奧迪A1·魅力生活

AudiA1—GlamorousLife浙江區(qū)Zhejiangarea活動(dòng)內(nèi)容：冠名杭州房產(chǎn)時(shí)尚美女評(píng)選、房交會(huì)車輛展示、杭州50多家樓盤售樓處長(zhǎng)期活動(dòng)信息展示、西博會(huì)車展活動(dòng)信息傳播、奧迪A1和寶馬MINI對(duì)比試駕及挑戰(zhàn)賽、奧迪A1時(shí)尚生活日記等系列活動(dòng)，并為房產(chǎn)時(shí)尚美女評(píng)選冠軍和試駕挑戰(zhàn)賽冠軍提供奧迪A1一年使用權(quán)大獎(jiǎng)?；顒?dòng)思路：本項(xiàng)目秉承小活動(dòng)，大宣傳，活動(dòng)為宣傳、為集客服務(wù)；活動(dòng)目標(biāo)客戶針對(duì)性高，對(duì)房地產(chǎn)行業(yè)進(jìn)行深度推廣；通過大獎(jiǎng)的形式吸引目標(biāo)客戶參與和媒體報(bào)道的積極性?；顒?dòng)概述ActivityWewillendorseandnamethefollowingactivities:RealEstateFashionBeautyinHangzhou,AutoShowinHousingTradeFair,FiftyBuildingsSalesInformationExhibition,AutoExhibitioninWestLakeExpo,ComparativeTestDrivebetweenAudiA1andBMWMINIandChallengeContest,AudiA1FashionLifeDiaryandsoon.ThechampionofRealEstateFashionBeautyandTestDriveWinnerwillbeentitledtooneyear’sfreeuseofAudiA1asabigprize.ActivityIdea:Thisprojectmakesfulluseofsmallactivitiestoenlargethescopeofadvertisements.TheseactivitiesserveforthepromotionofAudiA1andcollectasmanypotentialcustomersaspossible.Theseactivitiescanreachthemosteffectiveaimedcustomers.Bymeansofthebigprize,theaimedcustomersandmediawillbeattractedtoalargeextent.ActivityOverview目錄Contents一、活動(dòng)背景和目的BackgroundandPurpose活動(dòng)目的Purpose策略分析StrategyAnalysis活動(dòng)亮點(diǎn)和創(chuàng)意HighlightandCreativity二、活動(dòng)概述EventOutline活動(dòng)概述EventOutline活動(dòng)相關(guān)重點(diǎn)事項(xiàng)RelatedKeyIssues活動(dòng)安排Arrangement三、費(fèi)用預(yù)算Budget活動(dòng)背景Background奧迪A1即將上市，奧迪在A0級(jí)豪華車市場(chǎng)是新進(jìn)入者，是市場(chǎng)的挑戰(zhàn)者，需要給予大力度的推廣；AudiA1isenteringthemarket.AsanewcomerinA0levelluxurycarmarket,Audiisachallengertothemarket,whichneedsvigorouspromotion.而主要的競(jìng)爭(zhēng)對(duì)手寶馬MINI已經(jīng)很早就進(jìn)入中國(guó)市場(chǎng)，并已經(jīng)得到廣泛的市場(chǎng)認(rèn)知，隨著消費(fèi)者需求的個(gè)性化發(fā)展，該細(xì)分市場(chǎng)的市場(chǎng)容量也越來(lái)越大。However,Audi’smaincompetitorBMWMINIhasenteredChinesemarketforalongtimeandgotwidemarketknowledge.Withthepersonalizeddevelopmentofconsumers’need,thecapacityofthemarketsegmentisbecominggreater.活動(dòng)目的Purpose提升關(guān)注度：在奧迪A1推出市場(chǎng)之期，結(jié)合系列營(yíng)銷活動(dòng)，開展深度的推廣，讓更多的消費(fèi)者關(guān)注這款新車型，為后期的銷售打下基礎(chǔ)；Raiseawareness:WhenAudiA1isonthemarket,wewillmakefurtherpromotiontogetherwithaseriesofmarketingeventssoastoletmoreconsumersnoticethenewcarmodel,layingfoundationforlatermarketing.擴(kuò)大市場(chǎng)聲音：通過系列營(yíng)銷活動(dòng)，結(jié)合杭州房地產(chǎn)行業(yè)的推廣和與寶馬MINI的對(duì)比試駕活動(dòng)，并為冠軍提供奧迪A1的一年使用權(quán)獎(jiǎng)項(xiàng)，引起社會(huì)關(guān)注，擴(kuò)大市場(chǎng)聲音；Amplifythemarketvoice:WewilltrytogetsocialattentionandamplifyAudi‘svoiceinthemarketbyholdingaseriesofmarketingeventstogetherwiththepromotionofHangzhou‘srealestateindustryandthecontrasttestdrivewithBMWMINI,aswellasprovidingtheawardofone-yearrightofusingAudiA1forthewinners.促進(jìn)銷售：通過最終與寶馬MINI進(jìn)行對(duì)比試駕，促進(jìn)潛在客戶購(gòu)買，提升銷售。Promotesales:ThroughthefinalcontrasttestdrivewithBMWMINI,wecanpromotethosepotentialcustomerstobuyandthuspromotesales.傳達(dá)和倡導(dǎo)奧迪A1的魅力生活方式；和目標(biāo)消費(fèi)者形成共鳴，促進(jìn)銷售ConveyandadvocatetheglamorouslifestyleofAudiA1;Resomatewithtargetcustomerstopromotesales.