1、“尊享卓越”2011奥迪新A8L中南小区试驾品鉴会活动策划案“Enjoy Excellence”- 2011Audi New A8LCentral and South Area Test Drive Appreciation GAAC 17.03.2011,活动背景：全新A8L深度品鉴,全新奥迪A8L是奥迪新一代旗舰，是奥迪目前在设计与科技方面最顶尖的艺术之作。全新奥迪A8L融入时尚新设计及高端科技的豪华轿车，集合完美的动力配备、优越的驾乘舒适感及独一无二的设计，从新定义D级豪华车的标准。全新A8L将肩负提升奥迪在中国的尊贵品牌形象和提升奥迪在D级轿车市场领域的市场份额的重大使命。,Activ
2、ity Background:New A8L deeply appreciation,New Audi A8L is the flagship of Audi, and the top product of art in design and technology. New Audi A8L is the deluxe car with new design and top technology, and combines perfect force, advantaged driver and passenger comfortable feeling and outstanding des
3、ign, which has redefined the standard of Class D deluxe car. New A8L will undertake the mission of Audi in China for improving the noble brand image and the market share of Class D car market.,目录Contents,整体策略General strategy活动概述Activity brief活动运营Activity operation媒体邀约Media invitation活动管理Activity man
4、agement项目预算Project budget,目录Contents,整体策略General strategy活动概述Activity brief活动运营Activity operation媒体邀约Media invitation活动管理Activity management项目预算Project budget,整体策略：思考1：解读奥迪新A8L,设计动感的外形设计 雕塑般的轮廓 连续的特征线条 带有独一无二设计的LED大灯 独特的奥迪内饰设计风格,舒适性 空间宽阔大气，舒适感极佳并配备便捷性装备 完美手工打造的精致内饰 对后排的倾力包装(例如后座娱乐系统，豪华躺椅等) 丰富的驾驶员辅助系
5、统（例如带 Stop & Go 功能的自适应巡航系统),驾驶体验具备竞争优势的驾驶特性 奥迪驾驶模式选项，含主动可调空气悬架 动态转向 带运动差速器的全时四驱,定位阐述：为进取的商界领袖提供的、兼备创新与豪华的全新一代豪华轿车。,目标群轮廓：当今的“商务精英”：年轻有为，思维开放，依旧在乎权力地位。,General strategyThought 1: Explain Audi new A8L,Design Dynamic appearance design Sculpture contour Continuous lines LED headlamp with unique design U
6、nique Audi upholstery design style,Comfortable Wide and grand space, comfortable feeling and convenient equipments Perfect manually made elaborate upholstery Outstanding decoration for the rear seats (for example: rear seat entertainment system, deluxe chaise longue)Diversified driver assistant syst
7、em (for example: adaptive cruise system with Stop & Go function),Drive experienceDrive properties with competitive advantages Audi drive mode options, including initiative adjustable air suspension Dynamic steering Full-time 4WD with sport differential,Orientation explanation: The new generation del
8、uxe car for aggressive business leaders with innovative and deluxe nature.,Targeted clients: Current “business elites”: young, successful, open minded, care about power and status.,整体策略：思考2：新A8L在中南小区面对的挑战,历经前三代车型的发展，奥迪A8已经在豪华车领域获得了一定地位，但总体数量距离同级别的奔驰S级和宝马7系仍然有不小差距。高端消费圈子里，奥迪的影响力不如竞争品牌那样底气十足 。A8L外观与A6
9、L的外观相近，奥迪的公务车形象深入人心，在一定程度上阻碍了A8L在高端豪车市场的发展，奥迪在中国的品牌形象和新A8L在D级轿车市场的尊贵形象有待提升。 在高端消费群体中，品牌认知度不足；目标群体变更，经销商集客能力不够。,新A8L在中南小区的市场需求：迅速提高在高端消费群体中的知名度凸显尊贵感，彰显A8L高端汽车领域鲜明优势承载总部上市热度，扩大产品影响面，为区域的销售打下基础,General strategy Thought 2: Challenges for new A8L in central and south community,After the development previ
10、ous 3 generations products, Audi A8 has obtained certain status in the field of deluxe car, but theres still certain gap between A8 and S class BENZ and BMW 7 series. In the top consuming circle, the force of Audi follows the competitive brands. The appearance of A8L is similar as that of A6L, the i
