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1、一汽-大眾全新CC上市活動方案構(gòu)想FAW-VW New CC Launch Ceremony Proposal by DMG 20130221方案概要Agenda活動策略Strategy 品牌策略Brand Strategy 傳播策略Communication Strategy創(chuàng)意方向 一Direction One 傳播渠道Communication channel 傳播規(guī)劃Communication Plan 場地推薦Recommendation site 思路延伸 Further Proposal創(chuàng)意方向 二Direction Two 傳播渠道Communication Channel 傳2、播規(guī)劃Communication Plan 場地推薦Recommendation siteProposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal2活動策略Strategy品牌策略Brand StrategyProposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal3生而卓然 表里如一Naturally Outstanding生而卓然Naturally Outstanding表里如一風(fēng)華是CC的標(biāo)配，全新CC更是升華了這種卓然之美。整車配置的完美升級，讓全新CC3、內(nèi)外兼修，表里如一。New CC is packed with new generation technical features,inside equals outsideGlamour is the key feature of CC,and new CC is an evolution of the current CC活動策略Strategy傳播策略Communication Strategy 延續(xù)CC娛樂營銷的傳播策略，形成一汽-大眾CC獨(dú)有的品牌標(biāo)簽。Take the glamour comes standard into the future,set the CC apart f4、rom others products.通過系列娛樂營銷活動的串聯(lián)，讓全新CC持續(xù)發(fā)聲，詮釋“表里如一”的卓然升級。Link new CC to entertainment and create media buzz,showing its naturally outstanding2013年相關(guān)娛樂大事記2013 KEY EXECUTION MILESTONES Proposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal404210423上海車展Shanghai Auto Show北京電影節(jié)（至0428）Beijing Fil5、m Festival(April)0501全新CC微電影殺青Finish Mini-movie6月份 June時尚健康第9屆男士體面大獎頒獎盛典 9th The Grooming Awards Ceremony0615上海電影節(jié)（至0623）Shanghai Film Festival(June)0701北京/紐約兩大電影學(xué)院研討會上（至0725）Beijing Film Academy/New York TISCH University Workshop(July)0705全新CC上市發(fā)布會New CC Launch Ceremony時尚芭莎明星慈善夜 Stars Charity Night6、9月份SepDMG合作發(fā)行的電影發(fā)布會DMG Co-ProductionMovie Announcement Ceremony時尚界Fashion汽車界Motor-dom電影界Entertainment創(chuàng)意方向 一Direction One電影營銷Entertainment Marketing Proposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal504210423上海車展Shanghai Auto Show北京電影節(jié)（至0428）Beijing Film Festival(April)0501全新CC微電影殺青 Finis7、h Mini move0615上海電影節(jié)（至0623）Shanghai Film Festival(June0701北京/紐約兩大電影學(xué)院研討會上（至0725）Beijing Film Academy/New York TISCH University Workshop(July)0705全新CC上市發(fā)布會New CC Launch CeremonyDMG合作發(fā)行的電影發(fā)布會DMG Co-ProductionMovie Announcement Ceremony汽車界Motor-dom電影界Entertainment創(chuàng)意方向 一Direction One電影營銷Entertainment一汽-8、大眾全新CC星光首映 New CC Launch Ceremony-Avenue of Stars傳播渠道：電影節(jié)及電影研討會Communication channel:Film Festival and Film Workshop 傳播規(guī)劃：Communication PlanProposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal6上市前期：電影節(jié)及電影研討會，由表及里Pre-Launch:Film Festival and Workshop上市期：全新CC星光大道首映Launch:New CC Launch Ceremo9、ny上市后期：電影發(fā)布會After-Launch:Film Launch Ceremony電影節(jié)成就星輝煌（外在美）Festival(External Beauty 研討會助力星發(fā)展（內(nèi)在美）Workshop(Inner Beauty)全新CC的星光大道New CC Launch Ceremony:Avenue of StarsDMG合作發(fā)行的電影發(fā)布會DMG Co-Production Movie