奥迪A1主题活动方案

A1GagaShowtoYou——深圳锦龙奥迪A1主题活动

A1GagaShowtoYou-ShenzhenKamlungAudiA1Event深圳锦龙2011年11月

ShenzhenKamlung,November2011目录

Contents

背景分析

Background用户及产品特征分析Customer&product

analysis活动概况

Generalsituation活动亮点

Eventhighlight活动主体流程

Rundown媒体投放

MediaPropaganda工作安排

Jobschedule活动预算

Budget备份参考资料

Backupmaterials2011年10月9日，奥迪A1正式在中国市场上市，售价22.48万元至28.98万元，奥迪A1的设计充分体现了奥迪品牌全球领先的设计水准，动感、时尚的设计让它无论在何时何地都能与众不同；作为奥迪推出的首款A0级豪华车，奥迪A1为奥迪品牌开辟了全新的细分市场；

AudiA1appearsontheChinesemarketonOct9th2011officially,withthepricebetween224.8thousandand289.8thousand.ThedesignofAudiA1fullyreflectsleadinglevelofAudiBrandindesign,thedynamicandstylishmakesitdifferentfromotherswhenever;AstheAudiA0first-classluxurycar,AudiA1opensupentirelynewmarketforAudiBrand.22.48万元至28.98万元售价，让A1在A0级豪华轿车中缺乏价格竞争力；|

ComparedtothepriceofAudiA0luxurycar,thepriceofAudiA1(from224.8thousandand289.8thousand)isuncompetitive;拥有几十年的历史宝马MINI，无疑是此同级别车中的风向标，而奥迪A1则是一个新生儿，缺乏自身的历史文化积淀，这将是奥迪A1将面临的又一考验；

BMWMINIisthewindvaneamongthesameclasscar,whileAudiA1isanewoneandlackofitselfhistoryandculture.AudiA1willfaceanothertest.深圳作为一座年轻、时尚、个性、动感的城市，对新事物接受速度之快的年轻人将是A0级豪华轿车庞大消费者，这为A1拓展市场创造了条件；

Shenzhenissuchacitywiththefeatureofyoung,fashion,personalityanddynamic,theyoungwhohavethehighdegreeofacceptancefornewthingswillbethelargeconsumersofA0classluxurycar;背景分析

Background

背景分析Background上半年展厅集客情况

Customerscollectingduringfirsthalfoftheyear知名度不高，交通不够便利导致展厅集客量明显不足，所以提升公司知名度、提高展厅的客流量是目前市场工作的核心任务。Customercollectingisobviouslyinsufficientbecauseoflowerrecognitionandinconvenienttraffic,sopromotingrecognitionofcompanyandincreasingthequantityofcustomersisthecoretasksforthemarketingrecently.基于销售部集客量问题举办，展厅市场活动的开展务求提高展厅的集客量，从而带动A1或其他车型的销售。Baseonthefewpotentialcustomers

marketingevent

shouldbepromotethequantityofcustomersanddrivethesaleofA1orotherAudimodels.SWOT分析优势奥迪A1作为奥迪推出的首款A0级豪华车，为奥迪品

牌开辟了全新的细分市场，它拥有奥迪品牌全球领

先的设计水准，动感、时尚的设计。亚洲最大的奥迪城市展厅，拥有最完善、最豪华的

硬件设施，可以为客户带来更好的体验。劣势开业时间较短，知名度不高，保有客户资源少。奥迪A1刚刚上市，没有客户基础，缺乏口碑宣传。奥迪A1同奥迪A3受众群体部分重叠。机会厂家市场投放力度极大，奥迪品牌逐渐被大众消费

群体所接受。奥迪A1北京鸟巢的精彩上市，让奥迪A1成为时尚的

宠儿，备受关注。随着用户结构变化，用户年龄越来越年轻，需求更

加个性，有助于集客量提升。威胁宝马、奔驰两个主要的竞争对手，市场活动的多样

化，对奥迪的压力很大。MINI这样实力雄厚且深得人心的车型，占居市场主

导地位。进口大众尚酷市场份额逐步扩大SWOTAnalysisWeaknessLowrecognitionandshortageofcustomers.

Belackofreputationofpublicityandcustomers

basement.CustomersoverlappingbetweenAudiA1andAudi

A3.Opportunities

AudiBrandisacceptedbypeoplegraduallywiththe

hugepublicityofcompany.

