全新奥迪Q7竞品营销策划方案-2024年培训课件

面对奥迪：宝马做了什么？Inthe

face

ofAudi:

BMWhas

done

what?22015/12/3面对奥迪：奔驰做了什么？Inthe

face

ofAudi:

Mercedes-Benz

has

done

what?32015/12/3竞品攻击视频总结

Competitor

counterattackvideo

summary以什么形式展现，讲了什么内容

In

what

form

to

show,

talked

about

what••••场景化直观表现产品给予用户的利益；运用符号暗讽攻击奥迪Base

onscene

toshow

thebenefitandusesymbols

toinnuendoandattackAudi.简单故事叙事，夸张表现手法，加强视频趣味性及传播性；通过人物形象塑造贬低奥迪车主形象Setupthetypical

characterthrough

theinteresting

storytoshow

thatAudiowneris

boring夸张的奔驰：E320L（系列）Exaggeration

of

Benz：E320L自嗨的宝马：X1

The

entertaining

BMW：X1Key

：奥迪产品技术存在漏洞

Auditechnical

vulnerabilities

Key

wordsMessage：奥迪车主呆板无趣

Audiowner

is

boring主角：5个风衣男/一辆古董车The

protagonist

：

Five

men

wearing主角：3个“城会玩”的运动青年The

protagonist

：

Threeplayful

youthwindbreaker

/An

antique

car2：碰撞辅助系统Collision

aided

system他们很会玩开宝马1：自动转向灯Theautomatic

steering

lampThey

hada

good

timeDriving

BMW3：V6涡轮增压发动机V6

turbo

engineA3车主只能偷看在浴缸里泡泡A3

owners

can

only

peekTake

ashowerinthebathtub.奥迪反击视频：

【A3】don‘t

regret

your

first

luxury

car52015/12/3奥迪反击视频：

【A6】power

is

beautiful62015/12/3奥迪反击视频总结

Audi

counterattack

video

summary与竞品差异

Differences

between

competing

products••奥迪

world

wide团队相对激，直面竞品；切入时更多从品牌层面映射，而非直接对标产品Audi

worldwideteam

facesthecompetingproductsdirectly.

They

emphasizethebrandmorethan

competingproducts.相对奔驰和宝马，奥迪竞品反击视频更会讲故事；故事紧凑情节，氛围，节奏把握更像微电影TheAudicounterplanvideotellsstories

betterthanBenzandBMW

.Theirstories

have

tightknitplots,thefeelofatmosphere,rhythm

ismore

likeMicro

Film.青春文艺片Art

film:

A3之don‘t

regretyour

firstluxury

car谍战大片Spy

movies:

A6之power

isbeautifulSynopsis：Synopsis：JasonStatham

waschasedby

themob,readytograb

thecarfledHe

grabbeda

Mercedes-Benz

andturnedintoagarbage

dump；He

grabbeda

BMW,

andturnedthebridge；And

then，

He

caughtaglimpseofLexus,

shakinghis

headaway.A

groupofyoungpeople,inthelife

encountered

trouble，They

thinktheyshouldstick

tothe

rightvalues.They

chosetheBMW

orMercedes-Benz

causetroubleagainandagainIntheirlife.Finally,

hegrabbed

aAudiA6,

escapedafterthe

mob.Power

is

theart,the

newAudiA6came!Don'tregretforthefirst

luxury

car,choosetheAudiA3!故事梗概：故事梗概：一群年轻人，在生活中遇到了烦恼，他们觉得该坚持正确的价值观一个男生因为拒绝开女友的奔驰，陷入感情危机；一个女孩因为开宝马，很怕被朋友发现而被嘲笑；一个男生因为公司的车是奔驰，而恨自己的公司；一个女生拒绝乘妈妈的车，那是一辆宝马…不要为自己第一辆豪车后悔，选奥迪A3吧！杰森·斯坦森被暴徒追逐，准备抢车逃亡他抢了一辆奔驰，转弯撞上了垃圾堆；他又抢了一辆宝马，转弯飞出了大桥；接下来，他瞥见雷克萨斯，摇摇头走了。最后，他抢到一辆奥迪A6，成功逃离暴徒追赶。动力即美，全新奥迪A6来了！关于竞品反击视频建议Suggestions

