,eachpublishedinCOSMOPOLITANandESQUIRE.主要城市主流媒體，網(wǎng)站，電臺配合宣傳。Majorcities’mainstreammedia,websiteandradiowillactinconcernwithAudibrandpublicity.地面活動、開機發(fā)布會或首映禮背景板上體現(xiàn)甲方標(biāo)識。Audilogowillbeshownintheprincipalpositionwhengroundactivitiesforpublicity,filmbootconferenceandfilmpremiereceremonies院線：影片上映前，會在其他正在上映的電影前做《搖擺婚約》的短片宣傳30秒，其中甲方產(chǎn)品的鏡頭不少于2秒；播放次數(shù)不少于5000場次。Beforethefilmreleased,30secondsAPIofthefilmwillbebroadcastedinthebeginningofothermoviesinthecinema,whichinclude2secondsshotsofAudibrand,andwhichwillbebroadcastedformorethan5000timeintotal.真愛時尚·女性喜劇電影de順佳搖擺婚約主題曲：李雨春最新專輯主打歌曲Themesong:LiYuchun'slatesttitletrack.MV制作：電影片段和歌手穿插，與歌詞吻合。MVMaking:moviefragmentscombinedwithsingerandthelyricsmatched.MV發(fā)行：太和麥田發(fā)行網(wǎng)絡(luò)，時尚所有合作的互聯(lián)網(wǎng)絡(luò)資源—包括優(yōu)酷、土豆、QQ、MSN、雅虎等等。MVrelease:AllrelatedreleaseresourcesofTaiheRyeMusic,allthenetworkresources

cooperatingwithTrendsgroup

cooperation,suchasYouku,Tudou,QQ,MSNandYahoo!,etc.電影的主題歌由李宇春演唱，歌曲MV剪輯成2個版本（電影宣傳MV版本和歌手MV版本）。電影宣傳MV版本中，有奧迪汽車的鏡頭畫面露出。ThemoviethemesongwillbeperformedbyLiYuchunanditsMVwillbeeditedintotwodifferentversions,namelytheversionformoviepromotionandtheversionforsinger.IntheversionformoviepromotionwillincludesomeshotsofAudivehicle.「搖擺de婚約」置入回報

Returns奧迪宣傳片貼片計劃AudiCinemaadvertisingPlan貼片影院選擇SelectedCinemas選擇電影票房在過億的8個城市的甲級院線OnlychoiceCinemaswithmorethan100millionboxoffice分別為：北京上海廣州深圳重慶成都武漢杭州

Beijing,Shanghai,Guangzhou,Shenzhen,Chongqing,Chengdu,Wuhan,Hangzhou特別選擇城市：長春Thespecialselectedcity:Changchun按每個貼片長度30秒計算，每個城市選擇的影院數(shù)目：Legthof30secondsineachcinemaadvertising,theselectivenumberofcinemasforeachcity:北京

23個上海

25個廣州

20個深圳

25個重慶

15個成都

22個武漢

15個杭州

20個長春

5個共計

170個Beijing23,Shanghai25,Guangzhou20,Shenzhen25,Chongqing15,Chengdu22,WuHan15,Hangzhou20,Changchun5Total:170cities貼片計劃PlanofCinemaAdvertising影片放映前7天，每天10場進行貼片，按每場30“，總貼片時長為5950分鐘Themoviewillbescreeningfor10timeseachdayforthefirst7days.Thetotallengthoftheadvertisingwillbe5950minuteif30secondsofeach.如單片貼片長度發(fā)生變化，則以總時間為準(zhǔn)，減少每個城市影院數(shù)量。Thelenghthofthecinemaadvertisingwouldbebasedonthetotallegthwhichmetionedabove,ifwhichwasexceeded,wewouldreducetheamountofadvertisinginthecinemasineachcity貼片內(nèi)容ContentoftheCinemaAdvertising奧迪Q5宣傳片，單片長度30“--60”AudiQ5advertisingstory,thelengthis30-60seconds.影片合作進程Cooperationprogress影片倒計時filmcountdown影片合作進程Cooperationprogress2009.9

影片故事大綱完成2009.2completionoffilmsynopsis影片植入合作Productplacementcooperation2009.9-11影片腳本創(chuàng)作完成2009.4-5completionoffilmscripts影片植入合作Productplacementcooperation2009.11-2010.2

后期制作2009.11-2010.2post-production開機發(fā)布會商業(yè)合作Commercialcooperationinthekickoffceremony2010.2后期制作完成2010.2completionofpost-production影片貼片合作Advertisement-stickingcooperation2010.3上映LunarinMarch.2010影片首映禮商業(yè)合作Commercialcooperationinthefilmopeningceremony預(yù)計效果分析--影片票房預(yù)估

expectedeffectivenessanalysis-filmbox-officeforecast發(fā)行范圍:distributionrange電視頻道：TVchannelsCCTV-6以及各點播電視頻道將會多次播映ManytimesshownonCCTV-6andotheron-demandTVchannels

DVD發(fā)行：DVDissue視頻網(wǎng)站：VideoWebsite預(yù)計上映:Timeexpectedtorelease預(yù)計票房：Expectedbox-office10萬張正版DVD100,000genuineDVD直播+分享Live+share

2010年3月March.20105000萬人民幣50,000,000RMB30個省市

30provincesandmunicipalities300個城市

300cities37條院線同步上

synchronouslyreleasingin37cinemas20，000場以上放映場次

over20