1、2,Table of Contents目录,3184393122,Part 1Project Background and Market Analysis项目背景及市场分析,3,Escort:ModelEscort：典范,Became a perfect model of family car with free drive in 1968,with the European sales of over 16 million cars.1968年，欧洲销量超过1600万，成为家庭车和超强驾驭完美结合的典范。In the 1960s,created a precedent of Ford in 2、the UK,cumulative sales of more than 4 million cars in the past three decades.1960年代，开创了福特在英国畅销的先河，三十多年累计销量达400多万。Won the consecutive RAC Rally(renamed later)championship from 1975 to 1979.1975年至1979年，连续赢得了后来改为英国拉力赛的 RAC Rally 赛事的冠军。Won the WRC manufactures championship in 1979.1979年，获得1979年WRC的厂商冠军3、。In 2013,Escort concept car debuted stunningly in the Shanghai International Auto Show.2013年，Escort概念车在上海国际车展全球首次惊艳亮相。,4,Replace the classic Fox to form a double car strategy with the new FoxEnhance the Ford brand competitiveness in the mid-grade car marketFulfill the“Endless Progress”promise替代经典福克斯4、，与新福克斯形成双车战略提升福特品牌在中级车市场的竞争力体现”进无止境”的品牌承诺,New model of the Chinese family car tailored by Changan Ford based on its global platform technology advantages长安福特基于全球平台技术优势、专为中国家庭量身定制的家轿新典范,5,Ford Escort福特 福睿斯Create the Future Together New Model of Family Car共创未来家轿新典范,6,Target market市场目标,Establish the“Ne5、w Model Family Car(NMFC)”brand awareness and reputation建立”新典范家轿”品牌知名度与美誉度Complete the annual sales target of 235,024 cars(3.8%market share)完成235,024台年度销售目标（市场份额3.8）Average market share 2015-2023 of 3%2015-2023平均市场份额达到3%Monthly sales of 20,000 cars月销量20000台,7,8,Enterprising debut in 2015,2015年进取登场，Fa6、cing with fierce competition in the mid-grade car market,面对中级车市场的激烈竞争How will Escort successfully replace the classic Fox,and drive the Changan Ford sales into a new height?福睿斯如何顺利取代经典福克斯，将长安福特销量提升到新的高度？,Macro markets,9,Increasing female owners with different preferences,Car demand is suppressed in 7、the first-and second-tier cities,but with a huge potential in other tier cities,The generation after the 1980s/1990s has gradually become the main consumer,They have become a pivotal power of new car demandFocusing on safety and appearance,they have more economical considerations,Womens purchase con8、siderations more from entertainment and family;Women are more concerned about the safety and appearance.,New car demand concentrating in the third and fourth tier citiesCheap car of RMB 80,000-120,000 has the highest demand in low tier cities,宏观市场,10,女性车主增加，对汽车偏好有所不同,一二线城市用车需求受到抑制,低线城市潜力巨大,80/90后逐渐成9、为市场消费的主体,80/90后消费者成为新车需求举足轻重的力量在注重安全性和外观的同时,80/90后也有较多经济性的考虑,女性购车更多从娱乐和家庭角度考虑;女性更关注安全性和外观;,新增的汽车购买需求集中在三、四线城市8-12万元的经济型汽车在低线城市的需求最高,Competitive analysis竞争分析,In the mid-grade car market,four major competitors have adopted a multi-brand strategy to seize market share,about 5.8%market share for the For10、d double-car strategy.在中级车市场，四大主要竞争厂商均采用多品牌策略抢占市场份额，福特双车策略市场份额约占5.8%。Escorts competitors are locked as:Bora,Langdong,Yuedong,and Cruze;福睿斯的竞争对手锁定为：宝来、朗动、悦动、科鲁兹；Appearance,cost performance,interior space and fuel consumption are these competitors main selling points.外观、性价比、内部空间、油耗是竞品的主要购买理由。Elantra a11、nd Cruze have an obvious advantage on appearance;the Korean-competing products are short in durability and safety,but an obvious fuel-consumption advantage.朗动和科鲁兹的外观具有明显优势；韩系竞品耐用度、安全是短板，油耗具有明显优势。