奥迪汽车全车系试驾活动方案.ppt

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1、08年度南区奥迪全车系试驾活动策划方案Planning Project for 2008 South Area AUDI Car Test Drive Activity,广州国云风广告有限公司GAAC,GZ office,目录 Contents,试驾活动策略思路 Strategy for Test Drive Activity 试驾主题及活动亮点 Theme and Hot Spot of Test Drive 试驾活动内容介绍和预算 Introduction to the Contents of Test Drive Activity and Budget 试驾活动媒介建议 Suggesti

2、ons on Media for Test Drive Activity,整体活动思路General Activity Thought,这是一个整体的市场推广活动！This is a general market promotion activity!时间上的绝佳配合，活动的连贯性有如连环爆炸的爆竹，将奥迪品牌提高到前所未有的新高度；With perfect date,activity can promote Audi brand to a new height like the constantly exploding cracker;,奥迪奥运圣火珠峰活动Audi Olympic Game

3、s Torque Everest Activity,奥迪A5上市发布Launching of Audi A5,奥迪全车系试驾活动Audi All Cars Test Drive Activity,3.15,6.20,6.23,8.03,6.28,07年宝马全车系试驾分析07 BMW test drive analysis,试驾前的全车系展示Exhibition before test drive,一、试驾活动策略思路 Strategy for Test Drive Activity,本次活动任务Assignment of the activity,为了提升品牌形象，增加积客率，提升奥迪销量，南

4、部区希望在合适时间进行奥迪全系车型试驾活动。今年是奥运年，希望能紧密结合奥运元素进行创意。在南部区选择6个城市进行此项活动。In order to improve the brand image,increase the rate of potential consumers,increase the sales volume of AUDI,South Area is expecting to hold AUDI Test Drive Activity at suitable period in 2008.2008 is also the year for holding Olympic G

5、ames,it is expecting to design combing with the Olympic Games elements.Select 6 cities in South Area for the activity.,国云风对本次活动的理解Understanding of GAAC to the activity,是奥迪南部区08年整体试驾体验的重要组成部分，通过这一活动加深目标客户对品牌和产品的深入了解。It is the important part for AUDI south area 08 test drive experience,and can promote

6、 target clients to know the brand and products.,奥迪联手奥运，相对奔驰宝马，我们拿到了最好的一张牌，本次活动是奥迪在南区提升形象的绝佳时机。AUDI cooperates with the Olympic Games,compared with BENZ and BMW,we have got the best card,this activity is the best opportunity for AUDI to improve image in south area.,和全国市场相比，南区有自己的区域与消费特征，在活动策略上要更有针对性。

7、Compared with the national market,South Area has different regional and consuming properties,therefore,it shall be targeted for the strategy of the activity.,本次活动在南区面临的挑战Challenges of the activity in South Area,南区是日系车的大本营，带动着雷克萨斯在南区市场的飞速发展，需要进一步拉开与雷克萨斯的差距。奔驰宝马在南区市场占有率较高，在品牌形象上也领先于奥迪，奥运将是一个很好的转折点，在品牌

8、形象上实现奥迪的全新跨越。South Area is the campus for Japanese cars,which promotes the fast development of LEXUS in south area,therefore,it requires to differential AUDI with LEXUS.BENZ and BMW have high market share in South Area with better brand image compared with AUDI,Olympic Games will be a perfect milest

9、one for AUDI for achieving leap development in brand image.,竞争品牌：在品牌形象上急需与奔驰、宝马直接较量Competitive brand:AUDI follows BENZ and BMW in terms of brand image,本次活动在南区面临的挑战Challenges of the activity in South Area,对潜在用户而言，对奥迪的品牌文化和领先科技缺乏深入的了解，此次活动则是一个很好的窗口。奥运的赞助企业很多，作为2008年北京奥运会正式高级用车，奥迪到底有什么特别之处，应该更加形象、直观的展示

10、给消费者。To potential clients,they dont have deep knowledge on the brand culture and leading technologies of AUDI,this activity will be a perfect window.Olympic Games has a lot of sponsor enterprises,as the formal and high grade car for 2008 Olympic Games,it requires directly and visually display the ad

11、vantages of AUDI.,奥迪自身：需要借助奥运深化奥迪文化与科技内涵It requires deepening the cultural and technical connotations of AUDI with the Olympic Games,整体活动思路General Activity Thought,紧贴奥迪总部推广步伐；紧接具有世界性关注度的活动乘胜追击；Follow the promoting step of Audi Head Office;follow the activity which has world wide attention;,奥迪奥运圣火珠峰活