11、mage of Audi as government car is deeply rooted in the heart of people, which has prevented the development of A8L in the top and deluxe car market, the brand image of Audi in China and the noble image of new A8L in Class D car market are still to be improved. In top consumers, A8 has inadequate bra
12、nd recognition; targeted clients are changing, distributors have inadequate ability in collecting guests.,Market demands of new A8L in central and south community: Quickly improve the awareness in top consumers Highlight the noble feeling and the bright advantages of A8L in top car field Extend the
13、launch activity of headquarter, expand the force of the product and set foundation for sales in local,根据中南部区市场和客户特点针对A8L设计的区域层面的投放，延续上市声势，传播全新奥迪A8L区域上市的声音。,整体策略投放目的,以新中南小区投放延续及深化上市市场声音，提升奥迪品牌及新的认知度，促进新销售。,延续上市高潮，制造区域声音。,邀请区域内的目标客户群体参加，使投放活动接触潜在客户群体，深度传播奥迪A8L的尊贵地位和核心信息，为销售打基础。,加强与潜在客户沟通，促进销售。,提高奥迪品牌的
14、知名度和影响力，提升新A8L上市的影响力和认知度，吸引当地媒体和目标消费群体对新A8L的关注。,提升品牌地位，提高新认知度。,According to the features of central and south area market and clients, launch for the properties of A8L design, extend the launch force, propagandize the voice of new Audi A8L in local.,General strategy launch purpose,Extend and deepen
15、the launch voice through the launch of new A8L in central and south community, improve the recognition of Audi brand and new A8L, promote the sales of new A8L.,Extend the launch climax, produce the area voice.,Invite targeted clients to attend, promote the launch activity to contact potential client
16、s, deeply propagandize the noble status and core information o f Audi A8L, and set foundation for sales.,Strengthen the communication with potential clients, promote sales.,Improve Audi brand awareness and force, improve the new A8L launch force and recognition, attract local media and target consum
17、ers to new A8L.,Improve the brand status, improve new A8L recognition.,活动策略,锁定目标群体 精准宣传平台 提升品牌形象、销量,集结群体：通过与高端媒体、团体合作，集结目标群体；借助高端消费群体平台，促成奥迪A8L与目标群体之间立体的深度交流。尊贵体验：享受至尊无尚的待遇，培养目标受众心目中对奥迪品牌用户的优越感；展现奥迪新A8L鲜明个性及高端科技的豪华感，体验奥迪A8L动感与高贵结合的美感；借助当地进取人士的影响力，扩大品牌在目标群体内的美誉度；驾乘体验：精心设计试驾项目，彰显新A8L带来的驾乘舒适感，感受奥迪新A8L无
18、微不至的高端设置及奥迪之瑰丽魅力；,Activity strategy,Lock targeted clients precisely propagandize platform improve the brand image, sales volume,Collect clients: Cooperate with top media and groups for collecting targeted clients; With the top consumers platform, promote the deep communion between Audi A8L and targe
19、ted clients. Noble experienceEnjoy noble treatment, cultivate the advantaged feeling of targeted clients to Audi brand users; Show the bright personality and top technology of Audi new A8L, experience Audi A8L dynamic and noble aesthetics; With the force of local aggressive gentries, expand the repu
20、tation of the brand in targeted clients; Test drive experienceCarefully design test drive, highlight the comfortable feeling of driving new A8L, realize the top settings and charm of Audi new A8Lm;,目录Contents,整体策略General strategy活动概述Activity brief活动运营Activity operation媒体邀约Media invitation活动管理Activit
