体育营销-奥运奖牌得主赠车活动规划.ppt

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1、Created by Echo Du,1,2008 Skoda 奥运奖牌得主赠车活动规划2008 Skoda Olympic Medalists Car Presenting Plan,0920,Created by Echo Du,2,背景Background,2008年8月8日，第29届奥运会在北京召开。中国代表团以空前高涨的热情和实力，迎接挑战，创造辉煌！Olympic opened in Beijing,8th Aug.2008.China Team will face the challenge and create the splendor with passion and str

2、ength.,Created by Echo Du,3,品牌契合Skoda Background,体现SKODA品牌的内涵-Inner Strength,实力来源于背后默默的支持 Show the brand essence Inner Strength 体现SKODA品牌“Human Touch”的精神，更关心不为人关注的细节之处 Show the brand spirit of Human Touch 通过在获奖选手所在地的赠车活动，将SKODA品牌和产品深入人心 Improve brand awareness via hand-over ceremony,Inner Strength内在

3、实力Human Touch真心呵护,Created by Echo Du,4,VGC recommendations,所有获奖运动员是通过sohu网投票的形式产生（从8月22日9月5日）all medalist athletes come out by voting on Sohu which is Olympic official website(from 22nd Aug.to 5th Sep.),Created by Echo Du,5,Most Attractive Award,Champion1,Champion2,Most Dedicated Award,Champion3,Mos

4、t intelligent Play Award,Award,One Octavia,One Octavia,One Octavia,Award,Award,Skoda奖励规划Skoda Award Plan,Created by Echo Du,6,Most intelligent Play Award Lin Dan,Badminton mens single Champion,Badminton calls for wisdom and strategy,so it is also consider games for intelligent fighters.Lin win the g

5、old medal by outstanding intelligence and skills.,Most Attractive Award:He Chong,Diving men 3m springboard Champion,Diving is a very attractive sport that display the aesthetic of human body.He can manage the performance of highest level of difficulty.Hes perfect performance fully bring forth the at

6、tractiveness of diving and charm of Chinese athletes.,Most Dedicated Award:Zhang Juanjuan,Female archer Champion,Break the clean record of Korean in female archer Zhang,as the first female archer champion,dedicate her youth into archer,and never regret,Skoda奖励规划Skoda Award Plan,Created by Echo Du,7,

7、Skoda奖励权益Skoda Award Activities Rights,接受斯柯达汽车品牌赠送的车辆，所获车辆的汽车行驶执照登记人为本人或直系亲属，且两年内不可以转卖。Skoda vehicle be accepted by athlete himself or his relation,and not be resold,最少2名获奖者出席大众与斯柯达品牌共同主办的颁奖活动，如本人不能出席，则由所在队教练或队友代为出席。At least 2 Athlete attend the ceremony by himself,if hes not free,his coach or teamm

8、ate can take place of him.,斯柯达可在活动的相关报道中使用运动员的姓名、照片和视频。使用时间为三个月。Athletes names,pictures and video can be used by Skoda during three months.,承诺2名获奖者出席成都车展，宣布斯柯达“夺金行动”活动启动。Attend Press Conference by himself,announce the start of“Skoda Gold Medal Action”,承诺2名获奖者在1000份奥运礼包亲笔签名，作为促销礼品。Signature of athlet

9、e on Olympic Gifts,TTL 1000,承诺3名获奖者分别参加1次4S店交车仪式，及3家经销商签名活动。Two athletes take part in 4S hand-over ceremony one time and signature ceremony in three different dealers showroom respectively,斯柯达“夺金行动”中出现“奥运冠军亲笔签名”字样，但不能提及冠军名字和出现肖像“Olympic Champions own signature”appear in Skoda“Gold Medal Action”,but

10、no name and image,In common,Only Skoda,Created by Echo Du,8,Skoda奖励推广框架Skoda Award Activities Structure,HQ,RBO,Dealer,9月16日,10月,时间：交车仪式之后地点：9家经销商4S店内容：获奖运动员签名活动,Time:9/16 Place:BeijingContents：Taking part into Awarding ceremony for Olympic Campaign of VGC,who will invite all medalist athletes,Time:A

11、fter Car Hand-Over CeremonyPlace:In 9 regional citiesContents:Car presenting ceremony;Signature Hours of one of the Medal Winners,9月19日,时间：9/16 地点：北京内容：参与VGC的大型赠车活动,时间：9月19日 地点：成都车展内容：车展上召开媒体会宣布奥运奖励计划,Time:9/19Place:ChengduContents：Taking part into Awarding ceremony for Olympic Campaign on the Skoda

