1、2,Table of Contents目錄,3184393122,Part 1Project Background and Market Analysis項目背景及市場分析,3,Escort:ModelEscort：典范,Became a perfect model of family car with free drive in 1968,with the European sales of over 16 million cars.1968年，歐洲銷量超過1600萬，成為家庭車和超強駕馭完美結合的典范。In the 1960s,created a precedent of Ford in

2、the UK,cumulative sales of more than 4 million cars in the past three decades.1960年代，開創了福特在英國暢銷的先河，三十多年累計銷量達400多萬。Won the consecutive RAC Rally(renamed later)championship from 1975 to 1979.1975年至1979年，連續贏得了后來改為英國拉力賽的 RAC Rally 賽事的冠軍。Won the WRC manufactures championship in 1979.1979年，獲得1979年WRC的廠商冠軍

3、。In 2013,Escort concept car debuted stunningly in the Shanghai International Auto Show.2013年，Escort概念車在上海國際車展全球首次驚艷亮相。,4,Replace the classic Fox to form a double car strategy with the new FoxEnhance the Ford brand competitiveness in the mid-grade car marketFulfill the“Endless Progress”promise替代經典福克斯

4、，與新福克斯形成雙車戰略提升福特品牌在中級車市場的競爭力體現”進無止境”的品牌承諾,New model of the Chinese family car tailored by Changan Ford based on its global platform technology advantages長安福特基于全球平臺技術優勢、專為中國家庭量身定制的家轎新典范,5,Ford Escort福特 福睿斯Create the Future Together New Model of Family Car共創未來家轎新典范,6,Target market市場目標,Establish the“Ne

5、w Model Family Car(NMFC)”brand awareness and reputation建立”新典范家轎”品牌知名度與美譽度Complete the annual sales target of 235,024 cars(3.8%market share)完成235,024臺年度銷售目標（市場份額3.8）Average market share 2015-2023 of 3%2015-2023平均市場份額達到3%Monthly sales of 20,000 cars月銷量20000臺,7,8,Enterprising debut in 2015,2015年進取登場，Fa

6、cing with fierce competition in the mid-grade car market,面對中級車市場的激烈競爭How will Escort successfully replace the classic Fox,and drive the Changan Ford sales into a new height?福睿斯如何順利取代經典福克斯，將長安福特銷量提升到新的高度？,Macro markets,9,Increasing female owners with different preferences,Car demand is suppressed in

7、the first-and second-tier cities,but with a huge potential in other tier cities,The generation after the 1980s/1990s has gradually become the main consumer,They have become a pivotal power of new car demandFocusing on safety and appearance,they have more economical considerations,Womens purchase con

8、siderations more from entertainment and family;Women are more concerned about the safety and appearance.,New car demand concentrating in the third and fourth tier citiesCheap car of RMB 80,000-120,000 has the highest demand in low tier cities,宏觀市場,10,女性車主增加，對汽車偏好有所不同,一二線城市用車需求受到抑制,低線城市潛力巨大,80/90后逐漸成

9、為市場消費的主體,80/90后消費者成為新車需求舉足輕重的力量在注重安全性和外觀的同時,80/90后也有較多經濟性的考慮,女性購車更多從娛樂和家庭角度考慮;女性更關注安全性和外觀;,新增的汽車購買需求集中在三、四線城市8-12萬元的經濟型汽車在低線城市的需求最高,Competitive analysis競爭分析,In the mid-grade car market,four major competitors have adopted a multi-brand strategy to seize market share,about 5.8%market share for the For

10、d double-car strategy.在中級車市場，四大主要競爭廠商均采用多品牌策略搶占市場份額，福特雙車策略市場份額約占5.8%。Escorts competitors are locked as:Bora,Langdong,Yuedong,and Cruze;福睿斯的競爭對手鎖定為：寶來、朗動、悅動、科魯茲；Appearance,cost performance,interior space and fuel consumption are these competitors main selling points.外觀、性價比、內部空間、油耗是競品的主要購買理由。Elantra a

11、nd Cruze have an obvious advantage on appearance;the Korean-competing products are short in durability and safety,but an obvious fuel-consumption advantage.朗動和科魯茲的外觀具有明顯優勢；韓系競品耐用度、安全是短板，油耗具有明顯優勢。,11,Competitive market position競爭市場定位,12,New Bora Always interesting life新寶來時刻趣動生活,Yuedong Enjoy life悅動進享

12、人生,Langdong Bright from you mind,dynamic on the shape朗動朗于心 動于型,Cruze-Technology wisdom科魯茲科技智慧,Market strategy市場策略,Emphasis on the“NMFC”concept強調“新典范家轎”概念Breakout differences,stress suitable for Chinese family差異化突圍 強調適用中國家庭,13,Product positioning,14,New Model of Family Car,產品定位,家轎新典范(NMFC),15,16,PR g

13、oals 2014,17,2014年公關目標,Part 2Communication Strategies and Concept Interpretation傳播策略及概念解讀,18,Review the Escort propagation 2014,Took third-party CCTV authoritative media reports as the principal propagation line throughout the year,making a stronger endorsement for the propagation of Escorts“NMFC”po

14、sitioning and product selling points.Highly interactivity and multitudinousness,widely disseminating through the media cooperation,transferring the emotional“Happy Family”concept to laid an emotional foundation for new car launch.,19,2014福睿斯傳播回顧,利用央視權威媒體第三方報告作為全年傳播主線，為福睿斯“新典范家轎”定位和產品賣點的傳播做強背書。互動性強，形

15、式多樣，通過媒體合作進行廣泛傳播，感性傳遞“幸福家庭”理念，為新車上市奠定情感基礎。,20,21,1,2,3,As can be seen,it is relatively independent between“NMFC”and“Happy Family”in the 14-year theme propagation沒有具體闡釋“新典范家轎”須對應的五大品質,It is not clear enough for the relationship between“NMFC”and“Happy Family”沒有具象化新典范家轎對應人群和家庭形象,“Happy Family”and“NMFC”

16、would give people the impression of two concepts/two main lines“幸福家庭”與”新典范家庭”會給人兩個概念/兩條主線的感覺,Therefore,it is suggested to uniformly use the“New Model Family(NMF)”concept and further strengthen the correlation between“NMF”and“NMFC”.因此，建議在后續傳播過程中，統一使用“新典范家庭”的概念，并進一步加強新典范家庭與新典范家轎概念之間的關聯。后續傳播有效觸及3-6線人群,

17、Chevrolet CruzeFocus dissemination:rapid handling experienceToo much gimmick of“Technology Wisdom Challenge Tour”before launching,attracting offline participation and test drive experience;Combined with games and videos to show a good sense of control,passing a distinctive brand personality.,22,雪弗蘭-

18、科魯茲傳播重點：急速操控體驗“科技智慧挑戰之旅”在上市之前做足噱頭，吸引線下參與及試駕體驗；結合游戲、視頻展現良好操控感，傳遞鮮明品牌個性；,23,Target consumer groups目標消費人群,Forward-looking householder具有前瞻視野的一家之主,To take good care of my family is always put in my first,So I need to provide them with the best standard of living in keeping with the times.照顧好我的家庭總是擺在我的首位，

19、因此我需要為他們提供最緊跟時代的生活標準。,24,Define these families“go-aheadism”,Management in enterprises or institutionsA modicum of success in cause,expect to get recognized around,not afraid of being noticeable in the crowd企事業單位主管事業小有成就，期待獲得認可不怕在人群中顯得引人注意,Always put his/her family in the first placeProvide his/her f

20、amilies with the best standard of living in keeping with the times,comfortable and safe總是將家庭擺在首位為家人提供緊跟時代的生活標準想要舒適與安全,Like the cost-effective configuration,good-looking and practical喜歡物有所值的配置兼顧面子和實用性,The key to impress them:security,comfort,keeping with the times打動他們的關鍵：安全、舒適、緊跟時代,25,Progressive ind

21、ex:進取指數：Easier to accept the“NMFC”concept較易接受“新典范家轎”概念In addition to the appearance and space requirements,more detailed personalized design requirements they often need when buying購車時除了外觀及空間要求，往往還有更細致的針對性設計需求,Elite精英型,Progressive index:進取指數：Need the education on“NMFC”“新典范家轎”概念需教育With the conditions

22、 of purchase,they still focus on fuel consumption and space,dont know more requirements they can ask for when buying雖然條件滿足，但購車時仍以油耗、空間為主要考慮，不知道可以要求更多,1st-2nd tier cities have the benchmark influence and driving effect on 3rd-6th tier cities(especially neighboring)1-2線城市對于3-6線城市（尤其是周邊）具有標桿影響力及帶動效應,Re

23、lated linkLiving in the 3rd-6th tier cities,However,they keep pace of life philosophy with those in the 1st-2nd tier cities關聯紐帶他們雖然生活在3-6線城市但生活理念與1-2線基本同步,26,Respondent:30-39-years-old middle-aged families with children,a monthly income of RMB 10,000 to 15,000Q:What do you think a NMFC?What are your

24、 family car requirements?,27,調查對象：30-39歲中年家庭，有孩子，月收入1萬-1萬5問題：您認什么是新典范家轎？您對家轎的要求是什么?,28,Respondent:30-39-years-old middle-aged families with children,a monthly income of RMB 10,000 to 15,000Q:What do you think a NMFC?What are your family car requirements?,29,調查對象：30-39歲中年家庭，有孩子，月收入1萬-1萬5問題：您認什么是新典范家轎

