某汽车A1魅力生活

1、奥迪奥迪A1魅力生活魅力生活Audi A1Glamorous Life浙江区 Zhejiang area2 2021-11-3活动内容：活动内容：冠名杭州房产时尚美女评选、房交会车辆展示、杭州50多家楼盘售楼处长期活动信息展示、西博会车展活动信息传播、奥迪A1和宝马MINI对比试驾及挑战赛、奥迪A1时尚生活日记等系列活动，并为房产时尚美女评选冠军和试驾挑战赛冠军提供奥迪A1一年使用权大奖。活动思路：活动思路：本项目秉承小活动，大宣传，活动为宣传、为集客服务；活动目标客户针对性高，对房地产行业进行深度推广；通过大奖的形式吸引目标客户参与和媒体报道的积极性。活动概述活动概述3 2021-11-3A

2、ctivityWe will endorse and name the following activities: Real Estate Fashion Beauty in Hangzhou, Auto Show in Housing Trade Fair, Fifty Buildings Sales Information Exhibition, Auto Exhibition in West Lake Expo, Comparative Test Drive between Audi A1 and BMW MINI and Challenge Contest, Audi A1 Fashi

3、on Life Diary and so on. The champion of Real Estate Fashion Beauty and Test Drive Winner will be entitled to one years free use of Audi A1 as a big prize. Activity Idea:This project makes full use of small activities to enlarge the scope of advertisements. These activities serve for the promotion o

4、f Audi A1 and collect as many potential customers as possible. These activities can reach the most effective aimed customers. By means of the big prize, the aimed customers and media will be attracted to a large extent. Activity Overview4 2021-11-3目录目录Contents一、活动背景和目的一、活动背景和目的Background and Purpose

5、活动目的Purpose策略分析Strategy Analysis活动亮点和创意Highlight and Creativity二、活动概述二、活动概述Event Outline活动概述Event Outline活动相关重点事项Related Key Issues活动安排Arrangement三、费用预算三、费用预算Budget5 2021-11-3活动背景活动背景Background奥迪A1即将上市，奥迪在A0级豪华车市场是新进入者，是市场的挑战者，需要给予大力度的推广；Audi A1 is entering the market. As a newcomer in A0 level luxu

6、ry car market, Audi is a challenger to the market, which needs vigorous promotion.而主要的竞争对手宝马MINI已经很早就进入中国市场，并已经得到广泛的市场认知，随着消费者需求的个性化发展，该细分市场的市场容量也越来越大。However, Audis main competitor BMW MINI has entered Chinese market for a long time and got wide market knowledge. With the personalized development o

7、f consumers need, the capacity of the market segment is becoming greater.6 2021-11-3活动目的活动目的Purpose提升关注度：提升关注度：在奥迪A1推出市场之期，结合系列营销活动，开展深度的推广，让更多的消费者关注这款新车型，为后期的销售打下基础；Raise awareness: When Audi A1 is on the market, we will make further promotion together with a series of marketing events so as to let

8、 more consumers notice the new car model, laying foundation for later marketing.扩大市场声音：扩大市场声音：通过系列营销活动，结合杭州房地产行业的推广和与宝马MINI的对比试驾活动，并为冠军提供奥迪A1的一年使用权奖项，引起社会关注，扩大市场声音；Amplify the market voice: We will try to get social attention and amplify Audis voice in the market by holding a series of marketing eve

9、nts together with the promotion of Hangzhous real estate industry and the contrast test drive with BMW MINI, as well as providing the award of one-year right of using Audi A1 for the winners.促进销售：促进销售：通过最终与宝马MINI进行对比试驾，促进潜在客户购买，提升销售。Promote sales: Through the final contrast test drive with BMW MINI,

10、 we can promote those potential customers to buy and thus promote sales.传达和倡导奥迪传达和倡导奥迪A1的魅力生活方式；的魅力生活方式；和目标消费者形成共鸣，促进销售和目标消费者形成共鸣，促进销售 Convey and advocate the glamorous life style of Audi A1; Resomate with target customers to promote sales.7 2021-11-3奥迪奥迪A1产品特点产品特点奥迪A1的亮点：时尚的车声外观设计：饱满的发动机面罩，弧形的车顶线条，