21、y management项目预算Project budget,活动概述,活动主题,“尊享卓越”2011年全新奥迪A8L品鉴会,投放时间,郑州： 4月29、30、5月1日合肥5月6、7、8日；,投放地点,郑州、合肥,各站参与对象,约160人区域主流媒体 8人区域主流媒体（周边城市） 4人媒体邀约（名人明星 商业精英） 11人经销商邀约（卓越客户） 45人经销商邀约（周边城市卓越客户） 15人经销商 8人经销商（周边城市） 4人本地试驾客户 80人,Activity brief,Activity Theme,“尊享卓越” 2011 new Audi A8L appreciation confere
22、nce,Launch Time,Zhengzhou ： April 29-30, May 1 Hefei： May 6, 7, 8 ；,Launch site,Zhengzhou, Hefei,Attendants of different stations,About 160 persons Area major media 8 personsArea major media （Cities surrounding） 4 personsMedia invitation (celebrity stars business elites) 11 personsDistributors invit
23、ation (outstanding clients) 45 personsDistributors invitation（Top clients in surrounding cities ） 15 personsDistributors 8 personsDistributors（Cities surrounding） 4 personsLocal test drive clients 80 persons,活动概述整体日程安排,第一天18:00 到达品鉴会现场 19:00 奥迪A8L品鉴会、接待晚宴21:30 活动结束，入住酒店第二天 （品鉴会嘉宾专场）09:30 科目培训09:30 A
24、组 场地培训+B组趣味、专业试驾体验11:30 午餐13:30 B组 场地培训+A组趣味、专业试驾体验17:00 活动结束第三天 （本地嘉宾专场）10：00 科目培训10：30 A组 场地培训+B组趣味、专业试驾体验 12：00 午餐13：30 B组 场地培训+A组趣味、专业试驾体验15：00 活动结束,Activity briefGeneral agenda,Day 1 18: 00 Reach the appreciation conference site 19: 00 Audi A8L appraisal conference, reception dinner21: 30 Activ
25、ity end, Check-in hotel Day 2 (Appreciation conference guests special)09: 30 Items training 09: 30 Team A site training +team B interesting, professional test drive experience 11: 30 Lunch 13:30 Team B site training +team A interesting, professional test drive experience17:00 Activity endDay 3 (Loca
26、l guests)10：00 Items training10：30 Team A site training +team B interesting, professional test drive experience 12：00 Lunch13：30 eam B site training +team A interesting, professional test drive experience15：00 Activity end,全力打造一个精英汇聚的品鉴会,星光璀璨：与媒体联动，聚集各行精英,极致视觉：营造震撼视听享受的新车亮相仪式,体验完美： 全方位试驾A8L ，体验奥迪奢华,
27、共享高雅：借助品尝高档红酒，彰显尊贵并创造交流平台,活动概述品鉴会创意亮点,Powerfully develop the appreciation conference with elites,Shining stars: Cooperate with media, gather elites of different industries,Extreme vision: Create astonished audio-video enjoyment for the new car launch ceremony,Experience perfection: Complete test dri
28、ve A8L, experience the luxury of Audi,Share elegance: Enjoy high grade red wine, highlight noble and create communion platform,Activity briefAppreciation conference highlights,活动概述主要活动内容：,尊享卓越2011年全新奥迪A8L品鉴会,餐前酒会,新车品鉴,试驾体验,嘉宾签到 德式茶歇品尝 客户沟通 试驾预约,领导致辞 艺术表演 新车亮相 新车深度品鉴 晚宴,试驾培训 静态体验 趣味试驾 专业试驾,Activity b
29、riefMain activity contents:,Enjoy the exploration - 2011 new Audi A8L appreciation conference,Preprandial cocktail,New car appreciation,Test drive experience,Guests registrationGermany style tea break Communicate with clientsTest drive reservation,Leader gives speechArtistic performance New car laun
30、ch New car deeply appreciation Dinner,Test drive trainingStatic experienceInteresting test drive Professional test drive,与媒体联动，聚集精英,活动概述品鉴会创意亮点简析,通过与新安晚报（合肥）和郑州晚报、大河报（郑州）等媒体合作，邀约当地高端消费群体参与上市品鉴会，让上市品鉴会如同高端人士的聚会Party，彰显新A8L尊贵地位。,借力媒体,1-针对特定的目标群体进行个性化、精确化的邀约。,2-借助品鉴会活动平台，聚集潜在消费群体，促成品牌与目标受众之间立体的深度交流。,3-
