1、一汽-大众北区CC上市试乘试驾活动整合营销方案 FAW - VW The North Region CC Listing Test Drive Integrated Marketing Program 2010.07.24 24th July 2010,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 Contents,Project background Project purpose Project strategy Project overview Project arrangement Media planning Executive details,项目背景 Proj
2、ect background,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。,July 15 CC listed in Shanghai, for the national media and dealers deliver product highlights and price information. Dealers combined products characteristics , interest points organized cc listed
3、activities around the country, so that the media and consumers can know about characteristics of CC.,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,Spread CC listed information, established a nationwide CC awareness Loc
4、ated CC as “elegant and sporty sedan“ established VW brands flagship model Spread CC elegant dynamic design, highlight CC distinctive product qualities Enhance the FAW VW the overall brand image Support the sales for the whole year sales targets,对于活动重要性的认识 Awareness of the importance for activities,
5、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: This test drive event is CC north region listings major work with the media and regional VIP complete good communication, so that guests can be fully aware of the superiority
6、 and excellent quality of CC, in the media, issue the real positive reports about the CC, to achieve the useful guide to the industry, the public and consumers, to make full warm- work for CC list,对于VIP客户及媒体人员的选择务必精准有效For selecting the guests and media personnel - must be accurate and useful对于活动地点选择
7、务必新鲜有特色For selecting activities venue must be to have fresh and distinctive 对于参加活动嘉宾的接待务必周到有礼For the reception of guests must be thoughtful and courteous对于试乘试驾活动安排务必体现CC优越性能For arranging the test drive must fully expressing CC excellence performance 对于试乘试驾路线安排务必体现CC的优雅动感Arrangements for the test dri
8、ve route - be sure to reflect CCs elegant dynamic 对于试驾之后的报道跟踪务必紧密有节奏For the after test drive report must be close and orderly,CC试乘试驾的“六个务必” CC test drives “six must“,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 According to CCs characteristics, target customers and the introd
9、uction of competing products difference to develop this this event concept :CC360 all-round perfect experience,项目策略 Strategy,策略来自于CC特质 Strategy from the CC characteristics,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； Streamlined coupe body design Smart, luxurious, elegant,完美设计 CC Appearance,舒适驾乘Differential config
10、uration,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。 Frameless doors / panoramic sunroof Leisure, modern, rich taste,动力无限 CC Engine,2.0TSI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。 2.0TSI turbo direct injected engine / six-speed DSG dual-clutch gearbox Power surge, speed passion,创新科技 CC interior and intelligent design,自适
11、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。 Intelligent Driver Assistance Systems Comfortable, 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: Closely rely on product performance, set the novel test drive mode, with full 360-degree method of showing the characteristics and outs
12、tand of CC .,策略来自于CC目标人群 The CC strategy from target population,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：Auto consumption characteristics: 对车辆外观、品牌和品质有很高的要求 The appearance, brand and quality of the vehicle with high requirements 要求私人座驾既充满驾驭动感又不失优雅 Required the private
