BMW-Mission 3-傳播試駕體驗方案提報

BMWMission3,2021ProposedbyHighTeam.ChinaMarketing,Dec.,2021Page2BasicsMission3,2015EventDate:Mar.-Aug.,201510Estimatedcity(TBC):10Tier2cities,3days/city(incl.1nighttimeparty)CentralLevelCoverage:Suzhou,Nanjing,Shenyang,Tianjin,Foshan,Xiamen,Zhengzhou,Kunming,Hangzhou,NingboDealerLevel:DealerlocalimplementationwithBMWsupport(toolkit,testdrivecar,trainer,etc.)Estimatedparticipantsofcentral10stations:Daytime:120pax/day,360pax/cityNighttime:300pax/city(sameordifferentwithdaytimeparticipant)EventTarget:BMW3erOwner&theirfriends

Page3OBJECTIVESREVIEWFocuson3erownersandcreateanationalBimmerculturetoincreasebrandloyalty.Using3er40thAnniversarytostrengthenthebrandandproductimageof3er.Focusontop10citiesat2ndtiercityandinvolveregiontoparticipatetoenlargethevoiceofevent.Forothermarket,BMWprovidestoolkitandtestdrivecarstosupportdealerlocalpromotion.Page4Thinkingaboutmission3OurmissionBecomeareal3erBimmerCallallparticipantstoMissioncalltoactionPage5ConceptdevelopmentTrendsetterfor40yearsislegendforBMW3series，3erBimmersareshareholderoftheselegends,IhavefaithofBMW3series,Iwannabe3erBimmer,Iwannabeapartoflegend!Iamlegendbackup:TheJoyofLegendPage6KVDesignPage7Whatarethelegendsofbmw3seriesOnheritageHighlyrecognitionPage8Whatarethelegendsofbmw3seriesOndrivingBornforsportsPage9Whatarethelegendsofbmw3seriesOndesignStyleVS.StylishDynamicandelegantdesigninevolutionPage10Whatarethelegendsofbmw3seriesOnINNOVATIONLeadingtechnologyPage11YoucanbeproudofthelegendYoucanbepartofthelegendHOWCANBECOMEA3ERBIMMERJanFebMarAprMayJun預熱及招募城市活動BTLPREVENT經銷商前期傳播招募信息城市活動信息OnsiteOpening城市試駕活動店內活動體驗鬧市區(qū)招募活動悅.傳奇JoyofLegendLogisticPreparationsINTHEMISSION3,2021

BUILDLEGENDWITHACTIONANDMINDATLRecruitingWebsite/AppLaunchSocialmediasharing&virusvideospreadingEventTeaserVideoBimmersharingPage13Mission3路線TimeLine2015Misson3-TimeLine

2015六日一二三四五六日一二三四五六日一二三四五六日一二三四五六日一二三四五六日備注Mar

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共10站（10城市）

A線

搭建/進場昆明拆場

B線

搭建/進場蘇州拆場

Party

Party

Apr

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共10站（10城市）

清明節(jié)

A線

搭建/進場佛山拆場

搭建/進場廈門拆場

B線

搭建/進場南京拆場

搭建/進場鄭州拆場

Party

Party

Party

May

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勞動節(jié)

A線

搭建/進場寧波拆場

B線

搭建/進場天津拆場

Party

Party

Jun

12345678910111213141516171819202122232425262728293031共10站（10城市）

A線

搭建/進場杭州拆場

B線

搭建/進場沈陽拆場

Party

Party

進場

拆場、運輸

法定節(jié)假日

展期ABParty

調休

THECITYEVENTS14MISSION3LegendisStoryShow&TellLegendisSymbolImagine&FormatLegendisPracticeGame&DriveMissionS@TentMissionS@RouteMissionS@PaddockContinuingonlinecommunicationonspecificAPPtolead3erBimmerstyle15drivingheritagedesigninnovationTENTFLOORPLAN16TENTFLOORPLAN17TENTFRONTENTRANCE1819HISTORYDECOGAMECOUNTER20VIDEOCONTENTDISPLAYF&BZONE21HISTORICPHOTOGAMEZONE22MISSIONS@TENT

BMW3SERIESEXPERIENCIALGALARYLegendisStory-Show&TellMISSIONS@TENT23BMW3SERIESEXPERIENCIALGALARYBimmerGiveAwayBeltLegendisStory-Show&TellDriftingMaster.培訓科目1：漂移大師LegendisSymbol-Imagine&FormatMission3@PADDOCK1Page25Mission3@PADDOCK2勇往直前LegendisSymbol-Imagine&FormatPage26Mission3PADDOCK3:三車引路ABCLegendisSymbol-Imagine&FormatROUTINGMISSION3S

27GAME2:ExpeditionGAME1:GeniusGAME3:AirRescueLegendisPractice-Game&DriveCITYCOMPETITION.日程安排〔每天120人12001100-1300A組A001-A010B組B001-B010C組C001-C0101300-1330午餐1330-15301400-16001500-17001600-18001700-1900A組A001-A010B組B001-B010C組C001-C010B組B001-B010C組C001-C010簽到〔10分鐘〕游戲科目說明及產品培訓〔20分鐘〕室內工程〔30分鐘〕室外工程〔60分鐘〕試駕任務〔120分鐘〕INTHEMISSION3,2021