31、借助商界名人的影响力，扩大品牌在圈层内的美誉度与偏好度。,聚集精英,深度交流,名人效应,Cooperate with media, gather elites,Activity briefAppreciation conference highlights,Cooperate with “Xinan Evening News ” (Hefei)and “Zhengzhou Evening News ”, “Dahe Daily ” (Zhengzhou), invite local top consumers to attend the launch appreciation conferen
32、ce, promote the launch appreciation conference as the top gentries Party, highlight new A8L noble status.,With the force of media,1- Present personalized and precise invitation for targeted clients.,2- With the conference activity platform, gather potential consumers, promote the deep communication
33、between the brand and target clients.,3- With the force of business celebrity, expand the awareness and favorite of brand in the circle.,Gather elites,Deep communion,Celebrity effect,餐前酒会：,活动概述品鉴会创意亮点简析,倾听美妙的欧式音乐，品尝来自德国高级红酒及小吃，享受着奥迪带来至始至终全程的尊崇体验。餐洒酒会营造了一个与志同道合的朋友相聚畅谈的机会，为来宾和经销商之间创造了良好的交流平台。让到场来宾都深入体
34、验到奥迪的尊贵服务。,Preprandial cocktail:,Activity briefAppreciation conference highlights,Enjoy wonderful European music and Germany high grade red wine and refreshments, enjoy the noble experience brought by Audi.Create a party and communication opportunity for friends and create the communication platform
35、 for guests and distributors. Let attendants deeply experience the noble service of Audi.,跨界营销的结合：,活动概述品鉴会创意亮点简析,秀台启动仪式。A8L品鉴会现场将开展秀台的启动仪式。通过高雅尊贵的奥迪、进取卓越的A8L、尊贵奢华的秀台，强强联合，引领新的时尚潮流。,Combine cross-area marketing:,Activity briefAppreciation conference highlights,Show Time start ceremony. A8L Appreciati
36、on site will promote the start ceremony of Show Time. Through elegant and noble Audi, excellent A8L and deluxe Show Time, cooperate with the strong and lead the new fashion.,高科技的应用：,活动概述品鉴会创意亮点简析,光画技术的演绎。光画是使用光来绘画的现场表演，在黑暗的环境中，画家用手上的光笔在画幕上描绘出梦幻般的唯美画面。画幕上的光会停留在板上显现一段时间，然后慢慢消逝。正因为会消失，所以人们会尝试着努力的记住它，才用
37、永远的留在心灵记忆中。光画画风大气盎然，神韵十足。与奥迪品牌所传递的高雅尊贵相吻合。,Application of high technology,Activity briefAppreciation conference highlights,Light painting technology. Light painting is the site performance to paint with light, in the dark environment, the painter draws the beautiful picture on the curtain with light
38、 pencil, the light on the curtain will keep on the curtain for a period, and then disappear slowly, therefore, people try to remember it since it will disappear with deep impression. The light painting is grand and vivid, and matches the elegance and noble passed by Audi brand.,高科技的应用：,活动概述品鉴会创意亮点简析
39、,水幕投影技术。水幕投影是将激光器发出的激光束射在水幕喷头喷出的水膜上，形成斑斓夺目的奇异效果.。当观众在观摩时，水幕与现实世界融为一体，当画面出入时，好似事物腾起飞向天空或自天而降，产生一种虚无缥缈和梦幻的感觉，令人神往。具体强烈的科技感，与奥迪A8L进取卓越的品牌理念相呼应。,Application of high technology,Activity briefAppreciation conference highlights,Water curtain projection technology. Water curtain projection means to spray th
40、e laser on the water film to form the splendid and wonderful effect. Water curtain integrates into the actual world when attendants are enjoying, when the picture moves, it looks like that the picture flies to the sky or drops from the sky, thus generating the dreamy feeling. The specific and intens
