奧迪A1主題活動(dòng)方案

A1GagaShowtoYou——深圳錦龍奧迪A1主題活動(dòng)

A1GagaShowtoYou-ShenzhenKamlungAudiA1Event深圳錦龍2011年11月

ShenzhenKamlung,November2011目錄

Contents

背景分析

Background用戶及產(chǎn)品特征分析Customer&product

analysis活動(dòng)概況

Generalsituation活動(dòng)亮點(diǎn)

Eventhighlight活動(dòng)主體流程

Rundown媒體投放

MediaPropaganda工作安排

Jobschedule活動(dòng)預(yù)算

Budget備份參考資料

Backupmaterials2011年10月9日，奧迪A1正式在中國市場(chǎng)上市，售價(jià)22.48萬元至28.98萬元，奧迪A1的設(shè)計(jì)充分體現(xiàn)了奧迪品牌全球領(lǐng)先的設(shè)計(jì)水準(zhǔn)，動(dòng)感、時(shí)尚的設(shè)計(jì)讓它無論在何時(shí)何地都能與眾不同；作為奧迪推出的首款A(yù)0級(jí)豪華車，奧迪A1為奧迪品牌開辟了全新的細(xì)分市場(chǎng)；

AudiA1appearsontheChinesemarketonOct9th2011officially,withthepricebetween224.8thousandand289.8thousand.ThedesignofAudiA1fullyreflectsleadinglevelofAudiBrandindesign,thedynamicandstylishmakesitdifferentfromotherswhenever;AstheAudiA0first-classluxurycar,AudiA1opensupentirelynewmarketforAudiBrand.22.48萬元至28.98萬元售價(jià)，讓A1在A0級(jí)豪華轎車中缺乏價(jià)格競(jìng)爭(zhēng)力；|

ComparedtothepriceofAudiA0luxurycar,thepriceofAudiA1(from224.8thousandand289.8thousand)isuncompetitive;擁有幾十年的歷史寶馬MINI，無疑是此同級(jí)別車中的風(fēng)向標(biāo)，而奧迪A1則是一個(gè)新生兒，缺乏自身的歷史文化積淀，這將是奧迪A1將面臨的又一考驗(yàn)；

BMWMINIisthewindvaneamongthesameclasscar,whileAudiA1isanewoneandlackofitselfhistoryandculture.AudiA1willfaceanothertest.深圳作為一座年輕、時(shí)尚、個(gè)性、動(dòng)感的城市，對(duì)新事物接受速度之快的年輕人將是A0級(jí)豪華轎車龐大消費(fèi)者，這為A1拓展市場(chǎng)創(chuàng)造了條件；

Shenzhenissuchacitywiththefeatureofyoung,fashion,personalityanddynamic,theyoungwhohavethehighdegreeofacceptancefornewthingswillbethelargeconsumersofA0classluxurycar;背景分析

Background

背景分析Background上半年展廳集客情況

Customerscollectingduringfirsthalfoftheyear知名度不高，交通不夠便利導(dǎo)致展廳集客量明顯不足，所以提升公司知名度、提高展廳的客流量是目前市場(chǎng)工作的核心任務(wù)。Customercollectingisobviouslyinsufficientbecauseoflowerrecognitionandinconvenienttraffic,sopromotingrecognitionofcompanyandincreasingthequantityofcustomersisthecoretasksforthemarketingrecently.基于銷售部集客量問題舉辦，展廳市場(chǎng)活動(dòng)的開展務(wù)求提高展廳的集客量，從而帶動(dòng)A1或其他車型的銷售。Baseonthefewpotentialcustomers

marketingevent

shouldbepromotethequantityofcustomersanddrivethesaleofA1orotherAudimodels.SWOT分析優(yōu)勢(shì)奧迪A1作為奧迪推出的首款A(yù)0級(jí)豪華車，為奧迪品

牌開辟了全新的細(xì)分市場(chǎng)，它擁有奧迪品牌全球領(lǐng)

先的設(shè)計(jì)水準(zhǔn)，動(dòng)感、時(shí)尚的設(shè)計(jì)。亞洲最大的奧迪城市展廳，擁有最完善、最豪華的

硬件設(shè)施，可以為客戶帶來更好的體驗(yàn)。劣勢(shì)開業(yè)時(shí)間較短，知名度不高，保有客戶資源少。奧迪A1剛剛上市，沒有客戶基礎(chǔ)，缺乏口碑宣傳。奧迪A1同奧迪A3受眾群體部分重疊。機(jī)會(huì)廠家市場(chǎng)投放力度極大，奧迪品牌逐漸被大眾消費(fèi)

