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1、东风雪铁龙 | 文件名称 | 9/9/2018 | PAGE 1,东风雪铁龙C5五感品鉴会方案 Plan of Dongfeng Citron C5 5-Sense,2010年/08月/26日 August 26, 2010,目录 Agenda,C5五感品鉴会 活动策划概述 Brief 五感品鉴 Design五感试驾Test Drive法国红酒品鉴/高尔夫体验 French Wine/Golf项目实施安排 Preparation 预算 Budget,东风雪铁龙 东风雪铁龙C5五感品鉴会方案09/09/2018 | PAGE 2,概述 Brief,活动目的：,东风雪铁龙C5五感品鉴会 Dongf
2、eng Citron C5 5-Sense Discovery Party,活动主题：,东风雪铁龙：C5 H级和A级客户Main source: registered prospects, invited by local dealers部分重点城市将组织媒体专场Others: national/provincial media, invited by PR agency,参与对象：,2010.09-10,活动时间：,活动概要,传递东风雪铁龙品牌高端价值 A value brand 传递C5对应五感动态舒适卖点 Dynamic comfort “金九银十”促进终端销售 Promotion,东风
3、雪铁龙 东风雪铁龙C5五感品鉴会方案09/09/2018 | PAGE 4,活动执行安排：Agenda,东风雪铁龙 东风雪铁龙C5五感品鉴会方案09/09/2018 | PAGE 5,五感品鉴创意理念,新创意概念,新表现手法,将“法国感性印象”和“C5理性诉求”在同一画面当中进行强关联，势必遭遇顾此失彼、牵强附会的矛盾，因此，需要另辟表现途径。,借助风情馆展览概念，将“感性印象”和“理性诉求”隔离成“背景”和“前景”让“感性”包围“理性”、“理性“关联”感性“。,新设计突破,感性印象（背景）以投影方式呈现，理性诉求（前景）以展板和展柜方式呈现。,Creative Ideas,New Idea,
4、New Presentation,“French impressions” coalesced with “C5s rational appeal” in a same picture will lead to confusion, thus a new way is needed.,“Emotional impressions” and “rational appeal” correspond to the background and foreground respectively, linked and interacting,New Design,Emotional impressio
5、ns (background) will be presented via projection, while rational appeal (foreground) will be presented via exhibit boards and cases.,五感品鉴表现手法,感性 关联,理性 关联,法国 风情馆,通过Slide投影手段，以较慢速度播出法式时尚图片、经典法国风景、C5时尚线条，区，分为五个感官主题，环场酿成浓郁法国印象。,以展板和展示柜具体展示C5商品技术特点，同时搭配呼应各自主题的法国物件和关联文案，体现承传法国造车技术的理性诉求。,Presentation,Emoti
6、onal appeal,Rational appeal,French pavilion,Slides of pictures of French fashion and scenery and lines of C5 projected slowly onto different screens appealing to the 5 senses, building an atmosphere saturated with French impressions.,C5s features are highlighted by exhibit boards and cases, which, a
7、ccompanied by related objects and text, shows the rational appeal of French auto manufacturing technologies.,东风雪铁龙 | C5品鉴试驾会现场创意方案 | 09/09/2018 | PAGE 10,赏,埃菲尔铁塔 国家大剧院 世博法国馆,VS,大气、优雅的车型外观 黄金比例腰线 仪表盘,静谧的舒适空间 畅听悦耳的音乐,听,VS,5IS静音系统 音响系统,触,VS,工程感的底图 说明材质触感 和 底盘及减震系统,无缝工程技术 航空真皮座椅 FML减震韧性多连杆后悬挂 WRC冠军底盘调校,
8、闻,VS,世博法国馆香水 薰衣草 香水试纸,符合欧洲标准的环保材料 活性炭过滤的自动空调 Air dream 车外空气智能检测功能,品,VS,红酒 法国大餐（餐具） 法国优秀设计产品 乳酪、巧克力,九代安全 全球五星 动态舒适驾驭,五感品鉴信息解析,东风雪铁龙 | C5品鉴试驾会现场创意方案 | 09/09/2018 | PAGE 11,Vision,Eiffel Tower National Center for the Performing Arts French Pavilion at Shanghai Expo,VS,Magnificent, elegant style Waistli
