奥迪A6深度体验方案
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• Enhance participation threshold for eligibility for participation by race
•Communication Integration
• Communication with distributors to achieve maximum integration of the existing advertising resources
Ø GAAC负责统一提供设 计
书山有路勤为径， 学海无涯苦作舟
•Creative Thinking Strategies
•The "power" as the core of the depth of experience
•Experience event planning • Experience as a platform for product • Integration into the team to experience an interactive type of lifestyle
书山有路勤为径， 学海无涯苦作舟
•需要从“汽车”最本质的属性去发掘利益点
•Need from the "car" the most essential point of the property to discover the interests of
•社会利益
•Social benefits
•基本利益
• GAAC responsible for centralizing the provision of design
目录catalog
Ø 活动背景Background Activities Ø 活动创意Creative Activities Ø 媒介传播Media Communication Ø 费用预算Cost estimates
•策略思考创意
•体验活动策划
Ø 以产品体验为平台
Ø 融入团队互动类型的 生活方式体验
•以“动力” •为核心的深度体 验
•提高终端集客质量
Ø 终端整合，统一行动 Ø 店头包装，GAAC负责统一 提供物料设计和话术 Ø 提高参与门槛，通过比赛 获取参与资格
•传播整合
Ø 传播上与经销商现有 广告资源实现最大整合
奥迪A6深度体验方案
书山有路勤为径， 学海无涯苦作舟
2020年4月10日星期五
目录catalog
Ø 活动背景Background Activities Ø 活动创意Creative Activities Ø 媒介传播Media Communication Ø 费用预算Cost estimates
书山有路勤为径， 学海无涯苦作舟
目录catalog
Ø 活动背景Background Activities Ø 活动创意Creative Activities Ø 媒介传播Media Communication Ø 费用预算Cost estimates
书山有路勤为径， 学海Leabharlann Baidu涯苦作舟
TDI销售现状不尽人意
•利益诉求有偏差 Ø 主流舆论的环保诉求对 车主无实质性利益 Ø 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 Ø 冒黑烟 Ø 跟国内油品质量不匹配 Ø 发动机稳定性差 Ø 加油时跟货车拼位置
书山有路勤为径， 学海无涯苦作舟
TDI sales unsatisfactory status quo
•Interest demands there are deviations • Mainstream media's environmental claims and substantial benefit to the owners of non • The owners of fuel-saving feature is not critical to the level of impact
书山有路勤为径， 学海无涯苦作舟
•To improve the quality of the terminal set-off
• Terminal integration, unity of action
• Store the first package, GAAC is responsible for providing a unified design and materials, if surgery
•Basic interests
•核心利益
•Core interests
•节能、环保 •Energy-saving, • environmental • protection
•舒适、操控、节油 •Comfort, control, • fuel-efficient
•动力 •Power
书山有路勤为径， 学海无涯苦作舟
•2
•简单上口，容易传播
•Simple and catchy, easy to spread
•3
•副标题点名活动的身份，是针对A6LTDI的
•Subheading named activity status is aimed at the A6LTDI
书山有路勤为径， 学海无涯苦作舟
•A misunderstanding of the diesel engine still exists • Black Smoke • Domestic fuel quality does not match with the • Stability of difference engine • To fight with the location of refueling trucks
书山有路勤为径， 学海无涯苦作舟
•活动主题Theme
•T级体验行动--奥迪A6LTDI深度试驾之旅
•T-class experience of action - Audi A6LTDI-depth test drive of the trip
•1
•T级体验既有TDI级别也有“特级”的意思
•T-class experience for both TDI-level also has a "super" means
•Communication Integration
• Communication with distributors to achieve maximum integration of the existing advertising resources
Ø GAAC负责统一提供设 计
书山有路勤为径， 学海无涯苦作舟
•Creative Thinking Strategies
•The "power" as the core of the depth of experience
•Experience event planning • Experience as a platform for product • Integration into the team to experience an interactive type of lifestyle
书山有路勤为径， 学海无涯苦作舟
•需要从“汽车”最本质的属性去发掘利益点
•Need from the "car" the most essential point of the property to discover the interests of
•社会利益
•Social benefits
•基本利益
• GAAC responsible for centralizing the provision of design
目录catalog
Ø 活动背景Background Activities Ø 活动创意Creative Activities Ø 媒介传播Media Communication Ø 费用预算Cost estimates
•策略思考创意
•体验活动策划
Ø 以产品体验为平台
Ø 融入团队互动类型的 生活方式体验
•以“动力” •为核心的深度体 验
•提高终端集客质量
Ø 终端整合，统一行动 Ø 店头包装，GAAC负责统一 提供物料设计和话术 Ø 提高参与门槛，通过比赛 获取参与资格
•传播整合
Ø 传播上与经销商现有 广告资源实现最大整合
奥迪A6深度体验方案
书山有路勤为径， 学海无涯苦作舟
2020年4月10日星期五
目录catalog
Ø 活动背景Background Activities Ø 活动创意Creative Activities Ø 媒介传播Media Communication Ø 费用预算Cost estimates
书山有路勤为径， 学海无涯苦作舟
目录catalog
Ø 活动背景Background Activities Ø 活动创意Creative Activities Ø 媒介传播Media Communication Ø 费用预算Cost estimates
书山有路勤为径， 学海Leabharlann Baidu涯苦作舟
TDI销售现状不尽人意
•利益诉求有偏差 Ø 主流舆论的环保诉求对 车主无实质性利益 Ø 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 Ø 冒黑烟 Ø 跟国内油品质量不匹配 Ø 发动机稳定性差 Ø 加油时跟货车拼位置
书山有路勤为径， 学海无涯苦作舟
TDI sales unsatisfactory status quo
•Interest demands there are deviations • Mainstream media's environmental claims and substantial benefit to the owners of non • The owners of fuel-saving feature is not critical to the level of impact
书山有路勤为径， 学海无涯苦作舟
•To improve the quality of the terminal set-off
• Terminal integration, unity of action
• Store the first package, GAAC is responsible for providing a unified design and materials, if surgery
•Basic interests
•核心利益
•Core interests
•节能、环保 •Energy-saving, • environmental • protection
•舒适、操控、节油 •Comfort, control, • fuel-efficient
•动力 •Power
书山有路勤为径， 学海无涯苦作舟
•2
•简单上口，容易传播
•Simple and catchy, easy to spread
•3
•副标题点名活动的身份，是针对A6LTDI的
•Subheading named activity status is aimed at the A6LTDI
书山有路勤为径， 学海无涯苦作舟
•A misunderstanding of the diesel engine still exists • Black Smoke • Domestic fuel quality does not match with the • Stability of difference engine • To fight with the location of refueling trucks
书山有路勤为径， 学海无涯苦作舟
•活动主题Theme
•T级体验行动--奥迪A6LTDI深度试驾之旅
•T-class experience of action - Audi A6LTDI-depth test drive of the trip
•1
•T级体验既有TDI级别也有“特级”的意思
•T-class experience for both TDI-level also has a "super" means