11、丰富的后车身；个性化的选择：个性化及丰富多彩的内外饰组合；信息娱乐系统；运动及高效的技术：运动方向盘和动态底盘，优化的轴荷分配重量更轻，动态的驾驶体验和更高的安全；ESP带电子差速器，运动悬挂带电子弯道牵引力控制ESP；强劲的TFSI发动机，7速双离合，更低的油耗和排放；奥迪奥迪A1，第一款完美融合动感科技与时尚设计的，第一款完美融合动感科技与时尚设计的A0级豪车级豪车8 2021-11-3Characteristics of the Audi A1 ProductThe bright spots of Audi A1 ：Fashion exterior design：wrap-around

12、bonnet, curved roof line, wrap-around tailgate；Individual select ：Individual, colorful interior design with highest quality；MMI system；Sporty and efficient technologies：Sporty steering and dynamic suspension, optimised axle load distribution and low total weight, Dynamic driving experience and high

13、level of safety；With electronic axle-differential lock: Sports suspension with electronic traction control in bends；Powerful TFSI engines, S tronic (7-speed), Lower fuel con., emissionsAudi A1, the first premium car in the A0-Segment, perfectly combining technologies and modern design9 2021-11-3奥迪奥迪

14、A1在中国的消费者特征描述在中国的消费者特征描述人口学特征：年龄分布：20-35岁；追求个性的女性，或是时尚、爱玩车的男性；家庭年收入20万上下；个性特征自信充满活力，独立，喜欢运动；相对低调；价值观不喜欢约束，追求多样的生活方式；关注流行趋势，希望使用代表时代发展前沿的产品愿为事业发展和获取更多财富而努力打拼较为理性，注重内在品质购车关注因素安全、品牌和操控及动力他们是城市的精英，强烈的个性，高品位，进取和优秀的群体：是魅力生活的引领者他们是城市的精英，强烈的个性，高品位，进取和优秀的群体：是魅力生活的引领者10 2021-11-3Characteristics of the Audi A1

15、 CustomerDemographic features：Age:25-35 yearsPersonality-seeking female, or fashionable male loving to play with carsAnnual household income around RMB200KPersonalityConfident, energetic, independent, love sportsNot too show offView of valueDont like to be restrained, seek diversified lifestyleCare

16、about trend of fashion, wish to own cutting-edge productsWilling to work hard for career progress and more wealthMore rational, value intrninsic qualityFactors in car purchaseSafety, brand, maneuverability and powerThey are the citys elite, strong personality, high-grade, aggressive and talented gro

17、ups: the charm of life is a leader in11 2021-11-3奥迪奥迪A1在中国的目标用户分组在中国的目标用户分组Groups of target users of Audi A1 in China他们都对设计、品质、新事物、现代生活方式有较高需求他们都对设计、品质、新事物、现代生活方式有较高需求They all have high demands for the design, quality, new things andModern ways of life 事业上升（年轻白领）年龄：25-30岁，第一辆车或换购第一辆高档车，事业稳定，个人收入较高时尚

18、先锋年龄：30-35岁，职业时尚，个性鲜明，性格外向，个人收入高梦想起航（富二代）年龄：20-25岁，初入社会，家境殷实，个人第一辆车，父母或家庭收入高12 2021-11-3宝马宝马Mini的客户群体特点的客户群体特点Characteristics of the BMW MINI Customer人口学特征Demographic features ：年龄分布：30岁左右Age: about30 years ；追求个性和时尚的女性Personality-seeking or fashionable female ；家庭年收入20万以上Annual household income over R

19、MB200K ；个性特征Personality个性张扬，爱表现Individuation, love the performance；追求完美Pursuit of perfection；价值观View of value关注流行时尚，并希望拥有Concerned about the fashion and wants to have；注重生活安逸，享受生活Focus on life easy, enjoy life；非常感性Very emotional；购车关注因素Factors in car purchase注重外观Focus on appearance13 2021-11-3奥迪A1的目标客