41、ive technical feeling echoes the striving and excellent brand thought of Audi A8L.,新车亮相（郑州站）：,活动概述品鉴会创意亮点简析,光绘艺术家在舞台画出新A8L亮丽的LED车头灯的效果,LED车头灯的效果画， A8L 驶出水幕区，A8L出现于嘉宾面前,渐明渐暗的舞台上，光绘艺术大师伴随着轻快地音乐，在舞台中央幕布上画出新A8L标志性的LED车头灯效果图案，幕布腾然升起，舞台上留下新A8L，优雅闪着LED车灯，尊贵的展现在来宾面前。,New car launch (Zhengzhou),Activity brie
42、fAppreciation conference highlights,Effect of photoplotting artist drawing the LED head lamp of new A8L on the stage,Effect of LED head lamp, A8L drives out of the water curtain area, A8L appears in front of the guests,On the misty stage, photoplotting artist draw the LED head lamp of new A8L symbol
43、ic on the curtain in the middle of the stage, curtain rises, the new A8L keeps on the stage with the LED lamp flashing, and show in front of the guests with a noble image.,新车亮相（合肥站）：,活动概述品鉴会创意亮点简析,新A8L在舞台水幕区域驶出，开启标志性的LED车头灯，彰显独特魅力,渐明渐暗的舞台上，新A8L伴随着轻快地音乐，在舞台中央水幕区驶出开启新A8L标志性的LED车头灯亮相，舞台上留下新A8L，优雅闪着LED车
44、灯，尊贵的展现在来宾面前。,New car launch (Hefei),Activity briefAppreciation conference highlights,New A8L drives out from the water curtain area on the stage, light on the symbolic LED head lamp, highlight the unique attraction,On the misty stage, new A8L drives onto the stage from the water curtain area in the
45、 middle of stage with cozy music, and new A8L launches with the symbolic LED headlamp lighting ,the new A8L keeps on the stage with the LED lamp flashing, and show in front of the guests with a noble image.,A8L试驾：体验奥迪奢华,活动概述品鉴会创意亮点简析,精心设计试驾项目，让嘉宾感受奥迪新A8L无微不至的高端设置及奥迪之尊贵魅力部分试驾项目详细解析 静态体验区-新A8L性能配置讲解展现
46、，舒适气派的座舱氛围及高端客制化配置。MMI后座娱乐系统体验区-以较缓慢的车速让嘉宾在车上充分体验MMI系统，尤其是在后排试乘的嘉宾，将充分体验后座娱乐系统。 奥迪预防式整体安全系统体验区-以充气假人作为道具，嘉宾驾驶新A8L体验，当雷达捕捉到危险信号后，车辆自动报警并刹停，让嘉宾体验先进科技带来的安全防护。 专业试驾区-体验新A8L quattro、运动差速器、轻量化车身带来的灵活操控性、平稳车身。 夜视系统体验区-全封闭篷房，将光线减到最低模拟夜间效果，并设计一定弯曲的行驶道路，让嘉宾真实体验新A8L夜视系统。,A8L test drive, experience Audi luxurio
47、us,Activity briefAppreciation conference highlights,Carefully design test drive project, make guests feel the considerate and top settings of Audi new A8L and the noble charm of Audi Detailed introduction on the test drive project Static experience area - Introduce new A8L performance configuration,
48、 the comfortable and grand atmosphere and top customized configuration. MMIrear seat entertainment system experience area - let guests experience the MMI system with low speed drive, particularly for the guests in the rear seats who will completely experience the entertainment system of the rear sea
49、t. Audi preventive general security system experience area - take aerated puppet as properties, guests drive new A8L, when radar grasps the dangerous signal, the car will automatically alarm and brake, guests may experience the safety brought from advanced technology. Professional test drive area -
50、experience the flexible control and stable performance of new A8L with quattro, sport differential, light body. Night viewing system experience area - Fully closed tent room, drop the light to lowest for simulating the night effect, and design certain bending road to make guests really experience the night viewing system of new A8L.,