25、？您對家轎的要求是什么?,30,3rd-4th tier first-time buyers focus on fuel consumption and safety,while 1st-2nd tier consumers begin to pursue power and intelligent technology;3、4線首購車主主要考慮油耗及安全，1-2線消費者開始追求動力與智能化技術；Relatively vague awareness on the family-car concept:more focused on economy and security,instead of

26、 quality and design alike.對家轎概念的認知相對模糊：往往更注重經濟及安全，對品質、設計等關注度不高。,31,Fuel consumption,32,Family day家庭日活動,Launch TVC上市電視廣告,Print平面廣告,Teaser TVC預售電視廣告,Print平面廣告,UGC+Micro-film微電影,Big screen plan銀幕總動員,TV platformDeep placement in TV play衛視平臺電視據深度植入,Family day season 2家庭日活動 第二波,sales season旋風銷售季,2015 Big

27、Family Screen Plan2015年福睿斯電影大作戰,33,34,Consolidated and figurative“NMFC”concept,Select more accurate media to lock target population,Brand is positioned as the NMF choice,Effectively contact and influence on the 3rd-6th tier target consumer groups,35,鞏固及具象化“新典范家轎概念,選擇更加精準的媒體鎖定圈層人群.,品牌定位為新典范家庭之選.,有效觸及

28、并影響3-6線目標消費人群.,Model effect榜樣效應,Media advocacy媒體宣導,Development of standards制定標準,To define the“NMF”and“NMFC”standards明確”新典范家庭”及”新典范家轎”標準,Third-party media advocacy to establish and strength standard identification第三方媒體宣導建立并強化標準認同,With stars and model families to vividly and visually trigger resonant

29、and establish identification借助明星及榜樣家庭生動直觀引發共鳴、建立認同,36,Population characteristics人群特性Desire to establish a benchmark for their own,establish groups渴望為自身樹立標桿、建立族群Desire to be recognized and shared by the circle渴望通過圈層得到認同及分享Enjoying the feeling of accomplishment by influencing others享受著影響別人帶來的成就感,37,Me

30、dia-contact habits觸媒習慣Lower tier consumers are preferred to such information channel as dealers/auto show and public praise低線城市的消費者在信息渠道上,對經銷商/車展和口碑推薦更為看重。,New online media線上新媒體Such as Internet portals,mobile phones,three micro(microblog,wechat,micro-film)如互聯網門戶網站、手機、三微（微博、微信、微電影）High preference cro

31、wd高偏好人群Repurchase users,80s/90s consumers,and women owners再購用戶 80/90消費者 女性車主,Offline experience線下體驗Such as in-store dealer recommendation,test drive,auto show,words of friends/owners如汽車經銷商店內推介、試乘試駕、車展、親友/車主口碑High preference crowd高偏好人群Lower tier consumers,women owners低線城市消費者 女性車主,What is NMF?什么是新典范家庭

32、？,Whether can it called NMF like them so highlighted?是否要向他們一樣光滿閃耀、萬人矚目，才稱得上新典范家庭？,38,Close family members,but everyone is strugglingGive their kids quality companionship and their parents appropriate spaceKeep a sense of romance between husband and wife家庭成員緊密的聯接，每個人都在進取奮斗給予孩子高質量陪伴，與父母保留合適空間夫妻間浪漫感的維系

33、,Not only retaining the traditional blood kinshipBut also have foreign independent thought既保留了血脈相承的傳統情愫又接受著國外獨立思潮的熏陶,NMF新典范家庭,39,NMFC新典范家轎,NMF新典范家庭,Endless pursuit of fashion對時尚品位的不懈追求,Give the family a sincere pay給予家人真誠的付出,An appropriate space to elders與長輩保有合適的空間,Pragmatic and precise concept of li

34、fe務實而精準的生活理念,Give kids a high quality companionship給予孩子高質量的陪伴,40,World Family DayMothers Day,Childrens DayFathers Day,School seasonMid-Autumn Festival,Summer vacation,41,世界家庭日母親節,兒童節父親節,開學季中秋節,暑期,42,Part 3Event Publicity and Implementation Detail事件傳播及執行細節,43,1.Topic warm-up1.話題預熱Parent-kid show onli

35、ne topic interaction2.親子秀-線上話題互動3.Offline car parent-kid model show3.線下親子車模秀,1.Family affection video1.溫情視頻病毒傳播2.My old toy online topic interaction2.曬老玩具-線上話題互動3.Offline old toy exhibition(matched with trial run)3.線下老玩具展（配合試駕）,1.Space Exchange 1.交換空間植入2.SOLO indoor decoration online topic interacti

36、on2.小戶型裝修-線上話題互動3.Family decoration funny video3.夫妻裝修搞笑視頻病毒傳播4.Escort:payer for your family decoration bill-offline activity 4.裝得下，福睿斯買單-線下活動,1.Funny cartoon online share 1.搞笑漫畫線上傳播2.Route solicitation&online topic interaction 2.線路征集評選-線上話題互動3.4S store family self-driving travel 3.4S店全家自駕游試駕,1.Onlin

37、e topic communication 1.線上話題互動2.IQiyi parent-kid show 2.植入愛奇藝親子課堂3.Escort safety classroom-offline 3.福睿斯安全課堂-線下,Cooperation with video websites 視頻網站合作Creative reality show for six families 自制一期六大家庭比拼人氣的創意真人秀節目Award ceremony and cartoon gift presentation 頒獎及贈送漫畫,44,漫畫過渡頁,45,Cartoon creation will be l

38、aunched during May to September to highlight theme advocated by every publicity stage.Periphery products like T-shirt,waistcoat,parent-kid suit,cap,toy,and cup will be designed for offline event as either gifts or commodities 5月-9月評選期間，配合每階段主題進行漫畫的發布，并設計T恤、馬甲、親子裝、帽子、玩偶、杯子等周邊產品，用于線下活動使用、贈送及售賣。Invite

39、the prototype family of cartoon creation to the event venue and interact with other new model families and pose for photos,etc.邀請漫畫原型一家到收官活動現場，與其它“新典范家庭”進行現場互動、合影等。,46,S and Self magazine interview the euphoria cartoonist,who not only shows us what is the new model family in China,but draws heat dis

40、cussion about new model family and lifestyle.悅己女性網及悅己公眾號專訪了這位充滿著幸福感的漫畫家，并贊她畫出了中國的“新典范家庭”，由此引發了網友關于“新典范家庭”生活理念的討論。,Along with her son Douzis grow up,the freelance-turned-mom used her cartoon creation to record every small happiness and delight she enjoys in her life and quickly attracted tremendous f

41、ollowers.一個自由漫畫撰稿人做了媽媽，隨著兒子“豆子”的成長，她以漫畫形式記錄下了生活中的每一點小幸福與小驚喜，并在微博上積累了大量的人氣。,Best love for life walk hand in hand with lovers in garden to fish for small shrimp and little fish;plant various flowers to beatify our four seasons;read a good book and watch a wonderful film together with friends;share tim

42、e on road with our soul-mate,to get lost and run into happy surprise together all these small happiness offered by life are fantastic!Lets embrace them one by one wholeheartedly!最熱愛生活和愛人手牽手散步去花園里撈蝦米、捕小魚；種一大堆的花花草草，春夏秋冬的欣賞；讀一本好書，與朋友一起看一部好電影；和懂得分享興趣相投的人一起旅行，迷路，發現驚喜生活的全部都很美妙，沒有“最”或“之一”可以挑選。,Under the in

43、vitation of Ford,the talent cartoonist added her creation for the new model family themed cartoon series one newly brought Escort delivers many happiness and fun to the family.The lovely image of Xiaodouzi shows up at the“New Model Life”appraisal event jointly hosted by Self Magazine and Ford.福特邀請其繪

44、制“新典范家庭”系列故事漫畫，一輛福睿斯給這個家庭帶來了更多驚喜和樂趣，可愛卡通與小豆子的身影開始出現在悅己與福特聯合舉辦的“新典范家庭”評選活動中。,47,Creative cartoon expression:with fancy imagination,the talent cartoonist treats us with her cartoon series of Douzis Pretty Happiness,in which,even the most common food is source of new pleasure and fun,same as what the n

45、ew model cars Ford has brought to us.漫畫創新形式：漫畫家奇思妙想，以創意手法創作豆子的“小幸福”漫畫，在她的筆下，就連最普通的食物都有了全新的樂趣。正如新典范家轎為平淡生活增添的小幸福與小驚喜。,48,#Douzis Pretty Happiness#I am totally enchanted by such sweet small happiness.So I and my family member(in fact,my sweetheart)dedicate our debut show to the cartoon series,to pay h

46、omage to Douzi Brother Zhu Letao#豆子的小幸福#看了豆子的“小幸福”我也是醉了，于是攜自己的家人（其實是情人）傾情出演小逗比的小幸福，向豆子哥致敬豬樂桃,#Douzis Pretty Happiness#though a little bit loaf on cartoon creation,the author still bring me many joy and happiness Zhu Letao,how are about the idea to let my daughter as your daughter in law?Do you like

47、the idea?#豆子的小幸福#雖然有點偷懶，不過還可以吧豬樂桃 讓偶閨女做小豆子媳婦你說好不好呢,49,Name:Zhu Letao,also called Qi Xiao,acclaimed as the Queen of Cartoon Books 姓名：豬樂桃原名齊瀟，國內“繪本小天后”City:Ms.Zhu was born in Shanghai and lived in Yunnan,Yangzhou,Shanghai and many cities before her settlement in Beijing after junior high school years.