群體所接受。奧迪A1北京鳥巢的精彩上市，讓奧迪A1成為時(shí)尚的

寵兒，備受關(guān)注。隨著用戶結(jié)構(gòu)變化，用戶年齡越來越年輕，需求更

加個(gè)性，有助于集客量提升。威脅寶馬、奔馳兩個(gè)主要的競(jìng)爭(zhēng)對(duì)手，市場(chǎng)活動(dòng)的多樣

化，對(duì)奧迪的壓力很大。MINI這樣實(shí)力雄厚且深得人心的車型，占居市場(chǎng)主

導(dǎo)地位。進(jìn)口大眾尚酷市場(chǎng)份額逐步擴(kuò)大SWOTAnalysisWeaknessLowrecognitionandshortageofcustomers.

Belackofreputationofpublicityandcustomers

basement.CustomersoverlappingbetweenAudiA1andAudi

A3.Opportunities

AudiBrandisacceptedbypeoplegraduallywiththe

hugepublicityofcompany.

WiththewonderfullistingofAudiA1inBeijing,

AudiA1becomesfashiondarlingandpopular.The

customersbecomemoreandmore

younger

andindividualneedswhichhelpstopromotethe

potentialcustomer.ThreatenThediversificatedeventfromtwomaincompetitor

ofBMWandBenzgivesAudimorepressure.

AsthemostpopularAOclasscar,MINIoccupies

theleadingmarket.MarketshareofSciroccoisincreasing.StrengthsAstheAudiA0first-classluxurycar,AudiA1opens

upentirelynewmarketforAudiBrand,owning

leadingdesignworldwideindynamicandfashion.ShenzhenKamlungisthebiggestAudiTerminalin

Aisabyfar,withtheperfectandmostluxurious

hardware,affordbetterexperienceforcustomers.作為最年輕的奧迪車，A1打破了奧迪給消費(fèi)者“豪華大氣”的品牌印象，以時(shí)尚的造車?yán)砟畋憩F(xiàn)出這個(gè)豪華品牌更加年輕和激情的一面；AstheyoungestAudimodel,AudiA1breaksthebrandimageofluxuryimpression,whileemergesonfashionconcept;潮流前衛(wèi)的外形，夸張的“大嘴”，既能呈現(xiàn)出奧迪家族特征，又不失運(yùn)動(dòng)氣息；AudiA1emergesoncharacteristicsoftheAudifamilyandsportybyavant-gardeappearanceandexaggerated"bigmouth”;提供個(gè)性化選裝，作為一款個(gè)性化小車，客戶可為車輛自由打扮是必備條件之一，而A1則剛好具備這方面條件，奧迪為A1設(shè)計(jì)出多達(dá)12種顏色的車漆，車內(nèi)座椅及空調(diào)出風(fēng)口也有多種配色可選

Asapersonalcar,it’snecessarytodressupthecaraccordingtothecustomers’needs.Upto12colorscanbeusedforAudiA1design,whileavarietyofcolorscanbechoosedincarseatsandair-conditioningvents.奧迪獨(dú)特的LED日間行駛大燈、出風(fēng)口框飾、MMI導(dǎo)航、啟停系統(tǒng)、BOSE音響、7速Stronic變速器，讓A1“大”有來頭TheuniqueLEDdaytimerunningheadlights,decoratedoutletbox,MMInavigation,start-stopsystem,BOSEstereo,7-speedstronictransmissionmakesA1"big“image.奧迪A1產(chǎn)品分析

