某汽车ALDI深度体验方案ymh

奥迪A6LTDI深度体验方案

AudiA6LTDI-depthexperienceoftheprogram广州国云风广告公司GAAC2009年11月8日目录catalog活动背景BackgroundActivities活动创意CreativeActivities媒介传播MediaCommunication费用预算Costestimates目录catalog活动背景BackgroundActivities活动创意CreativeActivities媒介传播MediaCommunication费用预算CostestimatesTDI销售现状不尽人意利益诉求有偏差主流舆论的环保诉求对车主无实质性利益节油特性对该级别的车主不是关键性影响对柴油发动机的误解依然存在冒黑烟跟国内油品质量不匹配发动机稳定性差加油时跟货车拼位置TDIsalesunsatisfactorystatusquoInterestdemandstherearedeviationsMainstreammedia'senvironmentalclaimsandsubstantialbenefittotheownersofnon-Theownersoffuel-savingfeatureisnotcriticaltothelevelofimpactAmisunderstandingofthedieselenginestillexistsBlackSmokeDomesticfuelqualitydoesnotmatchwiththeStabilityofdifferenceengineTofightwiththelocationofrefuelingtrucks需要从“汽车”最本质的属性去发掘利益点Needfromthe"car"themostessentialpointofthepropertytodiscovertheinterestsof社会利益Socialbenefits基本利益Basicinterests核心利益Coreinterests动力Power舒适、操控、节油Comfort,control,fuel-efficient节能、环保Energy-saving,environmentalprotection策略思考创意以“动力”为核心的深度体验

