奥迪 a7 上市 推广方案 bbh.pdf

奥迪A8L PA 上市整合营销方案
Audi A8L PA Launch IMC Plan

Jun 26th 2014
目录
A7 PI 上市传播策略
1 A7 munication Strategy

创意概念及展示
2 Creative Concept & Demo

传统媒介计划
3 Media Plan

上市活动
4 Launch Events
2
目录
A7 PI 上市传播策略
1 A7 munication Strategy

创意概念及展示
2 Creative Concept & Demo

传统媒介计划传统媒介计划
3 MediaMedia PlanPlan

上市活动
4 Launch Events
3
目标/OBJECTIVES
1. 在竞争日趋激烈的豪华车市场,保持并增加A7的吸引力
Generate demand for the A7 in a challenging luxury segment

2. 通过A7传播,给奥迪品牌注入活力和新意,巩固并扩大品牌在中国市场的领先地位
Leverage the A7 to revitalize the overall Audi brand and widen the brand’s
leadership gap

3. 强化奥迪区别于其他竞品的特有调性
Do it all in a way that feels and looks distinctly “Audi”

4
思考逻辑/FRAMEWORK
豪华车市场的机遇
竞争的本质是什么?
Category
Opportunity
What the true
nature of the 策略整合传播
competition? 创意
什么才是致胜的我们如何变成受众生活
A7的创意主概念是什么?
目标受众的追求传播方法? 中不可或缺的一部分?
还有什么未被满足的
需求?
Consumer

Desire
What need is not
being met? Strategy Creative Engagement
What’s the What’s the big How will we e an
winning approach A7 idea? indispensible part of
A7的优势
ms? consumers’ lives?
A7最具价值的优势
在哪?
A7’s Edge
What the A7 most
valuable advantage?
5
#1:从多个层面来看,豪华车市场仍在增长
BY ANY MEASURE, THE LUXURY CAR CATEGORY IS GROWING

•预计未来三年内中国将成为全球最大的豪华车市场
• China expected to e world’s largest luxury car market
within the next 3 years

•林肯,凯迪拉克,捷豹,雷克萨斯,英菲尼迪都在极具侵略性地扩张
• Lincoln, Cadillac, Jaguar, Lexus, Infiniti– all aggressively
expanding

•“中国人对德系豪华车情有独钟,业内专家认为中国消费者对于单个品牌
的忠诚度相对来说还很低,这为新的车型提供了很多机会。”
•"While Chinese desire for German luxury brands is strong,
industry experts say loyalty to a single brand is relatively low,
providing an opening for ers.”

–WSJ,2014


在豪华车市场,消费者有很多的选择,而且选择会继续增多。
Consumers will have unlimited options in luxury
cars…and those options will keep expanding

奥迪该如何适应这样的市场?
How does the Audi fit in?

6
#2:A7的价格区间较大,覆盖到来自不同车型的竞争