奧迪A1產(chǎn)品特點(diǎn)奧迪A1的亮點(diǎn)：時(shí)尚的車聲外觀設(shè)計(jì)：飽滿的發(fā)動(dòng)機(jī)面罩，弧形的車頂線條，豐富的后車身；個(gè)性化的選擇：個(gè)性化及豐富多彩的內(nèi)外飾組合；信息娛樂系統(tǒng)；運(yùn)動(dòng)及高效的技術(shù)：運(yùn)動(dòng)方向盤和動(dòng)態(tài)底盤，優(yōu)化的軸荷分配重量更輕，動(dòng)態(tài)的駕駛體驗(yàn)和更高的安全；ESP帶電子差速器，運(yùn)動(dòng)懸掛帶電子彎道牽引力控制ESP；強(qiáng)勁的TFSI發(fā)動(dòng)機(jī)，7速雙離合，更低的油耗和排放；奧迪A1，第一款完美融合動(dòng)感科技與時(shí)尚設(shè)計(jì)的A0級(jí)豪車CharacteristicsoftheAudiA1ProductThebrightspotsofAudiA1：Fashionexteriordesign：wrap-aroundbonnet,curvedroofline,wrap-aroundtailgate；Individualselect：Individual,colorfulinteriordesignwithhighestquality；MMIsystem；Sportyandefficienttechnologies：Sportysteeringanddynamicsuspension,optimisedaxleloaddistributionandlowtotalweight,Dynamicdrivingexperienceandhighlevelofsafety；Withelectronicaxle-differentiallock:Sportssuspensionwithelectronictractioncontrolinbends；PowerfulTFSIengines,Stronic(7-speed),Lowerfuelcon.,emissionsAudiA1,thefirstpremiumcarintheA0-Segment,perfectlycombiningtechnologiesandmoderndesign奧迪A1在中國(guó)的消費(fèi)者特征描述人口學(xué)特征：年齡分布：20-35歲；追求個(gè)性的女性，或是時(shí)尚、愛玩車的男性；家庭年收入20萬(wàn)上下；個(gè)性特征自信充滿活力，獨(dú)立，喜歡運(yùn)動(dòng)；相對(duì)低調(diào)；價(jià)值觀不喜歡約束，追求多樣的生活方式；關(guān)注流行趨勢(shì)，希望使用代表時(shí)代發(fā)展前沿的產(chǎn)品愿為事業(yè)發(fā)展和獲取更多財(cái)富而努力打拼較為理性，注重內(nèi)在品質(zhì)購(gòu)車關(guān)注因素安全、品牌和操控及動(dòng)力他們是城市的精英，強(qiáng)烈的個(gè)性，高品位，進(jìn)取和優(yōu)秀的群體：是魅力生活的引領(lǐng)者CharacteristicsoftheAudiA1CustomerDemographicfeatures：Age:25-35yearsPersonality-seekingfemale,orfashionablemalelovingtoplaywithcarsAnnualhouseholdincomearoundRMB200KPersonalityConfident,energetic,independent,lovesportsNottooshowoffViewofvalueDon’tliketoberestrained,seekdiversifiedlifestyleCareabouttrendoffashion,wishtoowncutting-edgeproductsWillingtoworkhardforcareerprogressandmorewealthMorerational,valueintrninsicqualityFactorsincarpurchaseSafety,brand,maneuverabilityandpowerTheyarethecity'selite,strongpersonality,high-grade,aggressiveandtalentedgroups:thecharmoflifeisaleaderin奧迪A1在中國(guó)國(guó)的目目標(biāo)用用戶分分組GroupsoftargetusersofAudiA1inChina他們都都對(duì)設(shè)設(shè)計(jì)、、品質(zhì)質(zhì)、新新事物物、現(xiàn)現(xiàn)代生生活方方式有有較高高需求求Theyallhavehighdemandsforthedesign,quality,newthingsandModernwaysoflife事業(yè)上上升（（年輕輕白領(lǐng)領(lǐng)）年齡：：25-30歲，第第一輛輛車或或換購(gòu)購(gòu)第一一輛高高檔車車，事事業(yè)穩(wěn)穩(wěn)定，，個(gè)人人收入入較高高時(shí)尚先先鋒年齡：：30-35歲，職職業(yè)時(shí)時(shí)尚，，個(gè)性性鮮明明，性性格外外向，，個(gè)人人收入入高夢(mèng)想起起航（（富二二代））年齡：：20-25歲，初初入社社會(huì)，，家境境殷實(shí)實(shí)，個(gè)個(gè)人第第一輛輛車，，父母母或家家庭收收入高高寶馬Mini的客戶戶群體體特點(diǎn)點(diǎn)CharacteristicsoftheBMWMINICustomer人口學(xué)學(xué)特征征Demographicfeatures：年齡分分布：：30歲左右右Age:about30years；追求個(gè)個(gè)性和和時(shí)尚尚的女女性Personality-seekingorfashionablefemale；家庭年年收入入20萬(wàn)以上上AnnualhouseholdincomeoverRMB200K；個(gè)性特特征Personality個(gè)性張張揚(yáng)，，愛表表現(xiàn)Individuation,lovetheperformance；追求完完美Pursuitofperfection；價(jià)值觀觀Viewofvalue關(guān)注流流行時(shí)時(shí)尚，，并希希望擁?yè)碛蠧oncernedaboutthefashionandwantstohave；注重生生活安安逸，，享受受生活活Focusonlifeeasy,enjoylife；非常感感性Veryemotional；購(gòu)車關(guān)關(guān)注因因素Factorsincarpurchase注重外外觀Focusonappearance奧迪A1的目標(biāo)標(biāo)客戶戶群體體和寶寶馬MINI有比較較大的的重疊疊，預(yù)預(yù)計(jì)在在浙江江省奧奧迪A1的目標(biāo)標(biāo)客戶戶70%為女性性客戶ThereisalargeoverlapbetweenthetargetcustomergroupsofAudiA1andthoseofBMWMINI.Itcanbepredictedthat70%ofthetargetcustomersOfAudiA1inZhejiangprovincearefemale.浙江省省寶馬馬MINI目標(biāo)用用戶群群特點(diǎn)點(diǎn)和性性別比比例情情況FeaturesandsexratioofthetargetusersofBMWMINIinZhejiang經(jīng)過調(diào)調(diào)研，，寶馬馬MINI在浙江江的客客戶群群體性性別分分布SexdistributionofBMWMINIcustomergroupsinZhejiangprovinceafterinvestigationandResearch.通過對(duì)對(duì)寶馬馬MINI的目標(biāo)標(biāo)客戶戶進(jìn)行行調(diào)研研，其其富二二代購(gòu)購(gòu)買的的比重重高，，媒體體從業(yè)業(yè)人員員、房房地產(chǎn)產(chǎn)從業(yè)業(yè)群體體、藝藝術(shù)文藝藝青年年、教教師、、模特特是其其比較較重要要的客客戶群群體ThroughinvestigationandresearchoftargetusersofBMWMINI,wefindthatthe2GRichpossessahighproportion,mediaworkers,realestatworkinggroups,youngartists,teachersandmodelsareimportantclients.奧迪A1目標(biāo)用用戶群群在浙浙江的的哪里里？