WiththewonderfullistingofAudiA1inBeijing,

AudiA1becomesfashiondarlingandpopular.The

customersbecomemoreandmore

younger

andindividualneedswhichhelpstopromotethe

potentialcustomer.ThreatenThediversificatedeventfromtwomaincompetitor

ofBMWandBenzgivesAudimorepressure.

AsthemostpopularAOclasscar,MINIoccupies

theleadingmarket.MarketshareofSciroccoisincreasing.StrengthsAstheAudiA0first-classluxurycar,AudiA1opens

upentirelynewmarketforAudiBrand,owning

leadingdesignworldwideindynamicandfashion.ShenzhenKamlungisthebiggestAudiTerminalin

Aisabyfar,withtheperfectandmostluxurious

hardware,affordbetterexperienceforcustomers.作为最年轻的奥迪车，A1打破了奥迪给消费者“豪华大气”的品牌印象，以时尚的造车理念表现出这个豪华品牌更加年轻和激情的一面；AstheyoungestAudimodel,AudiA1breaksthebrandimageofluxuryimpression,whileemergesonfashionconcept;潮流前卫的外形，夸张的“大嘴”，既能呈现出奥迪家族特征，又不失运动气息；AudiA1emergesoncharacteristicsoftheAudifamilyandsportybyavant-gardeappearanceandexaggerated"bigmouth”;提供个性化选装，作为一款个性化小车，客户可为车辆自由打扮是必备条件之一，而A1则刚好具备这方面条件，奥迪为A1设计出多达12种颜色的车漆，车内座椅及空调出风口也有多种配色可选

Asapersonalcar,it’snecessarytodressupthecaraccordingtothecustomers’needs.Upto12colorscanbeusedforAudiA1design,whileavarietyofcolorscanbechoosedincarseatsandair-conditioningvents.奥迪独特的LED日间行驶大灯、出风口框饰、MMI导航、启停系统、BOSE音响、7速Stronic变速器，让A1“大”有来头TheuniqueLEDdaytimerunningheadlights,decoratedoutletbox,MMInavigation,start-stopsystem,BOSEstereo,7-speedstronictransmissionmakesA1"big“image.奥迪A1产品分析

AudiA1productanalysis

奥迪A1的目标消费者是80后的年轻群体，他们选车注重个性、时尚、环保，是这个城市新生力量；奥迪A1运动和犀利的外观，受男性消费者的追捧，而小巧精致的整体造型以及内饰设计，也吸引了女性消费者的关注，是一款男女目标消费者比例相当的车型；对生活的态度：享受生活，追求个性；对车的态度：喜欢造型漂亮、个性十足，与众不同的车；购车动机：生活水平提高，有吸引力的新车上市，想享受驾驶乐趣，同时想要一辆满足自己品位的车；购买考虑因素：最主要的为外观造型，品牌，安全性能，操控性能；购车用途：外出代步，美容购物，外出游玩；奥迪A1用户特征分析Younggroupofthe80’s,thecityFN,isthetargetconsumerofAudiA1.Theypaymoreattentiontopersonality,fashionandenvironmentalprotectionwhenchoosingacar;ThesportyandsharpappearanceofAudiA1issoughtedafterbymaleconsumers,whilesleekstylingandinteriordesignsoughtedafterbyfemaleconsumers.AudiA1issuchamodelwithsignificantproportionofmaleandfemaleconsumers;Lifeattitude:enjoylifeandpursuitindividuality;Carattitude:favoritebeautifulshape,fullofpersonalityandindividuality;Carmotivation:withthehigherlivingstandards,consumerswanttoenjoydrivingpleasureandownacartomeettheirowntastes;Considerations:mainlyintheappearance,brand,safetyperformanceandhandlingperformance;Application:travel,shopping,gosightseeing;CharacteristicsofAudiA1customers预期目标

Expectations媒体直接报道效果Mediacoverage:各网站发布专题报道7篇

Releaseseventhematiconwebsite;易车、汽车之家、搜狐、太平洋汽车首页焦点图报道

ReportedfocusonmaphomeinEasycars,carhome,SohuandPacificAuto预计发送微博超过50条预计累计转发2000次以上