48、Now she lives in Hangzhou.城市：生于上海，后輾轉于云南、揚州、上海等地，初中后定居于北京，現定居于杭州。Hobby:travel,besides cartoon creation,life is what she loves most.愛好：旅行，除了漫畫，最熱愛的事物就是生活。Birthday:September 10,1980出生日期：1980年9月10日Marriage status:married with one son called Douzi.婚姻狀況：已婚，育有一子“豆子”,Alternative recommendation:Feileniao(re

49、nowned cartoon studio comprised by post-80s and post-90s cartoonists,and deeply loved by fans for its refreshing,soft,smoothing cartoon creations.)*合作撰稿人備選方案：飛樂鳥（80、90插畫師為主的知名插畫工作室，畫風小清新、溫情、治愈，擁躉眾多）,50,1.Media selection:launch mass discussion by in-depth interactive communication conducted by lifest

50、yle media including and its subscribers.1.媒體選擇：通過lifestyle媒體悅己女性網站及訂閱號的深度互動型采訪引起話題點。2.Content cooperation:propose the concept of New Model Family based on interview with cartoon creator and draw high attention from the public.2.內容合作：合作一期內容，通過對漫畫作者的專訪，提出“新典范家庭”概念，并引發大眾的關注。3.Appraisal cooperation:the

51、appraisal for“New Model Family”,an event jointly conducted by Self magazine and Escort,will be promoted by Self magazines Micro blog and weChat platforms as well.3.評選合作：悅己與福睿斯聯合發起關于“新典范家庭”的評選活動，悅己官方微博微信同步配合進行評選活動的推廣。,51,Profile of appraisal event 評選活動概述Appraisal time:May to September,2015評選時間：2015年5

52、月-9月Appraisal platform:mini site 活動平臺：評選活動官方mini siteParticipation rule:參與規則：Monthly appraisal will be held online centered with the five themes of fashion,space,quality,economy and safety respectively;評選劃分時尚、空間、品質、經濟、安全五個主題，每月進行一個主題的線上互動及評選；All Chinese families are welcomed to join the evaluation.A

53、nd five families will be selected to show on the official website to highlight each of the five themes.所有家庭均均可參與。每個主題將評選出五個家庭在官網進行展示；The family with the highest popularity will,on behalf of other four families in the categories,compete in year-end event of Gathering.New Models and awarding ceremony.

54、人氣最高的一個家庭將作為該主題的典范家庭代表，參與年終的匯聚 新典范比拼及頒獎活動。,52,Establish one Mini Site,where advance notice,interactive activities and exhibitions of the event will be launched.建立一個Mini site，集中對各主題線上評選及線下活動進行預告、互動及展示匯總。Upon logging on the Mini Site,visitors are entitled to download expression and do shopping at near

55、by shopping malls.Besides,function interfaces for online car purchase and trial run reservation are accessible to visitors of the Mini Site.登陸Mini site可下載表情、購買周邊；同時還具備網上購車、預約試駕等功能接口。Cooperative media 合作媒體：,53,54,Publicity Plan for Fashion New Model時尚新典范事件傳播規劃,55,Fashion New Model Online Activities時尚

56、新典范線上活動,Parent-kid fashion look video will be produced to convey the idea in a humorous way that“pretty inner shine,and pretties outer glow”of fashion new model family.Netizens will be attracted by Small Happiness themed cartoon to act as fashion look judges.制作明星親子裝扮潮的對比視頻，以調侃方式傳達“內在要美，外在更美”的新典范家庭時尚

57、觀。配合“小幸福”漫畫吸引網友參加親子車模秀評選。,Online participation:participants are welcomed to post their parent-kid car model photos and Sina Micro blog account of Ford Escort.Appraisal standard:two participants who have gained most“like”weekly from netizens will be awarded with Zhu Letao Parent-kid Suit as gifts.線上參

58、與：發布親子車模秀照片并福特福睿斯 新浪微博。評選標準：每周獲“贊”最多的前兩名可獲豬樂桃定制版親子裝。,56,Offline participation:paralleling with regional trial run activities,Escort-centered cartoons created by Zhu Letao will be displayed at 4S stores or outdoor venues in Kunming,Wuhan(recommending to cooperate with local Wanda Plaza).Also,parent-k

59、id suit featuring the cartoon creation of Small Happiness will also be available on site for dress change or purchase.線下參與：配合區域試駕，在昆明、武漢4S店或戶外（推薦當地萬達廣場合作）放置豬樂桃手繪版福睿斯，并在現場展示“小幸福”漫畫版親子裝，供現場參與者換裝或購買。,Fashion New Model Offline Activities 時尚新典范線下活動,57,Publicity Sample for Fashion New Model 時尚新典范傳播示例,Esco

60、rt New Model Family 2015 FashionNew Model appraisal kicks off!Come to join for fun!福睿斯2015年新典范家庭時尚新典范主題評選開始啦，各位粑粑麻麻快來參與吧。Participation means:參與方式：Participants are welcomed to post their most adorable parent-kid photos and the most enlightening parent-kid fashion view and Changan Ford Escort.發布最有愛的親子

61、生活照+一句話親子時尚觀長安福特福睿斯，即可參與評選。Award:活動獎勵：Five participants whose posts are most favored by netizens will be awarded with one Parent-kid suit each as gifts.人氣最高的前五名將獲得漫畫定制版親子裝一套,Changan Ford Escort,cool parent-kid suit is a must for us!長安福特福睿斯 潮潮的親子裝是我的必備！,58,#New Model Parent-kid Suit#新典范 親子秀#,#New Mod

62、el,Parent-kid Show#新典范 親子秀#,59,Publicity Plan for Quality New Model 品質新典范事件傳播規劃,60,Activity Profile for Quality New Model 品質新典范 活動概述,The activity will be divided into two stages:活動主要分為兩個時期At early stage,call on the collective memory about old toy from netizens via the affective video about a toy han

63、dmade by grandpa for his grandson and the mass discussion about#grandpa-made toy”.前期，通過爺爺為孫子手工自制玩具的溫情視頻病毒傳播，與#爺爺的老玩具#話題，喚起廣大網友關于老玩具的集體回憶。At later stage,as proposed by some netizens who participate in interactive activities launched by official Micro blog platform of Escort,old toy exhibition will be

64、 held in 4S store and 8 celebrities will be invited to recall stories happened in their childhood,so as to effectively attract targeted consumers to 4S store for such affective interactions and trial run.后期，通過福睿斯官微加入微博互動，相應網友倡議，在4S店展，邀8大家共同回憶兒時溫馨為主要事件；吸引目標消費者舉辦老玩具到4S店，借溫情試駕拉近與他們的距離。,61,Affective Fam

65、ily Video:Grandpas Insistence 溫情視頻爺爺的心意,2.Papa never failed to unconsciously frown whenever he spotted grandpa was busy in front of his tool kit.It was difficult for him to understand why grandpa insisted in doing so in spite of his frequent reminders that how cheap and cool the motor-driven toy car

66、s were!3.Grandpa said nothing but smiled.He continued to play the trendiest motor-driven toy cars together with his grandson merrily at daytime.Yet,at night,he still buried himself under his elaborative efforts for handmade car project.He polished every component of his art craft and painted oil var

67、nish above it carefully.4.Upon witnessing how happy his son was when he was given the handmade gift from grandpa,papa called up how excited he was when he kept running madly with the first handmade toy in his hands.Now,he finally comes to understand the insistence of his“stubborn”father.,1.In his yo

68、ung age,grandpa was a renowned craftsman in his hometown.His tool kit had been retired for long till he recently found a new job for himself:to make pure hand-made toy for his beloved grandson.,62,Affective Family Video:Grandpas Insistence 溫情視頻爺爺的心意,2.爸爸每次看到爺爺埋首在工具箱前都會微微皺眉，不能理解的他甚至還多次對爺爺說，電動玩具車是多么地便

69、宜，而且外形夠酷。3.爺爺微笑不語，他開心的陪孫子一起玩電動遙控車，夜晚卻仍在工作臺前細心打磨自己的車子，還細心地刷上清漆。4.看到兒子對爺爺的手工玩具視若珍寶，爸爸回想起自己小時候擁有第一件手工玩具時開心的奔跑。爸爸終于理解了爺爺。,1.爺爺年輕時是遠近聞名的雕刻手藝人，他有一個很寶貝的工具箱雖然現在已不再做木雕，但爺爺很快又有了一個新工作：為寶貝孫子做純手工玩具。,63,Video Virus Transmission 視頻病毒傳播,#Grandpas Old Toy#I was born in 1980s.My family was poor during my childhood,so

70、 I did not bought any toy.My best toy was the rolling loop and spinning top made by my grandpa.Now,I still remember that those days were very happy and interesting.Video linkage:http:/#爺爺的老玩具#我八零后，小時候家庭里窮，木有買過玩具，最好的玩具就是爺爺給我手工制作的滾鐵環、抽陀螺啊什么的，現在回憶起來，依然覺得那個時候很有趣很快樂視頻連接http:/,#Warm Video Grandpas Old Toy

71、#Every city has the old things which may disappear soon.They may be the old toys,handicrafts,and old buildings to be removed.They represent our childhood and beautify old days.-Grandpas Old Toy:http:/#暖心視頻 爺爺的老玩具#每個城市都有那些即將消失的舊東西，可能是老玩具，可能是手工藝，也可能是即將被拆毀的老建筑。他們代表我們的童年和美好的舊時光。爺爺的老玩具視頻連接http:/,64,Media

