欧宝发布会方案方案

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1、NewOpelAntaraLaunchProposalPreparedbyShunyaAdvertisingOpelMotherBrandWhoaretheOpelOwnersTheywantanoriginalGermanbrandthathasgreatqualityandwithdeeprootedTheydon’twantacarthatcanbeseenontheroadallthetime.Theywanttobesecluded,butalsolowkey.Greatdemandfortheirlif

2、estyle,butdon’twanttogowiththecrowdTheybelievecarreflectsthepersonwhodrivethem.SoitmusthavecharacterandpersonalityTheylookfornothingless,don’tsacrificequalityforvalue.Theyare:ExistingOpelownerswhoarelookingtopurchaseanothercarinnext12monthsDomesticGermanbrando

3、wnerswhoarelookingtoupgradetoatrueauthenticGermanproductFirsttimecarbuyerswhoarelookingforhighqualityproductswithgoodGermanengineersTheyarein25-40yearsold,highlyeducated,lookingforqualitymorethanquantity,andareworldlyOpelBrandHouseEmotional+RationalFreshThinki

4、ng,BetterCarDesignGermanEngineerSafetyQuality百年欧宝，坚持德国决不妥协的造车理念和工艺，融汇日耳曼极致科技与实用美学的造车智慧，致力让更多人享用，本着“善用能源打造”概念，配置先进科技和理念的好车――欧洲之宝Monocabdesign/safetyfeatures/importedquality/dynamicdesign/affordablehi-techDrivingPleasureExpandingtheProductLinesOPELAstraZafiraAnt

5、araAstra5DAstraGTCAstraGTCPanoAstraTwinTopAstraA＋AstraTwinTopGTCPanoramaZafira3-piecehardtopWidescreensunroofFlex-7NewProductVisionWiththenewmodelintroductions,thatemphasizeonflexiblespaceutilizationandhighefficientoutputtopresenttomarketaboutourvalueof“engine

6、eredtoenergize”ThenewmodelswillalsobecomethenewOpelfacestoreachouttomoreOpeltargetaudiences.AntaraPositioning85yearsofcontinuoussegmentgrowth(数据资料来源：SGM历年销售数据)UnitsNissanqashqai–逍客“都市游牧人”——在城市中生活追求自我、打破常规。HondaCR-V睿力和一锋芒劲现(强调时尚与科技)Toyota–RAV4城市四驱车RAV4以时尚的外型和出众

7、的性能，灵敏地穿梭于现代都市中。无论任何地点，都完美映衬驾驶者独特的品味与个性。Chevrolet–Captivabodycopy——城市是一个舞台；城市是一扇窗；城市是一座乐园；城市是一个运动场；城市是一座竞技场；广告片slogan——征服，不简单！拥有，不简单！分享，不简单！自由，其实很简单！ConsumersarelookingforsomethingwhenbuyingaSUVDrivingpleasureAestheticlookIndividualFreedomGoinganywhereSithigha

8、ndlookdownLeisureSUVFormalVSCasualSpacious,comfort,andfreedom(数据资料来源：SGMCadillacSUVstudy)Antaraconsumersare:Theyareinmiddle-upperclass,lookingforselfstyleandhighquality.Emotionalne