WheredothetargetusersofAudiA1locateinZhejiang?客戶類別CustomerTypes預(yù)計(jì)所占比率EstimatedRatio他們?cè)谀睦?？Wherearethey?富二代2GRich60%-70%1、存在于社會(huì)各處；Theyexisteveryowhere2、家庭資產(chǎn)預(yù)計(jì)在1000萬(wàn)左右，該家庭類型在浙江較多；Theestimatedfamilyassetisabout10,000,000,thetypeofwhichtakesuparelativelylargeproportioninZhejiang.3、房地產(chǎn)行業(yè)是比較集中的行業(yè)Theconcentratedfieldof2GRichistherealestateindustry進(jìn)取白領(lǐng)Enterpris-ingwhitecollar-s20%-30%1、媒體從業(yè)人員；mediaworkers2、房地產(chǎn)行業(yè)內(nèi)的優(yōu)秀銷售員、設(shè)計(jì)師等從業(yè)人員；Outstandingsalesmen,designersandotherprofessionsintherealestateindustry3、模特；Models4、藝術(shù)文藝青年；Youngartists5、教師Teachers時(shí)尚先鋒FashionAvant-garde5%-10%廣告、藝術(shù)從業(yè)人員；Advertisingandartworkers.比重較少，難以界定Theproportionisrelativelysmallandit‘shardtodefine.我們的的重點(diǎn)點(diǎn)對(duì)象象奧迪A1目標(biāo)用用戶的的生活活方式式LifestylesofthetargetusersofAudiA1在杭州州，奧奧迪A1目標(biāo)用用戶在在他們們衣、、食、、住、、行中中擁有有著眾眾多的的符號(hào)號(hào)文化化元素素。InHangzhou,thetargetusersofAudiA1havemanysymbolswithculturalelementsintheirclothing,food,housingandtransportation.他們關(guān)關(guān)注什什么？？Whataretheirfocus?藝術(shù)漂亮?xí)r裝夜店上網(wǎng)美女小資高科技技自駕游游運(yùn)動(dòng)美食音樂電影咖啡駕馭樂樂趣體育旅游微博通過什什么媒媒體能能夠直直接接接觸和和影響響到這這些人人？19樓是一一個(gè)互互聯(lián)網(wǎng)網(wǎng)社區(qū)區(qū)網(wǎng)站站。是是杭州州都快快網(wǎng)絡(luò)絡(luò)傳媒媒有限限公司司旗下下的一一個(gè)專專注于于提供供本地地生活活消費(fèi)費(fèi)自由由交流流的平平臺(tái)，，被評(píng)評(píng)為全全國(guó)五五大論論壇；；一個(gè)在在杭州州地區(qū)區(qū)占絕絕對(duì)優(yōu)優(yōu)勢(shì)的的本地地化生生活消消費(fèi)社社區(qū)，，注冊(cè)冊(cè)用戶戶超過過1000萬(wàn)，中中國(guó)最最大的的城市市生活活社區(qū)區(qū)網(wǎng)站站。每每天，，幾百百萬(wàn)網(wǎng)網(wǎng)友在在這里里和本本地網(wǎng)網(wǎng)友自自由交交流生生活話話題，，相互互分享享、幫幫助。。19樓社區(qū)區(qū)網(wǎng)站站很多多的固固定網(wǎng)網(wǎng)友和和奧迪迪A1的目標(biāo)標(biāo)客戶戶群比比較吻吻合，，如其女性性用戶戶占70%，都為為白領(lǐng)領(lǐng)都是是女性性：選擇和和19樓網(wǎng)站站進(jìn)行行合作作，同同時(shí)開開展系系列針針對(duì)目目標(biāo)消消費(fèi)者者感興興趣的的營(yíng)銷銷活動(dòng)動(dòng)，讓讓營(yíng)銷銷活動(dòng)動(dòng)和市市場(chǎng)聲聲音更更有針針對(duì)性性！Whatmediaformscanhelpusgetcontactwiththesepeopleandinfluencethem?The19thbuildingsisaninternetcommunitywebsite,whichfocusesonprovidingaplatformforlocallife,consumptionandfreecommunicationunderHangzhouDukuaiInternetMediaCorporation,Ltd.IthasbeennamedoneofthefiveForumsinChina.ThelocalizedlifeandconsumptioncommunityhasheldallthetrumpsinHangzhouwithitsregisteredusersmorethan10,000,000,whichisthelargesturbanlifecommunitywebsiteinChina.Everyday,millionsofnetfriends,togetherwithlicalnetizens,exchangetheirideasonlife,sharethemwitheachotherandhelpeachother.Manypermanentnetizensof19thbuildingcommunitywebsitecoincidewiththetargetclientsofAudiA1inthat,forinstance,70%oftheusersarefamalewhitecollars.Wechoosetocooperatewith19thBuildingWetsiteandatthesametime,wewillholdaseriesofmarketingeventsaimedattargetcustomerssoastomakemarketingeventsandmarketvoicemorepertinent.19樓網(wǎng)站站介紹紹Anintroductionto19thBuildingWebsite其絕大大部分分的用用戶年年齡層層也和和奧迪迪A1目標(biāo)客客戶群群接近近MostoftheusersareaboutinthesameagegroupswiththetargetclientsofAudiA1.總部將將在杭杭州西西博會(huì)會(huì)車展展上進(jìn)進(jìn)行奧奧迪A1投放TheheadquartersisgoingtolaunchAudiA1intheautoexhibitionofHangzhouWestLakeExpo.2011第十二二屆中中國(guó)杭杭州國(guó)國(guó)際汽汽車工工業(yè)展展覽會(huì)會(huì)；The12thInternationalAutomobileExhibitionofHangzhou,China,2011展會(huì)時(shí)時(shí)間：：2011年10月13日-17日，共共5天；Time:October13th—17th展會(huì)地地點(diǎn)：：杭州州國(guó)際際會(huì)議議展覽覽中心心；Place:HangzhouInternationalConferenceExhibitionCenter.總部將將邀請(qǐng)請(qǐng)著名名一線線藝人人：““南拳媽媽媽””參加加奧迪迪A1在杭州州西博博會(huì)車車展上上的盛盛大投投放儀儀式。。TheheadquarterswillinvitetheFamousA-listers—NanquanMama——toattendthegrandlaunchceremonyoftheautoexhibitionofHangzhouWestLakeExpo.