汽大众CC上市试乘试驾活动整合营销方案.ppt

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1、一汽-大众北区CC上市试乘试驾活动整合营销方案FAW-VW The North Region CC Listing Test Drive Integrated Marketing Program24th July 2010,项目背景 项目目标 项目策略 项目概述 项目安排 媒体计划 执行细节,目 录 Contents,Project backgroundProject purposeProject strategyProject overviewProject arrangementMedia planningExecutive details,项目目的 Purpose,广泛传播CC上市信息，

2、提升CC北区范围的知名度定位CC为“优雅动感的高级轿车”，建立大众品牌旗舰车型形象传播CC优雅动感的魅力设计，彰显CC与众不同的产品气质提升一汽-大众大众品牌整体形象支持销售，加速完成北区销量目标,Spread CC listed information,established a nationwide CC awareness Located CC as elegant and sporty sedan established VW brands flagship model Spread CC elegant dynamic design,highlight CC distinctive

3、product qualities Enhance the FAW VW the overall brand image Support the sales for the whole year sales targets,对于活动重要性的认识Awareness of the importance for activities,注：本次试乘试驾活动是CC北区上市的一次重要工作与媒体与区域VIP客户取得良好沟通，让嘉宾充分感受到CC的优越性能和卓越品质，在媒体上发出关于CC的真实的、正面的报道，从而达到对于行业、公众和消费者的有益引导，为CC上市做好传播延续工作。Note:This test d

4、rive event is CC north region listings major work with the media and regional VIP complete good communication,so that guests can be fully aware of the superiority and excellent quality of CC,in the media,issue the real positive reports about the CC,to achieve the useful guide to the industry,the pub

5、lic and consumers,to make full warm-work for CC list.,对于VIP客户及媒体人员的选择务必精准有效 For selecting the guests and media personnel-must be accurate and useful 对于活动地点选择务必新鲜有特色 For selecting activities venue must be to have fresh and distinctive 对于参加活动嘉宾的接待务必周到有礼 For the reception of guests must be thoughtful a

6、nd courteous 对于试乘试驾活动安排务必体现CC优越性能 For arranging the test drive must fully expressing CC excellence performance 对于试乘试驾路线安排务必体现CC的优雅动感 Arrangements for the test drive route-be sure to reflect CCs elegant dynamic 对于试驾之后的报道跟踪务必紧密有节奏 For the after test drive report must be close and orderly,CC试乘试驾的“六个务必”

7、CC test drives six must,项目策略来源 Strategy,根据对CC特质、目标人群及竞品的分析，推出本次活动的概念：不是简单的试乘试驾，而是CC的全方位完美体验According to CCs characteristics,target customers and the introduction of competing products difference to develop this this event concept:CC360 all-round perfect experience,策略来自于对竞争优势Strategy from competitive

8、 products,CC的竞争优势外形设计融合了跑车的动感与豪华轿车的高雅，刚劲有力而不失华贵气质，显示出独有的气质；内饰设计低调奢华而不失清新雅致，鲜明呈现了跑车风格与豪华轿车的舒适；操控感与动力绝不逊于其造型给人带来的惊喜，绿色环保的特性体现车主的优雅品味；大量智能化、人性化设计的先进电子装备使CC成为名副其实的高级轿车。Breakdown characteristics of competing products,primarily face to the core of competitive products Reiz,Subori.Strengthening CC streamli

9、ne body,four-wheel drive,TSI+DSG,acceleration;emphasized dynamic,smooth,design;,项目策略 Strategy,策略阐述 Strategy,鉴Appreciate,看Watch,听Listen,品Taste,体验CC超越同级别的驾驶乐趣,立体化展示CC产品性能,打造CC超凡独特的驾驭感受,多角度感受CC优雅动感,360,To create a unique extraordinary driving sense of CC,To experience CC driving pleasure beyond the lev

10、el,Multi-angle to feel CC elegant dynamic,Three-dimensional display of CC performance,通过系列化的全方位体验：“一看”、“二听”、“三品”、“四鉴”四个完美体验过程，准确清晰地传递CC优雅、动感特质及超强性能。Through the series of all-round experienced:“first watch,“second listen,“third taste,fourth appreciate These four processes of the perfect experience,to