72、 Cooperation on Old Toy Video and Exhibition 老玩具視頻、展媒體合作,65,Example Topic of Old Toy Exhibition 老玩具展話題示例,#Show off My Old Toy#After I watched the video,I hurried to find my toys.It is very pity that I my toys disappear gradually when I move in other places every time.Especially,I threw out many toys

73、 recently.I am regretful all the time.I want to build an old toy museum.Please support me!#曬曬我的老玩具#看完視頻，趕忙去翻出自己的，每次搬家都會少一點，好可惜，尤其是最近一次，扔了好多，無限后悔模式開啟，收老玩具！想建一個老玩具博物館，求支持！,#How to enjoy the Fathers Day?Bring your dad and your son to Ford 4S Store.Let your son look at the old toys and buy your dad a ne

74、w toy.How satisfactory!From now to June 30,classic old toys and Escort wait for you in the 4S Store.Be there or be square!#父親節怎么過#父親節怎么過還沒想好？帶老爸、兒子一起來福特4S店，帶兒子看看老玩具，給老爸買輛新玩具，這才圓滿！即日起至6月30日，鐵皮青蛙、綠皮火車等經典老玩具與福睿斯一起在4S店等你，我們不見不散！,66,67,Space New Model Activity Planning空間新典范 活動規劃,68,Online:Implantation of

75、 Space Change線上：交換空間植入,69,Example of Virus Video Script病毒視頻腳本示意,Hint of Video Script視頻腳本示意：,The couple design the transformation plan excitedly 小夫妻兩人激動地設計改造方案,The couple drive to the construction material market by Escort to choose the materials 小夫妻兩人駕駛著福睿斯趕往建材市場挑選用料,The couple buy many things in th

76、e construction material market after careful selection小夫妻在建材市場里細心挑選著，買了許多東西,They push the full shopping cart and put all of them into the trunk兩人推著滿滿的購物車，將它們全部裝進后備箱中,The couple drive home by Escort小夫妻兩人駕駛著福睿斯回家,They couple start their work小夫妻兩人開始行動起來,The quarrel and fight scenario of the couple in t

77、he decoration process 小夫妻兩人在裝修過程中的小打鬧場景,After the decoration,the whole family enjoys the new home gladly裝修結束，一家人愉快的享受著新家,70,Example of Virus Video Topic 病毒視頻話題示意,#Little Couples Happy Transformation#小夫妻的幸福大改造#,#Little couples happy transformation#Today I watch the video that the little couple transf

78、ormed the small house.I really praise their creativity and really praise how much Escort can hold!#小夫妻的幸福大改造#今天看到這個小夫妻改造小戶型的視頻，真是贊嘆倆人的創造力，同時也真心贊嘆福睿斯如此的能裝！,Example of forwarded comments:轉發評論示例：1.Will Escort turn to be a freight car?1.福睿斯這是要改做貨車的節奏嗎？！2.Which is the best transportation sedan?It must be

79、 Escort.2.運輸轎車哪家強，必須找福睿斯！,#Small House can also have a Big Space#小戶型也能大空間#,#Small house can also have a big space#I cannot image that the small house can turn to a house with such a big space by transformation.Favorite!Moreover,this wife can put so many things in Escort!Favorite!#小戶型也能大空間#真心沒想到小戶型也能

80、改造成這么大的空間，這對小夫妻，贊！還有，這個妻子竟然能把這么多東西裝進福睿斯里，贊！,Examples of forwarded comments:轉發評論示例：1.Escort,the great artifact to show your wifes ingenuity 1.福睿斯，展示妻子心靈手巧的神器！2.Do not fill too many in the trunk of Escort.After all,too many things in the trunk are not safe.2.福睿斯的后備箱再大，也不要裝太多哦，畢竟不安全。,71,Offline:Escort

81、will Cover all Costs Once a Customer can Fill it with Things.線下：裝得下，福睿斯就買單,Activity Time:July活動時間：7月Activity Place:Harbor House(Recommended)活動地點：harbor house（建議）Participant:Escort owners 活動參與者：福睿斯車主Activity Introduction:活動概述：Escort owners will enroll in the activity through the official website.The

82、participants can put any commodities in the shopping cart upon their choices and then put the selected commodities into Escort based on the space of Escorts trunk.When time is over,the customer completes the competition if the customer close the trunk door.Escort will pay for the group who put the m

83、ost commodities in order.車主會通過在官網報名的方式參與此活動。參與者在規定時間內可隨意選擇商品裝進購物車中，然后結合福睿斯后備箱的空間，最后將所選商品放置進車中，時間結束，以關上后備箱門為準，則為完成比賽。選出裝得最滿并且整齊的一組，這種商品有福瑞斯買單。,In the activity,the family with the highest competition and highest commodity amount will have the opportunity of attending the final program recording,Final

84、Competition.活動中完成度最高并且商品金額最高的一組家庭將得到參與終極大比拼的收官節目錄制的機會。,72,ExampleofOfflineActivityTopic線下活動話題示意,#Escort Pays for You#福睿斯買單#,#Escort Pays for You#I hear that Escort holds a offline activity for Escort owners.Escort owners can put anything of the home furnishing market in Escort and then Escort pays f

85、or them.How dare Escort thing of that?Its trunk is so big.Escort really pays for a great deal!#福睿斯買單#聽說福睿斯辦了一個車主的線下活動，到家居市場隨便拿，然后福睿斯買單。福睿斯是咋想的，他后背箱那么能裝，這單買的夠大的！,Example of forwarded comments:轉發評論示例：1.Escort,favorite!No less than the offline“Double Eleven”!1.福睿斯，贊！簡直是整了個線下“雙十一”啊！2.Ford is really rich

86、!2.福特就是有錢啊,#Escort Removes the Whole Decoration City”#福睿斯裝空裝飾城#,#Escort removes the whole decoration city#Escort just wants to hold a simple Interactive activity for Escort owners.However,all things in the activity place are removed.I can just sigh how powerful Chinese aunts are!#福睿斯裝空裝飾城#福睿斯本想簡簡單單的

87、搞個車主互動活動，沒想到竟把活動場地搬空，我只能說，中國大媽就是強！,Example of forwarded comments:轉發評論示例：1.Escort gives Chinese aunts another opportunity to shake the world!1.福睿斯，給中國大媽又一個震撼世界的機會！2.Escorts activity will be well-known!2.福睿斯選的那個活動地要火啊！,73,74,Economy New Model Activity Introduction經濟新典范 活動概述,The activity mainly include

88、s bright line and dark line.活動主要分為明線與暗線Bright line:the most economic self-driving travel route for the family in weekend is collected from numerous car fans by Micro blog interaction;明線：通過微博互動方式，向廣大車友征集最經濟的全家周末經濟自駕游線路；Dark line:combining with the regional trial driving,cooperate with some self-drivi

89、ng travel talents in the travel forums,invite them to bring their family members for travel by Escort,and record and share the splendid travel notes.The fuel economy of Escort is shown by direct experiences including little cost and good meals.暗線：結合區域試駕，與旅游論壇活躍著的一些自駕游達人合作，邀請他們駕駛福睿斯帶家人出游，并記錄分享精彩游記。通過

90、花費少、吃得好等直觀體現福睿斯的燃油經濟性。,75,Economy New Model Transmission Planning經濟新典范傳播規劃,76,The official Micro blog account releases the virus video including creative cartoons and funny short films for the economy new model theme,“Small Happiness Family Travel”to arise the attention to the economy of family trav

91、el.Meanwhile,the activity rules are released.官微發布“小幸福 全家行”經濟新典范主題創意漫畫、搞笑短片等病毒視頻，引發關于全家出游經濟性的關注。同時發布活動規則,Participation and election rules:car fans release the travel route planning(navigation screenshot)and family travel photos,or share the original travel note linkage by official Micro blog account

92、of Ford Escort.The election standard for economic route is below 500 Yuan.The one with highest happiness index(favorite number)can have the trial driving by Escort for family travel.參與及評選規則：車友發布全家自駕游線路、照片或分享游記鏈接 福特福睿斯即可參與評選，經濟線路評選標準為500元以下，幸福指數最高（微博點贊數）者可全家試駕福睿斯自駕游,Cooperate with self-driving travel

93、 talents in Micro blog,Mafengwo,and Baidu Travel and share the family travel plan of economy new model to present the space and economic performance of Escort與微博、螞蜂窩、百度旅游的自駕游達人合作，通過經濟新典范的全家行方案分享，展現福睿斯的空間及經濟性能。,Economy New Model Happy Family Travel經濟新典范 全家幸福行,77,Economy New Model Media Cooperation經濟新

94、典范媒體合作,Make effective use of resources including Escort Bar of Baidu Post Bar and car club.有效利用百度貼吧福睿斯吧，車友會等資源。,78,#Self-driving family travel#Self-driving family travel is the interesting struggling that cannot be stopped.In front of all difficulties,the most important is that all family members ar

95、e together with the same mood,happy or sad.Now,let us discuss what is the most important in the self-driving family travel?#全家自駕游#全家自駕游就是止不住的樂在其中的折騰！無論遇到什么困難，開心也好，傷心也罷，最重要的是全家人一起！今天我們就討論一下，全家自駕游什么最重要？,Economy Example of New Model Transmission經濟新典范傳播示例,#Economy New Model Happy Family Travel#Safety,ec