借助總總部在在杭州州西博博會(huì)上上奧迪迪A1的盛大大投放放儀式式，進(jìn)進(jìn)行本本次奧奧迪A1的推廣廣WiththehelpofthegrandAudiA1launchceremonyatHangzhouWestLakeExpo,wewillpromoteAudiA1.奧迪A1發(fā)布會(huì)時(shí)間間：10月13日（10:00-10:30）TimeforthereleaseconferenceofAudiA1:October13th(10:00am-10:30am)發(fā)布會(huì)擬邀邀請(qǐng)嘉賓：：浙江省30家主流媒體體共計(jì)40人Thegueststhattheconferenceplanstoinvite:30main-streammedia,40peopleintotal.展館信息：：Informationoftheexhibitionhall展位：A展館Exhibitionposition:ExhibitionhallA該展區(qū)品牌牌：Audi；MB；Lexus；Landrover&Jaguar；Brandsintheexhibitionarea:Audi,MB,Lexus,Landrover&Jaguar奧迪展位面面積：1080平米PositionareaforAudi:1080squaremeters總部在杭州州西博會(huì)車車展上的安安排Theheadquarters’’arrangementattheautoexhibitionofWestLakeExpo營(yíng)銷思路TheEventBriefing為能夠有效效的針對(duì)目目標(biāo)客戶群群體，傳達(dá)達(dá)奧迪A1的產(chǎn)品和品品牌形象，，整體營(yíng)銷銷思路為結(jié)結(jié)合總部在在杭州車展上奧迪A1盛大的投放放儀式，借借助媒體自自身的活動(dòng)動(dòng)，開展以以下三大板板塊營(yíng)銷TomeetthedamandofthetargetclientseffectivelyaswellastoconveyAudiA1anditsbrandimage,theoverallmarketingideaistocarryoutthefollowing3-platedmerketingincombinationwiththegrandlaunchingceremonyatHangzhouautoexhibitionheldbytheheadquarters,withthehelpoftheactivitiesofthemedia.活動(dòng)板塊ActivityPlates活動(dòng)形式ActivityForms冠名“杭州房產(chǎn)時(shí)尚美女”評(píng)選系列營(yíng)銷活動(dòng)Theseriesofmarketingactivitiesinthenameof?“FashionBeautyofHangzhouRealEstate“Selection杭州房產(chǎn)時(shí)尚美女評(píng)選，獎(jiǎng)勵(lì)奧迪A1一年使用權(quán)；Thewinnersintheselectionof?FashionBeautyofHangzhouRealEstate“willbeawardedaone-yearrightofusingAudiA1對(duì)50多家杭州房產(chǎn)商進(jìn)行推廣；在杭州房交會(huì)上進(jìn)行推廣；奧迪A1試駕挑戰(zhàn)賽AudiA1testdrivechallenge試駕挑戰(zhàn)賽，冠軍獎(jiǎng)勵(lì)奧迪A1一年使用權(quán)Thewinnerofthechallengerwillbeawardedone-yearrightofusingAudiA1奧迪A1時(shí)尚生活攻略FashionlifestrategyofAudiA1時(shí)尚A1美女一天時(shí)尚生活攻略，網(wǎng)絡(luò)深度報(bào)道TheinternetwillhaveadeepcoverageofthefashionlifestrategiesforfashionableA1beauties.為何冠名杭杭州房產(chǎn)時(shí)時(shí)尚美女評(píng)評(píng)選并提供供A1一年使用權(quán)權(quán)？目標(biāo)客戶集集中：富二代集中中：房地產(chǎn)行業(yè)業(yè)涉及與政政府、事業(yè)業(yè)等部門的的關(guān)系錯(cuò)綜綜復(fù)雜，很很多房地產(chǎn)產(chǎn)商，特別別是外來(lái)的的房地產(chǎn)商商為了扎根根杭州，和和相關(guān)政府府部門的領(lǐng)領(lǐng)導(dǎo)進(jìn)行相相關(guān)的資源源互換，造造成有很多多富二代在在杭州房地地產(chǎn)行業(yè)內(nèi)內(nèi)就業(yè)；房地產(chǎn)是暴暴富行業(yè)：：這幾年杭州州房地產(chǎn)行行業(yè)發(fā)展非非常快，很很多房地產(chǎn)產(chǎn)從業(yè)員在在前幾年進(jìn)進(jìn)行炒房，，因此暴富富，有購(gòu)買買A1的經(jīng)濟(jì)實(shí)力力；能夠覆蓋關(guān)關(guān)注房地產(chǎn)產(chǎn)的人群：：近幾年很多多人，通過過炒房賺取取了很多錢錢，該部分分人群對(duì)房房地產(chǎn)行業(yè)業(yè)的關(guān)注程程度遠(yuǎn)遠(yuǎn)超超過其他行行業(yè)，針對(duì)對(duì)房地產(chǎn)行行業(yè)的推廣廣能夠有效效覆蓋這部部分群體；；各方參與積積極性高：：開展本次活活動(dòng)，房地地產(chǎn)商有提提升自己企企業(yè)形象的的需求；參參賽房地產(chǎn)產(chǎn)從業(yè)人員員有獎(jiǎng)項(xiàng)吸吸引和自我我的實(shí)現(xiàn)；；媒體有擴(kuò)擴(kuò)大活動(dòng)影影響力的需需求。借助該評(píng)獎(jiǎng)獎(jiǎng)活動(dòng)，能能夠?qū)崿F(xiàn)小小活動(dòng)，大大宣傳的目目標(biāo)，使目目標(biāo)客戶集集中的房地地產(chǎn)行業(yè)關(guān)關(guān)注和談?wù)撜搳W迪A1WhyisitnamedFashionBeautyofHangzhouRealEstate“Selectionandprovidedone-yearrightofusingA1?Thetargetcustomersareconcentrated:Concentrated2GRich:Therelationshipbetweentherealestateindustryandotherdepartmentslikethegovernmentandtheinstitutionsiscomplex.Manyrealestarteagents,especiallythosealienagentsexchangematerialswithcadresofrelatedgovernmentdepartmentsinordertotakerootinHangzhou.Theresultisthatmany2GRichgetjobsintherealestateindustryinHangzhou.Therealestateindustrycanmakepeoplegetrichsuddenly:Duringtheseyears,Hangzhou’srealestateindustryhasdevelopedveryfastandmanypeoplehavestrikenitrichbymakingfastducksinthepastfewyearsandthustheyhavetheeconomicstrengthtobuyA1.Itcoversgroupsofpeoplewhofocusonrealestate:Recently