Audi+A3方案for区域20140316

A3上市投放活动AudiA3LaunchEvent奥迪销售事业部市场部2014.3.522014/3/21全新奥迪A3家族投放活动规划AllNewA3LaunchEventBasics►发布会时间Launchevent：March21st-28th，8场►地点Location：上海Shanghai►嘉宾人数Guests：3000人（媒体、经销商、客户、VIP等）3000Pax(Media,Dealers,Client,VIP,etc)►投放形式FormofLaunching：新产品上市，品牌体验，娱乐表演、生活方式体验Newproductlaunch,brand&productexperience,lifestyle,entertainmentexperience32014/3/21未来的趋势FutureTrendsGlobalizationFeminizationAge-quakeUrbanizationSimplexityDigitizationSustainability人类不断向前探索未来，未来的趋势是数字化的，年轻化的，全球化的…是Faster,Smarter,Sharper,…，今天未来被重新定义Humanexplorethefuturecontinuously.Thefutureisdigital,young,global,alsoit’sFaster,Smarter,Sharper,…Todayyou’llwitnessthefutureisredefined.42014/3/21未来的产品A3FutureProductA3奥迪不断创造属于未来的产品，奥迪科技不断创新，更高效的引擎，更少的排放，更智能的系统，更安全的驾驶…奥迪坚持突破，奥迪是未来科技先行者。全新A3，是依据未来趋势设计的产品Audileadsinfutureproductcreating.Auditechnologyinnovatesrapidlyfromtheveryfirstday.Fasterengine,lighteremission,Smartersystem,Saferdriving…Audi,withthespiritofVorsprung,leadsthefutureandchangeseverything.AllnewA3aredesignedbasedonfuturetrends.52014/3/21未来的用户FutureCustomers“科技追逐”Techpursuing“尝鲜”lovenewthings“个人挑战”Personalchallenge“重视品牌价值”emphasisonbrandvalue面向未来的产品全新奥迪A3家族也是为面向未来的用户所打造的。ThefutureproductA3ismadeforfuturecustomers.62014/3/21奥迪A3投放活动概念ConceptofA3LaunchEvent定义未来的趋势DefinetheFuture创造未来的产品-奥迪A3CreatetheFuture未来先见TouchtheFuture奥迪是未来科技先行者Audiisthepioneeroffuturetechnology►数字化Digital►年轻化Younger►可持续性Sustainable►城市化Urbanization►自我展现Selfexpression►MMItouch/互联connect►车身设计carbodydesign►安全系统securitysystem►节能环保energysaving►高效的动力总成系统efficientpowertrain►B&O音响B&Osound31引领未来的理念LeadtheFuture►Smarter/智能►Sharper/个性►Safer/可靠►Further/环保理念►Faster/快节奏►Lighter/追求品质272014/3/21奥迪A3投放活动地点——上海滨江公园南滨江广场Location:ShanghaiSouthBinjiangSquare南滨江广场毗邻黄浦江，场地周围尽是上海地标性建筑。人流量大，工作日人流量约5,000人，节假日可达10,000人，根据目前创意A3Terminal位于此将吸引大量关注，成为陆家嘴新地标。SouthBinjiangSquareadjacenttoHuangpuRiverwhichissurroundedbydozensofShanghailandmarks.Pedestrianvolumeis5000inworkdays,10000inweekends.BasedonA3terminalcreativeconcept,A3willattractmoreattentionandbecomesthenewlandmarkofLujiazui.82014/3/21A3集装箱外观A3Container92014/3/21A3集装箱外观A3Container102014/3/21A3集装箱外观A3Container112014/3/21A3集装箱平面图A3ContainerLayoutA3Container长90米，宽22米，共设三个区域：VIP酒会区、发布区及互动体验区。A3Containeris90m*22m.3functionarea:VIPminglearea,launchareaandexperiencearea.来宾入口备车区/演员休息区Backstage发布区LaunchArea互动体验区ExperienceArea122014/3/21A3集装箱平面图A3ContainerLayout发布区LaunchAreaVIP酒会区MingleArea来宾入口互动体验区ExperienceAreaA3Container长90米，宽22米，共设三个区域：VIP酒会区、发布区及互动体验区。