9、ne in line with golden ratio Dashboard,Tranquil space Delightful music,Hearing,VS,5IS quiet system Audio system,Touch,VS,Base map illustrating materials with fine texture, good chassis and shock-absorbing system,HPI seamless technology Aeronautical leather seats FML shock-absorbing tough multi-link
10、rear suspension WRC champion-level chassis adjustment,Smell,VS,Perfume for French Pavilion at Shanghai Expo Lavender Perfume test paper,Green materials meeting European standards Automatic air-conditioning with carbon filter Air dream Intelligent outside air monitoring system,Taste,VS,Red wine Frenc
11、h cuisine (tableware) Outstanding French design Cheese and chocolate,Worldwide 5-star for 9th generation safety Dynamic comfort,Messages,1、赏 VISION 对美好的追求 The Pursuit of Good Things 2、听 HEAR 对恬静的向往 Longing for a Quiet Life Style 3、触 TOUCH 对舒适的求索 Quest of Cozy 4、闻 SMELL 对自然的热爱 Love of Nature 5、品 TAST
12、E 对历史的沉淀 Historical Heritage,五感品鉴信息解析,活动整体流程 Event Rundown,东风雪铁龙 东风雪铁龙C5五感品鉴会方案09/09/2018 | PAGE 13,五感品鉴 5-Sense Discovery,五感品鉴：会场平面图5-Sense Appreciation: Venue Layout,平面图,视觉区（赏） 五感品鉴时此投影 为主投影,触觉区（触）,听觉区（听）,味觉区（品） 红酒品鉴时此投影 为主投影,嗅觉区（闻）,取餐台,形象墙,以北京798 D.PARK为例, 整个活动空间为16米宽，23米长。 五感概念分五个区域逐一有针对性地展示。做到相
13、关概念与产品卖点一一对应。,五感品鉴：五感主题 Key Visual,等离子电视播放五感品鉴主题VCR短片 片长3分钟，在现场循环播放,入口处的，起到展览中导言的作用，让大家在进门之前，就对活动的来由、概念、目的有个粗浅的认识。,五感品鉴：五感主题 Key Visual,The New Genteel 5-sense Appreciation of Dongfeng Citron C5 During the 5-sense Appreciation of Dongfeng Citron C5, we promise you terrific visual, hearing, touching,
14、 smelling and tasting experiences in the fantastic French Pavilion, through art, culture, technology and nature. Immersed in the beautiful scene of France, the hometown of Citron, you will sure have a wonderful time here.,1、赏 VISION 对美好的追求 The Pursuit of Good Things艺术的动力源于人类对美好事物的追求，就像C5一样，处处体现艺术的大雅
15、和精细之美。 The power of art comes from the pursuit of good things, like C5, which exudes elegance and refinement.,五感品鉴：赏 5-Sense Appreciation: Vision 以视觉为主的参观 Visual experience,赏,以蒙太奇的艺术更迭诠释法国情调。布质感的投影介质、肌理感壁纸饰面的挂画立柱、油画布的唯美画面与烤漆、玻璃的艺术品精致展柜所有的形体简约而低调，只在细节处彰显品质。 The French style is perfectly construed by
16、the montage. The projection screen with fabric textures, the pillars covered with wallpaper, the aesthetic paintings, and the fine arts in the showcases, though simple and low-key, all demonstrate premium quality in details.,“赏”区全景,赏,赏的区域感性展示旨在从出处、量级上达到顶尖水准，以匹配经典的设计理念。 The emotional scene of the Vision zone are of top class to deserve the classic design concept of C5. 在此选用的是罗丹的雕塑。We select Rodins sculptures. （桌上摆设物需要更新）,