提高终端集客质量终端整合，统一行动店头包装，GAAC负责统一提供物料设计和话术提高参与门槛，通过比赛获取参与资格传播整合传播上与经销商现有广告资源实现最大整合GAAC负责统一提供设计体验活动策划以产品体验为平台融入团队互动类型的生活方式体验CreativeThinkingStrategiesThe"power"asthecoreofthedepthofexperienceToimprovethequalityoftheterminalset-offTerminalintegration,unityofactionStorethefirstpackage,GAACisresponsibleforprovidingaunifieddesignandmaterials,ifsurgeryEnhanceparticipationthresholdforeligibilityforparticipationbyraceCommunicationIntegrationCommunicationwithdistributorstoachievemaximumintegrationoftheexistingadvertisingresourcesGAACresponsibleforcentralizingtheprovisionofdesignExperienceeventplanningExperienceasaplatformforproduct-Integrationintotheteamtoexperienceaninteractivetypeoflifestyle目录catalog活动背景BackgroundActivities活动创意CreativeActivities媒介传播MediaCommunication费用预算Costestimates活动主题ThemeT级体验既有TDI级别也有“特级”的意思T-classexperienceforbothTDI-levelalsohasa"super"means1简单上口，容易传播Simpleandcatchy,easytospread2副标题点名活动的身份，是针对A6LTDI的SubheadingnamedactivitystatusisaimedattheA6LTDI3T级体验行动--奥迪A6LTDI深度试驾之旅T-classexperienceofaction-AudiA6LTDI-depthtestdriveofthetrip经销商店店头活动动创意车内投篮比赛知识问答绕S单边桥驾驶比赛两人一组，在一人的指挥下，另一人开车通过S单边桥，取两人中最好的成绩为有效成绩；现场报名者随机组合，每两人一组；车内的驾驶者配合同车同伴，以投篮入筐者获胜；同投篮组合，进入知识问答环节，在电脑商选择奥迪问卷，问题主要是A6L技术亮点所带来的驾驶者利益；Dealer-the-counteractivitiesofcreativeRace-carshootingKnowledgeQ&ADrivingaroundtheSunilateralBridgeCompetitionTwo-group,underthecommandofaperson,anotherpersontodrivethroughtheSunilateralbridge,takethetwobestresultsfortheeffectiveperformance;On-siteregistrationwererandomlyassignedtocombinationsofeachpair;Cardriverswiththesamecarcompanion,inordertoshootintothebasketwins;Combinedwiththeshotintothequizlinks,achoiceofAudiinthecomputerquestionnaire,theproblemiscausedbyA6Ltechnicalhighlightsoftheinterestsofdrivers;经销商店店头活动动现场效效果图Dealer-the-countereffectsoftheactivitysitemap来宾签到到分组培训、规规则介绍绍全体合影影正式比赛赛公布成绩绩嘉宾颁奖奖结束退场经销商店店头活动动运营示示意图Dealer-the-countereffectsoftheactivitysitemap4S店停车场场宣传牌牌4S店内专题题易拉宝宝店头宣传传ShopHeadPublicity媒体宣传传Media经销商店店头活动动运营示示意图Dealer-the-countereffectsoftheactivitysitemap比赛筛选选CompetitionScreening各城市经经销商在在所在地地广场进进行集中中筛选Placetheseatofdealersinvariouscitiescentralizedscreening每家店最最终胜出出30人，共15对组合，，按比赛赛成绩高高低筛选选Thefinalwinnerofeachstore30,atotalof15pairsofcombinations,accordingtomatchthelevelofscreeningresults场地推荐荐Recommendedsites泉州：海海峡体育育中心厦门：五五一文化化广场福州：金金山展览览城深度体验验活动创创意Thedepthofexperience,creativeactivity嘉宾每两两人一组组，驾驶驶A6L2.7TDI挑战福建建天门山山盘山道道位于福建建省福州州市永泰泰县岭路路乡境内内，距离离永泰县县城13公里，距距离福州州市区76公里。主主峰海拔拔1130米。Guestsinteamsoftwo,drivingA6L2.7TDIchallengeFujianTianmenshanwindingRoadYongtaiCountyislocatedinFuzhouCity,FujianProvinceinLingRoad,Township,13kilometersawayfromYongtaicounty,76kilometersawayfromFuzhou.Peakelevationof1130meters.心智与体体力的极极限挑战战：瀑降降（如温温度太低低则改为为崖降））Thelimitsofmentalandphysicalchallenges:Falldown(suchasthetemperatureistoolowwillbechangedtocliffdrop)深度体验验活动创创意Thedepthofexperience,creativeactivity深度体验验活动创创意明察秋毫毫：现场用两两部车，，每两人人为一组组，两组组进行PK；每组设置置好自己己车内的的储物空空间、MMI等，对方方观察1分钟；然后各自自分别用用1分钟进行行调整自自己车内内的安排排；交换后互互相观察察做了哪哪些调整整，以发发现最多多者获胜胜；通过娱乐乐方式体体验A6L人性化的空间间设置、MMI等设备；Thedepthofexperience,creativeactivityPerspicacious:Thescenewithtwocars,twoforeachgroup,twogroupsPK;Eachvehiclesetuptheirownstoragespace,MMI,etc.,theotherobserved1minute;Then1minuteeachwereusedtoadjusttheircararrangements;Aftertheexchangeofobservationswitheachotherwhathadbeendonetoadjusttofindthegreatestnumberofwins;Formsofentertainmentexperiencesthroughuser-friendlyspaceA6Lsettings,MMIandotherequipment;活动流程设计计