for

the

counterattack

video竞品反击视频优势The

video‘s

advantage直观感性的凸显了产品/技术优势Emotional

highlight

product

/Technical

advantages趣味化/场景化可自然的引发讨论Interest/

scandalized

can

be

naturally

triggered

discussion建议风格化、常态化

——

进行定期的竞品反击Stylize,

normalizationTake

the

competitor

counter

as

a

regular

partFORHALO

PRODUCTLAUNCHFORHALO

TECHENHANCEFORADVANTAGESEASON82015/12/3全新Q7强势来袭New

Audi

Q7’s

is

firing

on竞品反击开始Let‘s

DoIt!92015/12/3上市策略回顾：Q7面临的挑战Launch

strategy

review

:The

challenge

for

Q7Awareness

in

%All

models

of

Audi,BMW

and

MB

brandsTop

of

mind

modelRank150%45%40%35%30%25%20%15%10%5%FBU\High

end

modelswith

highest

imageA6LA4LQ7Q5A8L7

Sr5

SrX5(33%)(13%)(13%)(12%)(11%)(20%)(19%)(19%)(11%)(10%)2345A6L1SClass237

SrX543

SrX6E

ClassQ55

Sr5Q712345S

ClassE

ClassC

ClassGLK(29%)(18%)(14%)(10%)(7%)CClassA4LA8LGLKML3

SrX60%65%70%75%80%85%90%95%100%MLPrestigious

Image

in

%公众对奥迪的第一印象车型是A6LQ7

的产品影响力不足Audi's

first

impression

of

the

public

isA6LQ7

are

lack

of

influence••Q7缺的不是尊贵度，而是影响力Q7isnot

the

lack

of

honor,

butinfluence在影响力提升同时，Q7需要通过自身的尊贵度，来提升品牌的尊贵度Q7

needs

to

promote

the

brand's

honor

andinfluence上市策略回顾：上市传播目标+策略Launch

strategy

review

:Goals

andstrategies•产品亮点有序披露

Product

highlights

expose

orderly产品力••敏感信息策略性引导

Guidance

of

sensitive

infoProduct

force重点权威垂直媒体的定调发声Align

with

major

media

to

have

aunified

voice多波浪、大声量

传播全新一代Q7产品亮点Repeatedly

&

Loudly•品牌精神传播

Brand

spiritKOL背书

KOL

endorsement产品生活方式体验

lifestyle用户形象传播

User

image

shape品牌力Brand•Highlight

new

Q7selling

points••force产品形象与品牌形象相关联，提升奥迪品牌尊贵度Combine

the

product

image

and

brand

imageEnhancetheAudibrand

honor11

2015/12/3竞品反击传播目标:配合产品节奏，从感性角度切入，场景化凸显产品亮点Objective:

Highlight

the

product

points

from

perceptual

throughshaping•节奏

配合上市，制造1-2月份声量波峰•产品直面竞品，场景化凸显产品亮点•用户

引发共情，有理有趣辅助购买决策RhythmProductAccording

to

launch

time,

make

the

volume

to

reach

apeakFace

to

face

with

competing

products,highlight

the

product

points

from

perceptualthrough

shaping

scenarioUserHelp

your

consumers

to

make

thedecision

more

easily

and

convinced12

2015/12/3产品点选择策略:交叉对比确定全新奥迪Q7的独特卖点做为创意的蓝本Choose

selling

points:

All

the

creative

come

from

USP

derived

fromcross-contrast•依照用户需求程度，及产品优势强弱两个维度，进行交叉对比According

totheuserdemand，does

cross

andcontrasteffectresearch

fromtheproduct’sadvantageanddisadvantage选择优势大，关注度高的Quattro和空间进行强化；选择产品优势明显，但关注度低的轻量化进行价值深化Select

highlyconcernedQuattro

andinside

space

tostrengthen;

Select

obviousadvantages

butlowlyconcerned

lightweight

todeepen•Four-wheel

drive

system

quattro®强化四驱系统quattro®高用户关注备注：直线设计语言需要认知过程Note:Linear

design

languagerequires

a

cognitive

processStrengthen0-100km/h加速0-100km/h

AccelerationMore

attracked用户购车决定因素Userpurchasedecision

factors超大豪华空间Superspace自适应巡航Adaptivecruise矩阵式LEDmatrixLED平均油耗(L/100km)