11、 convey the meaning of elegant performance of CC cars.Clear,easy to understand.,策略详解 Strategy explanation,C动感空间设置三维全息立体投影展示说明厅，突破常规的PPT培训讲解方式，采用三维全息投影技术，通过360投影立体化展示CC产品性能，让嘉宾看得更过瘾，学得更趣味轻松。,运用创新科技手段 彰显CC独特魅力Use innovative technology means to show unique charm of CC,C dynamic space-set the CC-set dim

12、ensional holographic three-dimensional show room,breaking the conventional way of PPT training explanation,using three-dimensional holographic projection technology,through the 360 three-dimensional projection so that guests can see more enjoyable,learn more interesting.,看Watch,C音悦世界篷房内专设一间CC仿真驾驶内室，

13、通过音效技术模拟驾驶过程的各种声音；采用三维投影技术，车窗及前挡风玻璃实现不同场景变换，为嘉宾带来极致奢华的视听冲击；同时采用阶梯式仿真CC座椅，让体验者倍感舒适。C sweet world in the tent set a CC simulated driving room,simulate the driving process sounds by audio technology;using three-dimensional projection technology,windows and the windscreen realized different scene change

14、s,bring the ultimate luxury audio-visual impact for the guests;the same time using stepped CC simulated seats,so that customers can feel more comfortable.科目一模拟考试A3 http:/科目一考试网,全新体验方式 领略CC豪华品质New experienced to taste CC luxury quality,策略详解 Strategy explanation,听Listen,根据CC性能专设赛道 打造高级豪华车的完美体验,C完美体验针对

15、邀约客户开展CC试乘试驾体验活动，结合CC车型性能特别设置赛道，让客户真正感受至上的驾驶乐趣，以及近乎完美的全方位体验。,策略详解 Strategy explanation,C perfect sense-for inviting customers to join test drive,combined with the CC car special performance to set track allow customers to truly feel the supreme driving pleasure,and the near-perfect all-round experie

16、nce,According to CC performance track designed to create a perfect experience of luxury car,品Taste,沿海公路的真实体验 见证非凡的驾驶乐趣,选择沿海公路的试乘试驾路线，一路欢畅前行，在欣赏沿途美景的同时，更能真实感受CC的路面驾驭性能和优雅的驾乘体验。,策略详解 Strategy explanation,Real-life experience of coastal road Witness the extraordinary driving pleasure,The coastal highwa

17、y test drive route with pleasure forward,while enjoying the beautiful scenery along to better manage the true feelings of CC road driving performance and elegant experience.,鉴Appreciate,对于活动主题的理解 Theme understandings,C，CC360全方位完美体验 C,CC360 all-round perfect experienceC优雅：一种对高品位生活的惬意享受；一种对质感人生的心灵追逐 C

18、 elegance:a kind of pleasant enjoy on high quality life;a kind of mind chase on the quality life.倾心绽放：CC，为欣赏的人绽放，让懂得的人倾心 Cordial bloom:CC,bloom for the enjoy people,cordial for the understanding people科目一模拟考试A1 http:/科目一考试网,优雅 倾心绽放,一汽-大众北区CC上市完美体验活动,C elegance Cordial bloom,FAW-VW North Region CC Li

19、sting Perfect Experience Activity,C,北区CC上市试乘试驾活动执行部分North region CC listed test driveExecutive part,项目概述 Overview,时 间：2010年8月13日（周五）地 点：大连金石滩国宾海岸（主推）北京北京乐驾汽车体验基地（备选）主 题：C优雅 倾心绽放 一汽-大众北区CC上市完美体验活动活动内容：CC产品说明会&CC试乘试驾体验活动使用车辆：展示用车1台，试乘试驾用车 6-8台,Date：13rd August 2010 FridayLocation:Dalian-Golden Pebble

