奥迪A6深度体验方案.ppt

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1、奥迪A6LTDI深度体验方案AudiA6LTDI-depthexperienceoftheprogram广州国云风广告公司GAAC2009年11月8日目录catalog活动背景BackgroundActivities活动创意CreativeActivities媒介传播MediaCommunication费用预算Costestimates目录catalog活动背景BackgroundActivities活动创意CreativeActivities媒介传播MediaCommunication费用预算CostestimatesTDI销售现状不尽人意利

2、益诉求有偏差主流舆论的环保诉求对车主无实质性利益节油特性对该级别的车主不是关键性影响对柴油发动机的误解依然存在冒黑烟跟国内油品质量不匹配发动机稳定性差加油时跟货车拼位置TDIsalesunsatisfactorystatusquoInterestdemandstherearedeviationsMainstreammedia'senvironmentalclaimsandsubstantialbenefittotheownersofnon-Theownersoffuel-savingfeatureisnotcriticaltothelevelo

3、fimpactAmisunderstandingofthedieselenginestillexistsBlackSmokeDomesticfuelqualitydoesnotmatchwiththeStabilityofdifferenceengineTofightwiththelocationofrefuelingtrucks需要从“汽车”最本质的属性去发掘利益点Needfromthe"car"themostessentialpointofthepropertytodiscovertheinterestsof社会利益Socialbenefi

4、ts基本利益Basicinterests核心利益Coreinterests动力Power舒适、操控、节油Comfort,control,fuel-efficient节能、环保Energy-saving,environmentalprotection策略思考创意以“动力”为核心的深度体验提高终端集客质量终端整合，统一行动店头包装，GAAC负责统一提供物料设计和话术提高参与门槛，通过比赛获取参与资格传播整合传播上与经销商现有广告资源实现最大整合GAAC负责统一提供设计体验活动策划以产品体验为平台融入团队互动类型的生活方式体验CreativeThin

5、kingStrategiesThe"power"asthecoreofthedepthofexperienceToimprovethequalityoftheterminalset-offTerminalintegration,unityofactionStorethefirstpackage,GAACisresponsibleforprovidingaunifieddesignandmaterials,ifsurgeryEnhanceparticipationthresholdforeligibilityforparticipationbyr

6、aceCommunicationIntegrationCommunicationwithdistributorstoachievemaximumintegrationoftheexistingadvertisingresourcesGAACresponsibleforcentralizingtheprovisionofdesignExperienceeventplanningExperienceasaplatformforproduct-Integrationintotheteamtoexperienceaninteractivetypeofl

7、ifestyle目录catalog活动背景BackgroundActivities活动创意CreativeActivities媒介传播MediaCommunication费用预算Costestimates活动主题ThemeT级体验既有TDI级别也有“特级”的意思T-classexperienceforbothTDI-levelalsohasa"super"means1简单上口，容易传播Simpleandcatchy,easytospread2副标题点名活动的身份，是针对A6LTDI的Subheadingnamedactivitystatusis

8、aimedattheA6LTDI3T级体验行动--奥迪A6LTDI深度试驾之旅T-classexperienceofaction-AudiA6LTDI