96、onomy,and comfort are important for the self-driving travel.However,the most important is the car that loved by all family members.Please share your self-driving route,you may win the trial self-driving travel by Escort.#經濟新典范 幸福全家行#對自駕游來說，安全、經濟、舒適都很重要！但最重要的是要有一輛全家人都喜歡的車。分享你的自駕游線路規劃，即有機會帶全家試駕福睿斯來一次自

97、駕游！,Escort invites you to trial driving upon family ties this weekend這個周末，福睿斯邀您親情試駕,79,80,Safety New Model Activity Planning安全新典范 活動規劃,81,Online Interactive Topic線上互動話題,#show your child usually controls your bad driving habit#曬曬孩子總管你的駕駛壞習慣#,#show your child usually controls your bad driving habit#Hu

98、rry to show the bad driving habit usually corrected by your child.For example,a mom may make up herself when drives a car.This is dangerous.Remember correcting the behavior.#曬曬孩子總管你的駕駛壞習慣#快來曬一曬你家寶貝經常糾正你的駕駛壞習慣。比如說媽媽會邊化妝邊開車，這樣很危險，記住一定要改正哦！,Forwarded comments:轉發評論：1.I can only make up myself on the car

99、 when send my baby to school in the morning.My baby usually criticizes me.Mom want to correct this behavior.However,mom is really late!1.早上送我家寶貝上學，只能在車上化妝，寶貝就總說我，麻麻一定改，可是麻麻真的來不及啊2.I like smoking on the car.Later,my child can stand my smoking.So I quit smoking2.原來在車上愛抽煙，后來孩子受不了，就為孩子戒了！3.Every morning

100、,my baby reminds me to bring the shoes for driving and change for the high-heeled shoes in the company.This is really important!3.家里寶貝每天早上都會提醒我帶上開車的鞋，到公司再換上高跟鞋，這真的很重要！,Topics are originally published by the official Weibo account of Escort(Changan Ford)and forwarded by big VIP to arise the participa

101、tion of public people.Besides,the topics are made popular by water army.由長安福特福睿斯官方微博源發，利用大號轉發，調動大眾參與度，并利用水軍將話題炒熱。The participant with most favorites will have the opportunity of attending the final program recording,Final Competition.最終點贊量最多的參與者將得到參與終極大比拼的收官節目錄制的機會。,82,Online:Sponsor iQiyi Children

102、Channel Program線上：贊助愛奇藝少兒頻道節目,Activity Introduction活動概述：Children Safety Behavior Manual is a program that introduces the safety instructions during the growth process of children.Escort sponsors the program and shows the product in the program.Especially,the real experience teaching video with the a

103、ppearance of Escort can be added for safety issues of children in car during the driving process(for example,whether to use safety seat and how children save themselves when locked in the car)兒童安全行為手冊是一檔介紹兒童成長中需要注意的安全事項的節目，福睿斯贊助此節目，并在節目中進行產品露出，尤其是在駕車過程中兒童在車上的安全問題（比如，是否必須使用安全座椅、兒童被鎖在車里如何自救等），并且可插入有福睿

104、斯露出的真實體驗教學視頻等。,83,Offline:Escort Safety Class線下：福睿斯安全課堂,Activity Introduction:活動概述：Walk into the kindergarten to teach children the traffic safety knowledge and give real experience on Escort;learn the memorable and interesting safety song;distribute the safety manual,so children can learn with fami

105、ly members together;cultivate children to be the safety supervisor,so they play the whistle in the car when see unsafe behaviors.Through the activity,when the children accept the safety knowledge,parents also have the perceptional understanding of Escort brand.走進幼兒園，為小朋友們講授交通安全知識，在福睿斯車上真實體驗；學唱安全歌，好記

106、又好玩；發放安全手冊，帶回家和家人一同學習；發小哨子，培養小朋友成為一名安全小監督員，看到不好的安全行為就吹小哨子。通過活動，再讓小朋友得到安全知識的同時，也讓家長們對福睿斯品牌有感性的認識。,Example of safety song:安全歌示例：Listen by your ear!Do not run,children.Come to a stop and see the light.Walk in green light and sop in red light.Be ready in yellow light.Walk on the zebra crossing.Remember

107、the traffic rules!小耳朵，豎起來！小朋友，你別跑，站穩腳步把燈瞧；紅燈停，綠燈行，黃燈請你準備好；過路應走斑馬線，交通規則要記牢！,84,Example of Offline Activity Topics 線下活動話題示意,#Escort Safety Class#福睿斯安全小課堂#,#Escort Safety Class#Escort in the kindergarten.Children are taught a lot of safety knowledge and have the Interactive experience in Escort.Childre

108、n are extremely happy in learning.#福睿斯安全小課堂#福睿斯走進幼兒園，教授小朋友們許多安全知識，并在福睿斯車上進行互動體驗，小朋友們學得不亦樂乎！,#Escort Safety Song Popular in Kindergarten#福睿斯安全兒歌走紅幼兒園#,#Escort Safety Song Popular in Kindergarten#Escort safety song is widely accepted by children.The song is easy to sing.Children cannot stop singing th

109、e song.#福睿斯安全兒歌走紅幼兒園#福睿斯版的安全兒歌得到了小朋友們的一致認可，歌詞朗朗上口，小朋友們個個根本停不下來的節奏！,85,86,Gather New Model匯聚新典范,Introduction of Final Activity:收官活動概述：In October,all families in the monthly activities are elected.The transmission reaches a peak by self-made reality show program.6 families(5 elected families and 1 car

110、toon family)are gather together to attend 5 interesting projects.Various projects respectively show the characteristics including fashion,quality,space,safety,and economy.Their happiness indexes are evaluated in the activity.The final winner is the family with highest popularity,instead of being ele

111、cted.步入10月，每個月通過活動評選的家庭都已選出，將以自制真人秀節目的方式，將傳播推向高潮。將6個家庭（5個評選家庭，以及1個漫畫家庭）聚在一起參與5個趣味項目，各項目分別體現了時尚、品質、空間、安全、經濟的特點。通過活動測評他們的幸福指數，不評選最終獲勝者，看誰人氣最高即可。,Media Cooperation媒體合作：,87,Activity Process活動流程,The simple opening speech introduces the cartoon family.6 families get acquainted with each other.作簡要開場后，引出漫畫家

112、庭，6組家庭相互認識,Baby stylist寶寶造型師,Fruits shall also be ate gracefully水果也要高逼格,Interactive Game 1互動游戲1,Interactive Game 2互動游戲2,Interactive Game 4互動游戲4,Opening開場,Interactive Game 3互動游戲3,Family luggage battle全家行李大作戰,Prize-giving頒獎,Rescue Mobilization解救總動員,88,Interaction I:Baby Stylist互動一：寶寶造型師,Activity Conte

113、nt活動內容：In this link,mom sits 5m away from the baby.The baby has its eyes covered and pastes the tags for eyebrow,red lip and red face on moms face.In the process,mom shall not speak.Other family members guide the baby to complete the task.The baby takes down the blinder after completes the task and

114、then sits before Escort together with mom.Dad takes the group photo of them.The process ends.The group which completes the task in shortest time will obtain 6 Escort car models,and other groups obtain fewer successively.The score is the family happiness index of this round.此環節媽媽坐在離寶寶5米的位置，寶寶蒙上眼睛，將事先

115、準備好的眉毛、紅嘴唇、紅臉蛋的貼紙依次貼在媽媽的臉上，過程中媽媽不能說話，全有其他家庭成員指導寶寶完成。貼完后，寶寶摘下眼罩，與媽媽一同站在福睿斯前讓爸爸拍下合影，即為完成。完成時間最快的組則會得到6個福睿斯車模，其他組依次遞減。此分數則為其本輪的家庭幸福指數。Activity Meaning 活動意義：Baby and mom change their positions.Baby makes up its fashionable mom,which shows that the fashion in life can also be so interesting and pure.寶寶與媽

116、媽換位，讓寶寶為愛時尚的媽媽化妝，表現出生活中的時尚也可以如此的有趣純真。,89,Interaction II:Fruits Shall also be Ate Gracefully互動二：水果也要高逼格,Activity Content:活動內容：In this link,family members work together to complete the fruit model in the picture.For example,dad takes the food materials.Grandpa and grandma give the order.Mom and baby b

117、uild the model.After complete the model,family members shall have 3 group photos with Escort car model by taking the finished model.Then,the task is completed.The group which completes the task in shortest time will obtain 6 Escort car models,and other groups obtain fewer successively.The score is t

118、he family happiness index of this round.此環節全家人一起動手，完成給出圖片上的水果造型。比如說爸爸取食材，爺爺奶奶指揮，媽媽和寶寶進行制作。制作完成后，全家人拿著成品必須與福睿斯車模有3張合影，才算任務完成。完成時間最快的組則會得到6個福睿斯車模，其他組依次遞減。此分數則為其本輪的家庭幸福指數。Activity Meaning:活動意義：All family members work together.This tests the division of labor and team spirit of the family and shows that

119、 the fruits can be ate gracefully y in life.全家齊動手，考驗家庭的分工合作以及團結精神，并且表現生活中水果也是可以吃的很有品質的。,90,Interaction III:Family Luggage Battle 互動三：全家行李大作戰,Activity Content:活動內容：In this link,all family members successively pack their luggage and give mom to put in the trunk of Escort.The task is completed if the t