20、户群体和宝马MINI有比较大的重叠，预计在浙江省奥迪A1的目标客户70%为女性客户 There is a large overlap between the target customer groups of Audi A1 and those of BMW MINI. It can be predicted that 70% of the target customers Of Audi A1 in Zhejiang province are female.浙江省宝马浙江省宝马MINI目标用户群特点和性别比例情况目标用户群特点和性别比例情况Features and sex ratio of

21、the target users of BMW MINI in Zhejiang经过调研，宝马经过调研，宝马MINI在浙江的客户群体性别分布在浙江的客户群体性别分布Sex distributionof BMW MINI customer groups in Zhejiang province after investigation and Research.通过对宝马MINI的目标客户进行调研，其富二代购买的比重高，媒体从业人员、房地产从业群体、艺术文艺青年、教师、模特是其比较重要的客户群体 Through investigation and research of target users

22、of BMW MINI, we find that the 2G Rich possess a high proportion, media workers, real estat working groups, young artists, teachers and models are important clients.14 2021-11-3奥迪奥迪A1目标用户群在浙江的哪里？目标用户群在浙江的哪里？Where do the target users of Audi A1 locate in Zhejiang?客户类别客户类别Customer Types预计所占比率预计所占比率Esti

23、mated Ratio他们在哪里？他们在哪里？Where are they?富二代2G Rich60%-70%1、存在于社会各处；They exist everyowhere2、家庭资产预计在1000万左右，该家庭类型在浙江较多；The estimated family asset is about 10,000,000, the type of which takes up a relatively large proportion in Zhejiang.3、房地产行业是比较集中的行业The concentrated field of 2G Rich is the real estate

24、industry 进取白领Enterpris-ing white collar-s20%-30%1、媒体从业人员；media workers2、房地产行业内的优秀销售员、设计师等从业人员；Outstanding salesmen, designers and other professions in the real estate industry3、模特；Models4、艺术文艺青年；Young artists5、教师Teachers时尚先锋Fashion Avant-garde5%-10% 广告、艺术从业人员；Advertising and art workers. 比重较少，难以界定Th

25、e proportion is relatively small and its hard to define.我们的重点对象15 2021-11-3奥迪奥迪A1目标用户的生活方式目标用户的生活方式Life styles of the target users of Audi A1在杭州，奥迪A1目标用户在他们衣、食、住、行中拥有着众多的符号文化元素。In Hangzhou, the target users of Audi A1 have many symbols with cultural elements in their clothing, food, housing and tran

26、sportation.16 2021-11-3他们关注什么？他们关注什么？What are their focus?艺术艺术漂亮漂亮时装时装夜店夜店上网上网美女美女小资小资高科技高科技自驾游自驾游运动运动美食美食音乐音乐电影电影咖啡咖啡驾驭乐趣驾驭乐趣体育体育旅游旅游微博微博17 2021-11-3通过什么媒体能够直接接触和影响到这些人？通过什么媒体能够直接接触和影响到这些人？19楼是一个互联网社区网站。是杭州都快网络传媒有限公司旗下的一个专注于提供本地生活消费自由交流的平台，被评为全国五大论坛； 一个在杭州地区占绝对优势的本地化生活消费社区，注册用户超过1000万，中国最大的城市生活社区网站

27、。每天，几百万网友在这里和本地网友自由交流生活话题，相互分享、帮助。 19楼社区网站很多的固定网友和奥迪A1的目标客户群比较吻合，如其女性用户占70%，都为白领都是女性：选择和19楼网站进行合作，同时开展系列针对目标消费者感兴趣的营销活动，让营销活动和市场声音更有针对性！18 2021-11-3What media forms can help us get contact with these people and influence them?The 19th buildings is an internet community website, which focuses on prov

28、iding a platform for local life, consumption and free communication under Hangzhou Dukuai Internet Media Corporation, Ltd. It has been named one of the five Forums in China.The localized life and consumption community has held all the trumps in Hangzhou with its registered users more than 10,000,000

29、, which is the largest urban life community website in China. Everyday, millions of net friends, together with lical netizens, exchange their ideas on life, share them with each other and help each other.Many permanent netizens of 19th building community website coincide with the target clients of A