12、动项目介绍Introduction to Plan of Audi Olympic Games Torque Everest Activity,试驾培训和休息区Training and rest area for test drive,07年宝马全车系试驾分析07 BMW test drive analysis,嘉宾签到处Guests registration place,试驾前讲解Introduction before test drive,游戏体验区1Game experience area 1,游戏体验区2Game experience area 2,音乐体验区Music experie

13、nce area,全车系试驾 BMW test drive,07年宝马全车系试驾分析07 BMW test drive analysis,07年宝马全车系试驾分析07 BMW test drive analysis,试驾形式比较简单，以全车系展示结合道路试驾为主；帐篷休息区设置非常人性化，分赛车游戏体验区、音乐 区等娱乐区域；参加活动的客户相对较年轻、时尚；test drive has simple mode and mainly the cars exhibition and road test drive;Tent rest area is people-oriented,and incl

14、ude the racing game experience area,music and other entertainment areas;Clients who attend the activity are relatively young and fashionable;,如何应对挑战我们的活动思路How to face the challenges-Our ideas,本次全车系试驾不应是单纯的产品体验活动，更是一个展示奥 迪品牌和文化的绝佳机会；The test drive shall be the best opportunity for exhibition AUDI bra

15、nd and culture instead of simple product experience activity;将奥迪和奥运完美融合，给予消费者全新的品牌文化体验；Perfectly combine Olympic Games with AUDI,provide brand new culture experience for consumers;,二、试驾主题及活动亮点 Theme and Hot Spot of Test Drive,试驾活动主题Them of the Test Drive Activity,展示奥迪与奥运所共有的“激情”，“全体验”突出这次是作为全车系的试驾活动

16、。Show the common“Enthusiastic”and“Experience”of AUDI and Olympic Games,highlight this is the test drive activity of all AUDI cars.,奥迪激情全体验AUDI Enthusiastic Experience,试驾活动主题-备选1Theme of Test Drive Activity Option 1,突出领导者形象，突出“动感”与“运动”，引领08年的高档车潮流。Show the image as the leading role,highlight the“dyna

17、mic”and“sporty”,lead the fashion of high grade cars in 2008.,世界 随我而动World changes with me,活动亮点介绍Introduction to the Hot Spot of Activity,目的：通过奥迪和奥运的百年历史的介绍，展示奥迪的品牌光辉历史内容：在试驾休息帐篷内设置奥迪奥运品牌展示区，以图片配合多媒体形式，向消费者展示百年奥运和百年奥迪的光辉历程，奥迪与奥运的百年辉煌，交相辉映。Purpose:show the brilliant history of AUDI through introducing

18、 the history of AUDI and Olympic GamesContents:Set AUDI Olympic Games brand exhibition area in tent rest area,show the brilliant history of AUDI through introducing the history of AUDI and Olympic Games with pictures and video,奥迪奥运百年全体验展示Exhibit the history of AUDI brand and Olympic Games,1,1896-189

19、9,1896年第1届雅典奥运会举办1896,the 1st Athens Olympic Games was held,1899年，奥古斯特霍希(Horch)在科隆Ehrenfeld区创立了A.Horch&Cie.公司1899,Horch set up the A.Horch&Cie.Company in Ehrenfeld District in Cologne,1932,1932年，第9届奥运会在洛杉矶举办1932,the 9th Olympic Games was held in Los Angeles,1932年，奥迪开始采用四环徽标，它象征着奥迪与小奇迹(DKW)、霍希(Horch)

20、和漫游者(Wanderer)在克姆尼茨理合并为汽车联盟公司。1932,AUDI started to apply 4-ring logo which shows that AUDI is united as the car alliance company together with DKW,Horch and Wanderer in Chemnitz.,1936-1937,1936，柏林奥运会，美国田径名将杰西-欧文斯成为了体育英雄，他赢得了100米、200米、4100米接力和跳远4枚金牌1936,in the Berlin Olympic Games,American track and

21、field star Jesse Owens became the sports hero,and won 4 gold medals in 100m,200m,4100m relay and long jump,1937，汽车联盟轿车在标准公路上的速度率先超过了400公里/小时，创造了世界纪录。1937,the speed of Car Alliance car exceeded 400km/h on standard road,which created the world record.,活动亮点介绍Introduction to the Hot Spot of Activity,奥迪奥