,manypeoplehaveearnedmoneybymakingfastbucks,whopaysmoreattentiontotherealestateindustrythantotheotherfields.Thepromotiontargetingattherealestateindustrycancoverthegroupeffectiely.Allsideshaveparticipatedactivelyandenthusiastically:Throughthisactivity,therealestateagentscansatisfytheirneedtoimprovetheirimage;theparticipatingrealestateworkerscanwinawardsandachieveself-realization;themediacanmeettheirneedtoexpandtheirinfluence.Withthehelpoftheaward,wecanreachourpurposeof““Smallactivity,Largepublicity””,makingthetarget-client-concentratedrealestateindustryfocusonandtalkaboutAudiA1為何開展對(duì)對(duì)比試駕并并提供A1一年使用權(quán)權(quán)？Whydoweholdcontrasttestdriveandprovideone-yearrightofusingA1?吸引社會(huì)關(guān)關(guān)注：開展試駕挑挑戰(zhàn)賽，并并提供A1一年使用權(quán)權(quán)，將吸引引社會(huì)關(guān)注注，成為目目標(biāo)客戶談?wù)務(wù)摰脑掝}題；Attractsocialattention:Bycarryingoutcontrasttestdriveandprovidingone-yearrightofusingA1,wecanattractsocialattentionandmakeitatopicinconversationsofthetargetusers.能有效促進(jìn)進(jìn)銷售：通過和寶馬馬MINI進(jìn)行對(duì)比試試駕，讓消消費(fèi)者直接接體驗(yàn)奧迪迪A1的激情和優(yōu)優(yōu)勢(shì)，直接接促進(jìn)銷售售，吸引社社會(huì)關(guān)注，，擴(kuò)大市場(chǎng)場(chǎng)聲音；Promotesaleseffectively:ThroughthecontrasttestdrivewithBMWMINI,thecustomerscanexperiencedirectlythepassionandadvantagesofA1,whichdirectlypromotessales,attractsocialattentionandamplifymarketvoice.覆蓋更多目目標(biāo)客戶：：結(jié)合經(jīng)銷商商宣傳，讓讓其他媒體體行業(yè)、教教師等目標(biāo)標(biāo)行業(yè)的客客戶參與，，體驗(yàn)奧迪迪A1；Covermoretargetclients:Wewillletourtargetclientsfromothermedia,teachersandsoontoparticipateincombinationwiththepublicityofthedistributorsandexperienceAudiA1themselves.對(duì)比試駕將將能夠直接接促進(jìn)銷售售，提升經(jīng)經(jīng)銷商的展展廳集客量量，覆蓋更多目目標(biāo)客戶Thecontrasttestdrivewilldirectlypromotesalesandincreasethenumberofvisitorsinthedealers’exhibitionhall,thuscoveringmoretargetclients.為何開展奧奧迪A1時(shí)尚生活攻攻略？WhydowepracticeAudiA1fashionlifestrategy?塑造一種奧奧迪A1車主的鮮活活形象：結(jié)合美女、、美食、美美車、時(shí)尚尚的著裝，，塑造一個(gè)個(gè)奧迪A1車主的形形象。CreatealiveimageofAudiA1owners:WewillcreateanimageofaAudiA1ownerincombinationwithbeauties,deliciousfood,beautifulcarsandfashionableclothes.傳達(dá)奧迪迪A1時(shí)尚生活活方式：：結(jié)合網(wǎng)絡(luò)絡(luò)、微博博等形式式的傳播播，讓目目標(biāo)消費(fèi)費(fèi)者對(duì)這這種魅力力生活方方式和奧奧迪A1產(chǎn)生向往往。ConveyafashionablelifestyleofAudiA1:Throughthepropogationofinternet,Micro-blogandotherformsofmedia,thetargetcustomerswillbeattractedtowardstheglamorouslifestyleandA1.傳達(dá)一種種奧迪A1車主的時(shí)時(shí)尚魅力力生活形形象，和和目標(biāo)客客戶建立立起生活和和文化上上的向往往和共鳴鳴ConveyalifeimageoffashionandcharmoftheAudiA1ownersandestablishthedesireandresonanceinlifeandculturewiththetargetclients.活動(dòng)亮點(diǎn)點(diǎn)和創(chuàng)意意此次活動(dòng)動(dòng)秉承小小活動(dòng)，，大宣傳傳，活動(dòng)動(dòng)為宣傳傳、集客客做服務(wù)務(wù)，預(yù)計(jì)計(jì)整體的的報(bào)道價(jià)價(jià)值超過過300萬(wàn)；目標(biāo)針對(duì)對(duì)性高：：與富二代代集中的的行業(yè)－－房地產(chǎn)產(chǎn)進(jìn)行深深入合作作，能夠夠有效輻輻射模特特、媒體體從業(yè)人人員、部部分富二二代、19樓的網(wǎng)友友等目標(biāo)標(biāo)客戶；；對(duì)客戶吸吸引力大大：開展杭州州房產(chǎn)時(shí)時(shí)尚美女女評(píng)選活活動(dòng)，冠冠軍獎(jiǎng)勵(lì)勵(lì)奧迪A1一年使用用權(quán)；以以及開展展試駕挑挑戰(zhàn)賽，，為冠軍軍提供奧奧迪A1一年使用用權(quán)，將將能夠極極大的吸吸引目標(biāo)標(biāo)客戶參參與；并并能夠有有效增加加經(jīng)銷商商展廳集集客量；；調(diào)動(dòng)媒體體積極性性：通過提提供奧迪迪A1一年使用用權(quán)大獎(jiǎng)獎(jiǎng)的形式式，能夠夠有效促促進(jìn)合作作的19樓網(wǎng)站媒媒體的配配合度和和宣傳積積極性，，保證活活動(dòng)整體體的宣傳傳連續(xù)性性和被關(guān)關(guān)注度；；促進(jìn)經(jīng)銷銷商投入入，保證證宣傳效效果：聯(lián)合經(jīng)銷銷商進(jìn)行行活動(dòng)宣宣傳，能能夠保證證統(tǒng)一的的市場(chǎng)聲聲音，達(dá)達(dá)到奧迪迪A1上市信息息宣傳效效果最大大化。