DS B753 上市推广计划v8

B753<br />Communication Strategy<br />B753<br />上市推广计划<br />5 Mar,2014<br />B753<br />上市<br />行动计划<br />B753 Launch Action Plan<br />2<br />创意<br />ATL<br />销售<br />部<br />Sales<br />培训部<br />Training<br />公关<br />PR<br />网络<br />Digital<br />促销<br />Promo<br />感官视频<br />Mood Video<br />经销商支持<br />(<br />窗贴、背板、画架、台卡、折页、电子物料等<br />)<br />Dealer Support (Window sticker, backdrop, easel, table card, leaflet, screen, etc.)<br />预热<br />Warm Up<br />预售<br />Pre-Launch<br />上市<br />Launch<br />平面、户外、电视广告、电台广告<br />Print Ad, OOH, Teaser, Radio<br />Jan<br />Feb<br />Mar<br />Apr<br />May<br />Jun<br />July<br />客户关系<br />CRM<br />预售活动网站<br />Pre-launch Campaign<br />S<br />ite<br />官网车型展示空间<br />/<br />配置器<br />/<br />车型规格、百度品牌专区、搜索引擎、广告投放、口碑传播（微博<br />/<br />微信<br />/<br />优酷专区<br />/<br />豆瓣小站<br />)<br />、病毒视频<br />Brand Site Showroom/configurator/spec, Baidu Brand Zone, Search engine, Online media banner, iwom (weibo/wechat/youku brand zone/douban minisite), Viral Video<br />上市活动网站<br />L<br />aunch Campaign Site<br />电子报、彩信、短信发送，<br />iPad<br />展示<br />E-newsletter, MMS and SMS delivery, iPad Exhibition<br />网络<br />DIGITAL<br />3<br />B753<br />上市传播节奏<br />B753 Launch Campaign Calendar<br />2013,Dec 20<br />2014, Jan 16<br />2014, Mar.28<br />预热<br />12.20<br />Warm up<br />预售开始<br />1.16<br />Pre-launch<br />产品上市<br />3.28<br />L<br />aunch<br />创意出发点<br />point of creativity:<br />&ldquo;全感官&rdquo;<br />+<br />&ldquo;紫色倾城&rdquo;<br />+ &ldquo;T<br />时代<br />&rdquo;<br />&ldquo; all-sense&rdquo;<br />+<br />&ldquo;flamboyant Whisper&ldquo; + &ldquo;T Era&rdquo;<br />网络活动&ldquo;贴靠&rdquo;<br />，初建<br />认知<br />Online campaign to<br />build a preliminary<br />picture<br />of<br />DS<br />上市组合<br />Show<br />&ldquo;燃爆&rdquo;，引发<br />热潮<br />Combined means for product launch: detonate &quot;explosives&quot; among audiences<br />网络内容&ldquo;填充&rdquo;传播，接触<br />围绕<br />Embodying by online communication to draw audiences closer to the product<br />巴黎首秀&ldquo;点亮&rdquo;<br />眼球，激发<br />关注<br />Catching audiences&#039; eyes by Paris<br />debut<br />数字营销平台：官网、活动网站、<br />百<br />度专区、媒体投放、百度关键字、口碑传播<br />Digital platform: official website, campaign<br />website, Baidu Brand Zone,<br />media communication, key words on<br />Baidu, iWOM<br />点亮<br />Grab attention<br />燃爆<br />&amp;<br />填充<br />Blasts<br />&amp; Embodying<br />贴靠<br />Banner<br />传递全感官新概念<br />Introduce the new concept<br />of full sensorial experience<br />解析全感官概念（产品解析）<br />Explain full sensorial experience (Product analysis)<br />全感官<br />T<br />时代<br />Full Sensorial Experience, T Era<br />4<br />Digital Content Plan<br />数字营销制作内容规划<br />Jan.16<br />Mar.28<br />预热<br />Warm Up<br />预售<br />preLaunch<br />点亮全感官<br />Light Up Full Senses<br />聚集目光<br />Gather Attention<br />消费者<br />互动<br />Consumer Interactive<br />1.<br />全感官视频<br />75s/Full sense video 75s<br />2.<br />&ldquo;<br />1<br />&rdquo;元预约活动<br />/1yuan booking activity<br />3.<br />车型展示空间<br />/ B753 show room<br />4<br />车型预订<br />&amp;<br />折页下载<br />/ Car booking &amp; leaflet download<br />5<br />新闻稿<br />/ advertorial<br />预售活动网站 全感官初体验<br />Pre-launch campaign<br />site,<br />Primary<br />Experience Full Senses<br />上市双屏互动<br />官网<br />Brand site<br />活动网站<br />Campaign site<br />产品宣传<br />Product Spreading<br />全感官<br />T<br />时代<br />Full Senses T Era<br />聚焦不一样的人<br />Gather Target Audience<br />上市<br />Launch<br />全<br />感官初体验<br />Primary Experience Full Senses<br />聚焦不一样的车<br />Gather Car USP<br />2013,Dec 19<br />1.<br />首页<br />B753<br />主视觉更新<br />B753 KV on homepage<br />2. B753 TVC<br />3.<br />车型展示空间<br />/ B753 show room<br />4.<br />产品手册下载<br />&amp;<br />价格、配置<br />Brochure/spec/configurator download<br />5.<br />上市新闻<br />/<br />直播<br />Launch press/live boarding<br />6<br />预约试驾<br />Test Drive Application<br />上市活动网站 全感官<br />T<br />时代<br />Launch Campaign Site,<br />Full Senses T<br />Era<br />1.<br />官方新闻<br />Press<br />2.<br />全感官视频<br />30s<br />Full Sense Video 30s<br />iPad APP<br />车<br />展<br />/<br />机场<br />/DS WORLD...