1、一汽-大众全新CC上市活动方案构想FAW-VW New CC Launch Ceremony Proposal by DMG 20130221方案概要Agenda活动策略Strategy 品牌策略Brand Strategy 传播策略Communication Strategy创意方向 一Direction One 传播渠道Communication channel 传播规划Communication Plan 场地推荐Recommendation site 思路延伸 Further Proposal创意方向 二Direction Two 传播渠道Communication Channel 传2、播规划Communication Plan 场地推荐Recommendation siteProposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal2活动策略Strategy品牌策略Brand StrategyProposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal3生而卓然 表里如一Naturally Outstanding生而卓然Naturally Outstanding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CC3、内外兼修，表里如一。New CC is packed with new generation technical features,inside equals outsideGlamour is the key feature of CC,and new CC is an evolution of the current CC活动策略Strategy传播策略Communication Strategy 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。Take the glamour comes standard into the future,set the CC apart f4、rom others products.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。Link new CC to entertainment and create media buzz,showing its naturally outstanding2013年相关娱乐大事记2013 KEY EXECUTION MILESTONES Proposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal404210423上海车展Shanghai Auto Show北京电影节（至0428）Beijing Fil5、m Festival(April)0501全新CC微电影杀青Finish Mini-movie6月份 June时尚健康第9届男士体面大奖颁奖盛典 9th The Grooming Awards Ceremony0615上海电影节（至0623）Shanghai Film Festival(June)0701北京/纽约两大电影学院研讨会上（至0725）Beijing Film Academy/New York TISCH University Workshop(July)0705全新CC上市发布会New CC Launch Ceremony时尚芭莎明星慈善夜 Stars Charity Night6、9月份SepDMG合作发行的电影发布会DMG Co-ProductionMovie Announcement Ceremony时尚界Fashion汽车界Motor-dom电影界Entertainment创意方向 一Direction One电影营销Entertainment Marketing Proposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal504210423上海车展Shanghai Auto Show北京电影节（至0428）Beijing Film Festival(April)0501全新CC微电影杀青 Finis7、h Mini move0615上海电影节（至0623）Shanghai Film Festival(June0701北京/纽约两大电影学院研讨会上（至0725）Beijing Film Academy/New York TISCH University Workshop(July)0705全新CC上市发布会New CC Launch CeremonyDMG合作发行的电影发布会DMG Co-ProductionMovie Announcement Ceremony汽车界Motor-dom电影界Entertainment创意方向 一Direction One电影营销Entertainment一汽-8、大众全新CC星光首映 New CC Launch Ceremony-Avenue of Stars传播渠道：电影节及电影研讨会Communication channel:Film Festival and Film Workshop 传播规划：Communication PlanProposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal6上市前期：电影节及电影研讨会，由表及里Pre-Launch:Film Festival and Workshop上市期：全新CC星光大道首映Launch:New CC Launch Ceremo9、ny上市后期：电影发布会After-Launch:Film Launch Ceremony电影节成就星辉煌（外在美）Festival(External Beauty 研讨会助力星发展（内在美）Workshop(Inner Beauty)全新CC的星光大道New CC Launch Ceremony:Avenue of StarsDMG合作发行的电影发布会DMG Co-Production Movie Announcement Ceremony创意方向 一Direction one一汽-大众全新CC上市发布会构想 Proposal for New CC Launch Ceremony生而卓然 星10、意盎然 一汽-大众全新CC星光首映礼 Natural Outstanding-New CC Launch Ceremony-Avenue of Stars场地推荐：香港尖沙咀星光大道/香港文化中心Site Recommended:Avenue of Stars,Tsim Sha Tsui,HongKong/HongKong Cultural Center 活动规划：Proposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal7全新CC星光大道情景展览Exhibit New CC on the Avenue of Stars众星云集11、共走全新CC星光大道Stars Walk on the Avenue of Stars香港文化中心大剧场首映礼Premiere on HongKong Cultural Center夜游维多利亚港/海上观星Night Travel Victoria HarbourSea Star Observation首映礼主会场New CC Launch Ceremony Site香港文化中心 HongKong Cultural Center 连接星光大道和香港天星码头Connect Avenue of Stars and Star Ferry Terminal Proposal by DMG 20130212、21FAW-VW New CC Launch Ceremony Proposal8Proposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal9香港星光大道Avenue of Stars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。Build the scene of CC Mini-move by the use of Statues on the Avenue of Stars.Proposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal10香港文化13、中心HongKong Cultural Center全新CC首映礼会场New CC Launch Ceremony SiteProposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal11夜游维多利亚港Night Travel Victoria Harbour 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。