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1、,提报客户： 提报单位： 提报时间：,东风雪铁龙活力车手选拔赛策划方案 Vitality on me-Dongfeng Citron 2008 Vital Driver Contest,2,目录 Contents,3,活动基本信息 Basic Info,中国汽车运动联合会 Federation of Automobile Sports of The Peoples Republic of China(FASC) 东风雪铁龙 Dongfeng Citron,新浪网 S,以东风雪铁龙世嘉为比赛使用车，进行赛车选手和赛车宝贝的选拔活动。 C-Quatre is designated as servi
2、ce car for racing and racing girl selection.,活动主题 Theme,主办方 Sponsors,活动官网合作 Official Partner,活动内容简介 Briefing,4,活动目标,品牌,产品,销售,品牌：围绕“创享生活”全年推广主题，向受众传递品牌“时尚”、“活力”的核心价值。 产品：将世嘉作为赛事用车，提高东风雪铁龙08年战略车型世嘉的曝光度，传递世嘉和谐大气、动感灵性、品质卓越的高科技都市用车的定位。 销售：通过一系列围绕终端的互动活动，提升品牌接触度及潜在用户到店率，提升销售线索量。,5,Purpose,Brand,Product,Sa
3、les,Brand: Promote “trendy and dynamic” core value of Dongfeng Citron brand under communication theme of the year that is “innovation, enjoyment of life”. Product: Put C-Quatre into racing car use, exposing it more to the public and communicating its excellent nature, high-tech applications, and mar
4、ket orientation of urban travelling. Sales: Centering on terminal interaction, trying to attract more perspective customers to show rooms and get them more involved with Dongfeng Citron products.,6,活动效果预估,7,Effect Evaluation,8,ROI,投入产出比分析 Analysis,整体ROI匡算 ROI Calculate,RMB,RMB 84672000,RMB 272000,Ad
5、 value,News value,Program input,Total input,Total revenue,9,活动整体规划,赛事行程,公关传播,广告配合,赛事信息告知,7月,9月,10月,11月,启动仪式,勒布中国行,终端活动,报名阶段,选拔阶段,后续推广阶段,配合线下报名,8月,7.28,10.18,8.17,12月,总决赛,50进30,30进10,10进3,活力宝贝评选,赛事花絮报道 参赛选手证言传播 明星及选手传闻公关传播 世嘉产品优势传播 品牌特性传播,赛事成绩传播 参赛选手证言传播 勒布中国行传播 世嘉产品优势传播 品牌特性传播 竞品对标及市场盘点传播,产品展示、收集线索量
6、、促销,成果展示、促销,赛事信息告知 网络报名入口连接,区域总决赛及全国总决赛信息告知 网络入口连接,电视专题栏目录制及播出,10,General Planning,C Contest schedule,PR Communication,Ad support,Contest update,7月 Jul.,9月 Sep.,10月 Oct.,11月 Nov.,Launch ceremony,Leobs China tour,Terminal activity,Registration,Selection,Follow-up promotion,Support off-line registrati
7、on,8月 Aug.,7.28,10.18,8.17,12月 Dec.,Final,30/50,10/30,3/10,Racing girls selection,Contest highlights Contestant testimony News about celebrities and players C-Quatres advantages Brand characteristics,Contest results Contestant testimony Leobs China tour C-Quatres advantages Brand characteristics Com
8、parison with rival products and market analysis,Product display, collect useful info, promotion,Showcase achievements, promotion,Contest update Online registration link,Regional and national finals update Internet link,11,目录 Contents,12,赛程整体规划,根据东风雪铁龙大区划分将全国划为6大赛区，每个赛区的赛事举办地为一个指定的重点销售城市。,报名同时完成网上答题,
9、宣布进50人员名单,30进10赛,50进30赛,10进3赛,全国总决赛,勒布来中国,13,Race Schedule,Six divisions are drawn according to Dongfeng Citron;s sales regions, competition sites in each division represents a key sales city.,Register and completed the test online,Publish the final 50 people list,10/30,30/50,3/10,National final,Leo