Expecttosendmorethan50twittersandforwardmorethan2000times主要汽车媒体论坛贴3-5篇

Post3-5articlesinmajorautomotivemediaforum集客效果Set-offeffect:新闻浏览量总计2000次以上

Newsviewstotalmorethan2000times电话80个以上

Morethan80call展厅集客60组

Set-off60groupintheevent后续跟进成交3台Follow-updeal

threecars活动主题：A1GagaShowtoYou——深圳锦龙奥迪A1主题活动

Theme:

A1GagaShowtoYou-ShenzhenKamlungAudiA1Event活动时间

Date：2011年11月20日

November20,2011活动地点：深圳锦龙奥迪城市展厅

Place

:ShenzhenKamlungAudiTerminal活动内容：新车SHOW、驾驶体验、趣味游戏

Content

:NewcarSHOW，test-drive,fungames活动规模Peopleamount：约60人

about60person活动车辆Carsfortheevent：10台奥迪A1

10AudiA1目标客户Targetparticipants

：本司A1意向客户

A1potentialcustomers;合作商户意向客户

Intentedcustomersincooperatedcompany;网络、短信等宣传渠道收集的潜在客户

Intentedcustomersfromnetwork,messagingandothercommunicationchannels媒体

Media活动概况

Summaryofactivities主题诠释SubjectinterpretationA1GagaShowtoYou

:

“Gaga”引用于当今欧美乐坛最具影响力的流行音乐天后LadyGaga，“Gaga”给人一种超有个性的创作酷味，我们的奥迪A1同样是个性十足，酷味难挡，故以此命名。

"Gaga"isquotedfromtoday'smostinfluentialpopmusicianLadyGaGainEuropeanandAmerican,"Gaga"givesusacooltastewithcreativepersonality,ourAudiA1isalsonamedaferGagabecauseofitsfullofpersonalityandcooltaste.另外“show”有两种含义，一来是作“秀”，二来是”展现“的意思。整合主题的意思就是把奥迪A1的独特个性魅力秀出来展现给客户。

Besides,"show"hastwoothermeanings,oneisshowoff,theotherisshow.ThethemeistodisplayA1’suniquepersonalitycharmtoconsumers.A1show秀：“您给我一天，我还您一世界”展厅内全部展示贴有各种拉花的奥迪A1，配合拥有奥迪A1各个技术亮点、个性标语的展示，打造一场奥迪A1视觉盛宴；A1show

展现：通过静态展示，向客户展现奥迪A1的运动、时尚、动感、年轻有活力、极具都市感的外观个性；同时介绍LED日间行车灯、全新内饰、丰富多彩的颜色，体现奥迪品牌的“运动”；体验试驾：趣味泊车向客户展示奥迪A1“小”巧灵活，但是动力十足，体现奥迪A1“小”也大有来头；趣味闯关：通过有趣的游戏跟奥迪A1特点相结合，加深客户对奥迪A1卖点的理解，推动客户购车欲望。活动亮点A1showup:Yougivemeoneday,youowntheworld.TocreateavisualfeastofAudiA1,showroomwillbeshowedavarietyofdrawingflowersaffixedonAudiA1,withvarioustechnicalhighlights,personalizedbannersdisplay;A1showdisplay:throughthestaticdisplay,showcustomersAudiA1’ssporty,fashion,dynamic,young,highlypersonalizedlookandurbanfeeling,andintroduceLEDdaytimerunninglights,newinterior,avarietyofcolorstoreflect“sporty"ofAudibrand;Test-drive:funparkingshowscustomersA1’s"small"andflexibleandmotivated,reflectstheAudiA1’s"small"butgreatbackground;LikingCheckpoints:combinedfungamesandfeaturesofAudiA1,deepencustomers’understandinginsellingpointofAudiA1,andpromotecustomertobuycars.EventHighlights活动概述及内容

SummaryofactivitiesandcontentA1秀A1Show：公司展厅入口处A1特别展示。AudiA1specialdisplayinfrontofshowroom,展厅内全部摆放A1展车，让客户感觉进入一个A1的世界。AllthedomotecarsareAudiA1intheshowroom,leadthecustomersentrancetotheA1world,奥迪A1个性元素、产品亮点、标语等POP别致展示，展现奥迪A1视觉盛宴，激发客户购买欲望。POP

meterialof

AudiA1element,slogansandthehighlightsdisplayallovertheshowroom,showingthevisualfeastofAudiA1,tostimulatecustomers’purchasingdesire.结合奥迪A1个性，展厅行为艺术表演，个性十足。

