奥迪Q7 11型上市平面创意提案.ppt
奥迪Q7 11年型上市平面创意提案MY11 Audi Q7 Launch Print Ad Creative Presentation,Aug.16,2010 Lintas,客户明确奥迪Q7 11年型的传播重点：继续巩固奥迪Q7作为高端SUV的尊贵形象，并吸引既有潜在消费者购买。产品力支持主要为：11年型奥迪Q7，21寸车轮选装，全新三款专享尊崇装备，独特感和奢华感都有很大提升。建议在文案内文中加入奥迪Q7 上市区域驾乘体验活动信息，但调性保持高端、尊贵感。,客户关于Q7 11年型传播策略的反馈,Client confirmed that MY11 Audi Q7 should further consolidate communication on the premium,high-end SUV image to boost consumers purchase.MY11 Audi Q7 is largely enhanced in terms of exclusivity and premium:optional 21-inch wheel,three all-new exclusive packages.Client suggested to add regional test drive information in body copy,while maintain the high-profile,distinguished tone and manner.,Recap of Clients Feedback on Communication Strategy,核心信息,概念调性,奥迪Q7 11年型更加具有尊享价值（Exclusive），给“强者”增添更多“少数人独享”的光环。,自信、霸气、有个性、有独立时尚品味,传播概念,传播口号：奥迪Q7 势为强者,产品力支持：3.0T FSI 发动机、8速手自一体变速器、3款全新专享尊崇包、2款21寸车轮选装,Key Message,Tone&Manner,MY11 Q7 enjoys more“Exclusive”value,and will add an ambiance of“exclusivity”for“leaders”,Confident,imposing,fulfilling,personality,stylish,Communication Concept,Slogan：Audi Q7 Born to Lead,Product support:3.0T FSI engine,8-speed tiptronic,new exclusive package,optional 21inch tyres.,创意提案Creative presentation,方案一建立目标消费者对Q7“尊贵、稀有”的认同最常见的方式是直接诉求“Q7是很稀有的，只有少数人才能开”但是，没有人喜欢被说教同样，没有人不喜欢被夸奖与其强硬地向他们灌输“我Q7很高端很稀有”不如让Q7巧妙地跟他们说“你很高端”，然后“我Q7跟你是一样的”,Option 1In order to build up the“Prestige,Rare”awareness from target consumer,the most common way is directly claim:“Q7 is rare that only few people could own”However,no one likes to be preached at.Likewise,everyone loves to be praised.Rather than drive in the idea“Q7 is high-end and rare”,Its better to present it in a subtle way:“You are high-end,and Q7 is the same as you.”,英雄相惜篇“Like Knows Like”,H/L:We know,few cars can be liked by you.S/H:New Audi Q7,Born to Lead,H/L:我们知道，能让你看上的车并不多。S/H:新奥迪Q7 势为强者,价值所在篇“Where the Value Lies”,H/L:To have a great car means nothing,but it doesnt mean you dont need a great car.S/H:New Audi Q7,Born to Lead,H/L:有辆好车不代表什么，但并不代表你不需要有辆好车。S/H:新奥迪Q7 势为强者,瞬间决断篇“Instant Decision”,H/L:Important decisions are often made instantly.Hence,only a glance at the car and the headline is enough.S/H:New Audi Q7,Born to Lead,H/L：重大的决定往往是一瞬间做出的，所以，您只看一眼车和标题就可以了。S/H:新奥迪Q7 势为强者,瞬间决断篇“Instant Decision”,H/L:Important decisions are often made instantly.Hence,only a glance at the car and the headline is enough.S/H:New Audi Q7,Born to LeadB/C:We are honored if you are interested in this article and we firmly believe we will provide you useful Information to make the right decision.,H/L：重大的决定往往是一瞬间做出的，所以，您只看一眼车和标题就可以了。S/H：新奥迪Q7 势为强者B/C：如果您有兴趣阅读这篇内文，我们深感荣幸，同时也坚信会为您做出正确决定提供有用的信息。,方案二从“势为强者”入手打造一个代表强者的“真男人”形象Option 2Start with“Born to Lead”,to build a“True Man”image for the strong.,系列稿 A 选择对手篇看一个男人是否够强，可以看他的对手是否够强选车也是同样道理。Series A-“Choose Rivals”Judge a man is strong or not,just judge his rival choosing a car is in the same way.,系列稿 A 选择对手篇 Series A-“Choose Rivals”,H/L:Man chooses a car just like they choose a rival,at least the rival should be on the same level.S/H:New Audi Q7,Born to Lead,H/L：男人选车要像选对手，至少得跟自己一个量级。S/H：新奥迪Q7 势为强者,系列稿B 两种座驾篇在男人的世界里，是以强者的标准划分群体的。Series B“Two Options of Rides”In mens world,strong should as a standard to split groups.,系列稿B 两种座驾篇 Series B“Two Options of Rides”,H/L:There are two kinds of rides for men:Q7,and the rest.S/H:New Audi Q7,Born to Lead,H/L:男人的座驾分两种：一种是Q7，一种是其它。S/H:新奥迪Q7 势为强者,方案三通过周围的人看到Q7的第一反应入手“少废话”用最简练的语言，达到最震撼的效果Option 3Start with the first reaction of people seeing Q7，“Cut the cackle.”Concision rocks the most.,第一反应 篇“First Reaction”,H/L:Scream,or be quiet.S/H:New Audi Q7,Born to Lead,H/L:要么尖叫，要么肃静。S/H:新奥迪Q7 势为强者,英雄相惜篇“Like Knows Like”,价值所在篇“Where the Value Lies”,瞬间决断篇“Instant Decision”,系列稿 A 选择对手 篇 Series A-“Choose Rivals”,系列稿B 两种座驾 篇 Series B“Two Options of Rides”,第一反应 篇“First Reaction”,汇总 Summary,谢谢！Thank you.,