10、bs China tour,1、活动主题：2008 活力由我东风雪铁龙活力车手选拔赛启动仪式 2、活动时间：7月28日 3、活动地点：媒体试乘试驾城市 4、参与人群：中汽联领导、东风雪铁龙领导、各大区经销商、媒体 5、活动内容：借助世嘉新车媒体和经销商试乘试驾的时机，宣布启动活力车手选拔赛活动。,赛事行程启动仪式 Race Schedule-Launch Ceremony,14,启动仪式,1. Theme: 2008 Vitality On Me-Dongfeng Citron Vital Driver Contest Launch Ceremony 2. Time: Jul.28 3. Ve
11、nue: cities holding media test drive 4. Participants: FASC, Dongfeng Citron leaders, regional dealers, media,5. Content: take advantage of C-Quatre test drive to kick off the contest of vital driver,Launch Ceremony,1、报名途径：全国六大赛区报名活动同时展开，可通过网络报名（新浪官网）或到当地各4S店报名参加此次活动，到4S店报名可获得精美礼品 ； 2、报名条件：18-40岁拥有中华
12、人民共和国驾照的公民均可参加（持专业赛车执照者除外）； 3、初选方式： 报名者完成网络答卷，答卷计算分数；线上设置“活力车手”游戏，报名者参与游戏过关，答卷成绩与游戏成绩综合决定晋级资格，最终各城市选择50人参与区域初赛。,网络专区设置线上“活力车手”游戏，以游戏的形式更加吸引人员参与。,亮点,赛事行程报名阶段 Race Schedule-Registration,15,全国报名,1. How to register: S or see your local 4S stores 2. Registration qualification: 18-40 year-old, must have C
13、hinese drivers license (people with racing car license excluded) 3. Approach: qualification is decided by both online test and game results. 50 will be selected from each city.,Vital driver online game is attractive and appealing to people,Highlight,National registration,活力车手选拔原则： A：初赛阶段进行常规驾驶技能考核，要
14、求选手具备良好驾驶技能， B：现场安排5辆世嘉，50名选手分为5组进行比赛，通过单边桥、曲线行驶、绕桩初级比赛进行考核； C：对选手的整体素质考核，选手的驾驶成绩与整体素质的综合成绩作为晋级标准，50名选手晋级30名。,赛事行程区域初赛 Race Schedule- Regional First Round,16,区域初赛 50进30,Vital driver selection criteria: A: Basic driving skills will be tested in qualification B: 50 players group in 5, they are going t
15、o pass the first round test by driving C-Quatre C: Give overall ability test to players, combine this result and driving performance, 30 out of 50 players are selected,First round 30/50,1、选拔原则： A：复赛要求选手驾驶技巧，环节设置较初赛更体现水准； B：现场安排5辆世嘉，30名选手分为5组进行技能测试（跟趾减档动作，左脚刹车动作等），高速过弯，甩尾停车； C：选手展示个人才艺，充分体现其“活力”的特点；
16、D：选手的驾驶成绩与才艺展示综合成绩作为晋级的标准，30名选手晋级10名； 2、亮点设置：每个城市的选拔赛现场邀请3位明星作为评委，评委对选手的个人才艺打分。,亮点,3位明星构成：2名娱乐明星+1名东风雪铁龙车队车手； 邀请具有活力、运动感的娱乐明星到场，吸引大众关注同时利于媒体传播；东风雪铁龙车队车手到场展示车技，为活动扩大宣传。,赛事行程区域复赛 Race ScheduleRegional Second Round,17,区域复赛 30进10,1. Selection criteria: A: Regional second round contest requires driving t
17、echniques B: 30 players are divided into 5 groups to test including gear down, left-foot braking, high-speed turning, drift stop and ground racing C: Players show their special talents; D: Driving performance and special talents show together as standard, 10 out of 30 will be qualified for next run 2. Highlight: 3 stars are invited to play judge role during contest.,