HighlightsandCreativityTheeventadherestotheprincipleof“SmallEvents,LargePubilicity,EventsforPublicity,ServeforGuests”andtheestimatedoverallreportingvaluereachesmorethan3million.Hightarget:Wecooperatewiththe2GRichconcentratedindustry—therealestateindustry—soastocoverthemodels,mediaworkers,some2GRich,19thbuildingnetizensandothertargetclientsBigattractionforclients:Thewinnersintheselectionof?FashionBeautyofHangzhouRealEstate“willbeawardedaone-yearrightofusingAudiA1;Thewinnerofthetestdrivechallengerwillbeawardedone-yearrightofusingAudiA1,whichwillattractthetargetclientstoparticipateinit;italsocanincreasethenumberofguestsonthedealers‘exhibitionhallMobilizetheinitiativeofthemedia:Withtheawardofone-yearrightofusingAudiA1,wecaneffectivelypromotethecoordinationandinitiativeforpublicitywiththe19thbuildinginternetmeida,thusensuringtheoverallcontinuityandfocusoftheevent.Promotetheinvestmentofthedealersandguaranteethepublicityeffects:Througheventpublicitywithdealers,wecanguaranteeaunitedmarketingvoiceandreachourtargetofamaximumpublicityeffenctsforthelistingofAudiA1活動(dòng)效果果預(yù)期Eventeffentsexpectations活動(dòng)目標(biāo)標(biāo)Purpose相關(guān)KPI指標(biāo)KPITarget傳播奧迪迪A1上市信息息；SpreadthelistinginformationofAudiA1擴(kuò)大奧迪迪A1的產(chǎn)品知知名度；；EnlargethepopularityofAudiA1促進(jìn)奧迪迪A1銷售。PromotethesalesofAudiA1開展車展展運(yùn)營(yíng)，，美女時(shí)時(shí)尚生活活攻略，，冠名杭杭州房產(chǎn)產(chǎn)時(shí)尚美美女評(píng)選選活動(dòng)，，對(duì)比試試駕等活活動(dòng)，直直接接觸觸目標(biāo)客客戶超過過5000名；Operateautoexhibition,strategiesforbeauty’sfashionlife,theselectioneventnaming““Hangzhourealestatefashionbeauty””,contrasttestdriveandsoon.通過媒體體傳播，，影響人人群超過過200萬(wàn)人；Withthemedia’scover,theaffectedepoplewillreachmorethan2million.產(chǎn)生有效效客戶超超過600人；Therewillbemorethan600effectiveclients.促進(jìn)銷售售，通過過活動(dòng)實(shí)實(shí)現(xiàn)銷售售80臺(tái)；Itwillpromotesalesand80willbesoldoutontheevent.活動(dòng)主視視覺ThemajorVisionintheEvent目錄Contents一、活動(dòng)動(dòng)背景和和目的BackgroundandPurpose活動(dòng)目的的Purpose策略分析析StrategyAnalysis活動(dòng)亮點(diǎn)點(diǎn)和創(chuàng)意意HighlightandCreativity二、活動(dòng)動(dòng)概述EventOutline活動(dòng)概述述EventOutline活動(dòng)相關(guān)關(guān)重點(diǎn)事事項(xiàng)RelatedKeyIssues活動(dòng)安排排Arrangement三、費(fèi)用用預(yù)算Budget活動(dòng)概況況Outline時(shí)間Time內(nèi)容Content看點(diǎn)Highlights10月10-11月25日Oct10th-Nov25th冠名“杭州房產(chǎn)時(shí)尚美女”評(píng)選系列營(yíng)銷活動(dòng)theselectioneventnaming“Hangzhourealestatefashionbeauty”,杭州房產(chǎn)時(shí)尚美女評(píng)選為冠軍獎(jiǎng)勵(lì)奧迪A1一年使用權(quán)Thewinnersintheselectionof?FashionBeautyofHangzhouRealEstate“willbeawardedaone-yearrightofusingAudiA1覆蓋整個(gè)杭州房地產(chǎn)行業(yè)ItwillcoverthewholerealestateindustryinHangzhou房交會(huì)推廣Pormotehousingfair房地產(chǎn)行業(yè)答謝會(huì)頒獎(jiǎng)典禮Anawardceremonyoftherealestateindustrytoshowtheirthanks10月25日-11月5日Oct25th-Nov5th奧迪A1試駕挑戰(zhàn)賽TestdriveChallengeofAudiA1試駕挑戰(zhàn)賽，冠軍獎(jiǎng)勵(lì)奧迪A1一年使用權(quán)Thewinnerofthechallengerwillbeawardedone-yearrightofusingAudiA110月15日-30日Oct15th-30th奧迪A1時(shí)尚生活攻略StrategiesforfashionlifeofAudiA1時(shí)尚A1美女一天時(shí)尚生活攻略thefashionlifestrategiesforfashionableA1beauties.奧迪A1··魅力生活活之“杭州房房產(chǎn)時(shí)尚尚美女評(píng)評(píng)選”AudiA1—Glamorouslife“SelectionofFashionBeautiesinHangzhouRealEstateIndustry”活動(dòng)時(shí)間間Time：10月10-11月25日Oct10th-Nov25th主題：奧奧迪A1·魅力生活活之“杭杭州房產(chǎn)產(chǎn)時(shí)尚美美女”評(píng)評(píng)選Theme:AudiA1—AGlamorouslifeSelectionofFashionBeautiesinHangzhouRealEstateIndustry”19樓宣傳陣陣地Pubulicityposition：房產(chǎn)樓樓市Realestatemarket地點(diǎn)Place：杭州50多家房產(chǎn)產(chǎn)開發(fā)商商Morethan50realestateagenciesinHangzhou活動(dòng)思路路EventIdea：結(jié)合19樓開展的的杭州房房產(chǎn)時(shí)尚尚美女評(píng)評(píng)選活動(dòng)動(dòng)，為冠冠軍提供供奧迪A1一年使用用權(quán)；Thewinnersinthe““SelectionofFashionBeautiesinHangzhouRealEstateIndustry”heldbythe19thbuildingwillbeawardedone-yearrightofusingAudiA1活動(dòng)概況Outline活動(dòng)進(jìn)度安排排EventSchedule宣傳貫穿從網(wǎng)網(wǎng)絡(luò)征集，海海選，到投票票，以冠軍贏贏取奧迪A1一年使用權(quán)大大獎(jiǎng)為吸引力力；Thepublicityrunsfromcollectionontheinternet,selection,tovoteandwinsattractionwithitsawardofone-yearrightofusingAudiA1.