22、运圣火珠峰活动全程展示 Show of Audi Olympic Games Torque Everest Activity,目的：让更多的目标群体通过一系列的制作资料了解及认知全程奥运圣火珠峰活动！展现登顶的奥迪品牌形象；Purpose:Make more target clients realize the Audi Olympic Games Torque Everest Activity through a series of documents!Show the Audi brand image;内容：在活动的帐篷区设置奥迪奥运圣火珠峰活动的展示区域；Content:Set Audi

23、 Olympic Games Torque Everest Activity show area in the tent area of the activity;1.圣火传递的专用车（Q7）展示；1.Show the special car for passing torque(Q7);2.接近两个月的圣火活动摄影图片展示；2.Show the pictures of 2-month torque activity;3.全程活动拍摄专题片现场播放；3.Play the special film of the entire activity on site;,活动亮点介绍Introductio

24、n to the Hot Spot of Activity,现场赠送拥有奥迪元素的奥运纪念品Give Olympic Games souvenir with AUDI elements on site,目的：增加用户参与的热情；内容：向参与试驾的嘉宾赠送拥有奥迪元素的奥运纪念品，如绑有奥迪围巾的福娃等Purpose:Arouse the enthusiasm of clients to attend the activity;Contents:Give Olympic Games souvenir with AUDI elements on site to guests,such as luc

25、ky doll with AUDI scarf etc.,活动亮点介绍Introduction to the Hot Spot of Activity,2,奥迪全车系车队巡游Audi motorcade rounds,目的：通过全车系巡游展示增加城中热门话题，吸引目标人群关注和参与；内容：活动当天上午选择城中主干道进行车队巡游，奥迪全车系的集体亮相将会引起当地的巨大轰动；在试驾的过程中奥迪车队不断展现在城市公路上，吸引更多关注度；Purpose:Increase the hot topic through exhibiting the products,attract the attentio

26、n of target clients;Contents:Cruise in the main roads in the city at the noon,the exhibition of AUDI cars will arouse high stir in local;,三、试驾活动内容介绍Introduction to the Contents of Test Drive Activity and Budget,试驾活动内容介绍Introduction to the Contents of Test Drive Activity,帐篷区效果图时间、地点选择建议活动总体流程集客与客户邀请试

27、驾与体验追踪与反馈Suggestion on site and date General procedures of the activity Group Client and Individual Clients Invitation Test Drive and Experience Track and feedback,帐篷总效果图,百年奥迪展示区,签到区及奥迪珠峰火炬展示区,休闲娱乐区及商务洽谈区,自助餐饮区,百年奥运展示区,舞台,帐篷外观选择,帐篷外展示物料,帐篷平面图,活动时间建议Suggestion on Date,活动时间建议：2008年6月7日-7月27日 Suggestio

28、n on Date:June 7st-JULY 27st,2008 时间选择依据：Reference建议活动在6月开始进行，预留活动报名及嘉宾邀请所需的时间；为配合奥迪总部在4月6月奥迪珠峰火炬传递项目以及奥迪A5上市发布，时间正好选择这两个项目之后作为一个延接，通过活动的连贯让奥迪品牌提升到一个新的高度；活动时间尽量安排在周六日方便客户的到来；912月为冬季，某些城市气候较冷，且年底企业活动频繁，媒体和客户邀约较困难，故不建议在这时期进行活动。It is suggested to hold the activity in June,confirm the registration and i

29、nvitation date for guests for assuring to focus on potential Audi clients,In order to meet the Audi Olympic Games Torque Everest Activity of Audi Head Office and the launching of Audi A5,the activity held on this date continues above two projects,improve Audi brand to a new height through continuous

30、 activities;Arrange the date on Saturday and Sunday,which is convenient for clients;September-December is winter,it is cold in some cities,additionally,therere more enterprise activities at the end of the year,and it is difficult to invite media and clients,therefore,it is suggested not to hold the

31、activity during this period.,活动地点建议Suggestion on Site,试驾地点及试驾路线选择依据：Reference on Test Drive Site and Route：建议活动选择在一、二级城市里面的城市广场或体育中心内举行，场地较大，人流相对比较密集，配以良好的、可行的试驾路线，有助提高活动宣传效果；基于安全及车辆运营考虑，试驾路线不建议设定太多的换乘点，故不能满足嘉宾能够试驾试乘奥迪的全部车型，但保证每位嘉宾能够体验其中4款车型；每站的试驾线路尽量统一，时间控制在2030分钟/次以内；It is suggested to select the

