奥迪A6L TDI深度体验方案

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经销商店头活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;经销商店头活动现场效果图Dealer-the-countereffectsoftheactivitysitemap来宾签到分组培训、规则介绍全体合影正式比赛公布成绩嘉宾颁奖结束退场经销商店头活动运营示意图Dealer-the-countereffectsoftheactivitysitemap4S店停车场宣传牌4S店内专题易拉宝店头宣传ShopHeadPublicity媒体宣传Media经销商店头活动运营示意图Dealer-the-countereffectsoftheactivitysitemap比赛筛选CompetitionScreening各城市经销商在所在地广场进行集中筛选Placetheseatofdealersinvariouscitiescentralizedscreening每家店最终胜出30人，共15对组合，按比赛成绩高低筛选Thefinalwinnerofeachstore30,atotalof15pairsofcombinations,accordingtomatchthelevelofscreeningresults场地推荐Recommendedsites泉州：海峡体育中心厦门：五一文化广场福州：金山展览城深度体验活动创意Thedepthofexperience,creativeactivity嘉宾每两人一组，驾驶A6L2.7TDI挑战福建天门山盘山道位于福建省福州市永泰县岭路乡境内，距离永泰县城13公里，距离福州市区76公里。主峰海拔1130米。Guestsinteamsoftwo,drivingA6L2.7TDIchallengeFujianTianmenshanwindingRoadYongtaiCountyislocatedinFuzhouCity,FujianProvinceinLingRoad,Township,13kilometersawayfromYongtaicounty,76kilometersawayfromFuzhou.Peakelevationof1130meters.心智与体力的极限挑战：瀑降（如温度太低则改为崖降）Thelimitsofmentalandphysicalchallenges:Falldown(suchasthetemperatureistoolowwillbechangedtocliffdrop)深度体验活动创意Thedepthofexperience,creativeactivity深度体验活动创意明察秋毫：现场用两部车，每两人为一组，两组进行PK；每组设置好自己车内的储物空间、MMI等，对方观察1分钟；然后各自分别用1分钟进行调整自己车内的安排；交换后互相观察做了哪些调整，以发现最多者获胜；通过娱乐方式体验A6L人性化的空间设置、MMI等设备；Thedepthofexperience,creativeactivityPerspicacious:Thescenewithtwocars,twoforeachgroup,twogroupsPK;Eachvehiclesetuptheirownstoragespace,MMI,etc.,theotherobserved1minute;Then1minuteeachwereusedtoadjusttheircararrangements;Aftertheexchangeofobservationswitheachotherwhathadbeendonetoadjusttofindthegreatestnumberofwins;Formsofentertainmentexperiencesthroughuser-friendlyspaceA6Lsettings,MMIandotherequipment;活动流程设计

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

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：路牌、报纸、电梯广告、电台、网络等；

2.宣传模式：国云风提供画面，4S店日常广告计划替换；软文报道1.宣传载体：报纸电台网络电视

2.传播内容：■奥迪A6LTDI深度试驾活动事件，店头征集■奥迪TDI发动机节油性能报道■汽油柴油发动机对比报道网络互动传播1.网络平台：易车网主页嵌入式2.互动游戏：TDI拼图游戏miniwebPreheatadvanceHardwidepublicity1.Propagandavehicle:roadsigns,newspapers,elevatorads,radio,Internet,etc.;2.Publicitymode:WindCloudStatetoprovidethescreen,