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1、1,全新BMW 7系发布会 活动执行方案,The all-new BMW 7 Series Launch Event Manual,2,活动执行指导套装包括 Event Package Contains,1. 2.,全新BMW 7系发布会指导文件 (1 DVD) - 开场欢迎短片， - 全新BMW 7系发布会活动指导 - 施工图源文件 - 平面图源文件 Event Package includes (1DVD): - Welcome trailer - The all-new BMW 7 Series Launch Manual - Production Drawing of all Cons
2、truction Items - Artwork File of 2D Layout 邮寄资料将于2008年12月19日之前抵达经销商处 Dealer will receive all the DVD materials before December 19th, 2008,目录 Index,整体活动概述 Event Overall 发布方案要点介绍 Launch Concept Options 活动方案1详情 Concept 1 活动方案2详情 Concept 2 活动方案3详情 Concept 3 活动方案4详情 Concept 4 搭建物料制作指引 Production Material
3、 Guidelines 活动流程要点 Key Event Logistic Points 活动准备时间表 Event Timeline 人员分工 Manpower Allocation 职责划分及描述,4-6 7 - 14 15 - 27 28 - 43 44 - 50 51 - 64 65 - 70 71 - 74 75 76 77 - 78,Roles and Responsibilities 3,整体活动概述 Event Overall 活动时间: 2009年01月11日 - 2009年01月22日 Event Date: Jan 11 22, 2009,活动地点: Venue:,经销商
4、展厅，或高端的俱乐部，会所， 艺术馆等等 Dealer showrooms, other outdoor premium venues, i.e. modern,and fashionable gallery or clubhouse etc. 出席人数: 60 - 90位 (包括现有及潜在客户，当地媒体，合作伙伴，大客户等) Attendance: 60 - 90 guests (customers & future prospects, selected local media, VIP partners & fleet customers.) 活动目的 : Event Objective
5、s: 将全新BMW 7系引入当地市场 To introduce The all-new BW 7 Series to local market 在目标群体中产生兴趣和感染力 To generate interests and emotional appeal among the target groups 吸引试乘试驾，促进销售 To encourage test drives and thereby support sales 提高客户忠诚度，增加再次购买的机会 To enhance customer satisfaction and increase repurchase opportun
6、ity 促进媒体广泛宣传 To generate good media coverage 活动创意： Event Concepts: 我们为经销商提供了四种活动方案，经销商可根据场地情况选取适合的方案。为取得良 好的发布效果，建议发布活动在晚上进行。 BMW provides four event concepts for your selection. Please adapt to fit your local setting. An evening program is suggested to achieve best event result. 4,5,整体活动概述,Event Ov
7、erall,概念及定位,Concept and tonality,本次活动的基本主题是“驾驭世界不断向前”,The communication concept of “Driving the World Ahead. Again.” will be the main underlying theme for the launch event.,本次发布会也要表达出BMW 7系在不同年代引领豪华车的市场潮流,The message of this launch is to show BMW 7 Series setting new standards in the premium segment
8、, through the different decades., 富有艺术美感 Aesthetic 尊贵 Exclusive 创新 Innovative, 责任感 Responsible,品牌价值,Brand Values, 文化 Culture, 创新 Innovative, 责任感 Responsible,6,7系历史介绍,The BMW 7 Series Success Story,全新BMW 7系，更高标准,With the all-new BMW 7 Series, standards have been set even higher,整体活动概述,Event Overall,1
9、952-1964 BMW 502,1977-1986 BMW E23,19942001 BMW E38,2001-2008 BMW E66,19861994 BMW E32,7,发布方案要点介绍 Launch Concept Options 方案1: 旋转舞台 Concept 1: Rotating Stage 应用弧形背板为投影屏幕，创新的旋转舞台，逐步满足来宾对新车全貌的期待 In this concept, a curved backdrop and a rotating stage are used to launch the car in an aesthetic and innov
10、ative way. 鉴于旋转舞台的尺寸，此方案仅适用于大型和中型展厅 Applicable in large and medium showrooms due to the size of rotating stage.,第一步 领导致词 第三步 旋转舞台转动,第二步 视频短片 第四步 新车亮相,8,方案1: 旋转舞台,Concept 1: Rotating Stage, 此方案主舞台展车区域约80平米（不含餐饮区，签到区和来宾就座区）,The main stage for concept 1 is 80sqm, 方案1搭建与AV费用预估：,Cost estimation of produc
11、tion and AV:,7m,6m,7m Diameter,0.5m,发布方案要点介绍,Launch Concept Options,发布方案要点介绍 Launch Concept Options 方案2: 三翻及双滑动门 Concept 2: Tri-media & Double-Sliding Doors 发布车藏于背板后，车开出后经过T型舞台, 像明星出场。当三翻变换图案后，客 人在欣赏新车同时可以三翻为背景与新车合影留念 With special smoke and lighting effect, the car is driven out onto the T-stage lik
12、e a superstar in a fashion show, and by tri-media, the motif of the stage backdrop changes completely and simultaneously. 适用任何展厅 Applicable in any showroom,第一步 滑动门1闭合 第三步 发布车驶出，滑动门2 打,开，三翻切换画面，大屏幕继续播 放短片至结束 9,第二步 滑动门1打开 第四步 新车亮相,7m,5m,4m,发布方案要点介绍 Launch Concept Options 方案2: 三翻及双滑动门 Concept 2: Tri-me
13、dia & Double-Sliding Doors 此方案主舞台展车区域约90平米（不含餐饮区，签到区和来宾就座区） The main stage for concept 2 is 90sqm 2m 1.5m,1.5m 方案2搭建与AV费用预估 ： Cost estimation of production and AV: 10,6m,发布方案要点介绍 Launch Concept Options 方案3: 滑动门 Concept 3: Sliding Door 发布车藏于背板后，车开出后经过T型舞台像明星出场 With special smoke and lighting effect,
14、the car is driven out onto the T-stage like a superstar in a fashion show 适用任何展厅 Applicable in any showroom,第一步 滑动门闭合,第三步 新车亮相，滑动门关闭， 大屏幕继续播放短片至结束 11,第二步 滑动门打开,7m,5m,4m,发布方案要点介绍 Launch Concept Options 方案3: 滑动门 Concept 3: Sliding Door 此方案主舞台展车区域约90平米（不含餐饮区，签到区和来宾就座区） The main stage for concept 2 is 9
15、0sqm 2m 1.5m,1.5m 方案3搭建与AV费用预估 ： Cost estimation of production and AV: 12,6m,发布方案要点介绍 Launch Concept Options 方案4: White Room Concept 4: White Room 揭开双层神秘面纱，环境高雅，独一无二 To set up a white room in the 4S to and launch the car in an exclusive and elegant way. 适用任何展厅 Applicable in any showroom,第三步 新车亮相 13,
16、第一步 领导讲话,第二步 视频短片, 方案4搭建与AV费用预估： Cost estimation of production and AV: 14,7m,发布方案要点介绍 Launch Concept Options 方案4: White Room Concept 4: White Room 此方案主舞台展车区域约50平米 （不含餐饮区，签到区和来宾就座区） The main stage for concept 4 is 50sqm 7m,6m,15,活动方案1详情 Concept 1,内容,Agenda, 发布时刻描述,Launch Sequence Description, 活动流程,Rundown, 活动流程各步骤细节指导,Cue Sheet 技术要点,Technical Points, 实施说明,Implementation, 活动物品核对清单,Checklist,16,活动方案1详情 Concept 1,发布时刻描述,Launch Sequence