BUILDLEGENDWITHGRAVITY29NIGHTPARTYPROPOSAL

3031EVENTPROGRAMPROPOSALEssentials:Attendee:300/paxshow(DifferentfromtheDaySession)TotalAttendees:3,000Totalshows:10/paxin10citiesTargetdate:SundayNightPartyEventformat:Standing&Partystyle32EVENTRUNDOWN.1830-1900Mingle1900-1902OpeningVideo1903-1907OpeningPerformanceandBMW3Seriesdriveontostage1908-1909MCWelcomeSpeechandinviteBMWExecutiveontostage1910-1918BMWExecutivegiveaspeech(Review2021Mission3)1919-1959Fashioncommentsforthe1stgenBMW3series&Contemporaryarts2000-2021LuckyDrawforthe4Pillarthemes;2021-2100Afterparty2100 EndsPage33BMW3ER40yearslegendoffashion70s80s90s00sBMW3ER40yearsLegendofFashion70s80s90s00sIndoorProgramOutdoorProgramFashionShowBMWMovieClassicDesignsLiveConcertDrivingChallenge:PinBallDrivingChallenge:LazerSessionI:BMW3SeriesMovieCollection3536SessionII&II:BMW3SeriesFashionCollectionE211975StreetFashionE301982Tech.EvolvedE361991PrincessDE462000CindyCrawfordE902021Contemporary37Gothroughthelaserbeam〞ControlyourownBMW3(anyeditionofclassicBMW3series)togothroughthelaserbeamzoomAvoidanytouchwiththematrixGettotheterminalasquicklyaspossibleSessionIV:BMW3SeriesDrivingJoy38SessionIII:BMW3SeriesDrivingJoyMISSION3NIGHTPARTY

FloorPlan39MISSION3NIGHTPARTY

RECEIPTION40MISSION3NIGHTPARTY

STAGE41DEALERSHOPDECORATION42BMWDealerDecoration

FloorPlan43HistoryReflectionBMWBuildingGameBoothReceptionThemeDesignBMWDealerDecoration

44EntranceHistoryReflectionBoothBMWDealerDecoration

BMWBuildingGameBooth45InteractiveGameInteractiveGameBMWDealerPromotion:

PaddockTestDrive46Mission3PADDOCK1心跳回憶Mission3CompetitionPADDOCK3三車引路COMMUNICATIONSTRATEGYBIMMERS’PLATFORMPage47AplatformforallBimmersJoyofBimmerBimmerAssembleBimmerIs

ongoingAPP/MINISITE/SOCIALMEDIA.SpreadjoyofBimmerWarm-upforMission3ConductjoyofBimmerPage48BimmerassembleWarm-upstrategyWarm-upinteractgame1Warm-upinteractgame2Page49Warm-upinteractgameoptionalBimmerassembleWarm-upstrategyPage50Bimmerjoyspread1

BMW3ERINFILMSignthefilmwithtimelabelConnectfilmclipwithnameaccordingtoeacheditionofBMW3erShareitinyoursocialmediaandaskforhelpfromyourfriendJoyofBimmersspreadstrategy

retrostylereproduceMatchfashionstylewithdifferenttimelabelOldfashiontutorscoreyourstyleshareitinsocialmediaaccounttogainlikein10minPage51BimmerassembleWarm-upstrategyWechat&AppspreadingClassicreproduceClassicreproduceRetrostyleassemblyPage52ConductthejoyofBimmer_ConductthejoyofbimmerBimmerisongoing

BMW3er40yearsanniversaryceremonyVENUEPROPOSALS53Mission3路線A城市規(guī)劃Page54ShenYangTianJingZhengZhouNanJingSuZhouKunMingFoShanXiaMenNingBoHangZhouNanJing:2015.04.10-12ZhengZhou:2015.04.24-26TianJin:2015.02.14-15SuZhou:2015.03.27-29ShenYang:2015.06.00-10NorthLine:5CitiesSouthLine:5CitiesFoShan:2015.04.10-12XiaMen:2015.04.24-26NingBo:2015.05.15-17KunMing:2015.03.27-29HangZhou:2015.06.08-10Page55蘇州東太湖汽車試駕場地場地信息

面積：場地約面積40000㎡，兩塊場地尺寸260*60米

直徑為260m的圓形賽場

地面：柏油硬化地面，全封閉狀態(tài)

供電供水配置

供電：380v/220v

供水：方便接水

洗手間：場地內洗手間

南京仙林國際汽車城場地信息

面積：長300m，寬100m，共30000㎡〔可分割〕

地面：平整水泥地，停車場，需提前清場封閉

供電供水配置

電量：380v，200kw

供水：方便接水

洗手間：場地內洗手間蘇州南京Mission3路線A城市場地推薦蘇州-南京-鄭州鄭州國