12、 Booth during Press conference,时间：10月10日18日中某三天地点：3家4S店内容：Skoda“奥运荣光，实力回归”赠车仪式,Time:three days in 10th18th Oct.Place:3 different 4S Showrooms Contents：Car Hand-Over Ceremony for each campaign,已完成,Created by Echo Du,9,Skoda奖励推广内部框架Skoda Award Activities Structure,9月,10月,ATL,BTL,WEB,RBO,Fair,Dealer,“夺

13、金行动”促销活动,奥运交车仪式和签名活动的总协调，以及区域活动指导,“奥运心英雄”网络活动,成都车展 奥运角,11月,时间：交车仪式之后地点：经销商4S店内容：获奖运动员签名活动,时间：10月10日18日中一天地点：4S店内容：Skoda“奥运荣光，实力回归”赠车仪式,Time:After Car Hand-Over CeremonyPlace:In regional citiesContents:Car presenting ceremony;Signature Hours of one of the Medal Winners,Time:one day in 10th18th Oct.Pl

14、ace:4S Dealer Car Contents：Hand-Over Ceremony for each campaign,Cheng Du Aotu Show,“Gold Medal Action,“Award for Olympic Medalist”Event on internet,Coordination and guidance for proposal of regions,Created by Echo Du,10,VGC奥运心英雄颁奖典礼Award for Olympic Medalists in Beijing,张海亮（左）与施锐德（右）向奥运冠军何冲（左一）张娟娟（左

15、二）林丹（亲友代领，左三）赠送斯柯达车钥匙,合影,Created by Echo Du,11,ATL 促销推广方式Skoda Award Activities in promotion,九月、十月促销“夺金行动”,Skoda“Gold Medal Action”In Sep.and Oct.,Print NP*1 平面Take“Gold Medal Action”as creative cut-inCreate an Olympic atmosphere in the layoutHighlight the promotion information,Radio 30”*1 广播Combine

16、 Olympic platform and promotion information of Octavia all products,POSMAdd Olympic atmosphere to the showroomFocus on promotion information,区域根据总部模版，开展促销活动区域可在模版上，自行增加区域促销信息Unified layout with the Head QuarterSpread promotion information directlyRBO and dealer can add promotion information to the p

17、rint,Created by Echo Du,12,总部,Print NP*1以“夺金行动”为切入点在画面上表现奥运氛围突出促销信息,RBO 与经销商,Template Print and Radio平面和总部画面统一直接传播促销信息RBO和经销商根据各自需要添加促销信息,POSM在展厅中增加奥运氛围提出促销信息,Radio 30”*1利用奥运平台，带出明锐全车系促销信息,“夺金行动”,核心概念,明锐910月促销Campaign ATL,Octavia Sep.-Oct.promotion campaign-ATL,Head Quarter,RBO&Dealer,Core Concept,“

18、Gold Medal Action”,Print NP*1Take“Gold Medal Action”as creative cut-inCreate an Olympic atmosphere in the layoutHighlight the promotion information,POSMAdd Olympic atmosphere to the showroomFocus on promotion information,Radio 30”*1Combine Olympic platform and promotion information of Octavia all pr

19、oducts,Template Print and RadioUnified layout with the Head QuarterSpread promotion information directlyRBO and dealer can add promotion information to the print,Created by Echo Du,13,Material List,Created by Echo Du,14,Creative Print,Headline:Celebrate the great achievement,Octavia“Gold medal actio

20、n”is on stage Sub-headline:-Buy Octavia to get“gold medal package”,welcome to the showroom!Body copy:Besides an“Inner strength”Gold Medalists have to have an outstanding Power,an incredible Technique and an senseful use of their Energy.Feel like a Gold medalist now and enjoy the Advantages of a powe

21、rful engine,a modern technique and a low fuel consumption.Besides a very attractive Gold Medal Package with an original Signature of XXX,YYY or ZZZ,exclusively for you at your Skoda Dealership.,Created by Echo Du,15,Creative Dealer Template,横版Half Page,通栏 Banner,竖版,竖版 Page,Created by Echo Du,16,Crea

22、tive-POSM,主展台背景板,Creative POSM,Hero car boardHeadline:“Gold medal action”stages in the showroom.Buy Octavia all products to get“gold medal package”.,Created by Echo Du,17,Creative POSM,横幅 BannerHeadline:“Gold medal action”stages in the showroom.Buy Octavia to get“gold medal package”.,外墙玻璃贴Huge curta

23、inHeadline:“Gold medal action”stages in the showroom.Buy Octavia to get“gold medal package”.,Created by Echo Du,18,Creative-POSM,迎风旗,Creative POSM,Wind flagHeadline1:Buy Octavia to get“gold medal package”in a limited period.Headline2:Feel the powerful engine.Headline3:Feel the modern technique.Headl