13、 car full of dynamic without losing the elegant 对品牌和个性有独特的理解 Understanding of brand and personality,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 Fully consider the feelings of the target customers, in test drive feel the full 360-degree CCs elegant taste,项目策略 Strategy,策略来自于对竞争优势 Strategy from competitive pr
14、oducts,CC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。 Breakdown characteristics of competing products, primarily face to the core of competitive products Reiz, Subori. Strengthening CC str
15、eamline body, four-wheel drive, TSI + DSG, acceleration; emphasized dynamic, 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 ,To create a unique extraordinary driving sense of CC,To experience CC driving p
16、leasure beyond the level,Multi-angle to feel CC elegant dynamic,Three-dimensional display of CC performance,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。Through the series of all-round experienced : “first watch“, “second listen“, “third taste“, “fourth appreciate“ These four proce
17、sses of the perfect experience, to convey the meaning of elegant performance of CC cars. Clear, easy to understand.,策略详解 Strategy explanation,C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 Use innovative technology means to show unique charm of
18、CC,C dynamic space - set the CC-set dimensional holographic three-dimensional show room, breaking the conventional way of PPT training explanation, using three-dimensional holographic projection technology, through the 360 three-dimensional projection so that guests can see more enjoyable, learn mor
19、e interesting.,看Watch,C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 sweet world in the tent set a CC simulated driving room, simulate the driving process sounds by audio technology ; using three-dimensional projection technology, windows an
20、d the windscreen realized different scene changes, bring the ultimate luxury audio-visual impact for the guests; the same time using stepped CC simulated seats, so that customers can feel more comfortable.,全新体验方式 领略CC豪华品质 New experienced to taste CC luxury quality,策略详解 Strategy explanation,听Listen,根
21、据CC性能专设赛道 打造高级豪华车的完美体验,C完美体验针对邀约客户开展CC试乘试驾体验活动，结合CC车型性能特别设置赛道，让客户真正感受至上的驾驶乐趣，以及近乎完美的全方位体验。,策略详解 Strategy explanation,C perfect sense - for inviting customers to join test drive, combined with the CC car special performance to set track allow customers to truly feel the supreme driving pleasure, and
22、the near-perfect all-round experience,According to CC performance track designed to create a perfect experience of luxury car,品Taste,沿海公路的真实体验 见证非凡的驾驶乐趣,选择沿海公路的试乘试驾路线，一路欢畅前行，在欣赏沿途美景的同时，更能真实感受CC的路面驾驭性能和优雅的驾乘体验。,策略详解 Strategy explanation,Real-life experience of coastal road Witness the extraordinary d
23、riving pleasure,The coastal highway test drive route with pleasure forward, while enjoying the beautiful scenery along to better manage the true feelings of CC road driving performance and elegant experience.,鉴Appreciate,对于活动主题的理解 Theme understandings,C，CC360全方位完美体验 C , CC360 all-round perfect exper
24、ience C优雅：一种对高品位生活的惬意享受；一种对质感人生的心灵追逐C elegance: a kind of pleasant enjoy on high quality life; a kind of mind chase on the quality life . 倾心绽放：CC，为欣赏的人绽放，让懂得的人倾心Cordial bloom : CC, bloom for the enjoy people, cordial for the understanding people,优雅 倾心绽放, 一汽-大众北区CC上市完美体验活动,C elegance Cordial bloom,FA
25、W - VW North Region CC Listing Perfect Experience Activity,C,北区CC上市试乘试驾活动执行部分 North region CC listed test drive Executive part,项目概述 Overview,时 间：2010年8月13日（周五） 地 点：大连金石滩国宾海岸（主推）北京北京乐驾汽车体验基地（备选） 主 题：C优雅 倾心绽放 一汽-大众北区CC上市完美体验活动 活动内容： CC产品说明会&CC试乘试驾体验活动 使用车辆：展示用车1台，试乘试驾用车 6-8台,Date：13rd August 2010 Frid