20、Beach Ambassador Beach(main recommended)Beijing-Beijing Happy Drive vehicle experience base(to be elected)Theme:C elegance Cordial bloom-FAW-VW North Region CC Listing Perfect Experience Activity Contents:Event content:CC product seminar&CC test drive experience event Vehicles:show vehicle:1,car tes

21、t drive 6-8,参与嘉宾：邀约VIP客户30人，媒体记者30人，共计60余人,项目概述 Overview,贵宾VIP,记者Journalist,Participated guests:30 VIP customers,30 journalists,a total of more than 60 people,我们选择了浪漫之都大连作为本次完美体验活动的主推场地。大连金石滩国家旅游度假区三面环海，优雅舒适的环境与本次完美体验活动调性相符。,大连金石滩国宾海岸 Dalian-Golden Pebble Beach Ambassador Coast,场地选择 Venue selection,

22、项目安排 Arrangement,We chose romantic city Dalian as our perfect experience venue.Dalian Golden Pebble Beach National Holiday Resort-surrounded by the sea,elegant and comfortable environment match this perfect experience event.,金石滩发现王国停车场推荐理由：面积为5000平米，足够的场地空间可设置各种试驾科目，充分满足了对赛道的规划。,线路：发现王国滨海公路海韵公园根据沿海公

23、路实际情况，设置了以上这条组合线路，感受CC优雅舒适的同时，还可饱览沿海美景。,A、场地试驾场地推荐,B、公路试驾场地推荐,项目安排 Arrangement,A.Venue recommendation,B.Highway venue recommendation,Golden Pebble Beach Discovery Kingdom-ParkingRecommended reason:an area of 3000 square meters,enough space can be used to set up a various of test drive subjects,satis

24、fy the planning on track.,Route:Discovery Kingdom-Binhai Highway-Rhine ParkAccording to the actual situation of the coastal highway,set the above combined line,at the moment to feel the CC elegant and comfortable also enjoying the coastal scenery.,C完美体验中的试乘试驾部分有两部分组成根据策略需要，我们创新设置试乘试驾路线及环节。,项目安排 Proj

25、ect arrangement,According to CC product innovative features to set the test drive routes and links so that guests experience the greatest extent of CC excellent performanceVenue test drive:According to the performance characteristics of CC integrated design circuit,experience in various road CC driv

26、ing experienceHighway test drive:According to the CC carrying TSI+DSG power combination to design racing circuit,to experience power performance and comfort,highlighting the CC unity of sedan and sport car driving pleasure,公路试驾：突出CC轿跑合一的驾驶乐趣及优雅格调,场地试驾：体验CC于完美性能,项目时间表 Agenda,2010年8月13日上下各一场 13th Augu

27、st 2010 once in AM,PM,嘉宾签到分组：将30人分为A、B两组，每组15人,Guests registration and grouped:divided 30 person in 2groups,15person for one group,试乘试驾流程 Test drive process,A,B,A,B,用餐,Meal,项目安排 Arrangement,C完美体验公路试驾C perfect experience-Highway test drive 公路试驾路线安排：发现王国滨海公路海韵公园全长42公里，驾乘体验时间在30分钟左右Highway test drive r

28、outing:Discovery Kingdom-Coastal Highway-Rhine ParkLength 42 km,driving experienced time for about 30 minutes,试乘试驾说明：Test drive introduction按路书路线行进；Drive by road book;预计15人，每3名嘉宾1部车。由试驾教练领队。沿途设置3个换乘点可让每个嘉宾轮换驾驶，体验不同路况下的试乘试驾感受;Estimated 15 people,one car for every three guests.test drive coach lead th

29、e team.Set three transfer points along the way allow each guest to drive,experience test drive under different road;4辆工作车，供现场工作人员活动调度等事宜所用;Four work trucks for field staff on matters such as the use of scheduling activities;1辆摄影摄像车，进行全程拍摄;A photographic camera car for the whole shoot;1辆救险车，活动全程安全保障;