24、ine4:Feel the low fuel consumption.,Created by Echo Du,19,Creative-POSM,吊旗,Creative POSM,Suspend flagHeadline1:Feel the powerful engine.Headline2:Feel the modern technique.Headline3:Feel the low fuel consumption.,Created by Echo Du,20,金牌篇30SEC（总部）MVO：2008，中国赢得了51块金牌！MVO2：不不不，是52块！MVO：啊？是51啊！MVO2：是的，

25、但我有属于自己的金牌！（自豪地）MVO：啊？MVO：想要属于自己的“金牌”，快来斯柯达展厅参加“夺金行动”！分享金牌荣耀，还有夺金大礼包等您来拿！Octavia明锐，实力新风范详情致电：400 820 1111斯柯达，上海大众汽车实力打造,金牌篇30SEC（Dealer Template）MVO：2008，中国赢得了51块金牌！MVO2：不不不，是52块！MVO：啊？是51啊！MVO2：是的，但我有属于自己的金牌！（自豪地）MVO：啊？MVO：想要属于自己的“金牌”，快来斯柯达展厅参加“夺金行动”！(经销商促销信息3秒)Octavia明锐，实力新风范详情致电：（经销商电话2秒）斯柯达，上海大众

26、汽车实力打造,Creative Radio,Gold medal version 30secMVO1:Chinese team has got 51 gold medals in 2008 Olympic games.MVO2:No,52!MVO1:What?I thought it has been 51?MVO2:Yes,but I have also got my own gold medals as well!(proudly speaking)MVO1:Ah?MVO3:Want to get your own gold medal?Come to join the“Gold meda

27、l action”in Skoda showroom!Share the gold medal glory,and gold medal package is waiting for you!Octavia,new trend of inner strengthDetails on:400 820 1111Skoda,produced by Shanghai VW with strength,Gold medal version 30secMVO1:Chinese team has got 51 gold medals in 2008 Olympic games.MVO2:No,52!MVO1

28、:What?I thought it has been 51?MVO2:Yes,but I have also got my own gold medals as well!(proudly speaking)MVO1:Ah?MVO3:Want to get your own gold medal?Come to join the“Gold medal action”in Skoda showroom!(Dealer Promotion Information)Octavia,new trend of inner strengthDetails on:(Dealer No.)Skoda,pro

29、duced by Shanghai VW with strength,Created by Echo Du,21,夺金篇 15”（彩铃）The Gold Medal Version 15”(for Mobile Special Ring)MVO:斯柯达明锐“夺金行动”火爆上演！（大气的音乐配合欢呼声）共享辉煌时刻，分享金牌荣耀（欢呼声渐弱）Octavia明锐，实力新风范MVO:SKODA Octavia“Gold Medal Action”goes on stage!Share the exciting moment and honor of gold medals!(Cheers)Octav

30、ia,new trend of inner strength.,Creative Mobile Special Ring,Created by Echo Du,22,Skoda奖励RBO推广框架Skoda Award Activities Structure,10月,EAST,SOUTH,WEST,NORTH,11月,时间：10月11日地点：青岛颐冉达展厅内容：交车仪式运动员：张娟娟,MID,时间：10月19日地点：厦门盈海展厅内容：交车仪式运动员；林丹,时间：10月15日地点：嘉兴众达4S店内容：交车仪式运动员：何冲,10/12安徽签名会何/张内容：当地媒体及消费者互动签名会,10/14郑州

31、签名会何/张内容：当地媒体及消费者互动签名会,10/16济南签名会何/张内容：当地媒体及消费者互动签名会,10/16济南签名会何/张内容：当地媒体及消费者互动签名会,10/17成都签名会何/张内容：当地媒体及消费者互动签名会,10/14大连签名会何/张内容：当地媒体及消费者互动签名会,10/16石家庄签名会何/张内容：当地媒体及消费者互动签名会,10/18宁波签名会何/张内容：当地媒体及消费者互动签名会,10/18张家港签名会何/张内容：当地媒体及消费者互动签名会,10/20福州签名会林丹内容：当地媒体及消费者互动签名会,10/22泉州签名会林丹内容：当地媒体及消费者互动签名会,签名会：张娟娟

32、 5 家 何冲 3 家,Created by Echo Du,23,BTL推广方式Skoda Award Activities,除了参与VGC统一规划的大型赠车活动以外,我们还需要在区域自行组织一系列的活动We need to hold a series of events in regions,except awarding ceremony for Olympic Campaign of VGC“奥运荣光 实力回归”区域交车仪式 Skoda“Olympic honor,Strength Return”press conference“奥运荣光 实力回归”展厅签名活动 Skoda“Olymp

