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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。,A
2、ctivity 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 outstandin
3、g design, 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Activit
4、y management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统
5、（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 strategy Thought 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 sys
7、tem (for example: adaptive cruise system with Stop & Go function),Drive experience Drive 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 d
8、eluxe 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
9、观与A6L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 developmen
10、t previous 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
11、, the image 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 inadequ
12、ate brand 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 Exte
13、nd the 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。
14、,提高奥迪品牌的知名度和影响力，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
15、 deepen 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 potentia
16、l clients, 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 targe
17、t consumers 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无微不至的高端设置及奥迪之瑰丽魅力；,