Average

fuelconsumption(L/100km)安全配置

Securityconfiguration四轮转向Fourwheelsteering弱化all-in-touch触控板

all-in-touchTouchpadReduction直线设计：全新的外观Linear

design：A

newlook产品优势大备注：四轮转向国内版本无（TBD）Note

Four

wheelsteering

TBDAdvantage：（）产品优势小虚拟仪表盘Virtual

instrument

panel显示屏提醒DisadvantageNoticeDisplay

screen操作系统Operating

system轻量化Lightweight

technology驾驶模式选项Driving

mode

options悬架忽略最高车速Maximum

speedsuspensionIgnore备注：悬架懂车人士较关注，大众不易理解Note：The

public

isnoteasytounderstand“suspension”,

peoplewhopayattention

tothecarunderstand

it.低用户关注Less

attracted13

2015/12/3用户购车参考因素目标用户分析：围绕全新奥迪Q7潜在用户需求塑造创意场景TA

analysis：Do

all

creative

work

around

new

Q7drivers’

demand•SUV用户整体兴趣爱好广泛，年龄在30-40岁之间，近8成有独立家庭。而Q7潜在车主是其中高端群体The

majority

SUVdriversare

aged

intheir30s

and40shavewildinterests.基于冬季、家庭、回家路上，全新奥迪Q7产品功能点给予用户的利益一目了然Q7’sbenefitsareveryoutstandingonway

home

inwinter•全新奥迪Q7潜在用户描述强化：quattroQ7奥迪

的灵魂Potential

user

descriptionStrengthen:

Quattro,

AudiQ7's

soul基本特征

Basicfeaturesquattro历经七代进化，愈发澎湃坚韧，作为Q7的灵魂，quattro在性能上的直观表现依旧是Q7王牌优势平均年龄为38岁Quattroaftersevengenerationsof

evolution,moreand

more

strongand

tough,

as

thesoulof

Quattro,

Q7in

theperformance

of

theintuitive

performance

is

still

Q7trump

cardaverage

age

38企业主

个体老板

中高层管理人员Businessowners,

individualowners,

senior

managementBenefit：无畏冰雪的操控体验

Control

experience生活状态

Living

condition强化：超大科技豪华空间乐享生活，努力工作Enjoylifeand

work

hardStrengthen:

super

technology

luxury

space讲求安全放心，内部多动能，实全新奥迪Q7内饰设计传承一贯的豪华感与舒适感，同级车中最宽敞的内部空间

赋予家庭温馨乐趣现独立自由Emphasisonsafety,

Kineticenergy,

Independent

freedom全新奥迪Q7潜在用户关注话题potential

users

concerned

about

the

topicThenew

Audi

Q7interior

designheritagehasalways

beena

luxury

and

comfort,

themostspacious

interiorspace

in

thesameleveltogive

thefamily

a

warm

and

fun时间结点

TimenodeBenefit：家庭的温馨愉悦

Family

pleasure四节将接踵而至，冰雪季和英美剧回归将成最大亮点提醒：轻量化差异带来超高效能Reminder:

light

weightbrings

efficient

energy元旦、春节Thefoursection

willcome

one

afteranother,

and

theBritish

dramasnowseasonreturnwillbecomethebiggest

highlight减重增“肌”后的全新奥迪Q7，成为了同级别车中重量最轻的车型，成为同级别中最轻的车型。减重带来的用户利益需要二次阐释核心关键词

KeywordsWeightloss

by

the

"muscle"

afterthe

newAudiQ7,became

thesamelevelof

thelightestweightof

thevehicle,

the

same

levelof

thelightestmodels.

Weightloss

brought

about

by

theuserneedstoexplain

twuce户外：雪季触动用户核心关键词：温馨，家庭，冰雪，乐趣Touchestheuser's

coreKeywords:warm,family,

iceand

snow,

fun室内：看剧全新奥迪Q7竞品反击视频规格规划Quick

briefing

of

Video主题：全新奥迪Q7竞品反击视频Theme:

NewAudiQ7

counterattack

competition

video规格：每支3-5分钟视频（三功能点展示）Specification:

3-5minutes

eachvideo用途：视频网站及第三方平台传播，辅助产品深化Objective:

Deepenthe

product

image制作时间：2015年11月-2015年12月TimeLine:

Nov.2015-Dec.201515

2015/12/3No.1Invisible

Troublemaker

视频故事梗概SynopsisInvisibleTroublemaker老郭是黑龙江省漠河县林场的护林人，It’sMyJods这些年随着漠河旅游业的兴起，开着高档轿车来漠河自驾赏雪看极光的人逐渐增多。林场附近环境十分优美，是观雪赏极光的绝佳位置。不过每有汽车经过都必抛锚，于是拖车加救援就成了老郭的副业，他也可以不用总与山林相伴。Guois

a

forest

farmprotector

of

MoheForest

Farm,

Heilongjiang.With

therise

oftourism

in

Mohethese

years,

manypeople

aredrivingtheirluxury

cars

toMohewherethey

can

appreciate

theaurora.