120、runk door is closed within specified time and no articles are scattered.The group which completes the task in shortest time will obtain 6 Escort car models,and other groups obtain fewer successively.The score is the family happiness index of this round.此環節全家人依次輪流進行，打包好自己的行李，交給媽媽裝進福睿斯的后備箱中，規定時間內關上后備箱

121、門并沒有散落物品算為完成任務。完成時間最快的組則會得到6個福睿斯車模，其他組依次遞減。此分數則為其本輪的家庭幸福指數。Activity Meaning:活動意義：Family members operational ability and space saving ability can be shown from this activity.Especially,baby will be the bright point of the activity when it pack its luggage.In the end,the articles of all family members

122、 are put in the car,showing the big space of Escort.這時就能看出家庭成員每個人的動手能力和節省空間的能力了，尤其是寶寶自己整理的時候會成為活動亮點。最后將全家人的物品全都裝上車，表現福睿斯空間大的特點。,91,Interaction IV:Rescue Mobilization互動四：解救總動員,Activity Content:活動內容：In this link,the baby is locked in the car wrongly.Other family members rescue the baby successfully by

123、 tools.The group which completes the task in shortest time will obtain 6 Escort car models,and other groups obtain fewer successively.The score is the family happiness index of this round.此環節演習寶寶被誤鎖在車中，其余家庭成員利用提供工具成功將寶寶解救出。完成時間最快的組則會得到6個福睿斯車模，其他組依次遞減。此分數則為其本輪的家庭幸福指數。Activity Meaning:活動意義：With real e

124、xperience of safety loophole in life,people will be alerted.Besides,Escort is implanted emotionally.實際體驗生活中的安全隱患，讓大家有所警醒，并感性的將福睿斯植入。,92,Prize-giving Link頒獎環節,Activity Content:活動內容：The“happiness indexes”of all families in four rounds are accumulated.The cartoon author distributes Douzi Small Happines

125、s to every family.The family with the highest score will have the opportunity of enjoying the five-day family travel in Hainan and obtaining the“Family Portrait”exclusively created by the cartoon author for the family.累計四輪各組家庭的“幸福指數”，由漫畫作家為每組家庭發放豆子的“小幸福”漫畫書，而分數最高的將得到前往海南五日家庭游的機會，并且會得到由漫畫作家為此家庭創作的專屬漫

126、畫“全家福”。,93,Part 4Daily Dissemination Strategies and Planning日常傳播策略及規劃,94,Annual Daily PR 20152015年度日常公關,With the“New Model Family Car(NMFC)”positioning and five advantages including fashion,comfort,quality,economy and security,Changan Fort Escort is committed to being satisfied with the Chinese fami

127、lies new car model,to create a new pattern of the mid-grade family car market,meet the needs of Chinese consumers all around,and lead the“new model”market trend.長安福特福睿斯以“新典范家轎”的定位及時尚、舒適、品質、經濟、安全五大優勢，致力成為滿足中國家庭消費者需求的家庭轎車新典范，開創中級家用轎車市場新格局，全方位滿足中國消費者家庭用車需求，引領中級車市場“新典范”家轎風潮。,95,Intensive and penetrable,

128、Powerful attack the 1st-2nd tier,Deeply penetrate the 3rd-6th tier,Penetration from regional core media platforms,Regional multimedia platform resource integration,By regional core media platform resource integration and cross-marketing to allow multivariate and enriched disseminated effects,Officia

129、l website,Micro blog,WeChat,APP platforms detonated simultaneously to maximize the results of dissemination,Strong attack from core network platform media Full three-dimensional penetration of new media,All types of core media of network platforms nationwide,Five vertical auto media,Five auto portal

130、 media,Attract the 1st-2nd tier cities by powerful core media,accounted for 40%mediaPenetrate the 3rd-6th tier cities by regional key media to lead local attention,accounted for 60%mediaBy multi-platform resource integration to detonate disseminated boiling point,so as for a continuant exposure of E

131、scort NMFC year all round,to allow erecting Escorts“NMFC”brand image,consolidating its brand reputation and enhancing its brand value.,Establish a“NMFC”brand image,Reinforce the brand reputation,Auto KOLs,96,強勢出擊 深度下沉,1-2線城市強勢出擊,3-6線城市深度下沉,區域核心媒體平臺做深做透,區域多媒體平臺資源整合,區域核心媒體平臺資源整合，跨界營銷，使傳播效果多元化、豐富化,官網、微

132、博、微信、APP平臺同期引爆，使傳播效果最大化,網絡平臺核心媒體強勢出擊 新媒體全方位立體化深度運用,全國網絡平臺各類核心媒體,五大汽車類垂直媒體,五大汽車類門戶媒體,1-2線城市利用核心媒體強勢出擊擴大聲量。媒體占比40%3-6線城市選擇地方區域重點媒體進行滲透，引領3-6線城市輿論關注。媒體占比60%多平臺資源整合運用，引爆傳播沸點，使得全年長安福特福睿斯“新典范家轎”聲音持續露出，樹立福睿斯“新典范家轎”品牌形象，夯實品牌美譽度，提升品牌價值。,樹立“新典范家轎”品牌形象,夯實品牌美譽度,資深汽車媒體人自媒體,97,Selective penetration of the 3rd-6th

133、 tier,Media types,Description of the contents,Focus on the 3rd-6th tier core sales areas to radiate surrounding cities and drive the potential purchasing power.,By excluding single combination of mass,professional media,combined with the local core media to conduct cross-border cooperation(such as f

134、ashion,economy,quality,life,parenting and other industrial media)in order for differentiated and diversified effects of dissemination.,Full use of local core media with strong media to make regional selective penetration,so as to enrich reporting results and shape a new brand image.,Strong attack,Ai

135、med at the local network mediaEcho back new media to spreadCooperate with the local auto KOL we-media,98,3-6線城市重點下沉,媒體類型,Description of the contents,3-6線城市核心銷售區域為主，輻射周邊城市，帶動潛在消費市場購買力。,摒除大眾類、專業類媒體單一組合方式，結合當地核心媒體進行跨界合作（如時尚、經濟、品質、生活、親子相關行業媒體）達到傳播效果差異化，多元化。,充分利用當地核心媒體與強勢媒體組合，在區域內重點下沉。豐富報道效果，贏造品牌新形象。,強勢出

136、擊,當地網絡媒體為重點選擇對象與新媒體傳播交相呼應與當地資深汽車媒體人創業自媒體進行合作,99,Establish Escorts“NMFC”brand awareness in the mid-grade car market 樹立福睿斯在中級車市場中“新典范家轎”的品牌認知度 In virtue of the five advantages including fashion,quality,space,economy and security to erect its new family-car model image to improve its brand reputation 借

137、助福睿斯五大核心優勢：時尚、品質、空間、經濟、安全 樹立福睿斯家轎新典范形象，帶動福睿斯的品牌美譽度 Reveal the conclusion of that a new model family will inevitably have a new model family car by defining“New Model Family(NMF)”,to consolidate target consumer groups 明確“新典范家庭”定義，得出新典范家庭與新典范家轎必然結合的結論，鞏固目標消費人群,100,101,102,Media test drive,Preheat smal

138、l happiness comics,Related media award operation,103,媒體試駕,小幸福漫畫預熱,相關媒體獎項操作,104,Media Test-drive Planning,Deep test drive:by professional media nationwidePowerful combination by new KOL media:Global Auto Media Group+Emao Auto+Internet Info Agency+Auto We-media AllianceWeb 1.0 diffusion:professional a

139、utomobile websites,portal auto channels+vertical websites(15-20)Web 2.0 interaction:vertical website forum moderators(about 5)We-media influence:auto we-media subscription numbers in Beijing,Shanghai,Guangzhou,Sichuan and Chongqing(about 10)Industrial KOL comments:core auto expert resources,blog+Mic

140、or blog+WeChat/subscription number(5-10)Video media analysis:auto NV channels(about 5)Number of media:a total of about 50Wide test drive:by regional comprehensive mediaKey sales regions in China:9 large first-tier cities+11 second-tier cities selectedAll-around network media coverage:web 1.0(portal+

141、vertical)+communities+WeChat subscription numbersMulti-angle media contact:mass 2nd tier cities:about 7-10 media/area,a total of 100 media.,105,媒體試駕規劃,深度試駕：全國專業類媒體試駕KOL新媒體強強聯手：寰球汽車傳媒集團+一貓汽車+網通社+汽車自媒體聯盟網絡1.0擴散：全國汽車專業類網站，門戶汽車頻道+垂直網站（15-20家）網絡2.0互動：垂直網站論壇版主（約5家）自媒體影響：北上廣川渝等主流區域汽車自媒體訂閱號（約10家）行業領袖點評：核心汽車

142、圈專家資源 博客+微博+微信/訂閱號（5-10家）視頻媒體解析：網絡視頻汽車頻道（約5家）媒體數：共約50家廣度試駕：區域綜合類媒體試駕全國重點銷售區域：9大一級城市+精選11個二級城市全方位網絡媒體覆蓋：網絡1.0（門戶+垂直）+社區+微信訂閱號多角度媒體類型接觸：大眾都市+汽車專業區域站+時尚生活媒體數：20個城市試駕，共約260家媒體一級城市：約15-20家媒體/區，共160家；二級城市：約7-10家媒體/區，共100家；,106,Daily manuscript planning:PR manuscript日常稿件規劃：公關稿件PR manuscript example:公關稿件示意：