AudiA1productanalysis

奧迪A1的目標(biāo)消費(fèi)者是80后的年輕群體，他們選車注重個(gè)性、時(shí)尚、環(huán)保，是這個(gè)城市新生力量；奧迪A1運(yùn)動(dòng)和犀利的外觀，受男性消費(fèi)者的追捧，而小巧精致的整體造型以及內(nèi)飾設(shè)計(jì)，也吸引了女性消費(fèi)者的關(guān)注，是一款男女目標(biāo)消費(fèi)者比例相當(dāng)?shù)能囆停粚?duì)生活的態(tài)度：享受生活，追求個(gè)性；對(duì)車的態(tài)度：喜歡造型漂亮、個(gè)性十足，與眾不同的車；購車動(dòng)機(jī)：生活水平提高，有吸引力的新車上市，想享受駕駛樂趣，同時(shí)想要一輛滿足自己品位的車；購買考慮因素：最主要的為外觀造型，品牌，安全性能，操控性能；購車用途：外出代步，美容購物，外出游玩；奧迪A1用戶特征分析Younggroupofthe80’s,thecityFN,isthetargetconsumerofAudiA1.Theypaymoreattentiontopersonality,fashionandenvironmentalprotectionwhenchoosingacar;ThesportyandsharpappearanceofAudiA1issoughtedafterbymaleconsumers,whilesleekstylingandinteriordesignsoughtedafterbyfemaleconsumers.AudiA1issuchamodelwithsignificantproportionofmaleandfemaleconsumers;Lifeattitude:enjoylifeandpursuitindividuality;Carattitude:favoritebeautifulshape,fullofpersonalityandindividuality;Carmotivation:withthehigherlivingstandards,consumerswanttoenjoydrivingpleasureandownacartomeettheirowntastes;Considerations:mainlyintheappearance,brand,safetyperformanceandhandlingperformance;Application:travel,shopping,gosightseeing;CharacteristicsofAudiA1customers預(yù)期目標(biāo)

Expectations媒體直接報(bào)道效果Mediacoverage:各網(wǎng)站發(fā)布專題報(bào)道7篇

Releaseseventhematiconwebsite;易車、汽車之家、搜狐、太平洋汽車首頁焦點(diǎn)圖報(bào)道

ReportedfocusonmaphomeinEasycars,carhome,SohuandPacificAuto預(yù)計(jì)發(fā)送微博超過50條預(yù)計(jì)累計(jì)轉(zhuǎn)發(fā)2000次以上

Expecttosendmorethan50twittersandforwardmorethan2000times主要汽車媒體論壇貼3-5篇

Post3-5articlesinmajorautomotivemediaforum集客效果Set-offeffect:新聞瀏覽量總計(jì)2000次以上

Newsviewstotalmorethan2000times電話80個(gè)以上

Morethan80call展廳集客60組

Set-off60groupintheevent后續(xù)跟進(jìn)成交3臺(tái)Follow-updeal

threecars活動(dòng)主題：A1GagaShowtoYou——深圳錦龍奧迪A1主題活動(dòng)

Theme:

A1GagaShowtoYou-ShenzhenKamlungAudiA1Event活動(dòng)時(shí)間

Date：2011年11月20日

November20,2011活動(dòng)地點(diǎn)：深圳錦龍奧迪城市展廳

Place

:ShenzhenKamlungAudiTerminal活動(dòng)內(nèi)容：新車SHOW、駕駛體驗(yàn)、趣味游戲

Content

:NewcarSHOW，test-drive,fungames活動(dòng)規(guī)模Peopleamount：約60人

about60person活動(dòng)車輛Carsfortheevent：10臺(tái)奧迪A1

10AudiA1目標(biāo)客戶Targetparticipants

：本司A1意向客戶

A1potentialcustomers;合作商戶意向客戶

Intentedcustomersincooperatedcompany;網(wǎng)絡(luò)、短信等宣傳渠道收集的潛在客戶

Intentedcustomersfromnetwork,messagingandothercommunicationchannels媒體

Media活動(dòng)概況

Summaryofactivities主題詮釋SubjectinterpretationA1GagaShowtoYou

:

“Gaga”引用于當(dāng)今歐美樂壇最具影響力的流行音樂天后LadyGaga，“Gaga”給人一種超有個(gè)性的創(chuàng)作酷味，我們的奧迪A1同樣是個(gè)性十足，酷味難擋，故以此命名。

"Gaga"isquotedfromtoday'smostinfluentialpopmusicianLadyGaGainEuropeanandAmerican,"Gaga"givesusacooltastewithcreativepersonality,ourAudiA1isalsonamedaferGagabecauseofitsfullofpersonalityandcooltaste.另外“show”有兩種含義，一來是作“秀”，二來是”展現(xiàn)“的意思。整合主題的意思就是把奧迪A1的獨(dú)特個(gè)性魅力秀出來展現(xiàn)給客戶。

