梅塞德奔驰汽车REVO Branding策划案.ppt

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1、DPTS Townhall Meeting/Driving Safety Instruction&Demonstration Event,Oct.2010,DPTS Townhall Meeting/Driving Safety Instruction&Demonstration Event,1,3,Event Agenda,5,2,4,Venue Suggestion,Event Overview,6,Key Visual,Purpose of the Event,Rundown,7,Contingency plan,8,Design,1,Event Overview,Driving Ski

2、lls,Business Overview,To share vision of DPTS,review before business and have a outlook of coming challenges.,Brand Image,To build and establish a positive image of DPTS with a focus on innovation,future development,and technological solutions to the challenges of fast-growing market and business in

3、 China.,2010 Driving Safety Day,To enhance driving skills(such as parking,safety driving know-how),experience high technology of Mercedes-Benz cars.,2,Purpose of the Event,3,Event Agenda,Option I,4,Key Visual,Option II,4,Key Visual,5,Venue Suggestion,Showcase,Driving Safety,Go-Kart,Beijing Xingang G

4、O-Kart Club,Covering an area of 33,000m 1,200m long&8-15m wide autodrome with fixed security partition,3,300m building with 3 flights,7,000m open space,Meeting&BBQ,Professional go-kart club,Add:Baimiao Village,Songzhuang,Tongzhou District,Beijing,Experience Area,Beijing Xingang GO-Kart Club,Beijing

5、Xingang GO-Kart Club,Beijing Xingang GO-Kart Club,6,Rundown,09:00 09:40 License check and insurance subscribing,Group A with license,Group B without license,09:00 09:40Registration,14:30 17:30Driving Safety demonstration event/games,08:20 08:50 Departure from Daimler office08:50 Arrival at event ven

6、ue,09:00 09:40Welcome speech by Mr.Jan Fischer/department heads09:40 10:10Event and games rule briefing and introduction10:20 11:50Event and games12:00 13:00Lunch(BBQ)13:30 14:30Driving Safety instruction,17:30 18:00Closing of Townhall meeting18:00 Transfer back to Daimler Tower,14:30 17:30Go-kart/g

7、ames,6,Rundown Registration,Group A with license,Group B without license,RegistrationLicense check Insurance subscribing,Registration,6,Rundown Welcome Speech&Event Briefing,6,Rundown Driving Show,Special driving show by the coaches,6,Rundown BBQ,6,Rundown Driving Safety instruction,Driving Safety p

8、rinciples briefingProgram design briefingParkingWet floorOff-road Bridge Limiting GateSnakeSpinning Gear,6,Rundown Driving Safety instruction,Parking,6,Rundown Driving Safety instruction,Wet floor,6,Rundown Driving Safety instruction,Off-road,6,Rundown Driving Safety instruction,Bridge,6,Rundown Dri

9、ving Safety instruction,Limiting Gate,6,Rundown Driving Safety instruction,Snake,6,Rundown Driving Safety instruction,Spinning Gear,6,Rundown Driving Safety demonstration,1.Parking,3.Off-road,6.Snake,5.Gate,7.Gear,4.Bridge,2.Wet Floor,Group A with license,Floor Plan,7 coaches stand by,to guide 7 pro

10、gramsAttendees divide into 7 groups,9-10 persons per groupEach group finishes 1 program then moves to next program20 min for the whole group to finish 1 program,7 programs finish within 3 hours,6,Rundown Driving Safety demonstration,Group A with license,Rules,6,Rundown Go-Kart,Group B without licens

11、e,Floor Plan&Rules,Build a mini go-kart site in the front space5 rounds for each attendee,3 hours to finish allLuck draw for driving orderRecords to win a championship,6,Rundown Photo Shooting&Awarding,6,Rundown Onsite Beverage,Umbrella&Trash Can,6,Rundown Other Games,Electronic Racing Games，Pool,Fo

12、osball,Mini-golf,RECEPTION,TRAFFIC,STAFF/PROFESSIONALS,PRODUCTION,Contingency plan,7,Contingency plan,Understand VVIPs,BACKUP,Second route standby,On-site First Aid team and AmbulanceEnsure enough equipment and medical,Weather forecast researchRaincoat/umbrella preparationWater proof plan for set up

13、,Anti-fire equipmentOn-site floor plan posting,Materials backupEngineer standby,WEATHER,FIRST AID,FIRE,1st floor open space showcase,8,Design,2nd floor meeting hall,Reception,Briefing Area,Viewing Area,Interactive Area,Coffee Break,8,Design,2nd floor meeting hall Reception,8,Design,2nd floor meeting

14、 hall Briefing Area,8,Design,2nd floor meeting hall Briefing Area,8,Design,2nd floor meeting hall Coffee Break Area,8,Design,2nd floor meeting hall Interactive Area,8,Design,3rd floor BBQ terrace,8,Design,3rd floor BBQ terrace,8,Design,Autodrome,8,Design,Autodrome,8,Design,A Board,8,Design,Direction

15、 Board,8,Design,Sticker I,8,Design,Sticker II,8,Design,Pass,8,Design,Badge,8,Design,Folder,8,Design,Paper Bag,8,Design,Jacket,8,Design,Souvenir,8,Design,About REVO,Five sub-brands,focus on excellence,Provides PR services,Provides Advertising Creative services,Provides Experience Marketing services,P

16、rovides Entertainment Marketing services,Provides Interactive services,Acknowledge REVO,Revolutionary integrated system for the guaranty of excellence,Strategic products,Media Products,Identification Products,Interactive Products,Experience products,Content Products,Entertainment Products,Government

17、 PR Resources,Interactive Media Resources,Charity Resources,Brand Audit,Brand Blueprint,UBL,Brand Symphony,SKODA BRANDING ROAD,Content Products,Media Products,Strategic products,Interactive Products,Beijing Automobile Exhibition 2008,Guangzhou Automobile Exhibition 2008,Beijing Auto Exhibition,SKODA,Fabia Listing,SKODA,New Octavia Test Drive in Sanya,Zhuhai,SKODA,Media Products,Ceremony for the 25th Anniversary of SVW&leaving the assembly line of the 5 millionth SVW-made car,8 vehicles to display in the external field of ZIYUNXUAN,On-site layout,