143、I.Test Drive of NMFC Escort,Happy Family Choice一、試駕新典范家轎福睿斯 幸福家庭的明智之選II.Based on the Five Standards,NMFC Escort convoys your happy family二、五重標準盡在掌控 新典范家轎福睿斯為幸福家庭保駕護航III.Simple and Practical NMFC!Please Test Drive of Changan Fort Escort三、簡單實用的家轎新典范！試駕長安福特福睿斯Recommended media cooperation:媒介合作建議：Vertic

144、al auto media:Autohome,Xcar,Yiche,Pcauto汽車類垂直媒體：汽車之家、愛卡汽車、易車網、太平洋汽車網Auto portal media:Tencent Auto,Sohu Auto汽車門戶媒體：騰訊汽車、搜狐汽車Regional auto media:Shenzhen Auto World,Tfauto,Yiche-Hangzhou區域汽車媒體：深圳汽車大世界、天府汽車網、易車網-杭州站、,107,Daily dissemination plan:Micro blog interaction+KOL Micro blog forwarding+deep ne

145、twork media cooperation日常傳播規劃：微博互動+微博KOL轉發+網絡媒體深度合作 Micro blog interaction example:微博互動示意：#Please Show Your Small Happiness#In countless definitions of happiness,it is“small happiness”that we need.Happiness is your babys call“mama”;happiness is a bowl of congee that your wife gives you every morning

146、;happiness is a word“I love you”from your busy husband;and happiness is your sweetheart always stands with you.Do you have or find such ordinary“small happiness”?Please shot such photos and send them Changan Ford Escort,thus you can get a happy gift,come on,please!#曬曬你的小幸福#幸福的定義千百種，我們只要“小幸福”。幸福是小寶貝咿

147、呀學語叫的第一聲媽媽；幸福是清晨賢惠的太太準備的一碗清粥；幸福是終日忙碌的丈夫每天一句的我愛你；幸福是最愛的家人長久的陪伴在身邊。你身邊是不是也有這樣平凡的“小幸福”呢？拿起相機記錄下生活中點滴的小幸福并發布照片長安福特福睿斯 便可得到幸福大禮一份，快來曬幸福！Deep network media cooperation example:網絡媒體深度合作示意：PR manuscript:“NMF”with Bursting Happiness Indexes!Zhu Letao(happy pig)and Her Xiaodouzi(little bean)公關稿件：幸福指數爆棚的“新典范家庭

148、”！豬樂桃和她的小豆子Recommended media cooperation:媒介合作建議：Micro blog KOL:Great Annie,Ghost,parenting Big-V,fashionable Big-V,emotional Big-V微博KOL:偉大的安妮 郭斯特 家庭親子類大V 時尚類大V 情感類大VRegional network media:Shanghai Hotline,19lou區域網絡媒體：上海熱線、19樓,108,Daily manuscript plan:PR manuscripts+forum manuscripts+viral videos+Mi

149、cro blog interaction日常稿件規劃：公關稿件+論壇稿件+病毒視頻+微博互動PR manuscript example:NMFC Escort,Practical and Stylish公關稿件示意：新典范家轎福睿斯 實用不失時尚Forum manuscript example:Stylish Escort Appearance Won My Heart,Good-looking and Practical NMFC!論壇稿件示意：福睿斯時尚外觀深得我心，中看又中用的新典范家轎！Viral video dissemination example:Chaowa(swelldom)

150、as Householder,New NMF Fashion Ideas病毒視頻傳播示意：潮娃當家 新典范家庭的時尚新理念Micro blog topic example:微博話題示意：#New Model Fashionable Families#This is a swelldom time,can we not catch up the fashion together with own families?!As the fashion owner of fashionable mother/father,Escort cannot help itself desires to show

151、,would you like to participate in our activities?You will have a chance to get the stylish paternity clothing if forwarding this Micro blog and showing your fashionable family photo(s)and paying close attention Changan Ford Escort!#新典范全家一起潮起來#在這個潮娃當道的時代，不全家一起潮起來怎么行？！福睿斯身為潮媽/潮爸的時尚車主已經按捺不住秀出自己的欲望，想要參與

152、我們的活動了呢？轉發此條微博秀出潮娃全家福照片并關注長安福特福睿斯 既有機會獲得潮爆了的親子裝哦！,Recommended media cooperation:媒介合作建議：Fashionable Big-V:Lifestyle,Mina時尚類大V：精品購物指南、米娜Film and television Big-V:Youtobe Selection,Global Creative Collecting影視類大V：youtobe精選、全球創意搜羅Core video sites:Youku,iQIYI PPTV,LeTV核心視頻網站：優酷網 愛奇藝 PPTV 樂視網Regional netw

153、ork media:Hzmama區域網絡媒體：杭州媽媽網,109,Daily manuscript plan:PR manuscripts+forum manuscripts+viral videos+Micro blog interaction日常稿件規劃：公關稿件+論壇稿件+病毒視頻+微博互動PR manuscript example:NMFC Escort,Quality of Life in Your Hands公關稿件示意：新典范家轎福睿斯 品質生活盡在掌握Forum manuscript example:Love Your Families Give Them Better,NMF

154、-dedicated Escort Delivery!論壇稿件示意：愛家人就給他們更好的，新典范家庭專屬座駕福睿斯提車作業！Viral video dissemination example:Those Toys That Grandfather Made for Me病毒視頻傳播示意：爺爺給我做的那些玩具Micro blog interaction example:微博互動示意：#Those Toys That Grandfather Made for Me#In my childhood,skilled grandfather always made a lot of toys for m

155、e.Exquisite iron-wire pistol,or very smooth wooden top,each of them is my favorite.Neither famous,nor expensive,however,everything is the most-quality“private custom”,containing those of Grandpa loved me and more beautiful childhood memories in my mind.Do you cherish those your grandfather made for

156、you,too?You will have a chance to get a mysterious gift if forwarding this Micro blog and showing your toy pictures and following Changan Fort,Oh,come on!#爺爺給我做過的那些玩具#小時候，巧手的爺爺總會給我做許多玩具。精致的鐵絲手槍，打磨光滑無比的木質陀螺，每一樣都是我的最愛。這些玩具不是名牌，也不名貴。但卻是最有品質的“私人定制”，他們包含的爺爺對我的愛意使我的童年記憶更加美麗。你是不是也珍藏著爺爺做的那些玩具呢？轉發此條微博秀出玩具照片并

157、關注長安福特 既有機會獲得神秘禮物哦！,Recommended media cooperation:媒介合作建議：Quality Big-V:YOHO,Global Fashion Females Life,Women Gang,MMBang生活品質類大V：YOHU潮流志、全球時尚女性生活榜、女人幫、媽媽幫Film and television Big-V:Youtobe Selection影視類大V：youtobe精選Core video sites:Youku,iQIYI PPTV,LeTV核心視頻網站：優酷網 愛奇藝 PPTV 樂視網Regional network media:XiCi

158、-Suzhou區域網絡媒體：西祠胡同-蘇州站,110,Daily manuscript plan:PR manuscripts+forum manuscripts+viral videos+Micro blog interaction日常稿件規劃：公關稿件+論壇稿件+病毒視頻+微博互動PR manuscript example:NMFC Escort,Small Happiness in Large Space公關稿件示意：新典范家轎福睿斯 大空間里的小幸福Forum manuscript example:Enough Space Enough Comfort!My NMFC Escort F

159、eel!論壇稿件示意：夠大才舒適！我的新典范家轎福睿斯用車感受！Viral video dissemination example:My Small Happiness from Big Space,Shopping Spree with My Husband by Escort!病毒視頻傳播示意：大空間給我的小幸福 我與老公駕福睿斯瘋狂購物記！Micro blog interaction example:微博互動示意：#Large Space with Great wisdom#Not enough big no matter how much space it is?Maybe,your

160、space isnt allocated well!Take a look how those collecting masters stuff in a limited space!If forwarding this microblogging and showing your pride collecting pictures and following Changan Fort,Oh,you will have a chance to get a mysterious gift!#大空間有大智慧#不管空間多大都還嫌不夠大？可能是你的空間分配出了問題！看收納達人們如何運用有限空間合理布局

161、裝下更多東西！轉發此條微博秀出自己的得意收納照片并關注長安福特 既有機會獲得神秘禮物哦！,Recommended media cooperation:媒介合作建議：Collecting Big-V:Life VC收納達人大V：創意家居吧Film and television Big-V:Film Factory影視類大V：電影工廠Core video sites:Youku,iQIYI PPTV,LeTV核心視頻網站：優酷網 愛奇藝 PPTV 樂視網Regional network media:Enorth區域網絡媒體：北方網,111,Daily manuscript plan:PR manu

162、scripts+forum manuscripts+viral videos+Micro blog interaction日常稿件規劃：公關稿件+論壇稿件+病毒視頻+微博互動PR manuscript example:The Most Economical&Practical Family Car NMFC Escort公關稿件示意：最經濟的實用家轎-新典范家轎福睿斯Forum manuscript example:Affordable good choice,He is Praised by His Wife Because of Choosing Escort!論壇稿件示意：經濟實惠好選擇

163、，選福睿斯被老婆夸到開心！Viral video dissemination example:Grandpas Homely Experience:Choose the Economic Escort!病毒視頻傳播示意：奶奶的家常心得：選車要選經濟的福睿斯！Micro blog interaction example:微博互動示意：#Never Become the Moonlight Clan#Poor no matter how hard to make money?Spendthrift?Always deficit monthly?Come and learn from the exp