Besides,"show"hastwoothermeanings,oneisshowoff,theotherisshow.ThethemeistodisplayA1’suniquepersonalitycharmtoconsumers.A1show秀：“您給我一天，我還您一世界”展廳內(nèi)全部展示貼有各種拉花的奧迪A1，配合擁有奧迪A1各個(gè)技術(shù)亮點(diǎn)、個(gè)性標(biāo)語的展示，打造一場(chǎng)奧迪A1視覺盛宴；A1show

展現(xiàn)：通過靜態(tài)展示，向客戶展現(xiàn)奧迪A1的運(yùn)動(dòng)、時(shí)尚、動(dòng)感、年輕有活力、極具都市感的外觀個(gè)性；同時(shí)介紹LED日間行車燈、全新內(nèi)飾、豐富多彩的顏色，體現(xiàn)奧迪品牌的“運(yùn)動(dòng)”；體驗(yàn)試駕：趣味泊車向客戶展示奧迪A1“小”巧靈活，但是動(dòng)力十足，體現(xiàn)奧迪A1“小”也大有來頭；趣味闖關(guān)：通過有趣的游戲跟奧迪A1特點(diǎn)相結(jié)合，加深客戶對(duì)奧迪A1賣點(diǎn)的理解，推動(dòng)客戶購車欲望。活動(dòng)亮點(diǎn)A1showup:Yougivemeoneday,youowntheworld.TocreateavisualfeastofAudiA1,showroomwillbeshowedavarietyofdrawingflowersaffixedonAudiA1,withvarioustechnicalhighlights,personalizedbannersdisplay;A1showdisplay:throughthestaticdisplay,showcustomersAudiA1’ssporty,fashion,dynamic,young,highlypersonalizedlookandurbanfeeling,andintroduceLEDdaytimerunninglights,newinterior,avarietyofcolorstoreflect“sporty"ofAudibrand;Test-drive:funparkingshowscustomersA1’s"small"andflexibleandmotivated,reflectstheAudiA1’s"small"butgreatbackground;LikingCheckpoints:combinedfungamesandfeaturesofAudiA1,deepencustomers’understandinginsellingpointofAudiA1,andpromotecustomertobuycars.EventHighlights活動(dòng)概述及內(nèi)容

SummaryofactivitiesandcontentA1秀A1Show：公司展廳入口處A1特別展示。AudiA1specialdisplayinfrontofshowroom,展廳內(nèi)全部擺放A1展車，讓客戶感覺進(jìn)入一個(gè)A1的世界。AllthedomotecarsareAudiA1intheshowroom,leadthecustomersentrancetotheA1world,奧迪A1個(gè)性元素、產(chǎn)品亮點(diǎn)、標(biāo)語等POP別致展示，展現(xiàn)奧迪A1視覺盛宴，激發(fā)客戶購買欲望。POP

meterialof

AudiA1element,slogansandthehighlightsdisplayallovertheshowroom,showingthevisualfeastofAudiA1,tostimulatecustomers’purchasingdesire.結(jié)合奧迪A1個(gè)性，展廳行為藝術(shù)表演，個(gè)性十足。

WithshowingAudiA1’stechnicalhighlights.,there’sperformancearttoshowpersonalityinthegallery.趣味泊車Fun

Parking：奧迪A1泊車體驗(yàn)，Show“小”身材；AudiA1parkingFunexperience,show“samll”figure活動(dòng)規(guī)則：此活動(dòng)主要展示的是奧迪A1的靈活性，奧迪A1夠小夠個(gè)性，此活動(dòng)就是告訴你小車在遭遇城市的狹窄路段時(shí)是如何有優(yōu)勢(shì)的。每個(gè)門上都有一盞紅色警燈，你只要將車子倒入閃燈的大門即算是完成任務(wù)。

ActivityRulesTheeventmainlyshowestheflexibilityoftheAudiA1,AudiA1isfullysmallandpersonality,thisactivityistotellthecomsumershowoutstandingitiswhenencounteringcity'snarrowstretchoftheroad.Eachdoorhasaredalarm,youwillfinishthetaskwhenyoujustdrivethecarintotheflashdoor.