在房交會(huì)期間間，進(jìn)行車輛輛展示，同時(shí)時(shí)進(jìn)行宣傳互互動(dòng)。Duringthehousingfair,theautomobileswillbeexhibitedandatthesametime,wewillconductpublicityandinteraction10.15-10.3111.1-11.311.4-11.22征集，投票決決出12Collectandvotethefirst12people頒獎(jiǎng)Award11.2512強(qiáng)拍照Thefirst12peopletakephotos網(wǎng)商投票，決決出優(yōu)勝者Thebusinessmenontheinternetvoteanddecidewhoisthewinner10.15-10.17房交會(huì)期間推推廣Promoteduringthehousingfair比賽規(guī)則Rules參賽對(duì)象：杭州房地產(chǎn)從從業(yè)人員。Oarticipatingpeople:PeopleworkingintherealestateindustryinHangzhou參賽要求:ParticipatingRequirments19樓報(bào)名：通過報(bào)名通道道，登記相關(guān)關(guān)信息，并在在19樓上發(fā)帖。Applicationatthe19thBuilding:Throughtheapplicationchannel,relativeinformationwillberedisteredandpostswilbeputonthe19thBuilding征集時(shí)間TimeforCollection：10月10日——10月31日24:00（以帖子截止止時(shí)間為準(zhǔn)））；by24:00Oct10th-Oct31st投票時(shí)間：10月31日之前用投票票等方式產(chǎn)生生前12名；再?gòu)那?2名中評(píng)選前三三甲。TimeforVote:BeforeOctober31st,thefirst12participantswillbeselectedbyvotesandthenthetop3willbeselectedoutofthe12people.帖子內(nèi)容：ContentofthePost1）標(biāo)題格式：：公司名字+名字(or昵稱)2）個(gè)人資料：：19樓ID、公司名稱、、姓名、性別別、籍貫、身身高、體重、、愛好、特長(zhǎng)長(zhǎng)等相關(guān)資料料簡(jiǎn)單描述。。3）照片展示：：要求前臺(tái)或或工作中的照照片至少一張張，個(gè)人形象象展示照片；；可加入才藝藝展示環(huán)節(jié)；；4）個(gè)性標(biāo)簽：：給人的第一一印象；相處處后的評(píng)價(jià)（（可邀請(qǐng)同事事朋友描述））如，親切、、氣質(zhì)好、聲聲音甜美、陽(yáng)陽(yáng)光、帥氣、、健談等；5）職場(chǎng)趣事：：可以圖文并并茂描述工作作中發(fā)生的趣趣事；6）美麗宣言：：參賽宣言評(píng)選標(biāo)準(zhǔn)：SelectionStandard網(wǎng)絡(luò)票選前12名Thetop12peoplewillselectedontheinternet帖子評(píng)分：瀏瀏覽量及回帖帖評(píng)價(jià)；網(wǎng)絡(luò)投票：的的主要載體為為19樓論壇活動(dòng)專專題投票系統(tǒng)統(tǒng)（每個(gè)獨(dú)立立IP只能投票一次次）；評(píng)選時(shí)間：11月4日00:00-11月22日24:00，為期19天；評(píng)分依據(jù)：帖帖子的閱讀數(shù)數(shù)+投票數(shù)的總和和；前12名可按12星座的邏輯，，每個(gè)美都不不同，有知性性、智慧、獨(dú)獨(dú)立、干練、、親切、甜美美、帥氣、陽(yáng)陽(yáng)光等；網(wǎng)絡(luò)+專家票選前三三甲Thetopthreewillbeselectedbothontheinternetandbytheexperts’’votes前三甲評(píng)選：：主要分為網(wǎng)網(wǎng)絡(luò)票選和專專家評(píng)選兩部部分，其中網(wǎng)網(wǎng)絡(luò)票選占比比分的50%，專家評(píng)選占占比分的50%；網(wǎng)絡(luò)投票：的的主要載體為為19樓論壇活動(dòng)專專題投票系統(tǒng)統(tǒng)（每個(gè)獨(dú)立立IP只能投票一次次）；評(píng)分依據(jù)：前前12名評(píng)選時(shí)的分分?jǐn)?shù)30%+投票數(shù)的總和和35%+專家評(píng)選35%。比賽規(guī)則Rules奧迪A1信息植入ImplantationoftheInformationaboutAudiA1冠名“杭州房房產(chǎn)時(shí)尚美女女”評(píng)選活動(dòng)動(dòng)，體現(xiàn)內(nèi)容容為：奧迪A1—杭州房產(chǎn)時(shí)尚尚美女等內(nèi)容容；Thecontentoftheselectioneventnaming“HangzhouRealEstateFashionBeauty”isAudiA1—HangzhouRealEstateFashionBeautyandsoom組建奧迪A1尋找美麗車隊(duì)隊(duì)：Formthebeauty-findingfleetofAudiA1到50多家杭城房產(chǎn)產(chǎn)商處尋找最最美房產(chǎn)女郎郎，要求參賽賽選手與奧迪迪A1進(jìn)行合影，并并上傳用以評(píng)評(píng)選；Theparticipantswilllookforthemostbeautifulrealestatefirlsinmorethan50realestateagencies.ItisrequiredthattheparticipantstakephotoswithAudiAQanduploadthemforselection駕駛奧迪A1前往獲得前12名的選手的房房產(chǎn)開發(fā)商進(jìn)進(jìn)行拍攝；TheparticipantswilldriveAudiA1totherealestateagencieswherethetop12participantsworktoforshooting.奧迪A1信息植入ImplantationoftheInformationaboutAudiA1在所有參加評(píng)評(píng)選的杭州50多家房地產(chǎn)開開發(fā)商展廳內(nèi)內(nèi)擺放活動(dòng)信信息背景；Theeventbackgroundwillbeputupintheexhibitionhallsofalltheover50participatingrealestateagencies.