After New CC Launch Ceremony,there is a cruise stargazing partyProposal by DMG 20130221FAW-VW New CC Launch Ce14、remony Proposal12创意方向 一Direction one思路延伸 Further Proposal一汽-大众CC明星微电影节 CC Stars Mini-movie Festival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。Product will be directed by the famous stars,aim as discovering the glamour of the life.15、电影节机制Mini-movie Festival 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。Utilize web as well resource of entertainment,build Mini-movie festival,broadcast the CC external and inner glamour.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-movie Festival suggested to held yearly as16、 CC brand communication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。Before Festival,apart from on-line broadcasting,Mini-movie shows on the fashion landmarks,leverage stars cooperation and link new CC to entertainment.Proposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal13创意方向 二 Di17、rection Two时尚营销FashionProposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal14Proposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal140421 21st,April上海车展Shanghai Auto Show0501 1st,May全新CC微电影杀青Finish Mini move6月份June时尚健康第9届男士体面大奖颁奖盛典 9th The Grooming Awards Ceremony0705 5th,July全新CC上市18、发布会全新CC上市发布会New CC Launch Ceremony时尚芭莎明星慈善夜 Stars Charity Night9月份Sep时尚界Fashion汽车界汽车界Motor-dom创意方向 二 Direction Two时尚营销Fashion 一汽-大众全新CC巅峰首映 New CC Launch Ceremony-Peak Release New CC传播渠道：时尚媒体盛典Communication Channel:Fashion Ceremony传播规划：Communication PlanProposal by DMG 20130221FAW-VW New CC Launch C19、eremony Proposal15上市前期：男人体面大奖Pre-launch Phase:The Grooming Awards Ceremony上市期：全新巅峰首映Launch Phase:New CC Launch Ceremony上市后期：电影发布会After Launch Phase:Mini-moive Press Conference面子上的时尚盛典（外在美）Exterior Glamour在巅峰处向世界首映First Release on the Peak充满爱的时尚盛典（内在美）Inner GlamourDMG合作发行的电影发布会DMG Co-ProductionMovie 20、Announcement Ceremony上市后期：芭莎明星慈善夜After Launch Phase:Stars Charity Night创意方向 二Direction Two一汽-大众全新CC上市发布会构想 Proposal生而卓然 美在巅峰 一汽-大众全新CC巅峰首映礼 New CC Launch Ceremony-Peak Release New CC场地推荐：玉龙雪山/丽江 用令人窒息的自然之美和纯净的人文之美，衬托全新CC的生而卓然和升级后的巅峰之美。Site Recommended:Jade Dragon Snow Mountain/Lijiang Naturally beau21、ty just same as CC beauty.活动规划：Event PlanProposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal16全新CC丽江试驾Lijiang:New CCTrial Run丽江古城感受人文之美The Old Town of Lijiang:Beauty of Humanities 登玉龙雪山感受自然壮美Jade Dragon Snow Mountain:Natural Beauty在海拔最高的自然剧场巅峰首映Peak Release New CC玉龙雪山印象 丽江剧场Jade Dragon Sn22、ow Mountain:Impression Lijiang Theatre珠穆朗玛峰已有1000多人登顶，但是玉龙雪山至今无人问鼎。Jade Dragon Snow Mountain is undiscovered until now.玉龙雪山印象 丽江剧场是世界海拔最高的自然实景剧场。Impression Lijiang Theatre is the highest theatre in the world.Proposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal17Proposal by DMG 20130221FAW-23、VW New CC Launch Ceremony Proposal18备选场地Backup Site拉萨，布达拉宫对岸。Faces the famous Potala Palace,Lhase 以布达拉宫作为发布会现场的背景，将自然之美 与人力工程相结合，呈现生而卓然的巅峰之美。Utilize Potala Palace as background,combine the natural beauty with humanities beauty.全新CC微电影导演陆川的名作可可西里在西藏取景拍摄，本次携新作重游故地，在世界屋脊展示登峰造极的全新CC。The director of CC M24、ini-movie is Luchuan,who took film in Tibet and famous with it.Leverage Lu Chuan cooperation and link new CC with peak performance.Proposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal19用巧夺天工的自然与人文之景衬托全新CC的卓然天成，无需过多的修饰便已问鼎巅峰。Utilizing the beauty of natural and humanities,emphasizes new CCs 25、natural outstanding.Proposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal20待换图风景试驾Trial Test in scenic spotProposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal21创意方向 二 Direction Two巅峰之最 Peak Performance海拔最高的电影首映 Peak Mini-movie Release 在世界海拔最高的剧场或世界屋脊展示全新CC的巅峰之美，诠释CC的完美升级。Peak Per26、formance,giving the mass media a very deep impression风景最美的试乘试驾 Trial Test in scenic spot 在秀美的丽江山水间或青藏高原的圣山圣湖畔进行全新CC的试乘试驾，当自然之美遇见工艺之美，将撞出令人激动的火花。Trial Test in scenic spot,combines the natural elegance with humanities beauty.国内顶尖的明星阵容 All Stars Cast 力邀曾与世界屋脊结缘的顶尖艺人，用巅峰之作共同见证全新CC的巅峰之美。Invite top artists,witness the beauty of new CC.Proposal by DMG 20130221FAW-VW New CC Launch Ceremony Proposal22Thank You！欢迎指摘 您的意见将是我们进步的动力