30、A recovery truck for the whole security activities;,项目安排 Arrangement,C完美体验公路试驾（优雅之旅）C perfect experience Highway test drive(Elegant tour),项目安排 Arrangement,C完美体验公路试驾（优雅之旅）C perfect experience Highway test drive(Elegant tour),公路试乘试驾的原则：,安全中体验CC的优雅,公路试乘试驾安全讲解：专业教练员在副驾驶席全程负责安全监督，试驾人员听从专业教练员的指导；车辆起步前观察前方

31、道路，确保场地内无任何车辆行人；为保证活动安全，后车在前车到达缓冲区后方能从起点出发；,项目安排 Arrangement,外景拍摄 Location shooting,在沿途选取3处风景优美，适合外景拍摄的空阔场地，车队在指定换乘地点停靠（每次停靠时间为5分钟），嘉宾自行选择合适角度拍摄。To select three scenic route on the way,suitable for location shooting,the team stops at designated transfer locations(each stop for 5 minutes),guests can

32、make their own camera angles.,C完美体验公路试驾（优雅之旅）C perfect experience Highway test drive(Elegant tour),媒体自驾游 Media own driving tour 在下午针对媒体朋友的公路试乘试驾结束后，我们可以应媒体特殊要求安排自由试驾。媒体可以3人/车（按照试驾车号）的形式，在规定时间与规定区域内，于试车地周边进行自由试驾；可以根据媒体需求，安排专业车模（每车1人）随行拍摄.In the afternoon,after the media friends road test drive,we can

33、 arrange media a special own driving tour the next day.Media can be three persons/vehicles(in accordance with the test drive vehicle number)form,in specified time and area,around the test drive venue for test drive;According to media requirements,arrange professional car models(1 person per vehicle)

34、for shooting,C完美体验公路试驾（优雅之旅）C perfect experience Highway test drive(Elegant tour),项目安排 Arrangement,C完美体验公路试驾：激情转弯：驾驶体验连续弯道以及发卡弯带来的漂移与激情，展示CC强大的操控力直线加速：体验CC的TSI+DSG释放的强劲动力注：试乘试驾过程中，嘉宾可以打开自动无框车窗和全景天窗，聆听丹拿音箱的震撼效果，感受沿路风景，展示人、车相融的惬意生活。,项目安排 Arrangement,C perfect experience Highway test drive:Estimated 15

35、 people,three guests in one car.ADE coach by the team leader.Set three transfer points along the way so that each guest can be rotated to drive to experience different road conditions.City shuttle:Set urban road conditions/into the city,cars and the cities integrated.Start and stop brake in urban tr

36、affic,overall perform CC strong power output and powerful braking systemLinear acceleration:Experience CC TSI+DSG strong momentum releaseNote:During the test drive process,guests can open automatically frameless windows and panoramic sunroof,listen to the Tanner speakersshock effect,feeling along th

37、e landscape,people enjoy vehicles comfortable conditions,Back up,推荐酒店：大连金石国际会议中心Recommended Hotel:Dalian Golden Pebble International Convention Center,推荐理由：大连金石国际会议中心位于大连金石滩国家旅游度假区的西部半岛，毗邻金石高尔夫球场和游艇俱乐部，距离试驾场地较近每间客房经过精心设计及布置，房间内视野开阔，大海、群山及高尔夫球场可一览无遗，与本次活动的调性契合。,场地选择 Venue selection,项目安排 Arrangement,R

38、ecommended reason:Golden Pebble International Conference Centre is located in Dalian Golden Pebble Beach national tourist resort on the western peninsula,adjacent to Golden Pebble golf course and yacht club,closer from launch field Each room has been designed and decorated,the room with wide vision,

39、sea,mountains and golf causes can be see at a glance,gives an elegant,comfortable feeling,can enjoy the blossoms and the vastness of the sea surging,fit the target customer preferences,fit the event tone.,推荐酒店：国家法官学院北京分院Recommended Hotel:The National Judges College Beijing Branch.,推荐理由：Recommended r

40、easons,位于雁栖湖东岸半岛之中，三面环水，群山绵亘，另有长城古迹于湖光山色中若隐若现交通便利，距北京城区50 分钟，距首都机场约40分钟，距离投放场地较近,项目安排 Arrangement,Located in Yanxi east coast peninsula water on three sides,rolling hills,while the Great Wall among the monuments.Transport facilities,the college is 50 minutes away from Beijing town,from Beijing Capit