Announcement Ceremony創(chuàng)意方向 一Direction one一汽-大眾全新CC上市發(fā)布會構(gòu)想 Proposal for New CC Launch Ceremony生而卓然 星10、意盎然 一汽-大眾全新CC星光首映禮 Natural Outstanding-New CC Launch Ceremony-Avenue of Stars場地推薦：香港尖沙咀星光大道/香港文化中心Site Recommended:Avenue of Stars,Tsim Sha Tsui,HongKong/HongKong Cultural Center 活動規(guī)劃：Proposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal7全新CC星光大道情景展覽Exhibit New CC on the Avenue of Stars眾星云集11、共走全新CC星光大道Stars Walk on the Avenue of Stars香港文化中心大劇場首映禮Premiere on HongKong Cultural Center夜游維多利亞港/海上觀星Night Travel Victoria HarbourSea Star Observation首映禮主會場New CC Launch Ceremony Site香港文化中心 HongKong Cultural Center 連接星光大道和香港天星碼頭Connect Avenue of Stars and Star Ferry Terminal Proposal by DMG 20130212、21FAW-VW New CC Launch Ceremony Proposal8Proposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal9香港星光大道Avenue of Stars借助星光大道本身的雕塑群，營造全新CC微電影拍攝的情景裝置。Build the scene of CC Mini-move by the use of Statues on the Avenue of Stars.Proposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal10香港文化13、中心HongKong Cultural Center全新CC首映禮會場New CC Launch Ceremony SiteProposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal11夜游維多利亞港Night Travel Victoria Harbour 首映禮后乘坐游輪夜游維多利亞港，在游輪上享受觀星派對。After New CC Launch Ceremony,there is a cruise stargazing partyProposal by DMG 20130221FAW-VW New CC Launch Ce14、remony Proposal12創(chuàng)意方向 一Direction one思路延伸 Further Proposal一汽-大眾CC明星微電影節(jié) CC Stars Mini-movie Festival以微電影為傳播要素，與新浪微博、騰訊微博、北京電影學(xué)院、微電影產(chǎn)業(yè)機(jī)構(gòu)共同打造一汽-大眾CC明星微電影節(jié)。電影節(jié)作品Product 電影節(jié)作品須由知名藝人執(zhí)導(dǎo)，用明星的視角記錄生活的風(fēng)雅光華，即用CC的靈魂發(fā)現(xiàn)與記錄生活之美。Product will be directed by the famous stars,aim as discovering the glamour of the life.15、電影節(jié)機(jī)制Mini-movie Festival 聯(lián)合新浪微博、騰訊微博等傳播平臺；借助微電影產(chǎn)業(yè)機(jī)構(gòu)（或各大電影集團(tuán)）的專業(yè)資源；打造國內(nèi)頂尖的微電影盛事，傳播一汽-大眾CC的內(nèi)在特點(diǎn)和獨(dú)有特征。Utilize web as well resource of entertainment,build Mini-movie festival,broadcast the CC external and inner glamour.電影節(jié)每年舉辦或隔年舉辦，延續(xù)一汽-大眾CC的市場傳播，樹立獨(dú)特的品牌標(biāo)桿。Mini-movie Festival suggested to held yearly as16、 CC brand communication電影節(jié)前期，除線上持續(xù)傳播，還可選擇時尚地標(biāo)進(jìn)行巡回點(diǎn)映活動，明星導(dǎo)演到場配合CC巡展，彰顯CC的明星氣質(zhì)。Before Festival,apart from on-line broadcasting,Mini-movie shows on the fashion landmarks,leverage stars cooperation and link new CC to entertainment.Proposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal13創(chuàng)意方向 二 Di17、rection Two時尚營銷FashionProposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal14Proposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal140421 21st,April上海車展Shanghai Auto Show0501 1st,May全新CC微電影殺青Finish Mini move6月份June時尚健康第9屆男士體面大獎頒獎盛典 9th The Grooming Awards Ceremony0705 5th,July全新CC上市18、發(fā)布會全新CC上市發(fā)布會New CC Launch Ceremony時尚芭莎明星慈善夜 Stars Charity Night9月份Sep時尚界Fashion汽車界汽車界Motor-dom創(chuàng)意方向 二 