A3Containeris90m*22m.3functionarea:VIPminglearea,launchareaandexperiencearea.132014/3/21A3集装箱俯视图A3ContainerBirdViewVIP酒会区VIPminglearea发布区Launcharea开放式互动体验区ExperienceArea142014/3/21来宾入口签到台Reception152014/3/21VIP酒会区VIPminglearea►B&O音响体验区B&Oexperience►FutureUrbanBar162014/3/21VIP酒会区VIPminglearea►星空背景中AudiCity组成AudiLogoAudicityformsalogoofAudiinuniverse172014/3/21发布区来宾入场LaunchArea–Guestsentrance182014/3/21活动流程及效果图EventRundown192014/3/21发布会流程EventRundown1900-1930客人抵达/进入发布主场Guestsentrance定义未来DefinetheFuture1930-1931开场倒计时(全国集装箱展示预热，最终汇聚上海A3未来港）Countdownvideo1931-1933视频“定义未来”Video“DefinetheFuture”1933-1938区域总监致辞RegionalMarketingDirectorSpeech引领未来LeadtheFuture1938-1940视频“引领未来”Video“LeadtheFuture”1940-1947“A立方”影像互动表演两款车亮相（产品专家上台）A³performance,SB&Limappearance1947-1953产品专家介绍产品（介绍A3三厢及两厢车型未来科技亮点）ProductExpertSpeech创造未来CreatetheFuture1953-1959“FasterSmarterFarther”场景车秀+未来宣言sceniccarshow+FutureAnnouncement1959-2000TouchthefutureA3家族亮相明星乘A3Limo上台演唱2000-2015明星演出StarPerformance与主持人互动（表达对三厢两厢市场定位及用户形象的理解）2015-2020领导嘉宾合影GroupPhoto2020-2030来宾转移至户外露台Gueststransition2030-互动体验/采访/庆祝酒会A3experience/Interview/party202014/3/21开场倒计时短片CountdownVideo结合前期预热活动A3集装箱6大城市（北京、广州、成都、沈阳、杭州、上海）展示素材，倒计时数字最终在上海震旦大厦落到10,9,8…A3A3containerexhibitsinBeijing,Guangzhou,Chengdu,Shenyang,Hangzhou&Shanghai.Countdownfrom60,50,…,10,9,8,…,endsinA3inShanghaiAurora.212014/3/21Video“Wayahead.DefinetheFuture定义未来”►人类不断向前探索未来，未来的趋势是数字化的，年轻化的，全球化的…是Faster,Smarter,Sharper,…，今天未来被重新定义►Humanexplorethefuturecontinuously.Thefutureisdigital,young,global,alsoit’sFaster,Smarter,Sharper,…Todayyou’llwitnessthefutureisredefined.222014/3/21Video“Wayahead.LeadtheFuture引领未来”►AudiExecutive在极具科技感的未来空间，通过影像的触摸、变幻，体现奥迪的未来科技都集聚于全新奥迪A3。►Audiexecutiveliesinafuturespace,expressingallfuturetechnologyisgatheredinA3.232014/3/21“A立方”影像互动表演及新车亮相A³performanceandnewcarreveal242014/3/21“A立方”影像互动表演及新车亮相A³performanceandnewcarappearance252014/3/21“A立方”影像互动表演及新车亮相A³performanceandnewcarappearance262014/3/21“A立方”影像互动表演及新车亮相A³performanceandnewcarappearance272014/3/21产品专家讲车ProductExpertspeech282014/3/21Wayahead.CreatetheFuture创造未来“FasterSmarterFarther”场景车秀sceniccarshow292014/3/21Wayahead.CreatetheFuture创造未来“FasterSmarterFarther”场景车秀sceniccarshow302014/3/21Wayahead.CreatetheFuture创造未来“FasterSmarterFarther”场景车秀sceniccarshow312014/3/21Wayahead.CreatetheFuture创造未来“FasterSmarterFarther”场景车秀sceniccarshow322014/3/21Wayahead.CreatetheFuture创造未来“FasterSmarterFarther”未来宣言FutureAnnouncement332014/3/21TouchtheFutureA3FamilyLineUp未来先见A3家族亮相►地面投出MMITouch界面，转动、点击进入上海ProjectionofMMItouchwheel,thesatelliteimageofChi