32、plazas or stadiums in the Grade 1-2 cities,which has big size and dense stream of people,with feasible test drive route,it can assist to strengthen the propagandizing effect of the activity;Take the safety and vehicle consideration,it is not suggested to set too many transferring points along the te

33、st drive route,therefore,it cant meet guests demands on testing all cars,but it assures that every guest can experience 2 cars;Test drive route shall be the same for each station,the time shall less than 1 hour;,奥迪激情全体验分站赛：2008年6月7月 Audi Enthusiastic Experience Sub-Station Competition:June-JULY,2008

34、,活动时间建议 Suggestion on Date,周六:客户+潜在客户 Saturday:Clients+Potential Clients,周五:彩排Friday:Rehearsal,周三:进场Wednesday:launch site,周四:搭建Thursday:Construction,周日:客户+潜在客户+媒体Sunday:Clients+Potential Clients+Media,奥迪激情全体验 AUDI Enthusiastic Experience：活动人数：100人 X 2天，共200人 Attendants:100 persons X 2 days,altogethe

35、r 200 persons媒体：20人 Media:20 persons 大客户：60人 Key Clients:60persons 奥迪潜在客户：80人 AUDI potential clients:80 persons 奥迪车主：40人（吸引再次购买）AUDI car owner:40 persons(attract them to buy again),活动参与嘉宾Guests for the Activity,活动车辆运输路线Car Transportation Route,广州（始发）Guangzhou(Begin),郑州（第一站）Zhengzhou(1st Station),武汉（

36、第二站）Wuhan(2nd Station),长沙（第三站）Changsha(3rd Station),泉州（第四站）Quanzhou(4th Station),深圳（第五站）Shenzhen(5th Station),佛山（第六站）Foshan(6th Station),深圳站活动Shenzhen Station Activity,深圳国际会展中心Shenzhen-International Exhibition Center,深圳国际会展中心位于深圳市中心区城市中轴线上，南邻宽阔的滨河大道，北隔著名的深南大道与市民中心相望，位置显要，交通便利，环境优美，与大中华、市民中心等代表性建筑一起形

37、成了城市中轴线上南部的靓丽景观。Shenzhen International Exhibition Center is located in the central axis in Shenzhen neighboring the wide Binhe Avenue in the south and facing the Citizens Center crossing the famous Shennan Avenue in the north with advantaged location,convenient traffic and beautiful environment,and

38、forms the beautiful scenery together with such typical buildings as Dazhonghua,Citizen Center etc.,深圳国际会展中心Shenzhen International Exhibition Center,福华三路3rd Fuhua Road,金田路Jintian Road,滨海大道Binhai Avenue,益田路Yitian Road,深圳国际会展中心Shenzhen International Exhibition Center,深圳国际会展中心Shenzhen International Exhi

39、bition Center,福华三路3rd Fuhua Road,滨海大道Binhai Avenue,滨海大道Binhai Avenue,金田路Jintian Road,益田路Yitian Road,深圳站试驾路线Shenzhen test drive route,现场展示及体验Site show and experience,活动现场搭建品牌帐蓬，向参加活动的嘉宾提供休息的场所Construct brand tents in the site as the rest houses for guests 制作一套可拆卸活动标准物料用于本次活动中，有利于品牌形象的塑造与统一Make a set

40、of flexible standard material for this activity for creating the brand image,设计百年奥运，百年奥迪的现场展示，让现场嘉宾能亲身感受到奥迪运动、进取的品牌内涵，并对奥迪成为奥运官方的指定用车信息有更深入的了解。Design history corridor of 100-Year Olympic Games and 100-Year AUDI,make guests to feel the sporty and progressive brand connotation of AUDI with deep realiz

41、ation that AUDI is the specific car for Olympic Games.,奥迪奥运圣火珠峰活动展示区域，现场展示在攀登珠峰传递圣火的专用车辆（Q7），以及活动照片和VCR，让现场嘉宾感受到奥迪创造这个划时代的壮举。Audi Olympic“Surpass the Everest”Activity Show Area,show the special car(Q7)which is used for passing the torque when climbing the Everest and pictures and VCR of the activity