30、udi A1 in that, for instance, 70% of the users are famale white collars.We choose to cooperate with 19th Building Wetsite and at the same time, we will hold a series of marketing events aimed at target customers so as to make marketing events and market voice more pertinent.19 2021-11-319楼网站介绍楼网站介绍A

31、n introduction to 19th Building Website其绝大部分的用户年龄层也和奥迪其绝大部分的用户年龄层也和奥迪A1目标客户群接近目标客户群接近Most of the users areabout in the same age groups with the target clients of Audi A1.20 2021-11-3总部将在杭州西博会车展上进行奥迪总部将在杭州西博会车展上进行奥迪A1投放投放The headquarters is going to launch Audi A1 in the auto exhibition of Hangzhou W

32、est Lake Expo.2011第十二届中国杭州国际汽车工业展览会；The 12th International Automobile Exhibition of Hangzhou, China, 2011展会时间：2011年10月13日-17日，共5天；Time : October 13th17th展会地点：杭州国际会议展览中心；Place: Hangzhou International Conference Exhibition Center.总部将邀请著名一线艺人：“南拳妈妈”参加奥迪A1在杭州西博会车展上的盛大投放仪式。The headquarters will invite th

33、e Famous A-listers Nanquan Mama to attend the grand launch ceremony of the auto exhibition of Hangzhou West Lake Expo.借助总部在杭州西博会上奥迪借助总部在杭州西博会上奥迪A1的盛大投放仪式，进行本的盛大投放仪式，进行本次奥迪次奥迪A1的推广的推广With the help of the grand Audi A1 launch ceremony at Hangzhou West Lake Expo, we will promote Audi A1.21 2021-11-3奥迪A

34、1发布会时间 ：10月13日（10:00-10:30） Time for the release conference of Audi A1: October 13th (10:00am-10:30am)发布会拟邀请嘉宾：浙江省30家主流媒体共计40人The guests that the conference plans to invite: 30 main-stream media, 40 people in total.展馆信息：Information of the exhibition hall展位：A展馆Exhibition position: Exhibition hall A该展

35、区品牌： Audi；MB；Lexus； Landrover&Jaguar； Brands in the exhibition area: Audi, MB, Lexus, Landrover&Jaguar奥迪展位面积：1080平米Position area for Audi: 1080 square meters总部在杭州西博会车展上的安排总部在杭州西博会车展上的安排The headquarters arrangement at the auto exhibition of West Lake Expo22 2021-11-3营销思路营销思路The Event Briefing

36、为能够有效的针对目标客户群体，传达奥迪A1的产品和品牌形象，整体营销思路为结合总部在杭州车展上奥迪A1盛大的投放仪式，借助媒体自身的活动，开展以下三大板块营销To meet the damand of the target clients effectively as well as to convey Audi A1 and its brand image, the overall marketingidea is to carry out the following 3-plated merketing in combination with the grand launching cer

37、emony at Hangzhou auto exhibition held by the headquarters, with the help of the activities of the media.活动板块活动板块Activity PlatesActivity Plates活动形式活动形式Activity FormsActivity Forms冠名“杭州房产时尚美女”评选系列营销活动The series of marketing activities in the name of “Fashion Beauty of Hangzhou Real Estate“ Selection杭

38、州房产时尚美女评选，奖励奥迪A1一年使用权；The winners in the selection of Fashion Beauty of Hangzhou Real Estate“ will be awarded a one-year right of using Audi A1对50多家杭州房产商进行推广；在杭州房交会上进行推广；奥迪A1试驾挑战赛Audi A1 test drive challenge试驾挑战赛，冠军奖励奥迪A1一年使用权The winner of the challenger will be awarded one-year right of using Audi

39、A1奥迪A1时尚生活攻略Fashion life strategy of Audi A1时尚A1美女一天时尚生活攻略，网络深度报道The internet will have a deep coverage of the fashion life strategies for fashionable A1 beauties.23 2021-11-3为何冠名杭州房产时尚美女评选并提供为何冠名杭州房产时尚美女评选并提供A1一年使用权？一年使用权？目标客户集中：目标客户集中：富二代集中：富二代集中：房地产行业涉及与政府、事业等部门的关系错综复杂，很多房地产商，特别是外来的房地产商为了扎根杭州，和相关

