一汽-大众全新CC上市发布会_新产品发布(中英文)

一汽-大众全新CC上市活动方案构想FAW-VWNewCCLaunchCeremonyProposalbyDMG@20130221方案概要Agenda•活动策略Strategy品牌策略BrandStrategy传播策略CommunicationStrategy•创意方向一DirectionOne传播渠道Communicationchannel传播规划CommunicationPlan场地推荐Recommendationsite思路延伸FurtherProposal•创意方向二DirectionTwo传播渠道CommunicationChannel传播规划CommunicationPlan场地推荐RecommendationsiteProposalbyDMG@20130221FAW-VWNewCCLaunchCeremonyProposal2活动策略Strategy•品牌策略BrandStrategyProposalbyDMG@20130221FAW-VWNewCCLaunchCeremonyProposal3生而卓然表里如一NaturallyOutstanding生而卓然NaturallyOutstanding表里如一风华是CC的标配，全新CC更是升华了这种卓然之美。整车配置的完美升级，让全新CC内外兼修，表里如一。NewCCispackedwithnewgenerationtechnicalfeatures,insideequalsoutsideGlamouristhekeyfeatureofCC,andnewCCisanevolutionofthecurrentCC活动策略Strategy•传播策略CommunicationStrategy延续CC娱乐营销的传播策略，形成一汽-大众CC独有的品牌标签。Takethe‘glamourcomesstandard‘intothefuture,settheCCapartfromothersproducts.通过系列娱乐营销活动的串联，让全新CC持续发声，诠释“表里如一”的卓然升级。LinknewCCtoentertainmentandcreatemediabuzz,showingitsnaturallyoutstanding•2013年相关娱乐大事记•2013KEYEXECUTIONMILESTONESProposalbyDMG@20130221FAW-VWNewCCLaunchCeremonyProposal404210423上海车展ShanghaiAutoShow北京电影节（至0428）BeijingFilmFestival(April)0501全新CC微电影杀青FinishMini-movie6月份June《时尚健康》第9届男士体面大奖颁奖盛典MensHealth9thTheGroomingAwardsCeremony0615上海电影节（至0623）ShanghaiFilmFestival(June)0701北京/纽约两大电影学院研讨会上（至0725）BeijingFilmAcademy/NewYorkTISCHUniversityWorkshop(July)0705全新CC上市发布会NewCCLaunchCeremony《时尚芭莎》明星慈善夜BAZAARStarsCharityNight9月份SepDMG合作发行的电影发布会DMGCo-ProductionMovieAnnouncementCeremony时尚界Fashion汽车界Motor-dom电影界Entertainment创意方向一DirectionOne电影营销EntertainmentMarketingProposalbyDMG@20130221FAW-VWNewCCLaunchCeremonyProposal504210423上海车展ShanghaiAutoShow北京电影节（至0428）BeijingFilmFestival(April)0501全新CC微电影杀青FinishMinimove0615上海电影节（至0623）ShanghaiFilmFestival(June0701北京/纽约两大电影学院研讨会上（至0725）BeijingFilmAcademy/NewYorkTISCHUniversityWorkshop(July)0705全新CC上市发布会NewCCLaunchCeremonyDMG合作发行的电影发布会DMGCo-ProductionMovieAnnouncementCeremony汽车界Motor-dom电影界Entertainment创意方向一DirectionOne电影营销Entertainment一汽-大众全新CC星光首映NewCCLaunchCeremony-AvenueofStars•传播渠道：电影节及电影研讨会Communicationchannel:FilmFestivalandFilmWorkshop•传播规划：CommunicationPlanProposalbyDMG@20130221FAW-VWNewCCLaunchCeremonyProposal6上市前期：电影节及电影研讨会，由表及里Pre-Launch:FilmFestivalandWorkshop上市期：全新CC星光大道首映Launch:NewCCLaunchCeremony上市后期：电影发布会After-Launch:FilmLaunchCeremony电影节成就星辉煌（外在美）Festival(ExternalBeauty研讨会助力星发展（内在美）Workshop(InnerBeauty)全新CC的星光大道NewCCLaunchCeremony:AvenueofStarsDMG合作发行的电影发布会DMGCo-ProductionMovieAnnouncementCeremony创意方向一Directionone一汽-大众全新CC上市发布会构想ProposalforNewCCLaunchCeremony生而卓然星意盎然一汽-大众全新CC星光首映礼NaturalOutstanding-NewCCLaunchCeremony-AvenueofStars•场地推荐：香港尖沙咀星光大道/香港文化中心•SiteRecommended:AvenueofStars,TsimShaTsui,HongKong/HongKongCulturalCenter活动规划：ProposalbyDMG@20130221FAW-VWNewCCLaunchCeremonyProposal7全新CC星光大道情景展览ExhibitNewCContheAvenueofStars众星云集共走全新CC星光大道StarsWalkontheAvenueofStars香港文化中心大剧场首映礼PremiereonHongKongCulturalCenter夜游维多利亚港/海上观星NightTravelVictoriaHarbourSeaStarObservation首映礼主会场NewCCLaunchCeremonySite•香港文化中心HongKongCulturalCenter连接星光大道和香港天星码头ConnectAvenueofStarsandStarFerryTerminalProposalbyDMG@20130221FAW-VWNewCCLaunchCeremonyProposal8ProposalbyDMG@20130221FAW-VWNewCCLaunchCeremonyProposal9香港星光大道AvenueofStars•借助星光大道本身的雕塑群，营造全新CC微电影拍摄的情景装置。•BuildthesceneofCCMini-movebytheuseofStatuesontheAvenueofStars.ProposalbyDMG@20130221FAW-VWNewCCLaunchCeremonyProposal10香港文化中心HongKongCulturalCenter•全新CC首映礼会场•NewCCLaunchCeremonySiteProposalbyDMG@20130221FAW-VWNewCCLaunchCeremonyProposal11夜游维多利亚港NightTravelVictoriaHarbour•首映礼后乘坐游轮夜游维多利亚港，在游轮上享受观星派对。•AfterNewCCLaunchCeremony,thereisacruisestargazingpartyProposalbyDMG@20130221FAW-VWNewCCLaunchCeremonyProposal12创意方向一Directionone思路延伸FurtherProposal一汽-大众CC明星微电影节CCStarsMini-movieFestival以微电影为传播要素，与新浪微博、腾讯微博、北京电影学院、微电影产业机构共同打造一汽-大众CC明星微电影节。•电影节作品Product电影节作品须由知名艺人执导，用明星的视角记录生活的风雅光华，即用CC的灵魂发现与记录生活之美。Productwillbedirectedbythefamousstars,aimasdiscoveringtheglamourofthelife.•电影节机制Mini-movieFestival联合新浪微博、腾讯微博等传播平台；借助微电影产业机构（或各大电影集团）的专业资源；打造国内顶尖的微电影盛事，传播一汽-大众CC的内在特点和独有特征。Utilizewebaswellresourceofentertainment,buildMini-moviefestival,broadcasttheCCexternalandinnerglamour.电影节每年举办或隔年举办，延续一汽-大众CC的市场传播，树立独特的品牌标杆。Mini-movieFestivalsuggestedtoheldyearlyasCCbrandcommunication•电影节前期，除线上持续传播，还可选择时尚地标进行巡回点映活动，明星导演到场配合CC巡展，彰显CC的明星气质。•BeforeFestival,apartfromon-linebroadcasting,Mini-movieshowsonthefashionlandmarks,leveragestarscooperationandlinknewCCtoentertainment.ProposalbyDMG@20130221FAW-VWNewCCLaunchCeremonyProposal13创意方向二DirectionTwo时尚营销FashionProposalbyDMG@20130221FAW-VWNewCCLaunchCeremonyProposal14ProposalbyDMG@20130221FAW-VWNewCCLaunchCeremonyProposal14042121st,April上海车展ShanghaiAutoShow05011st,May全新CC微电影杀青FinishMinimove6月份June《时尚健康》第9届男士体面大奖颁奖盛典MensHealth9thTheGroomingAwardsCeremony07055th,July全新CC上市发布会全新CC上市发布会NewCCLaunchCeremony《时尚芭莎》明星慈善夜BAZAARStarsCharityNight9月份Sep时尚界Fashion汽车界汽车界Motor-dom创意方向二DirectionTwo时尚营销Fashion一汽-大众全新CC巅峰首映NewCCLaunchCeremony-PeakReleaseNewCC•传播渠道：时尚媒体盛典CommunicationChannel:FashionCeremony•传播规划：CommunicationPlanProposalbyDMG@20130221FAW-VWNewCCLaunchCeremon