26、ay Location: Dalian - Golden Pebble Beach Ambassador Beach (main recommended) Beijing - Beijing Happy Drive vehicle experience base (to be elected) Theme: C elegance Cordial bloom-FAW - VW North Region CC Listing Perfect Experience Activity Contents: Event content: CC product seminar& CC test drive
27、experience event Vehicles: show vehicle:1,car test drive 6-8,参与嘉宾：邀约VIP客户30人，媒体记者30人，共计60余人,项目概述 Overview,贵宾 VIP,记者 Journalist,Participated guests: 30 VIP customers, 30 journalists, a total of more than 60 people,我们选择了浪漫之都大连作为本次完美体验活动的主推场地。 大连金石滩国家旅游度假区三面环海，优雅舒适的环境与本次完美体验活动调性相符。,大连金石滩国宾海岸Dalian - Go
28、lden Pebble Beach Ambassador Coast,场地选择 Venue selection,项目安排 Arrangement,We chose romantic city Dalian as our perfect experience venue . Dalian Golden Pebble Beach National Holiday Resort - surrounded by the sea, elegant and comfortable environment match this perfect experience event.,金石滩发现王国停车场 推荐理
29、由：面积为5000平米，足够的场地空间可设置各种试驾科目，充分满足了对赛道的规划。,线路：发现王国滨海公路海韵公园 根据沿海公路实际情况，设置了以上这条组合线路，感受CC优雅舒适的同时，还可饱览沿海美景。,A、场地试驾场地推荐,B、公路试驾场地推荐,项目安排 Arrangement,A. Venue recommendation,B. Highway venue recommendation,Golden Pebble Beach Discovery Kingdom - Parking Recommended reason: an area of 3000 square meters, eno
30、ugh space can be used to set up a various of test drive subjects, satisfy the planning on track.,Route: Discovery Kingdom - Binhai Highway - Rhine Park According to the actual situation of the coastal highway, set the above combined line, at the moment to feel the CC elegant and comfortable also enj
31、oying the coastal scenery.,C完美体验中的试乘试驾部分有两部分组成 根据策略需要，我们创新设置试乘试驾路线及环节。,项目安排 Project arrangement,According to CC product innovative features to set the test drive routes and links so that guests experience the greatest extent of CC excellent performance Venue test drive: According to the performance
32、characteristics of CC integrated design circuit, experience in various road CC driving experience Highway test drive: According to the CC carrying TSI + DSG power combination to design racing circuit, to experience power performance and comfort, highlighting the CC unity of sedan and sport car drivi
33、ng pleasure,公路试驾： 突出CC轿跑合一的驾驶乐趣及优雅格调,场地试驾： 体验CC于完美性能,项目时间表 Agenda,2010年8月13日上下各一场 13th August 2010 once in AM,PM,嘉宾签到分组：将30人分为A、B两组，每组15人,Guests registration and grouped: divided 30 person in 2groups, 15person for one group,试乘试驾流程 Test drive process,A,B,A,B,用餐,Meal,项目安排 Arrangement,C完美体验公路试驾 C perfe
34、ct experience-Highway test drive公路试驾路线安排：发现王国滨海公路海韵公园 全长42公里，驾乘体验时间在30分钟左右 Highway test drive routing: Discovery Kingdom - Coastal Highway - Rhine Park Length 42 km, driving experienced time for about 30 minutes,试乘试驾说明：Test drive introduction 按路书路线行进；Drive by road book; 预计15人，每3名嘉宾1部车。由试驾教练领队。沿途设置3个
35、换乘点可让每个嘉宾轮换驾驶，体验不同路况下的试乘试驾感受;Estimated 15 people, one car for every three guests. test drive coach lead the team. Set three transfer points along the way allow each guest to drive, experience test drive under different road; 4辆工作车，供现场工作人员活动调度等事宜所用;Four work trucks for field staff on matters such as
36、the use of scheduling activities; 1辆摄影摄像车，进行全程拍摄; A photographic camera car for the whole shoot; 1辆救险车，活动全程安全保障; A recovery truck for the whole security activities;,项目安排 Arrangement,C完美体验公路试驾（优雅之旅） C perfect experience Highway test drive (Elegant tour),项目安排 Arrangement,C完美体验公路试驾（优雅之旅） C perfect expe
37、rience Highway test drive (Elegant tour),公路试乘试驾的原则：,安全中体验CC的优雅,公路试乘试驾安全讲解： 专业教练员在副驾驶席全程负责安全监督，试驾人员听从专业教练员的指导； 车辆起步前观察前方道路，确保场地内无任何车辆行人； 为保证活动安全，后车在前车到达缓冲区后方能从起点出发；,项目安排 Arrangement,外景拍摄 Location shooting,在沿途选取3处风景优美，适合外景拍摄的空阔场地，车队在指定换乘地点停靠（每次停靠时间为5分钟），嘉宾自行选择合适角度拍摄。To select three scenic route on the