40、政府部门的领导进行相关的资源互换，造成有很多富二代在杭州房地产行业内就业；房地产是暴富行业：房地产是暴富行业：这几年杭州房地产行业发展非常快，很多房地产从业员在前几年进行炒房，因此暴富，有购买A1的经济实力；能够覆盖关注房地产的人群：能够覆盖关注房地产的人群：近几年很多人，通过炒房赚取了很多钱，该部分人群对房地产行业的关注程度远远超过其他行业，针对房地产行业的推广能够有效覆盖这部分群体；各方参与积极性高：各方参与积极性高：开展本次活动，房地产商有提升自己企业形象的需求；参赛房地产从业人员有奖项吸引和自我的实现；媒体有扩大活动影响力的需求。借助该评奖活动，能够实现小活动，大宣传的目标，使目标客借

41、助该评奖活动，能够实现小活动，大宣传的目标，使目标客户集中的房地产行业关注和谈论奥迪户集中的房地产行业关注和谈论奥迪A124 2021-11-3Why is it named Fashion Beauty of Hangzhou Real Estate“ Selection and provided one-year right of using A1?The target customers are concentrated:Concentrated 2G Rich: The relationship between the real estate industry and other de

42、partments like the government and the institutions is complex. Many real estarte agents, especially those alien agents exchange materials with cadres of related government departments in order to take root in Hangzhou. The result is that many 2G Rich get jobs in the real estate industry in Hangzhou.

43、The real estate industry can make people get rich suddenly: During these years, Hangzhous real estate industry has developed very fast and many people have striken it rich by making fast ducks in the past few years and thus they have the economic strength to buy A1.It covers groups of people who foc

44、us on real estate: Recently, many people have earned money by making fast bucks, who pays more attention to the real estate industry than to the other fields. The promotion targeting at the real estate industry can cover the group effectiely.All sides have participated actively and enthusiastically:

45、 Through this activity, the real estate agents can satisfy their need to improve their image; the participating real estate workers can win awards and achieve self-realization; the media can meet their need to expand their influence.With the help of the award, we can reach our purpose of “Small acti

46、vity, Large publicity”, making the target -client -concentrated real estate industry focus on and talk about Audi A125 2021-11-3为何开展对比试驾并提供为何开展对比试驾并提供A1一年使用权？一年使用权？Why do we hold contrast test drive and provide one-year right of using A1?吸引社会关注：吸引社会关注：开展试驾挑战赛，并提供A1一年使用权，将吸引社会关注，成为目标客户谈论的话题；Attract s

47、ocial attention: By carrying out contrast test drive and providing one-year right of using A1, we can attract social attention and make it a topic in conversations of the target users.能有效促进销售：能有效促进销售：通过和宝马MINI进行对比试驾，让消费者直接体验奥迪A1的激情和优势，直接促进销售，吸引社会关注，扩大市场声音；Promote sales effectively: Through the contr

48、ast test drive with BMW MINI, the customers can experience directly the passion and advantages of A1, which directly promotes sales, attract social attention and amplify market voice.覆盖更多目标客户：覆盖更多目标客户：结合经销商宣传，让其他媒体行业、教师等目标行业的客户参与，体验奥迪A1；Cover more target clients: We will let our target clients from

49、other media, teachers and so on to participate in combination with the publicity of the distributors and experience Audi A1 themselves.对比试驾将能够直接促进销售，提升经销商的展厅集客量，覆盖更多目标客户The contrast test drive will directly promote sales and increase the number of visitors in the dealers exhibition hall, thus coveri

50、ng more target clients.26 2021-11-3为何开展奥迪为何开展奥迪A1时尚生活攻略？时尚生活攻略？Why do we practice Audi A1 fashion life strategy?塑造一种奥迪塑造一种奥迪A1车主的鲜活形象：车主的鲜活形象：结合美女、美食、美车、时尚的着装，塑造一个奥迪A1车主的形象。Create a live image of Audi A1 owners: We will create an image of a Audi A1 owner in combination with beauties, delicious food,

51、 beautiful cars and fashionable clothes.传达奥迪传达奥迪A1时尚生活方式：时尚生活方式：结合网络、微博等形式的传播，让目标消费者对这种魅力生活方式和奥迪A1产生向往。Convey a fashionable life style of Audi A1: Through the propogation of internet, Micro-blog and other forms of media, the target customers will be attracted towards the glamorous life style and A1.

