一汽大众上市试乘试驾活动整合营销方案

一汽-大众北区CC上市试乘试驾活动整合营销方案FAW-VWTheNorthRegionCCListingTestDriveIntegratedMarketingProgram2010.07.2424thJuly2010项目背景项目目标项目策略项目概述项目安排媒体计划执行细节目录ContentsProjectbackgroundProjectpurposeProjectstrategyProjectoverviewProjectarrangementMediaplanningExecutivedetails项目背景Projectbackground7月15日在上海举行CC上市发布会，面向全国媒体和经销商传递产品亮点，以及价格信息。各地经销商结合产品调性、利益点在各地举办CC上市活动，使全国各地媒体及消费者了解CC特点。July15CClistedinShanghai,forthenationalmediaanddealersdeliverproducthighlightsandpriceinformation.Dealerscombinedproductscharacteristics,interestpointsorganizedcclistedactivitiesaroundthecountry,sothatthemediaandconsumerscanknowaboutcharacteristicsofCC.项目目的Purpose广泛传播CC上市信息，提升CC北区范围的知名度定位CC为“优雅动感的高级轿车”，建立大众品牌旗舰车型形象传播CC优雅动感的魅力设计，彰显CC与众不同的产品气质提升一汽-大众大众品牌整体形象支持销售，加速完成北区销量目标SpreadCClistedinformation,establishedanationwideCCawarenessLocatedCCaselegantandsportysedanestablishedVWbrand'sflagshipmodelSpreadCCelegantdynamicdesign,highlightCCdistinctiveproductqualitiesEnhancetheFAW–VWtheoverallbrandimageSupportthesalesforthewholeyearsalestargets对于活动重要性的认识Awarenessoftheimportanceforactivities注：本次试乘试驾活动是CC北区上市的一次重要工作——与媒体与区域VIP客户取得良好沟通，让嘉宾充分感受到CC的优越性能和卓越品质，在媒体上发出关于CC的真实的、正面的报道，从而达到对于行业、公众和消费者的有益引导，为CC上市做好传播延续工作。Note:ThistestdriveeventisCCnorthregionlisting’smajorwork–withthemediaandregionalVIPcompletegoodcommunication,sothatguestscanbefullyawareofthesuperiorityandexcellentqualityofCC,inthemedia,issuetherealpositivereportsabouttheCC,toachievetheusefulguidetotheindustry,thepublicandconsumers,tomakefullwarm-workforCClist..对于VIP客户及媒体人员的选择——务必精准有效Forselectingtheguestsandmediapersonnel-mustbeaccurateanduseful对于活动地点选择——务必新鲜有特色Forselectingactivitiesvenue–mustbetohavefreshanddistinctive对于参加活动嘉宾的接待——务必周到有礼Forthereceptionofguests–mustbethoughtfulandcourteous对于试乘试驾活动安排——务必体现CC优越性能Forarrangingthetestdrive–mustfullyexpressingCCexcellenceperformance对于试乘试驾路线安排——务必体现CC的优雅动感Arrangementsforthetestdriveroute-besuretoreflectCC‘selegantdynamic对于试驾之后的报道跟踪——务必紧密有节奏Fortheaftertestdrivereport–mustbecloseandorderlyCC试乘试驾的“六个务必”CCtestdrive’ssixmust项目策略来源Strategy根据对CC特质、目标人群及竞品的分析，推出本次活动的概念：不是简单的试乘试驾，而是CC的全方位完美体验AccordingtoCC’scharacteristics,targetcustomersandtheintroductionofcompetingproductsdifferencetodevelopthisthiseventconcept:CC360°all-roundperfectexperience项目策略Strategy策略来自于CC特质StrategyfromtheCCcharacteristics流线型轿跑车车身设计；无框车门；全景天窗；拉丝铝金属饰板；StreamlinedcoupebodydesignSmart,luxurious,elegant完美设计CCAppearance舒适驾乘Differentialconfiguration丹拿音响；运动舒适型座椅；多功能方向盘带换档拨片，特别降噪措拖。