WithshowingAudiA1’stechnicalhighlights.,there’sperformancearttoshowpersonalityinthegallery.趣味泊车Fun

Parking：奥迪A1泊车体验，Show“小”身材；AudiA1parkingFunexperience,show“samll”figure活动规则：此活动主要展示的是奥迪A1的灵活性，奥迪A1够小够个性，此活动就是告诉你小车在遭遇城市的狭窄路段时是如何有优势的。每个门上都有一盏红色警灯，你只要将车子倒入闪灯的大门即算是完成任务。

ActivityRulesTheeventmainlyshowestheflexibilityoftheAudiA1,AudiA1isfullysmallandpersonality,thisactivityistotellthecomsumershowoutstandingitiswhenencounteringcity'snarrowstretchoftheroad.Eachdoorhasaredalarm,youwillfinishthetaskwhenyoujustdrivethecarintotheflashdoor.

活动概述及内容

Summaryofactivitiesandcontent试驾体验Test-drive

：奥迪A1道路试驾，展示“大”来头；通过道路试驾体验，指定的试驾路线上，让客户感受奥迪A1

7速Stronic变速器、启停系统、动力强劲的汽油TFSI发动机、体现奥迪A1的澎湃动力。

AudiA1test-drive,display“big”image;byroadtestdriveexperience,customerscanfeelthesurgingpoweroftheAudiA1’s7-speedstronictransmission,start-stopsystem,powerfulgasolineTFSIengineonthespecifiedtestdriveroute.活动概述及内容

SummaryofactivitiesandcontentA1闯关大体验

A1CheckpointsExperience:看图寻宝

Figuretreasurehunt

活动规则

ActivityRule:

1、嘉宾读解文化墙内容，嘉宾将重要内容进行记载

Guestsreadthecontentontheculturewallandrecordimportantinformation.

2、然后进入第二关多选闯关

Thenformultiplecheckpoint.

3、活动设置营造闯关氛围，让客户详读有关奥迪A1的车型亮点

Activitiesiscreatedwiththeatmosphereforcheckpoint,allowingcustomerstoreadthe

highlightsoftheAudiA1.

活动概述及内容

SummaryofactivitiesandcontentA1闯关大体验A1CheckpointsExperience:A1炫装：A1Showup:活动规则ActivityRule：

1、参与嘉宾通过ipad进行该游戏；嘉宾可自由打造自我个性化的车辆与改装配饰；

Guestsparticipateinthegamebyipad;Guestscancreateapersonalizedcarandself-modifiedaccessories;

2、完成打造后，将现场打印出来（照片现场给嘉宾留念）

Completedworkscanbeprintedoutonthesite(givethephototoguests)

3、活动设置给嘉宾展现奥迪A1个性选装配置；

TheaimistoshowguestspersonalizedandoptionalequipmentofAudiA1;活动概述及内容

SummaryofactivitiesandcontentA1闯关大体验A1CheckpointsExperience:

以小见大-MMI导航系统的智能挑战SmalltoBig-intelligentchallengeofMMInavigationsystem活动规则ActivityRule：

1、设计“起终点地图”多款；嘉宾通过地图内的“起点”开始描绘到“终点”的最佳线路；

Variety

designof“starttoendmap";guestsdescribethebestroutefromthe"starting

point"tothe"end"ofthemap.

2、每道题目的答案将由MMI导航系统得出的最短导航路径为准；

TheanswerofeachquestionisdeterminedbytheshortestrouteofMMInavigationsystem;3、描绘游戏地图最接近MMI导航系统最短路径的参与嘉宾过关。

Guest

willpassthecheckpointifgamemapistheoneclosesttotheshortestpathofMMI

navigationsystem.活动概述及内容

SummaryofactivitiesandcontentA1闯关大体验：A1CheckpointsExperience:拼图达人PuzzleGuy活动规则ActivityRule:1、活动嘉宾将打散的A1画面，进行重新组合，拼图；

Theguestswillre-combinedtheorderlessA1screen;2、该游戏在嘉宾拼图前会给一份完整的图片让嘉宾观看，限时30秒，30秒后嘉宾凭记忆将打乱的换面重组；

Guestscanwatchthecompletepicturefor30secondsbefore