Direction Two時尚營銷Fashion 一汽-大眾全新CC巔峰首映 New CC Launch Ceremony-Peak Release New CC傳播渠道：時尚媒體盛典Communication Channel:Fashion Ceremony傳播規(guī)劃：Communication PlanProposal by DMG 20130221FAW-VW New CC Launch C19、eremony Proposal15上市前期：男人體面大獎Pre-launch Phase:The Grooming Awards Ceremony上市期：全新巔峰首映Launch Phase:New CC Launch Ceremony上市后期：電影發(fā)布會After Launch Phase:Mini-moive Press Conference面子上的時尚盛典（外在美）Exterior Glamour在巔峰處向世界首映First Release on the Peak充滿愛的時尚盛典（內(nèi)在美）Inner GlamourDMG合作發(fā)行的電影發(fā)布會DMG Co-ProductionMovie 20、Announcement Ceremony上市后期：芭莎明星慈善夜After Launch Phase:Stars Charity Night創(chuàng)意方向 二Direction Two一汽-大眾全新CC上市發(fā)布會構(gòu)想 Proposal生而卓然 美在巔峰 一汽-大眾全新CC巔峰首映禮 New CC Launch Ceremony-Peak Release New CC場地推薦：玉龍雪山/麗江 用令人窒息的自然之美和純凈的人文之美，襯托全新CC的生而卓然和升級后的巔峰之美。Site Recommended:Jade Dragon Snow Mountain/Lijiang Naturally beau21、ty just same as CC beauty.活動規(guī)劃：Event PlanProposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal16全新CC麗江試駕Lijiang:New CCTrial Run麗江古城感受人文之美The Old Town of Lijiang:Beauty of Humanities 登玉龍雪山感受自然壯美Jade Dragon Snow Mountain:Natural Beauty在海拔最高的自然劇場巔峰首映Peak Release New CC玉龍雪山印象 麗江劇場Jade Dragon Sn22、ow Mountain:Impression Lijiang Theatre珠穆朗瑪峰已有1000多人登頂，但是玉龍雪山至今無人問鼎。Jade Dragon Snow Mountain is undiscovered until now.玉龍雪山印象 麗江劇場是世界海拔最高的自然實景劇場。Impression Lijiang Theatre is the highest theatre in the world.Proposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal17Proposal by DMG 20130221FAW-23、VW New CC Launch Ceremony Proposal18備選場地Backup Site拉薩，布達(dá)拉宮對岸。Faces the famous Potala Palace,Lhase 以布達(dá)拉宮作為發(fā)布會現(xiàn)場的背景，將自然之美 與人力工程相結(jié)合，呈現(xiàn)生而卓然的巔峰之美。Utilize Potala Palace as background,combine the natural beauty with humanities beauty.全新CC微電影導(dǎo)演陸川的名作可可西里在西藏取景拍攝，本次攜新作重游故地，在世界屋脊展示登峰造極的全新CC。The director of CC M24、ini-movie is Luchuan,who took film in Tibet and famous with it.Leverage Lu Chuan cooperation and link new CC with peak performance.Proposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal19用巧奪天工的自然與人文之景襯托全新CC的卓然天成，無需過多的修飾便已問鼎巔峰。Utilizing the beauty of natural and humanities,emphasizes new CCs 25、natural outstanding.Proposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal20待換圖風(fēng)景試駕Trial Test in scenic spotProposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal21創(chuàng)意方向 二 Direction Two巔峰之最 Peak Performance海拔最高的電影首映 Peak Mini-movie Release 在世界海拔最高的劇場或世界屋脊展示全新CC的巔峰之美，詮釋CC的完美升級。Peak Per26、formance,giving the mass media a very deep impression風(fēng)景最美的試乘試駕 Trial Test in scenic spot 在秀美的麗江山水間或青藏高原的圣山圣湖畔進(jìn)行全新CC的試乘試駕，當(dāng)自然之美遇見工藝之美，將撞出令人激動的火花。Trial Test in scenic spot,combines the natural elegance with humanities beauty.國內(nèi)頂尖的明星陣容 All Stars Cast 力邀曾與世界屋脊結(jié)緣的頂尖藝人，用巔峰之作共同見證全新CC的巔峰之美。Invite top artists,witness the beauty of new CC.Proposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal22Thank You！歡迎指摘 您的意見將是我們進(jìn)步的動力