41、al International Airport about 40 minutes closer from launch field.,项目执行 Project executive,VIP客户接待：针对VIP客户由经销商邀约，派豪华大巴到指定经销商处接试驾嘉宾，统一前往试驾场地，如有客户自驾前往需事先沟通；试驾完毕后，VIP客户自行安排回程。媒体记者接待：提前确认嘉宾到达时间及方式，机场、车站大巴全天接待，嘉宾行理统一编号便于管理；入住签到时领取返程车（机）票，活动结束后为的媒体统一安排车辆送往。,VIP guests receptionVIP customers are invited by

42、 the dealers and taken by luxury bus unity to the test driving venue,if required to drive by himself should inform in advance;after test drives,VIP customers return by themselvesJournalists receptionTo confirm guests arrival time and manner in advance,the airport,bus station all day reception,guests

43、 luggage are gotten uniform numbers for management;when guests check in receive a return vehicle(plane)tickets,after the event arrange the vehicles to send the media.,根据本次CC完美体验活动的整体调性，为嘉宾提供了符合优雅、运动定位，实用性强的精美礼品According to The CC perfect experience the overall tone,we provide consistent elegance,spo

44、rt orientation and practicability gifts for the guests CC车模 CC car models音乐枕头 Music pillow苹果U盘 Apple U disk,礼品推荐,音乐头枕：可折叠成一个手提包样式，展开后在枕头两边提供两只小音箱，可将音源设备与其连接，听音乐非常方便。提供了柔软的“床单”，适合外出郊游使用。,Music Pillow:folding into a handbag style,providing both sides of the pillow with two small speakers,can be connec

45、ted to audio devices,listening to music very easy.Provides a soft sheets used to go sightseeing.,执行细节Executive details,应急预案Emergency plan,聘请一名当值医生Employ an on-duty doctors,配备消防安全设备With fire safety equipment,消防用车事前联络作随时调用Fire car call at any time for use,各环节都配备医药箱Each link is equipped medicine chest,

46、救护用车事前联络作随时调用Ambulance car call at any time for use,事前联络好附近医院To contact a nearby hospital in advance,媒体计划 Media planning,媒体传播目标打造与众不同的CC上市完美体验活动根据活动差异化环节设置，释放CC更多创新、科技元素展示CC性能优势透过“看、听、品、鉴”CC这一全新体验方式，展示产品魅力分享CC车型试乘试驾体验感受剖析嘉宾试乘试驾真实感受，形成实效新闻传播点,Media communicate targetCreate the different CC listing pe

47、rfect experience activityAccording to the difference of the link set,release more innovative and technology elementsDisplay CC performance advantageThrough“look,listen,taste,appreciation those series experience form to show the products attractive.Share CC vehicle test drive experience feelingsAnaly

48、sis the guests test drive truly feelings and form emotional response with the guests,媒体选择：Media selection:整合北区主流媒体资源，针对CC上市试乘试驾活动开展全方位媒体传播Integrated north region mainstream media resources,based on the CC listing test drive events carry out comprehensive media communications,结合CC全国上市，以北区CC上市完美体验活动为核

49、心传播点，对目标客户群体传递CC产品信息及活动信息；邀约北区主流平面、电视台、广播、网络媒体亲自试乘试驾CC，对外发布影响力强的深度稿件；利用名人效应，制造产品与名人间的关联新闻点，开展公益类和产品类新闻点传播。公关文件准备：围绕本次活动及CC产品优势性能，为媒体准备对外公关文件，可以更有效地利用媒体资源，将价值信息对外准确有力地传播。,媒体计划 Media planning,Combined CC national listing,the core communication points are north CC experience activity,send the target cu

50、stomer groups CC product information and event information;Invited north regional mainstream print,television,radio,online media to experience the CC,release the warm-release draft,depth experience draft,product analysis draft,the next market forecast draft;Use celebrity to create products and celeb