164、erience of financial masters!If forwarding this micro blog and showing off the financial master(s)+classic financial event(s)around you and following Changan Fort,you will have a chance to get mysterious gift!#從此不做月光族#不管多努力掙錢還是覺得很窮？花錢大手大腳每月總是赤字？快來向理財達人學習經驗吧！轉發此條微博秀出你身邊的理財達人+理財經典事件并關注長安福特 既有機會獲得神秘禮物哦

165、！,“NMF”Daily Dissemination Plan Economy Example“新典范家庭”日常傳播計劃-經濟part示意,Recommended media cooperation:媒介合作建議：Economics Big-V:A Little Economics Every day,Teach You to Be a Billionaire經濟類大V：每天一點經濟學、教你做個億萬富翁Film and television Big-V:PS3 Paul影視類大V：PS3保羅Core video sites:Youku,iQIYI PPTV,LeTV核心視頻網站：優酷網 愛奇藝

166、 PPTV 樂視網Regional network media:Xincheping區域網絡媒體：新車評網,112,Daily manuscript plan:PR manuscripts+forum manuscripts+viral videos+Micro blog interaction日常稿件規劃：公關稿件+論壇稿件+病毒視頻+微博話題PR manuscript example:NMFC Escort,the Most Secure Protection to Families公關稿件示意：新典范家轎福睿斯 給家人最安心的保障Forum manuscript example:Fami

167、ly Safety First!Fort Escort is a Close Bodyguard of My Family!論壇稿件示意：家人安全大過天！福特福睿斯是我全家的貼心保鏢！Viral video dissemination example:Coups of Little Safety Supervisor to Correct Bad Driving Habits病毒視頻傳播示意：小小安全監督員 改變駕駛陋習有妙招Micro blog topic example:微博話題示意：#New Model Driving Safety First#Safety is the first s

168、tandard to buy a car,especially to a family with kid(s).In order to increase vehicle safety,Fort Escort has made enough effort in design!Function example:#新典范用車安全大過天#安全，對有寶寶的家庭來說必定是放在守衛的選車標準。為了增加車輛安全性，福特福睿斯在設計上下足了工夫!功能示意：,“NMF”Daily Dissemination Plan Safety Example“新典范家庭”日常傳播計劃-安全part示意,Recommended

169、 media cooperation:媒介合作建議：Safety Big-V:Vehicle Maintenance&Repair安全類大V：汽車保養與維修Film and television Big-V:Crazyad影視類大V：廣告也瘋狂Core video sites:Youku,iQIYI PPTV,LeTV核心視頻網站：優酷網 愛奇藝 PPTV 樂視網Regional network media:Dayoo區域網絡媒體：大洋網,113,Daily manuscript plan:PR manuscripts+forum manuscripts+viral videos+Micro

170、blog interaction日常稿件規劃：公關稿件+論壇稿件+病毒視頻+微博互動PR manuscript example:NMFC Escort,Quality of Life in Your Hands公關稿件示意：新典范家轎福睿斯 品質生活盡在掌握Forum manuscript example:Love Your Families Give Them Better,NMF-dedicated Escort Delivery!論壇稿件示意：愛家人就給他們更好的，新典范家庭專屬座駕福睿斯提車作業！Viral video dissemination example:Those Toys

171、That Grandfather Made for Me病毒視頻傳播示意：爺爺給我做的那些玩具Micro blog interaction example:微博互動示意：#Those Toys That Grandfather Made for Me#In my childhood,skilled grandfather always made a lot of toys for me.Exquisite iron-wire pistol,or very smooth wooden top,each of them is my favorite.Neither famous,nor expen

172、sive,however,everything is the most-quality“private custom”,containing those of Grandpa loved me and more beautiful childhood memories in my mind.Do you cherish those your grandfather made for you,too?You will have a chance to get a mysterious gift if forwarding this Micro blog and showing your toy

173、pictures and following Changan Fort,Oh!#爺爺給我做過的那些玩具#小時候，巧手的爺爺總會給我做許多玩具。精致的鐵絲手槍，打磨光滑無比的木質陀螺，每一樣都是我的最愛。這些玩具不是名牌，也不名貴。但卻是最有品質的“私人定制”，他們包含的爺爺對我的愛意使我的童年記憶更加美麗。你是不是也珍藏著爺爺做的那些玩具呢？轉發此條微博秀出玩具照片并關注長安福特 既有機會獲得神秘禮物哦！,“NMF”Daily Dissemination Plan Ending Example“新典范家庭”日常傳播計劃-收官part示意,Recommended media cooperatio

174、n:媒介合作建議：Parent-child Big-V:Baby and Child Care親子類大V等：育兒寶典Film and television Big-V:Curiosities Instagram影視類大V：趣聞instagramCore video sites:Youku,iQIYI PPTV,LeTV核心視頻網站：優酷網 愛奇藝 PPTV 樂視網Regional network media:Eastday區域網絡媒體：東方網,114,Annual Awards 2015:Award Co-direction2015年度獎項part：獎項合作方向,Cooperation exa

175、mples:獎項合作示意：The Most Family Favorite“NMFC”2015 Changan Ford Escort 2015年最受家庭歡迎的”新典范家轎“長安福特福睿斯Changan Ford Escort Won the Annual NMFC Award 長安福特福睿斯榮膺新典范家轎年度大獎Changan Ford Escort Won Several Annual Car Awards 長安福特福睿斯問鼎數項年度車型獎項,115,Annual Awards 2015:Media Selection 2015年度獎項：媒介選擇,Key media partners:re

176、gional core network media重點合作媒體：區域網絡核心媒體Selective cities:According to the key Escort sales network to select the 1st sales areas,such as Beijing,Shanghai,Guangzhou,Shenzhen,Chengdu,Chongqing,Tianjin,Hangzhou,Suzhou城市選擇：按照福睿斯重點銷售網絡甄選一級銷售區域，如北京、上海、廣州、深圳、成都、重慶、天津、杭州、蘇州Media type:network(portals,vertica

177、l,integrated)媒體類型：網絡（門戶、垂直、綜合）Selective media:such as Sina Auto,Yiche,Eastday Auto,Shanghai Hotline,21CN,Xincheping,Auto World,C,NewsSC,TFAuto,CQ.QQ Auto,Enorth Auto,ZJ.com,SubaoN媒體選擇：如新浪汽車、易車網、東方網汽車、上海熱線、21CN、新車評網、汽車大世界、車神榜、四川新聞網、天府汽車網、大渝網汽車、北方網汽車、浙江都市網、蘇州新聞網,116,CNCAP Collision Spread,117,CNCAP碰撞傳

178、播,118,CNCAP Collision:Media Strategies,Extended period,Detonated period,Warm-up period,Propagation model:press releases Selective media:network,radio,television,official WeChat,Micro blog,and platform Media type:mass,professional,portal,vertical,and comprehensive,Propagation model:deep cooperation w

179、ith summarized-manuscript media(to occupy the exclusive territories)Selective media:newspapers,magazines,Internet Media type:mass,professional,portal,vertical,and comprehensive,PR event is segmented by spread rhythm to ensure a continuant soundDifferent media portfolio selected in different stages t

180、o enlargement the effect of dissemination,Propagation model:PR manuscriptsSelective media:network media Media type:portal,vertical,and comprehensive,119,CNCAP碰撞：媒介策略,延續期,引爆期,預熱期,傳播形式：新聞稿件媒體選擇：網絡、廣播、電視臺、官方微信、微博、平臺 媒體類型：大眾類、專業類、門戶類、垂直類、綜合類,傳播形式：綜述稿件媒體深度合作（占領排他性領地）媒體選擇：報紙、雜志、網絡 媒體類型：大眾類、專業類、門戶類、垂直類、綜合類

181、,公關事件細分傳播節奏，保證聲音一直持續露出不同階段選取不同媒體組合，強化傳播報道效果,傳播形式：公關稿件媒體選擇：網絡媒體 媒體類型：門戶類、垂直類、綜合類,120,CNCAP Collision:ActivitiesCNCAP碰撞：活動形式,Special media partner:World Auto特別合作媒體：世界汽車Model:Combine this test with the“NMFC”media party形式：將本次試驗與“新典范家轎”媒體沙龍相結合,Media steps:Step 1:Dissemination of media participants;Step 2

182、:Peripheral key propaganda within a month媒體執行步驟：Step1：到會媒體傳 Step2：一個月之內進行外圍重點區域傳播,121,CNCAP collision:List of Media PartyCNCAP碰撞：媒體沙龍名單,Selective media participants:到會媒體選擇：Print:15 newspapers and magazines,such as Beijing News,Beijing Evening News,JWB(Todays Evening News),Daily News,China Auto Picto

183、rial,Motor Trend,etc.;平面：報紙、雜志，如新京報、北京晚報、今晚報、每日新報、中國汽車畫報、汽車族等15家；Network:10 portal,vertical or comprehensive online media,like Sina,Sohu,Netease,AutoHome,PCAuto,Enorth,etc.;網絡：門戶、垂直、綜合類網絡媒體10家，如新浪、搜狐、網易、汽車之家、太平洋汽車、北方網等；Radio media:5 radio and TV media,such as Travel Channel Qichepai,BTV I Love My Car,Tianjin TV Car Space,etc.電波媒體：廣播、電視臺媒體5家，如旅游衛視-汽車派、BTV-我愛我車、天津電視臺-汽車時空等；,122,THANK YOU!,123,