38、 way, suitable for location shooting,the team stops at designated transfer locations (each stop for 5 minutes), guests can make their own camera angles.,C完美体验公路试驾（优雅之旅） C perfect experience Highway test drive (Elegant tour),媒体自驾游 Media own driving tour 在下午针对媒体朋友的公路试乘试驾结束后，我们可以应媒体特殊要求安排自由试驾。 媒体可以3人/车
39、（按照试驾车号）的形式，在规定时间与规定区域内，于试车地周边进行自由试驾； 可以根据媒体需求，安排专业车模（每车1人）随行拍摄. In the afternoon, after the media friends road test drive, we can arrange media a special own driving tour the next day . Media can be three persons / vehicles (in accordance with the test drive vehicle number) form, in specified time
40、and area , around the test drive venue for test drive; According to media requirements, arrange professional car models (1 person per vehicle) for shooting,C完美体验公路试驾（优雅之旅） C perfect experience Highway test drive (Elegant tour),项目安排 Arrangement,C完美体验 公路试驾： 激情转弯：驾驶体验连续弯道以及发卡弯带来的漂移与激情，展示CC强大的操控力 直线加速：体
41、验CC的TSI+DSG释放的强劲动力 注：试乘试驾过程中，嘉宾可以打开自动无框车窗和全景天窗，聆听丹拿音箱的震撼效果，感受沿路风景，展示人、车相融的惬意生活。,项目安排 Arrangement,C perfect experience Highway test drive: Estimated 15 people, three guests in one car. ADE coach by the team leader. Set three transfer points along the way so that each guest can be rotated to drive to
42、experience different road conditions. City shuttle: Set urban road conditions / into the city, cars and the cities integrated. Start and stop brake in urban traffic, overall perform CC strong power output and powerful braking system Linear acceleration: Experience CC TSI + DSG strong momentum releas
43、e Note: During the test drive process, guests can open automatically frameless windows and panoramic sunroof, listen to the Tanner speakersshock effect, feeling along the landscape, people enjoy vehicles comfortable conditions,Back up,推荐酒店： 大连金石国际会议中心 Recommended Hotel: Dalian Golden Pebble Internat
44、ional Convention Center,推荐理由： 大连金石国际会议中心位于大连金石滩国家旅游度假区的西部半岛，毗邻金石高尔夫球场和游艇俱乐部，距离试驾场地较近 每间客房经过精心设计及布置，房间内视野开阔，大海、群山及高尔夫球场可一览无遗，与本次活动的调性契合。,场地选择 Venue selection,项目安排 Arrangement,Recommended reason: Golden Pebble International Conference Centre is located in Dalian Golden Pebble Beach national tourist re
45、sort on the western peninsula, adjacent to Golden Pebble golf course and yacht club, closer from launch field Each room has been designed and decorated, the room with wide vision, sea, mountains and golf causes can be see at a glance, gives an elegant, comfortable feeling, can enjoy the blossoms and
46、 the vastness of the sea surging ,fit the target customer preferences, fit the event tone.,推荐酒店：国家法官学院北京分院 Recommended Hotel: The National Judges College Beijing Branch.,推荐理由：Recommended reasons,位于雁栖湖东岸半岛之中，三面环水，群山绵亘，另有长城古迹于湖光山色中若隐若现 交通便利，距北京城区50 分钟，距首都机场约40分钟，距离投放场地较近,项目安排 Arrangement,Located in Ya
47、nxi east coast peninsula water on three sides, rolling hills, while the Great Wall among the monuments. Transport facilities, the college is 50 minutes away from Beijing town, from Beijing Capital International Airport about 40 minutes closer from launch field.,项目执行 Project executive,VIP客户接待： 针对VIP客
48、户由经销商邀约，派豪华大巴到指定经销商处接试驾嘉宾，统一前往试驾场地，如有客户自驾前往需事先沟通；试驾完毕后，VIP客户自行安排回程。 媒体记者接待： 提前确认嘉宾到达时间及方式，机场、车站大巴全天接待，嘉宾行理统一编号便于管理； 入住签到时领取返程车（机）票，活动结束后为的媒体统一安排车辆送往。,VIP guests reception VIP customers are invited by the dealers and taken by luxury bus unity to the test driving venue, if required to drive by himself
49、 should inform in advance; after test drives, VIP customers return by themselves Journalists reception To confirm guests arrival time and manner in advance, the airport, bus station all day reception, guests luggage are gotten uniform numbers for management; when guests check in receive a return vehicle (plane) tickets, after the event arrange the vehicles to send the media.,