Theenvironmentnear

theforest

farm

is

extremely

pretty,

makingit

a

perfectplace

tosee

aurora.

However,

almosteach

vehicle

passing

here

will

breakdown,sotrailer

rescue

becomes

Guo’s

subsidiary

business

which

maytemporarily

distract

him

from

theforest

farm.多年来，老郭拖过的车已无数，各式高档汽车更是不胜枚举。有车必拖早已成为了他的习惯，积攒了无数战利品的他更视自己为雪地行车的救星。不过最近，林场附近似乎出现了一位不速之客，它不但不需要老郭的帮助，甚至给老郭制造了不少麻烦。Over

theyears,

Guo

hastrailed

a

tremendous

number

ofcars,

includingnumerousluxury

cars.

It

is

nowhis

habitto

help

thosein

need

and

he

whohastrailed

somanycars

deems

himself

as

thesaver

ofvehicles

runninginthesnowfield.However,

anuninvited

guestseems

toappear

near

theforestfarm,

andthevehicle

never

needs

Guo’s

assistance,to

thecontrary,it

even

brings

alot

oftroubles

to

him.16

2015/12/3Invisible

Troublemaker视频故事脚本

StoryboardSC-

1SC-

2SC-

3SC-

42015年冬，漠河林场白雪皑皑，时已入寒冬声音：风、树枝摩擦清晨，林场小屋外护林人老郭和狗开始检查林场状况声音：踏雪、狗狗喘气小屋门口停着老旧的皮卡拖车老郭推门进屋Guoenters

thecottageWinter

of2015,

snowcovered

MoheForest

Morning,

outsideofa

cottagein

forest

farm

Anold

pickup

trailer

is

parked

at

thecottageFarmSound:

wind,

branchesgratingSC-

5Guo,

theforest

farm

protectorinspects

theforestry

with

his

dogSC-

6

tramping,dogbreathinggateSC-

7SC-

8林场小屋内展示老郭的照片墙及屋内陈设声音：老唱片机Inside

thecottageDemonstrating

Guo’s

photowall

anddomesticinstrument镜头带过照片墙，老郭的狗兄弟卡卡，家人，（注意：照片墙已经放满了照片可是有一个位置却空着）Zoomingin

on

thephotowall,

Guo’s

dogKaka

andhis

family

(Note:

thephotowall

is

fullbutthere

is

a

vacancy)Sound:

old

phonograph17

2015/12/3Invisible

Troublemaker视频故事脚本

StoryboardSC-

9SC-

10SC-

12SC-

13照片露出（闪回）被救援司机向老郭致谢，离开声音：交谈、开车门(Flashback)rescued

drivers

thanked

Guo

andleft（闪回）老郭从路旁拖出抛锚车辆镜头带到老郭与曾经救援过的轿车的合影Zoomingin

on

thephotoof

Guo

and

sedansherescued声音：引擎、呼喊Photo

exposes(Flashback)

Guo

trailed

brokendownvehiclesSound:

engine,screams环境声，画面引黑Nature

sounds,

darkened

framesSound:

conversations,

door

openingSC-

14SC-

15SC-

16SC-

17清晨，指示牌下方雪地老郭蹲下，检查提示牌下的笑脸涂鸦声音：环境、抚摸狗狗Morning,

snowfield

undersignboardGuo

squats

andchecks

thesmile

face

on

thesignboard老郭站在道路正中看着远去的车辙将车停在路边，观察轮胎印声音：熄火、关车门Guolooks

at

thetracks

in

themiddleof

theroad（老郭在林场附近设立了提示牌，各式各样的抛锚难题都可以找老郭。车越拖越多，于他而言，他是这方圆里的唯一救星。

可是近些日子，在老郭立的所有指示牌上都多了一个搞怪笑脸的涂鸦，引起了老郭心里一顿波澜）Guoset

upa

signboardnear

theforest

farmso

drivers

ofbrokendownvehicles

could

findhim.

