20161汽大众CC上试乘试驾活动整合营销的方案5.ppt

一汽-大众北区CC上市试乘试驾活动整合营销方案 FAW - VW The North Region CC Listing Test Drive Integrated Marketing Program 2010.07.24 24th July 2010; 项目背景 项目目标 项目策略 项目概述 项目安排 媒体计划 执行细节;项目背景 Project background;项目目的 Purpose;对于活动重要性的认识 Awareness of the importance for activities ;项目策略来源 Strategy;项目策略 Strategy;策略来自于CC目标人群 The CC strategy from target population;策略来自于对竞争优势 Strategy from competitive products;策略阐述 Strategy;策略详解 Strategy explanation;C°音悦世界——篷房内专设一间CC仿真驾驶内室，通过音效技术模拟驾驶过程的各种声音；采用三维投影技术，车窗及前挡风玻璃实现不同场景变换，为嘉宾带来极致奢华的视听冲击；同时采用阶梯式仿真CC座椅，让体验者倍感舒适。 C ° sweet world – in the tent set a CC simulated driving room, simulate the driving process sounds by audio technology ; using three-dimensional projection technology, windows and the windscreen realized different scene changes, bring the ultimate luxury audio-visual impact for the guests; the same time using stepped CC simulated seats, so that customers can feel more comfortable. 科目一模拟考试A3 /a3/ 科目一考试网;根据CC性能专设赛道 打造高级豪华车的完美体验;沿海公路的真实体验 见证非凡的驾驶乐趣;对于活动主题的理解 Theme understandings;北区CC上市试乘试驾活动执行部分 North region CC listed test drive Executive part;项目概述 Overview;参与嘉宾：邀约VIP客户30人，媒体记者30人，共计60余人;我们选择了浪漫之都大连作为本次完美体验活动的主推场地。 大连金石滩国家旅游度假区——三面环海，优雅舒适的环境与本次完美体验活动调性相符。;金石滩发现王国—停车场 推荐理由：面积为5000平米，足够的场地空间可设置各种试驾科目，充分满足了对赛道的规划。;C°完美体验中的试乘试驾部分有两部分组成 根据策略需要，我们创新设置试乘试驾路线及环节。;项目时间表 Agenda;试乘试驾流程 Test drive process;项目安排 Arrangement;试乘试驾说明：Test drive introduction 按路书路线行进；Drive by road book; 预计15人，每3名嘉宾1部车。由试驾教练领队。沿途设置3个换乘点可让每个嘉宾轮换驾驶，体验不同路况下的试乘试驾感受; Estimated 15 people, one car for every three guests. test drive coach lead the team. Set three transfer points along the way allow each guest to drive, experience test drive under different road; 4辆工作车，供现场工作人员活动调度等事宜所用; Four work trucks for field staff on matters such as the use of scheduling activities; 1辆摄影摄像车，进行全程拍摄; A photographic camera car for the whole shoot; 1辆救险车，活动全程安全保障; A recovery truck for the whole security activities; ;项目安排 Arrangement;项目安排 Arrangement;媒体自驾游 Media own driving tour 在下午针对媒体朋友的