杭州房交會(huì)上上的推廣ThePromotionatHangzhouHousingFair活動(dòng)時(shí)間：2011年10月15日-17日；Time:Oct15th-17th,2011房交會(huì)地點(diǎn)：：杭州和平會(huì)會(huì)展中心；Place:HangzhouPeaceExhibitionCenter活動(dòng)形式：Forms現(xiàn)場(chǎng)進(jìn)行車輛輛展示；Autoshowsonthespot在展臺(tái)的大屏屏幕上進(jìn)行網(wǎng)網(wǎng)友互動(dòng)，并并剪接入選12強(qiáng)的選手視頻頻，在現(xiàn)場(chǎng)進(jìn)進(jìn)行播放；Netizeninteractiononthescreenontheexhibitionboothandcutinthevideosofthetop12participantsforliveplay頒獎(jiǎng)儀式AwardCeremony活動(dòng)時(shí)間Time：2011年11月25日；Nov25th,2011活動(dòng)形式：Forms19樓將開展對(duì)杭杭城房產(chǎn)商的的答謝會(huì)；The19thbuildingwillholdaacknowlegementbanquetfortherealestateagentsinHangzhou在答謝會(huì)現(xiàn)場(chǎng)場(chǎng)進(jìn)行頒獎(jiǎng)，，為杭州房產(chǎn)產(chǎn)時(shí)尚美女冠冠軍進(jìn)行頒獎(jiǎng)獎(jiǎng)，獎(jiǎng)項(xiàng)為奧奧迪A1一年使用權(quán)；；Thewinnersof““HangzhouRealEstateFashionBeauty”willbeawardedoneyearrightofusingAudiA1現(xiàn)場(chǎng)進(jìn)行車輛輛展示。On-the-spotautoshow奧迪A1·魅力生活之“奧迪A1試駕挑戰(zhàn)賽””AudiA1—GlamorousLife“AudiA1TestDriveChallenge”活動(dòng)時(shí)間Time：10月25日-11月5日Oct25th-Nov5th10月25日-11月3日為招募期Oct25th-Nov3rdforrecruiment11月5日為比賽日Nov5thforthecompetition主題：奧迪A1·魅力生活之““奧迪A1試駕挑戰(zhàn)賽”Theme:AudiA1—AglamorousLife“AudiA1TestDriveChallenge”19樓宣傳陣地Position：拉風(fēng)一派CoolE地點(diǎn)Place：杭州蕭山第第一世界試駕駕場(chǎng)HangzhouXiaoshanfirstworldfieldtestdrive活動(dòng)思路EventIdea：通過19樓平臺(tái)招募目目標(biāo)車主，經(jīng)經(jīng)銷商潛在A1客戶，開展試試駕競(jìng)賽活動(dòng)動(dòng),冠軍獎(jiǎng)勵(lì)奧迪迪A1一年使用權(quán)；；Throughthe19thbuildingplatform,wewillrecruittargetownersandthedealers’potentialA1clientsforthetestdrivecompetition.Thewinnerwillbeawardedone-yearrightofusingAudiA1活動(dòng)概況Outline媒體20人不參加比賽賽20mediaworkerswon’’tparticipateinthecompetition杭州四家經(jīng)銷銷商每家15人，共60人15peoplefromeachofthefourdealers,60peopleintotal要求Requirment：到經(jīng)銷商展展廳看車的消消費(fèi)者，并交交1萬(wàn)元定金的客客戶，之后如如果沒有購(gòu)車車可退還。開開展此措施可可以有效促進(jìn)進(jìn)展廳的集客客量，預(yù)計(jì)每每家經(jīng)銷商集集客量超過500人。Thecustomerswhogototheexhibitionhallstoseecarsandpay10000yuandepositcangettheirmoneybackiftheydon’’tbuycarslater.Inthisway,itcaneffectivelyincreasethenumberofguestintheexhibitionhalls.Itcanbeestimatedthatthecapacityofguestsofeachdealerwillbypass500.共計(jì)80人。Thereare80peopleintotal試駕嘉賓組成成Compositionofthetestdriveguests車輛安排：展示車輛奧迪迪A12輛，比賽用車奧迪迪A14輛寶馬MINI2輛共計(jì)8輛參賽資格：1、駕照持有年年份在2年以上2、謝絕持有中中汽聯(lián)核發(fā)的的賽車駕照車車手參加3、現(xiàn)場(chǎng)上車參參賽前需出示示駕照填寫寫試駕協(xié)議基本要求：參賽車手上車車前必須檢查查是否攜帶駕駕照，無(wú)駕照照者不得參賽賽！女士參賽不得得穿高跟鞋，，穿高跟鞋者者不得參賽?。①愜囀衷趨①惽氨仨毢灪炇饏①悈f(xié)議議，沒有簽署署者不得參賽賽比賽基本信息息Theinformationofevent奧迪A1與寶馬迷你的的對(duì)比參數(shù)奧迪A11.4TFSIMINI1.6coupe發(fā)動(dòng)機(jī)TFSI直列4缸功率90KW72KW變速器S-tronic6檔自動(dòng)Acceleration加速性相比具有14%的優(yōu)勢(shì)Consumption油耗相比減少21%Torque扭矩相比25%的優(yōu)勢(shì)Navigation導(dǎo)航3D2D

Start/Stop有無(wú)BodySize3954*1740*14163723*1683*1407Luggagecapacity270/920160/680奧迪A1和寶馬MINI的參數(shù)對(duì)比AudiA1VSBMWMiniParameterAudiA11.4TFSIMINI1.6coupeEngineTFSILS-4Power90KW72KWTransmissionS-tronic6-ATAutomaticTransmissionAcceleration14%↑Consumption21%↓Torque25%↑Navigation3D2D

Start/Stop√×BodySize3954*1740*14163723*1683*1407Luggagecapacity270/920160/680ComparewithparameterofAudiA1andBMWMini奧迪A1與寶馬迷你的的對(duì)比AudiA1VSBMWMiniVS技術(shù)更先進(jìn)，，油耗更低，，更加高效和和環(huán)保；Advancedtechnology,lowerconsumption,moreeffectiveandenvironmental;動(dòng)力更強(qiáng)勁，，加速性能更更具有優(yōu)勢(shì)；；Strongerpowerandbetteracceleration;內(nèi)飾更加精致致，外觀更加加動(dòng)感；Moredelicateinteriordecorationandmoredynamicbodydesign;尺寸更大，軸軸距更長(zhǎng)，行行李箱尺寸更更大。Biggersize,longerwheelbaseandbiggertrunk.試駕活動(dòng)流程程EventProcess時(shí)間Time事項(xiàng)Contents13:00簽到Sign-in13:00-13:15現(xiàn)場(chǎng)講解On-siteworkshop13:15-16:00分組試駕體驗(yàn)Testd