52、传达一种奥迪A1车主的时尚魅力生活形象，和目标客户建立起生活和文化上的向往和共鸣Convey a life image of fashion and charm of the Audi A1 owners and establish the desire and resonance in life and culture with the target clients.27 2021-11-3活动亮点和创意活动亮点和创意 此次活动秉承小活动，大宣传，活动为宣传、集客做服务，预计整体的报道价值超过此次活动秉承小活动，大宣传，活动为宣传、集客做服务，预计整体的报道价值超过300万；万；目标针对性高

53、：目标针对性高：与富二代集中的行业房地产进行深入合作，能够有效辐射模特、媒体从业人员、部分富二代、19楼的网友等目标客户；对客户吸引力大：对客户吸引力大：开展杭州房产时尚美女评选活动，冠军奖励奥迪A1一年使用权；以及开展试驾挑战赛，为冠军提供奥迪A1一年使用权，将能够极大的吸引目标客户参与；并能够有效增加经销商展厅集客量；调动媒体积极性调动媒体积极性：通过提供奥迪A1一年使用权大奖的形式，能够有效促进合作的19楼网站媒体的配合度和宣传积极性，保证活动整体的宣传连续性和被关注度；促进经销商投入，保证宣传效果：促进经销商投入，保证宣传效果：联合经销商进行活动宣传，能够保证统一的市场声音，达到奥迪A

54、1上市信息宣传效果最大化。28 2021-11-3Highlights and Creativity The event adheres to the principle of “Small Events, Large Pubilicity, Events for Publicity, Serve for Guests” and the estimated overall reporting value reaches more than 3 million.High target: We cooperate with the 2G Rich concentrated industrythe

55、real estate industryso as to cover the models, media workers, some 2G Rich, 19th building netizens and other target clientsBig attraction for clients: The winners in the selection of Fashion Beauty of Hangzhou Real Estate“ will be awarded a one-year right of using Audi A1; The winner of the test dri

56、ve challenger will be awarded one-year right of using Audi A1, which will attract the target clients to participate in it; it also can increase the number of guests on the dealers exhibition hallMobilize the initiative of the media: With the award of one-year right of using Audi A1, we can effective

57、ly promote the coordination and initiative for publicity with the 19th building internet meida, thus ensuring the overall continuity and focus of the event.Promote the investment of the dealers and guarantee the publicity effects: Through event publicity with dealers, we can guarantee a united marke

58、ting voice and reach our target of a maximum publicity effencts for the listing of Audi A129 2021-11-3活动效果预期活动效果预期Event effents expectations活动目标活动目标Purpose 相关相关KPI指标指标 KPI Target 传播奥迪A1上市信息；Spread the listing information of Audi A1扩大奥迪A1的产品知名度；Enlarge the popularity of Audi A1促进奥迪A1销售。Promote the sa

59、les of Audi A1开展车展运营，美女时尚生活攻略，冠名杭州房产时尚美女评选活动，对比试驾等活动，直接接触目标客户超过5000名；Operate auto exhibition, strategies for beautys fashion life, the selection event naming “Hangzhou real estate fashion beauty”, contrast test drive and so on.通过媒体传播，影响人群超过200万人；With the medias cover, the affected epople will reach

60、more than 2 million.产生有效客户超过600人；There will be more than 600 effective clients.促进销售，通过活动实现销售80台；It will promote sales and 80 will be sold out on the event.30 2021-11-3活动主视觉活动主视觉The major Vision in the Event31 2021-11-3目录目录Contents一、活动背景和目的一、活动背景和目的Background and Purpose活动目的Purpose策略分析Strategy Analysis活动亮点和创