活動(dòng)概述及內(nèi)容

Summaryofactivitiesandcontent試駕體驗(yàn)Test-drive

：奧迪A1道路試駕，展示“大”來頭；通過道路試駕體驗(yàn)，指定的試駕路線上，讓客戶感受奧迪A1

7速Stronic變速器、啟停系統(tǒng)、動(dòng)力強(qiáng)勁的汽油TFSI發(fā)動(dòng)機(jī)、體現(xiàn)奧迪A1的澎湃動(dòng)力。

AudiA1test-drive,display“big”image;byroadtestdriveexperience,customerscanfeelthesurgingpoweroftheAudiA1’s7-speedstronictransmission,start-stopsystem,powerfulgasolineTFSIengineonthespecifiedtestdriveroute.活動(dòng)概述及內(nèi)容

SummaryofactivitiesandcontentA1闖關(guān)大體驗(yàn)

A1CheckpointsExperience:看圖尋寶

Figuretreasurehunt

活動(dòng)規(guī)則

ActivityRule:

1、嘉賓讀解文化墻內(nèi)容，嘉賓將重要內(nèi)容進(jìn)行記載

Guestsreadthecontentontheculturewallandrecordimportantinformation.

2、然后進(jìn)入第二關(guān)多選闖關(guān)

Thenformultiplecheckpoint.

3、活動(dòng)設(shè)置營(yíng)造闖關(guān)氛圍，讓客戶詳讀有關(guān)奧迪A1的車型亮點(diǎn)

Activitiesiscreatedwiththeatmosphereforcheckpoint,allowingcustomerstoreadthe

highlightsoftheAudiA1.

活動(dòng)概述及內(nèi)容

SummaryofactivitiesandcontentA1闖關(guān)大體驗(yàn)A1CheckpointsExperience:A1炫裝：A1Showup:活動(dòng)規(guī)則ActivityRule：

1、參與嘉賓通過ipad進(jìn)行該游戲；嘉賓可自由打造自我個(gè)性化的車輛與改裝配飾；

Guestsparticipateinthegamebyipad;Guestscancreateapersonalizedcarandself-modifiedaccessories;

2、完成打造后，將現(xiàn)場(chǎng)打印出來（照片現(xiàn)場(chǎng)給嘉賓留念）

Completedworkscanbeprintedoutonthesite(givethephototoguests)

3、活動(dòng)設(shè)置給嘉賓展現(xiàn)奧迪A1個(gè)性選裝配置；

TheaimistoshowguestspersonalizedandoptionalequipmentofAudiA1;活動(dòng)概述及內(nèi)容

SummaryofactivitiesandcontentA1闖關(guān)大體驗(yàn)A1CheckpointsExperience:

以小見大-MMI導(dǎo)航系統(tǒng)的智能挑戰(zhàn)SmalltoBig-intelligentchallengeofMMInavigationsystem活動(dòng)規(guī)則ActivityRule：

1、設(shè)計(jì)“起終點(diǎn)地圖”多款；嘉賓通過地圖內(nèi)的“起點(diǎn)”開始描繪到“終點(diǎn)”的最佳線路；

Variety

designof“starttoendmap";guestsdescribethebestroutefromthe"starting

point"tothe"end"ofthemap.

2、每道題目的答案將由MMI導(dǎo)航系統(tǒng)得出的最短導(dǎo)航路徑為準(zhǔn)；

TheanswerofeachquestionisdeterminedbytheshortestrouteofMMInavigationsystem;3、描繪游戲地圖最接近MMI導(dǎo)航系統(tǒng)最短路徑的參與嘉賓過關(guān)。

Guest

willpassthecheckpointifgamemapistheoneclosesttotheshortestpathofMMI

navigationsystem.活動(dòng)概述及內(nèi)容

SummaryofactivitiesandcontentA1闖關(guān)大體驗(yàn)：A1CheckpointsExperience:拼圖達(dá)人PuzzleGuy活動(dòng)規(guī)則ActivityRule:1、活動(dòng)嘉賓將打散的A1畫面，進(jìn)行重新組合，拼圖；

Theguestswillre-combinedtheorderlessA1screen;2、該游戲在嘉賓拼圖前會(huì)給一份完整的圖片讓嘉賓觀看，限時(shí)30秒，30秒后嘉賓憑記憶將打亂的換面重組；

Guestscanwatchthecompletepicturefor30secondsbefore