33、ic honor,Strength Return”Signature activities in Showroom,HQ,RBO,9月10日 与VGC确认运动参与活动的权益 confirm rights with VGC9月1015日 根据权益，发展活动构想 development of awarding ceremony9月16日 发布brief给各区域RBO，指导活动形成 sent brief to RBO9月2325日 收集各区活动方案，进行方案筛选，和时间地点协调 collect proposals and coordinate10月 活动主视觉的指导 guidance of KV,9

34、月23日 根据总部下达的brief 提交活动执行方案 submit proposal9月2527日 根据总部方案的评比结果，细化执行方案 modification9月27日 提交活动主视觉进行审核 submit KV9月2530日 运动员联络 communicate with athlete10月1日起 活动执行 execution,已完成,Created by Echo Du,24,奥运荣光实力回归区域交车仪式,接送运动员，沿途造势运动员发表获奖感言区域性媒体采访运动员及Skoda领导Skoda赠车仪式,Skoda“Olympic honor,Strength Return”press co

35、nference,Shuttle car for relatives on the way to meeting roomOlympic medalists experience talkRegional media interview to athlete and Skoda leadersSkoda car presenting ceremony,BTL推广方式区域RBOSkoda Award Activities in RBO,Created by Echo Du,25,奥运荣光实力回归展厅签名活动,在经销商店内举办签名会邀请车主、潜在车主、媒体参加,Skoda“Olympic hono

36、r,Strength Return”Signature activities in Showroom,Signature of the Medal Winners in ceremony in one hour,and the number of signature less than 200 Invite owners、media into showroom activities,BTL推广方式经销商DealerSkoda Award Activities in Dealer,Created by Echo Du,26,“奥运心英雄”网络活动,通过奥运夺奖运动员的人气，为集客进展厅为区域活动

37、造势，提升展厅人气To improve the awareness of 4S showroom by Olympic Medalist,Skoda“Award for Olympic Medalist”Event on internet,网络推广方式Skoda Award Activities on Web,Created by Echo Du,27,背景/Background2008年8月8日，第29届奥运会在北京召开。中国代表团以空前高涨的热情和实力，迎接挑战，创造辉煌！本次活动通过sohu网投票的形式选出3名获奖运动员，斯柯达开展2008奥运奖牌得主赠车活动Olympic opened

38、 in Beijing,8th Aug 2008.China Team face the challenge and create the splendor with passion and strength.The three athletes come out by voting on Sohu which is Olympic official website.Skoda plan to hold Car Presenting ceremony for 2008 Skoda Olympic Medalists.目标/Target Audience通过奥运夺奖运动员的人气，为集客进展厅为区

39、域活动造势，提升展厅人气Make use of Olympic medalists attraction,gathering clients into showroom.Improve showroom enthusiasm，and enhance regional activities awareness任务/TaskMyskoda网站专区页面Myskoda网站各相关页面更新Campaign Page&Update on Myskoda Website,Created by Echo Du,28,首页Main Page,活动介绍Instruction,试乘试驾Test Drive,我要购车P

40、urchase Intention,链接到斯柯达网站试乘试驾页面Link to,链接到斯柯达网站购车页面Link to http,Created by Echo Du,29,“聚实力 共未来”奥运英雄亲临车展现场,出席成都车展新闻发布会，宣布“斯柯达夺金行动”正式启动，奥运礼包中包括奥运金牌选手亲笔签名Attend Press Conference by himself,announce the start of“Skoda Gold Medal Action”,Olympic Gift including signature of gold medalists,Skoda“inner str

41、ength makes the future”Athletes show time,车展推广方式Skoda Award Activities in Auto Fair,Created by Echo Du,30,成都车展全场效果图 Chengdu Auto Show Booth bird view picture,Created by Echo Du,31,媒体日新闻发布会流程 Press Conference Agenda,9月19日 10:30-11:00,Created by Echo Du,32,活动效果延伸Extend of actions effect,在新闻发布会和赠车仪式现场收

42、集影像素材通过收集素材制作Showroom Video将Showroom Video 在展厅中播放Collect pictures and videos in press conference and ceremonyMake showroom video by those pictures and videos通过奥运夺奖运动员的人气，集客进展厅为区域活动造势，提升展厅人气Make use of Olympic medalists attraction,gathering clients into showroomImprove showroom enthusiasm，and enhance

43、 regional activities awareness,Created by Echo Du,33,通过Skoda一系列针对奥运夺奖健儿的奖励活动深入诠释Skoda品牌内涵提升Skoda品牌的知名度建议品牌美誉度通过话题与活动拉动展厅人流提升潜力区域的产品的销量,活动总结Conclusion,Through a series of award activities for Olympic medalists,To improve Skoda brand awareness and attentionImprove regional sales scoreExpand influence of regional activities,Created by Echo Du,34,Thanks,