42、,make guests feel the feat created by Audi,体验奥迪科技Experience AUDI technologies,邀请技术顾问现场向嘉宾讲解各款奥迪车型的技术亮点与试驾要点；Invite technical consultants to introduce the technical advantages and test drive skills of AUDI cars;,各款奥迪车上配备销售顾问对嘉宾进行一对一的要点讲解，指导嘉宾以最佳方式感受车辆的各项性能；Prepare AUDI sales on the car for introducin

43、g one by one and guide the guests to realize the performances of the cars;,试驾路线及场次安排 Arrangement of test drive route 每天预约100位嘉宾到现场进行试驾活动，分别为上午40名嘉宾下午60名嘉宾，预设第2天上午为媒体试驾；为了让来宾能够试驾更多的奥迪车型，整条试驾路线控制在2030分钟左右，路线上安排1个安全的位置作为嘉宾的换乘点，保证每位嘉宾能试驾45款车辆；Invite 5 teams of guests for test drive on site each day,3 te

44、ams in the morning and 3 teams in the afternoon,arrange the 5th team on the second day is media test drive;The entire test drive route shall be about 60 minutes,arrange 3 safety places as transferring points along the route,assure every guest can experience 2 cars;试驾路线的设计包括城市路面及高速公路The test drive ro

45、ute including the city road and speedway,试驾安排Arrangement of Test Drive,试驾嘉宾安排 Arrangement of guests嘉宾人数：100人/天；Attendants:100 persons/day;每台试驾车安排2名嘉宾进行试乘试驾，并可安排嘉宾的朋友/家属进行试乘；Arrange 2 driving guests in one car,and their family or friends can accompany with them,活动程序 Flow of Single,试驾安排Arrangement of

46、Test Drive,嘉宾分组安排 Arrange guests,整个车队分为2队，车队1与车队2，每队分别以奥迪R8领航，每车队配以5款奥迪车型；每天接待100位嘉宾，分别是上午40人和下午60人；嘉宾全部在各自的经销商店集中，由大巴统一运送；每辆试驾车容纳2位试驾嘉宾，10位/1天/辆，10辆车共100位；试驾车队通过1个换乘点进行试驾嘉宾换乘，保证每位嘉宾能试驾45款奥迪车；鉴于奥迪R8只能提供试乘，但名额有限故不能让所有嘉宾都可以试乘，每天提供试乘名额20名，嘉宾可在试驾开始前参与奥迪知识小问答游戏取得试乘名额；,具体试驾操作 Specific Test Drive,试驾安排Arran

47、gement of Test Drive,试驾车队安排（每车两位嘉宾，每次可满足22位嘉宾进行试乘试驾）：Arrange test drive car team(2 guests a car,1 24 guests for test drive each time):试驾车辆组合以进口国产进行搭配，务求嘉宾得到全方位的体验；Cars for test drive shall be imported+home made,make guests to experience completely;,领航车R8Navigation car R8,A4,A8,Q7,TT,A6,S8,Q7,A5,A6,领

48、航车R8Navigation car R8,A4,车队1,车队2,试乘,试乘,试驾安排Arrangement of Test Drive,换乘点Transferring Point,深圳国际会展中心Shenzhen International Exhibition Center,福华三路3rd Fuhua Road,滨海大道Binhai Avenue,滨海大道Binhai Avenue,金田路Jintian Road,益田路Yitian Road,具体试驾操作 Specific Test Drive,人性化的安排People-oriented arrangement,采用预约形式邀请嘉宾，有利

49、于活动现场的管理，减少嘉宾等候的时间Invite guests through reserving in advance,benefit the site management,and reducing the waiting time for guests,现场安排茶点提供给嘉宾享用，让嘉宾在等候时或试驾体验后能充分体现品牌的人性化关怀Provides snacks for guests,make guests completely experience the people-oriented nature when waiting for test drive,人性化的安排People-o

50、riented arrangement,嘉宾娱乐区域，现场设置仿真赛车模拟游戏供嘉宾在等候或试驾后休闲娱乐。,Set up the Relaxing area,provide the emulational racing game for the waiting time;,嘉宾体验日 Experience Day 09：00 09：15嘉宾签到 Guests Registration 09：15 09：25活动开始/领导致辞 Start the Activity/Speech of Leadership 09：25 09：40 全系车型试驾体验活动讲解 Introduction of tes