活动结束

瀑降拓展

分组试驾

统一出发店头选拔

共120人B组旅游B组试驾次批准备活动广告每店30人A组试驾A组旅游首批返程Activities,processdesign

Endoftheevent

Waterfalldowntoexpand

Grouptestdrive

UniformstartingShop

HeadSelectionAtotalof120peopleBGroupTravelGroupBtestdriveOfthegranttoprepareActivitiesAd30peopleperstoreAgroupoftestdriveAgroupoftourismReturnfirst目录catalog活动背景BackgroundActivities活动创意CreativeActivities媒介传播MediaCommunication费用预算Costestimates媒介传播计划划Themediacommunicationplan预热期PreheatPhase11。02-12.06后续期Thefollow-upperiodof12.14-12.31活动期Activestage12.12-12.13传播模式奥迪A6LTDI深度试驾T级体验行动事前预热事后报道深度体验事件传播TDI环保节能对比报道动力性能环保节能性价对比性价对比动力性能经济节油ModeoftransmissionAuditestdriveA6LTDIDepthTClassActionExperiencePreheatadvanceSubsequentlyreportedDepthofexperienceEventCommunicationTDIenvironmentprotectionandenergyComparisonreportDynamicperformanceGreenEnergyPrice-comparisonPrice-comparisonDynamicperformanceEconomicfuel-efficient事前预热硬广宣传1.宣传载体：路路牌、报纸、、电梯广告、、电台、网络络等；2.宣传模式：国国云风提供画画面，4S店日常广告计计划替换；软文报道1.宣传载体：报报纸电台网网络电视视2.传播内容：■奥迪A6LTDI深度试驾活动动事件，店头头征集■奥迪TDI发动机节油性性能报道■汽油柴油发动动机对比报道道网络互动传播播1.网络平台：易易车网主页嵌嵌入式2.互动游戏：TDI拼图游戏miniwebPreheatadvanceHardwidepublicity1.Propagandavehicle:roadsigns,newspapers,elevatorads,radio,Internet,etc.;2.Publicitymode:WindCloudStatetoprovidethescreen,4Sshoptoreplacethedailyadvertisingprogram;Soft-Wenreports1.Publicityvector:NewspapersRadioInternetTV2.Disseminationofcontent:■AudiA6LTDItestdrivetheactivitiesofthedepthoftheevent,shopheadcollection■AudiTDIengineperformance,fuel-efficientcoverage■ComparisongasolinedieselenginecoverageInteractiveCommunication1.NetworkPlatform:easyvehicleembeddednetworkHome2.Interactivegames:TDIpuzzleminiweb媒体选择报媒：福州地区《福州日报》《福建日报》《福州晚报》《海峡都市报》《东南快报》厦门地区《海峡生活报》《厦门商报》《海峡导报》《厦门晚报》《厦门日报》泉州地区《晋江经济报》《泉州晚报》电视：福建地区：都都市时尚频道道

经济济生活频道东东南电电视台体体育频道福州地区：新新闻综合频道道

生活活频道厦门地区：厦厦门卫视生生活活频道泉州地区：晋江电视台台都都市生活频道道

新闻闻综合频道MediaSelectionNewspapermedia:Fuzhou"FuzhouDaily""FujianDaily""FuzhouEveningNews""ChannelDushiBao","SoutheastExpress“Xiamen"StraitsAl-Hayat""XiamenDaily""StraitHerald""XiamenEveningNews""XiamenDaily““Quanzhou"JinjiangEconomicNews","QuanzhouEveningNews"TV:FujianProvince:UrbanFashionChannelsoutheastoftheeconomiclifeofTVSportsChannelFuzhou:NewsComprehensiveChannelLifeChannelXiamen:XiamenTVlivechannelsQuanzhou:JinjiangCityLifeTVChannelNewsComprehensiveChannel媒体选择电台：福建地区：交交通广播福州地区：交交通广播巴巴士广播播网厦门地区：闽闽南之声新新闻广播播