Guohelped

manytrapped

drivers

andhe’s

theonlysaver

here.

However,

smallsmilefaces

are

drawnrecently

onall

signboards,which

puzzled

Guo.Hepulls

over

toobserveSound:

pulling

over,

door

shuttingSound:

nature

sound,

touchingdog18

2015/12/3Invisible

Troublemaker视频故事脚本

StoryboardSC-

18SC-

19SC-

20SC-

21木屋外夜晚老郭在小屋为孙子刻着玩具，声音：卡卡对着窗外叫，

屋外传来强劲的引擎声，Night老郭推门欲追，狗追上去停住，大叫不止，车灯远去声音：开门、人和狗奔跑Outside

cottageGuoopens

thedoor,

attempting

tocheck

what

happens,Kaka

dogstops

andbarks,the

cardrives

awaySC-

24

pening,man

and

dogrunning

SC-

25Guocarves

toys

forhis

grandsonarking

towardsoutside,powerfdoutsideSC-

22SC-23清晨，路旁老郭在胎印旁蹲下，仔细观察用手测量车辙的深度声音：衣服摩擦Morning,

roadsideGuo

squatsbeside

tire

tracks,

carefullyobserves

and,

and

measures

rut

depth

withhand林场旁某车抛锚处下午，林场正午，林场附近的冰面老郭沿着冰面上的车辙行走，停住，摘掉手套测量着胎痕声音：细小的冰面开裂的声音Noon,ice

surfacenearforest

farmGuowalks

alongruts

onice

surface,stops,removes

gloves

and

measuretire

tracksSound:

ice

surfacecracking一辆车陷雪，雾气极大，老郭从远处跑来查

老郭在林场内排查，车影从不远处闪过，雾看情况并采取救援声音：轮胎擦雪、奔跑Somevehicle

breaks

down

nearforest

farmA

caris

trapped

in

the

snow,it

is

foggyandGuocomes,checked

andtakerescuemeasures气很小，狗发现并大叫声音：触碰松枝、狗叫Afternoon,

forest

farmGuoinspects

in

theforest

farm,

car

shadowappears

in

distancein

small

fog,

dogdetectsand

barksSound:

clothes

frictionSound:

tires

rubbingagainst

snow,runningSound:

branchesgrating,dogbarking产品点“轻量化”的露出:新款Q7比旧款减轻了363公斤的重量表现形式：相比其他，车轮印痕浅。19

2015/12/3Invisible

Troublemaker视频故事脚本

StoryboardSC-

26SC-

27SC-

28SC-

29小屋内小屋内老郭站起，将一张纸撕下贴在墙上，托腮思

白天，树旁白天，雪堆旁老郭放下咖啡杯，详细地记录线索声音：书写、吞咽Inside

cottage考老郭发现车辙，在自制地图上进行标记老郭发现雪堆被碰散，在地图上进行标记声音：椅子摩擦地板、撕纸Inside

cottage声音：行走、书写Daytime,neartreesGuodetects

rubsandmarked

onhis

self-made

map声音：书写Daytime,near

snowpileFindingthat

the

snowpile’s

runinto,Guomarks

on

the

mapGuoputsdowncoffee

cupandwrites

downclues

carefullyGuo

standsup,tearoffonepiece

ofpaperandposts

it

on

thewall,

thinking

deeplyrubbingagainstfloor,

paperswallowingng,writinggSC-

30SC-

31SC-

32SC-

33小屋内白天，林场边老郭根据搜集的线索开始勾勒Q7的样子声音：唱片，关门，发动汽车Inside

cottageGuooutlines

Q7

with

collected

cluesSound:

record

playing,

door

opening,carstarting老郭与附近经过的路人打听情况并记录声音：交谈、书写Daytime,nearforest

farmGuoasks

passers-by

andkeeps

recordsSound:

conversations,

writing在一处雪垛发现了一个几近完整的车辆外形痕迹，Guofinds

a

nearly

complete

vehicle

shape

at

Guoflashes

backpart

of

Q7a

snowpile老郭闪回记忆中Q7局部产品点“直线美学”的露出:直线美学的回归，动感且优雅表现形式：走访路人及依靠回忆片段拼凑外观20

2015/12/3Invisible

Troublemaker视频故事脚本

StoryboardSC-

34SC-

35SC-

36SC-

37白天，车内老郭掏出带有标记的自制地图，开车前往其

白天，雪地车内中一个目的地准备蹲守Q7老郭在墙上用便签纸杂乱的拼贴出Q7的样子

声音：纸张折叠Guoknocks

togetherexteriorof

Q7

with

note

Daytime,inside

car老郭下车实测雪的深度，狗狗完全陷入雪中

老郭得意的在车里哼着歌，等待Q7在此抛锚声音：压雪Daytime,snowfield，然而Q7劲直驶来，轻松通过声音：哼唱paperGuofishes

outhis

marked

self-made

map,Guo

measuressnowdepth,Kaka

is

entirelyInside

cardrives

toone

ofdestinations

wherehewaits

trapped

in

snowampingGuo

hums

andwaits

forthebreakdownofoaches

andpasses

easilySC-41SSC-

38SC-39SC-40folding被雪掩埋的车里老郭十分惊讶，赶忙发动汽车，并掏出地图，准备抄近路赶到地图上另一处标记的弯道旁等候弯道旁Q7并未减速，而是急转过弯，消失在雪雾里声音：启动、踩油门、大叫老郭的车被Q7溅起的雪掩盖，Guoscaris

covered

by

snowsplattered

byQ7

，老郭握紧方向盘期待Q7在弯道减速Holding

tosteering

wheel,

GuoanticipatesQ7’s

slowing

down

at

theturn声音：引擎、烧胎TurnQ7does

notcutspeed

andit

makes

a

turnanddisappears

intothe

snowSound:

engine,tires

rubbingInside

snow-covered

car,Guo

is

surprised,

sohestartsthecar,fishes

outhis

map,preparedtoget

toa

turnmarkedon

the

mapSound:

carstarting,stepping

ongas,screaming产品点“quattro®”的露出:大幅提高牵引力，改进加速性能，适应冰雪路面。表现形式：深厚积雪路段从容通过21

2015/12/3Invisible

Troublemaker视频故事脚本

StoryboardSC-

42SC-

43SC-

44SC-

45积雪道路路旁老郭像是被激怒，开始歇斯底里，猛踩油门

经过一段追赶，老郭由于在急弯处失去控制

Q7车内，试图追上Q7声音：引擎、大叫Snowcovered

road，冲出路面，撞到树上，声音：撞击,树上雪跌落的声音RoadsideQ7驾驶员立即刹车，从后视镜观察老郭情况,

驾驶员嘴角微笑声音：刹车Inside

Q7Irritated,

Guo

becamehysterical;

hesteps

on

Guo’s

loses

controlofhis

carin

the

catch-up,

Q7

driver

brakes

immediately,

observes

with

rearview

mirrorandsmilesthe

gas,trying

tocatch

Q7e,

screamingthe

carrunsofftheroadandhit

a

treen,

snowfalling

offtreeSound:

carbrakingSC-

46SC-47SC-48END全新Au

i

Q7XX

X彩蛋：在照片墙空着的位置上贴了一张新的照片，（老郭和Q7车主的合影，年轻人微笑，老郭表情尴尬，背景是Q7拖着老郭的车

～～）Black

screen

+

Subtitles:

Q7

product

strength

Printed

eggshell:

a

new

photois

posted

on

the

vacancy(photoof

Q7

owner

whosmilesQ7驾驶者下车拿着拖车钩走向老郭的车Q7

driver

gets

off,walks

towardsGuo'svehicle

with

a

trailer

hook黑屏＋字幕：Q7产品力while

Guo

was

embarrassed,

thebackgroundwas

Q7

trailing

Guo’s

vehicle.)产品点“quattro®”的露出:大幅提高牵引力，改进加速性能，适应冰雪路面。表现形式：深厚积雪路段从容通过22

2015/12/3No.2Amazing

Trip

视频故事梗概SynopsisAmazingTripSecond：

Amazing

Trip

Video

synopsis绝妙旅程的“最佳伙伴”——Q7。“Bestpartner”

