奥迪A1魅力生活.ppt

文档介绍：奥迪A1·魅力生活Audi A1—Glamorous Life
活动内容:
冠名杭州房产时尚美女评选、房交会车辆展示、杭州50多家楼盘售楼处长期活动信息展示、西博会车展活动信息传播、奥迪A1和宝马MINI对比试驾及挑战赛、奥迪A1时尚生活日记等系列活动,并为房产时尚美女评选冠军和试驾挑战赛冠军提供奥迪A1一年使用权大奖。
活动思路:
本项目秉承小活动,大宣传,活动为宣传、为集客服务;
活动目标客户针对性高,对房地产行业进行深度推广;
通过大奖的形式吸引目标客户参与和媒体报道的积极性。
活动概述
Activity
We will endorse and name the following activities: Real Estate Fashion Beauty in Hangzhou, Auto Show in Housing Trade Fair, Fifty Buildings Sales Information Exhibition, Auto Exhibition in West Lake Expo, Comparative Test Drive between Audi A1 and BMW MINI and Challenge Contest, Audi A1 Fashion Life Diary and so on. The champion of Real Estate Fashion Beauty and Test Drive Winner will be entitled to one year’s free use of Audi A1 as a big prize.
Activity Idea:
This project makes full use of small activities to enlarge the scope of advertisements. These activities serve for the promotion of Audi A1 and collect as many potential customers as possible.
These activities can reach the most effective aimed customers.
By means of the big prize, the aimed customers and media will be attracted to a large extent.
Activity Overview
目录Contents
一、活动背景和目的Background and Purpose
活动目的Purpose
策略分析Strategy Analysis
活动亮点和创意Highlight and Creativity
二、活动概述Event Outline
活动概述Event Outline
活动相关重点事项Related Key Issues
活动安排Arrangement
三、费用预算Budget
活动背景Background
奥迪A1即将上市,奥迪在A0级豪华车市场是新进入者,是市场的挑战者,需要给予大力度的推广;Audi A1 is entering the market. As a er in A0 level luxury car market, Audi is a challenger to the market, which needs vigorous promotion.
而主要的竞争对手宝马MINI已经很早就进入中国市场,并已经得到广泛的市场认知,随着消费者需求的个性化发展,该细分市场的市场容量也越来越大。However, Audi’s petitor BMW MINI has entered Chinese market for a long time and got wide market knowledge. With the personalized development of consumers’ need, the capacity of the market segment is ing greater.
活动目的Purpose
提升关注度:在奥迪A1推出市场之期,结合系列营销活动,开展深度的推广,让更多的消费者关注这款新车型,为后期的销售打下基础;Raise awareness: When Audi A1 is on the market, we will make further promotion together with a series of marketing events so as to let