经济济交通广播泉州地区：FM904交通频道网络：腾讯汽车频道道易车网MediaSelectionRadio:FujianProvince:TrafficRadioFuzhouRegion:TrafficRadioBusRadioNetworkXiamen:FujianTrafficRadiotheVoiceofnewscastseconomyQuanzhou:FM904trafficchannelNetwork:TencentAutoChannelEasyCarNetwork事后传播调性性传播表现：事件过程报道道，4S店店头配合参与者体验感感言优异的动力性性能与经济节节油及绿色环环保的表现方法手段：活动专题网路路试驾报道Miniweb活动总结论坛坛活动事件新闻闻花絮报道使用者深度访访谈以及活动动手记SubsequentdisseminationofTonalityCommunicationPerformance:Courseoftheincidentreport,4SstoresarethefirstlinewithParticipantsexperiencethereflectionsExcellentdynamicperformanceandeconomicperformanceoffuel-efficientandgreenenvironmentalprotectionMethodsandmeans:ActivitiesfeatureonlinetestdrivereportForumMiniwebsummaryofactivitiesEventsNewsSnapshotsreportNotesfromtheuser-depthinterviewsandactivities媒体传播效果果评估平面报广：覆盖区域福州州、厦门、泉泉州等主要城城市传播人群：一一般消费人群群100万人次以上传播效果预估估：建立奥迪迪TDI节能环保产品品形象电视电台：覆盖区域福州州、厦门、泉泉州等一线城城市主要消费费人群传播人群：一一般消费人群群200万人次以上传播效果预估估：建立A6LTDI强劲动力的产产品功能印象象网络媒体覆盖区域东南南小区主要汽汽车消费市场场及人口传播人群：汽汽车消费人群群50万以上传播效果预估估：转换消费费者对TDI发动机的产品品误区MediadisseminationofimpactassessmentPlanereportedwidely:Coveragearea,Fuzhou,Xiamen,QuanzhouandothermajorcitiesinDisseminationofpopulation:generalconsumerpopulationformorethan1millionpassengertripsDisseminationofresultsexpected:ToestablishtheimageofAudiTDIenergy-savinggreenproductsTelevisionandradio:Coveragearea,Fuzhou,Xiamen,Quanzhoucity'smainconsumergroupssuchasfirst-lineDisseminationofpopulation:generalconsumerpopulationformorethan2millionvisitorsDisseminationofresultsexpected:theestablishmentofA6LTDIproductfeaturesastrongimpressionofpowerOnlineMediaSouthEastDistrictcoverageareaandpopulationinthemajorautomotiveconsumermarketDisseminationofthecrowd:AutomotiveConsumerpopulationsmustreach50millionormore,Disseminationofresultsexpected:ConversionoftheTDIengine'sproductstoconsumersMisunderstanding媒体传播量预预估Estimatetheamountofmediacommunication平面报广宣传传软文20篇（含）以上上，不含转载载电视电台传播播20次（含）以上上网路媒体传播播30篇次（含）以以上，含文字字、视频、图图片，不含各各大网站转载载Planereportedthatwidepublicityofsoft-Wen20(inclusive)above,non-reproducedTelevisionandradiotransmission20times(inclusive)ormoreInternetmediacommunication30Pianci(inclusive)above,includingtext,video,pictures,reproducedwithoutmajorwebsites媒体传播价值值Thevalueofmediacommunication平面报广：软软文报道20篇，报道文字字3万字以上，媒媒体报道价值值人民币15万元以上电视电台：新新闻以及专题题报道视频以以及音频合计计30分钟以上，总总计价值人民民币18万元以上网路媒体：汽汽车专业网站站相关报道及及转载达100篇次以上，预预估广告价值值人民币15万元以上Planereportedwidely:softpaperreportedthat20,thereporttextformorethan30000words,themediareportedthatmorethan150,000yuanworthTelevisionandradio:newsandfeaturecoveragevideoandaudiotogether,morethan30minutes,atotalofmorethan180,000yuanworthNetworkMedia:Automotiveprofessionalwebsitesrelatedtoreportsandreproducedmorethan100Pianciisestimatedadvertisingvalueofmorethan150,000yuan谢谢thank9、静夜四无邻邻，荒居旧业业贫。。1月-231月-23Thursday,January5,202310、雨中黄叶树树，灯下白头头人。。22:55:5122:55:5122:551/5/202310:55:51PM11、以我我独沈沈久，，愧君君相见见频。。。1月-2322:55:5122:55Jan-2305-Jan-2312、故故人人江江海海别别，，几几度度隔隔山山川川。。。。22:55:5122:55:5122:55Thursday,January5,202313、乍见翻疑梦梦，相悲各问问年。。1月-231月-2322:55:5122:55:51January5,202314、他乡生白发发，旧国见青青山。。05一月202310:55:51下午午22:55:511月-2315、比不了得得就不比，，得不到的的就不要。。。。一月2310:55下午1月-2322:55January5,202316、行行动动出出成成果果，，工工作作出出财财富富。。。。2023/1/522:55:5122:55:5105January202317、做前，能够够环视四周；；做时，你只只能或者最好好沿着以脚为为起点的射线线向前。。10:55:51下午午10:55下下午22:55:511月-239、没有有失败败，只只有暂暂时停停止成成功！！。1月-231月-23Thursday,January5,202310、很多事事情努力力了未必必有结果果，但是是不努力力却什么么改变也也没有。。。22:55:5122:55:5122:551/5/202310:55:51PM11、成功就就是日复复一日那那一点点点小小努努力的积积累。。。1月-2322:55:5122:55Jan-2305-Jan-2312、世间成事事，不求其其绝对圆满满，留一份份不足，可可得无限完完美。。22:55:5122:55:5122:55Thursday,January5,202313、不知香积寺寺，数里入云云峰。