of

perfect

tours

–Q7Acoherent

short

filmwillbring

out

Q7’s

quattro®all-wheel

drive

system,large

space,

virtual

cockpit

and

other

product

forces.通过一支剧情连贯的短片将Q7的quattro®全时四轮驱动系统、超大空间、虚拟驾驶舱等产品力逐一带出。The

story

takes

placeinasouthern

city

→

MoheProtagonist:

afamily,

mainly

father

and

son,

drives

Q7

and

intheir

tour故事发生地：南方某城市→漠河Father:

vicepresident

of

anadvertising

company

who

is

alsoaskilledunderground

rider主人公：驾驶Q7出游的一家四口，主要为父子Son:

astudent,

alsoaspace

fan

hoping

to

become

anastronaut父亲：平日里是广告公司副总但其实是驾驶技术高超的地下车手儿子：平日里是学生但其实是资深太空迷，希望将来成为宇航员Background:

duringholidays

(e.g.

NewYear),the

father

decidesto

changethe

traditional

wayof

vacation

andtravelsbycarwith

hisfamily,

which

ashe

seesit,

is

the

most

intuitive

wayto

get

the

kidsto

experience

the

bestscenery

on

the

way.背景：假期（可贴合春节），父亲决定改变传统休假方式，带全家自驾出游，用最直观的体验方式让孩子们感受路上最美好的风景。23

2015/12/3AmazingTrip

视频故事脚本

StoryboardSC-

1SC-

2SC-

3SC-

4窗前男孩房间男孩房间声音：拉窗帘太空舱内声音：脚步声音：开房门、男人说话“Time

togo,buddy!”父亲推开门（“我们该出发了，小伙子！”）Inside

boy’s

room父亲从窗前往外望，发现儿子正穿着宇航服坐在Q7的驾驶座位By

the

window声音：电波通讯、按钮触碰一位宇航员正在舱内进行操作Space

cabin屋内无人，但能看出这是一个骨灰级宇航迷的房间Boy’s

roomSound:

footstepThere

is

no

onein

theroom

of

theobviouslySC-

7Sound:

windowwithdrawingFatherlooks

outfromthe

window,finding

hisa

spacesuit

sitting

onQ7’sSound:

radiocommunication,

buttontouchingAn

astronautis

operating

in

thecabinSC-

5Sound:

dooropening,man

talkingbuddy!”

fatheropens

the

doorSC-

6SC-

8ofaerospace.Q7旁车内车内Q7旁声音：衣服摩擦声音：对话、撞拳声音：开窗声音：搬卸、开车门父亲（此时已换成赛车服）将儿子从主驾抱

“Readytofly?”父亲回头对儿子说到，二人撞至副驾By

Q7Sound:

clothes

rubbingFather(wearing

racing

suits)

moves

sonfrom

son,

they

bumpedfists

(zoomingin

on

quottropilot

seat

to

copilot

seat

ring

on

theindexfinger

ofrighthand)儿子摘掉头盔，降下车窗看窗外Inside

carSound:

windowopeningSonremoves

helmet,lowers

window

andlooks

out母亲在往Q7里装东西（航空望远镜）By

Q7Sound:

handling,

car

door

openingFatheris

loadingQ7

(Aerial

telescope)拳（右手食指壁虎戒指特写）Sound:

conversations,fist

bumping“Readytofly”,

fatherturnedback

andsaid

to24

2015/12/3AmazingTrip

视频故事脚本

StoryboardSC-

9SC-

10SC-

12路旁某车后备箱旁路旁某车后备箱旁路上声音：女孩叫嚷声音：女人说话声音：争吵声音：行驶花枝招展的母亲在斥责女儿，女儿歇斯底里的跳脚Beside

a

cartrunkon

thestreetSound:

Girl

shoutingQ7经过，失落的女孩看到后座的“宇航员”，满眼羡慕。Roadside母亲示意车已经没有地方装女孩的木马了。Beside

a

cartrunkon

thestreetSound:

shoutingMotherimplies

that

there

is

nospace

forthegirl’s

woodenhorse

in

thetrunkQ7继续前行，路过一对衣着考究的父子On

theroadSound:

drivingQ7

moves,passing

well

dressed

father

andsonSC-

16Sound:

Woman

talkingQ7

passes,

thefrustratedgirl

sees

thethebackseat

with

envy.Gorgeousmotherscolds

her

daughter

whoisingSC-

13SC-

15路旁车内路旁车内声音：整理衣服，男人说话男人将男孩的领带束得很紧，男孩紧紧抓着一个老款奔驰车模声音：推拉，惊呼声音：整理头发声音：对话，欢笑儿子打开，发现后排空间和后备箱被改造成了一个虚拟太空舱，尖叫Inside

carSound:

pulling,

screamingSonpulls

open

andfindsthat

the

backspaceandtrunkaremodified

into

a

virtual

spacecapsule,

hescreams.Q7经过，一脸不情愿的男孩看到后座的“宇

停车间歇，父亲示意儿子拉开座位后面的遮航员”，满眼羡慕。RoadsideSound:

sortinghairQ7

passes,

theunsatisfied

boysees

the"astronaut"

on

thebackseat

with

envy.挡装置Inside

carRoadsideSound:

sortingclothes,

mentalkingThe

manties

theboy’sbeam

very

tight,andthe

boygripped

anold

Mercedes-BenzmodelSound:

Fatherasks

his

son

topull

open

theblocking

device

behind

theseat

while

the

carstops25

2015/12/3AmazingTrip

视频故事脚本

StoryboardSC-

17SC-

19SC-

20夜晚，路旁声音：交谈夜晚，车内声音：交谈父子二人坐在车顶用航空望远镜看星空Night,roadside父子二人在虚拟太空舱内了解太空Night,inside

carSound:

conversationsFather

andsonwatchstarlit

sky

with

aerialtelescope

on

the

top

of

the

carSound:

conversationsFather

andsonlearn

aboutspace

in

virtualspace

capsule白天→傍晚，车内声音：对话，环境音Q7内，父亲打开氛围灯，孩子在虚拟仓内玩耍、和父母愉快对话、欣赏风景Benz内，静默无声，孩子一直在睡觉SC-

22SC-

22BMW内，金属乐背景，车时快时慢，孩子一直处于恶心、吐和疲惫的状态Daytime→

evening,

inside

carSound:

conversations,nature

soundInside

Q7,

fatherturnson

atmospherelight,kid

plays

in

virtual

capsule

andtalks

happilyndenjoys

thescenerySC-

21

s-Benz,

silent,

kid

hasbeen

sleepingetal

music

background,

cardrives

atvaried

speeds,

kid

hasbeen

sick,vomiting

and

exhausted.白天，雪景（彩蛋）声音：引擎、压雪小屋外Q7在雪地上流畅地前行Daytime,snowSound:

engine,snowtrampingQ7

runssmoothly

on

snowfield声音：停车落版ConclusionQ7停在老郭的小屋外(Printedeggshell)Outside

cottageSound:

ParkingQ7

parks

outside

Guo'scottage26

2015/12/3AmazingTrip

视频故事脚本

Storyboard（彩蛋）（彩蛋）小屋外（彩蛋）小屋外小屋外声音：开车门声音：脚步老郭搂着男孩进屋，全家人在身后(Printedeggshell)Outside

cottageSound:

footsteps老郭早已老郭手持雕好的木质火箭在小屋外

声音：男孩喊、笑等候(Printedeggshell)Outside

cottage“爷爷！”男孩跑向老郭(Printedeggshell)Outside

cottageSound:

boyscreams

and

laughs“Grandpa”,

boyrunsto

GuoSound:

door

openingGuo’s

waiting

outsidethecottagewith

acarved

rocket

in

hishand.Guogoes

into

thecottagewith

his

armaround

thekid,

followed

byhis

family27

2015/12/3竞品反击视频传播内容策略／节奏Content

Strategy/Methods•传播策略（1）：从故事性、产品优势、人群关注维构建内容；建议减少企业行为，以第三方发布Spread

Strategy（1）：From

the

angelsof

story

line,

product

advantages

andhot

spot

to

planthe

content

andnon-official

accounts

post传播策略（2）：结合12月底Q7

NF竞品试驾项目，以感性趣味角度切入，做好配和•SpreadStrategy（2）：Combine

with

Q7

NFcompetitors’

Test

Drive

project

inDec,

highlightthe

product

pointsfrom

perceptual内容策略

Content

Strategy••避免官方及媒体平台，规避风险••基于视频故事的传播（点）

Basedonstory

ofthe

video（

point）：根据视频内容挖掘更具传播力的内容，持续吸引用户的关注Donotuseofficial

platformstoavoid

risk与视频故事关联角度切入，慎选相关平台和kolAccordi