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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 Program2010.07.2424th July 2010l 项目背景l 项目目标l 项目策略l 项目概述l 项目安排l 媒体计划l 执行细节目 录 ContentsProject backgroundProject purposeProject strategyProject overviewProject arrangementMedia planningExecutive details项目背景 Pro
2、ject backgroundl7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。l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 a
3、ctivities around the country, so that the media and consumers can know about characteristics of CC.项目目的 Purposel广泛传播CC上市信息，提升CC北区范围的知名度l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l传播CC优雅动感的魅力设计，彰显CC与众不同的产品气质l提升一汽-大众大众品牌整体形象l支持销售，加速完成北区销量目标Spread CC listed information, established a nationwide CC awareness Locate
4、d CC as “elegant and sporty sedan“ established VW brands flagship modelSpread 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 注：本次
5、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 and
6、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 listl 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 l 对于活动地点选择务
7、必新鲜有特色For selecting activities venue must be to have fresh and distinctive l 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 l 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 l 对于试乘试驾路线安排务必体现CC的优雅动感Arrangements for the te
8、st drive route - be sure to reflect CCs elegant dynamic l 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 orderlyCC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
9、introduction 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 co
10、nfiguration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 Engine2.0TSI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
11、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。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 ou
12、tstand 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 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 se
13、nse of CCTo experience CC driving pleasure beyond the levelMulti-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“, “f
14、ourth appreciate“ These four processes of the perfect experience, to convey the meaning of elegant performance of CC cars. Clear, easy to understand. 策略详解 Strategy explanationC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 technol
15、ogy means to show unique charm of CCC 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
16、can see more enjoyable, learn more interesting. 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 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 and the windscreen realized different scene changes, bring the ultimate luxury audio-vis