Framelessdoors/panoramicsunroofLeisure,modern,richtaste动力无限CCEngine2.0TSI涡轮增压直喷发动机∕6速DSG双离合变速器，动力澎湃、速度激情。2.0TSIturbodirectinjectedengine/six-speedDSGdual-clutchgearboxPowersurge,speedpassion创新科技CCinteriorandintelligentdesign自适应巡航系统；预碰撞安全系统；车道保持系统；智能泊车辅助系统；后视影像系统。IntelligentDriverAssistanceSystemsComfortable,luxurious,personalized注：紧密依托产品性能，设置新颖的试乘试驾方式，用全方位360°的方法展现CC的特质与出众之处……Note:Closelyrelyonproductperformance,setthenoveltestdrivemode,withfull360-degreemethodofshowingthecharacteristicsandoutstandofCC.策略来自于CC目标人群TheCCstrategyfromtargetpopulation富有活力Dynamic开拓创新Innovation运动休闲Sports&Leisure品位高雅High-grade购车消费特点：Autoconsumptioncharacteristics:对车辆外观、品牌和品质有很高的要求Theappearance,brandandqualityofthevehiclewithhighrequirements要求私人座驾既充满驾驭动感又不失优雅Requiredtheprivatecarfullofdynamicwithoutlosingtheelegant对品牌和个性有独特的理解Understandingofbrandandpersonality充分考虑目标人群的感受，在试乘试驾中全方位360°感受CC的优雅与卓越品质…Fullyconsiderthefeelingsofthetargetcustomers,intestdrivefeelthefull360-degreeCC'seleganttaste项目策略Strategy策略来自于对竞争优势StrategyfromcompetitiveproductsCC的竞争优势外形设计融合了跑车的动感与豪华轿车的高雅，刚劲有力而不失华贵气质，显示出独有的气质；内饰设计低调奢华而不失清新雅致，鲜明呈现了跑车风格与豪华轿车的舒适；操控感与动力绝不逊于其造型给人带来的惊喜，绿色环保的特性体现车主的优雅品味；大量智能化、人性化设计的先进电子装备使CC成为名副其实的高级轿车。Breakdowncharacteristicsofcompetingproducts,primarilyfacetothecoreofcompetitiveproductsReiz,Subori.StrengtheningCCstreamlinebody,four-wheeldrive,TSI+DSG,acceleration;emphasizeddynamic,smooth,design;项目策略Strategy策略阐述Strategy鉴Appreciate看Watch听Listen品Taste体验CC超越同级别的驾驶乐趣立体化展示CC产品性能打造CC超凡独特的驾驭感受多角度感受CC优雅动感360°TocreateauniqueextraordinarydrivingsenseofCCToexperienceCCdrivingpleasurebeyondthelevelMulti-angletofeelCCelegantdynamicThree-dimensionaldisplayofCCperformance通过系列化的全方位体验：“一看”、“二听”、“三品”、“四鉴”四个完美体验过程，准确清晰地传递CC优雅、动感特质及超强性能。Throughtheseriesofall-roundexperienced:“firstwatch,“secondlisten,“thirdtaste,fourthappreciateThesefourprocessesoftheperfectexperience,toconveythemeaningofelegantperformanceofCCcars.Clear,easytounderstand.策略详解StrategyexplanationC°动感空间——设置三维全息立体投影展示说明厅，突破常规的PPT培训讲解方式，采用三维全息投影技术，通过360°投影立体化展示CC产品性能，让嘉宾看得更过瘾，学得更趣味轻松。运用创新科技手段彰显CC独特魅力UseinnovativetechnologymeanstoshowuniquecharmofCCC°dynamicspace-settheCC-setdimensionalholographicthree-dimensionalshowroom,breakingtheconventionalwayofPPTtrainingexplanation,usingthree-dimensionalholographicprojectiontechnology,throughthe360°three-dimensionalprojectionsothatguestscanseemoreenjoyable,learnmoreinteresting.看WatchC°音悦世界——篷房内专设一间CC仿真驾驶内室，通过音效技术模拟驾驶过程的各种声音；采用三维投影技术，车窗及前挡风玻璃实现不同场景变换，为嘉宾带来极致奢华的视听冲击；同时采用阶梯式仿真CC座椅，让体验者倍感舒适。C°sweetworld–inthetentsetaCCsimulateddrivingroom,simulatethedrivingprocessso