,11,Competitive market position竞争市场定位,12,New Bora Always interesting life新宝来时刻趣动生活,Yuedong Enjoy life悦动进享12、人生,Langdong Bright from you mind,dynamic on the shape朗动朗于心 动于型,Cruze-Technology wisdom科鲁兹科技智慧,Market strategy市场策略,Emphasis on the“NMFC”concept强调“新典范家轿”概念Breakout differences,stress suitable for Chinese family差异化突围 强调适用中国家庭,13,Product positioning,14,New Model of Family Car,产品定位,家轿新典范(NMFC),15,16,PR g13、oals 2014,17,2014年公关目标,Part 2Communication Strategies and Concept Interpretation传播策略及概念解读,18,Review the Escort propagation 2014,Took third-party CCTV authoritative media reports as the principal propagation line throughout the year,making a stronger endorsement for the propagation of Escorts“NMFC”po14、sitioning and product selling points.Highly interactivity and multitudinousness,widely disseminating through the media cooperation,transferring the emotional“Happy Family”concept to laid an emotional foundation for new car launch.,19,2014福睿斯传播回顾,利用央视权威媒体第三方报告作为全年传播主线，为福睿斯“新典范家轿”定位和产品卖点的传播做强背书。互动性强，形15、式多样，通过媒体合作进行广泛传播，感性传递“幸福家庭”理念，为新车上市奠定情感基础。,20,21,1,2,3,As can be seen,it is relatively independent between“NMFC”and“Happy Family”in the 14-year theme propagation没有具体阐释“新典范家轿”须对应的五大品质,It is not clear enough for the relationship between“NMFC”and“Happy Family”没有具象化新典范家轿对应人群和家庭形象,“Happy Family”and“NMFC”16、would give people the impression of two concepts/two main lines“幸福家庭”与”新典范家庭”会给人两个概念/两条主线的感觉,Therefore,it is suggested to uniformly use the“New Model Family(NMF)”concept and further strengthen the correlation between“NMF”and“NMFC”.因此，建议在后续传播过程中，统一使用“新典范家庭”的概念，并进一步加强新典范家庭与新典范家轿概念之间的关联。后续传播有效触及3-6线人群,17、Chevrolet CruzeFocus dissemination:rapid handling experienceToo much gimmick of“Technology Wisdom Challenge Tour”before launching,attracting offline participation and test drive experience;Combined with games and videos to show a good sense of control,passing a distinctive brand personality.,22,雪弗兰-18、科鲁兹传播重点：急速操控体验“科技智慧挑战之旅”在上市之前做足噱头，吸引线下参与及试驾体验；结合游戏、视频展现良好操控感，传递鲜明品牌个性；,23,Target consumer groups目标消费人群,Forward-looking householder具有前瞻视野的一家之主,To take good care of my family is always put in my first,So I need to provide them with the best standard of living in keeping with the times.照顾好我的家庭总是摆在我的首位，19、因此我需要为他们提供最紧跟时代的生活标准。,24,Define these families“go-aheadism”,Management in enterprises or institutionsA modicum of success in cause,expect to get recognized around,not afraid of being noticeable in the crowd企事业单位主管事业小有成就，期待获得认可不怕在人群中显得引人注意,Always put his/her family in the first placeProvide his/her f20、amilies with the best standard of living in keeping with the times,comfortable and safe总是将家庭摆在首位为家人提供紧跟时代的生活标准想要舒适与安全,Like the cost-effective configuration,good-looking and practical喜欢物有所值的配置兼顾面子和实用性,The key to impress them:security,comfort,keeping with the times打动他们的关键：安全、舒适、紧跟时代,25,Progressive ind21、ex:进取指数：Easier to accept the“NMFC”concept较易接受“新典范家轿”概念In addition to the appearance and space requirements,more detailed personalized design requirements they often need when buying购车时除了外观及空间要求，往往还有更细致的针对性设计需求,Elite精英型,Progressive index:进取指数：Need the education on“NMFC”“新典范家轿”概念需教育With the conditions22、 of purchase,they still focus on fuel consumption and space,dont know more requirements they can ask for when buying虽然条件满足，但购车时仍以油耗、空间为主要考虑，不知道可以要求更多,1st-2nd tier cities have the benchmark influence and driving effect on 3rd-6th tier cities(especially neighboring)1-2线城市对于3-6线城市（尤其是周边）具有标杆影响力及带动效应,Re23、lated linkLiving in the 3rd-6th tier cities,However,they keep pace of life philosophy with those in the 1st-2nd tier cities关联纽带他们虽然生活在3-6线城市但生活理念与1-2线基本同步,26,Respondent:30-39-years-old middle-aged families with children,a monthly income of RMB 10,000 to 15,000Q:What do you think a NMFC?What are your24、 family car requirements?,27,调查对象：30-39岁中年家庭，有孩子，月收入1万-1万5问题：您认什么是新典范家轿？您对家轿的要求是什么?,28,Respondent:30-39-years-old middle-aged families with children,a monthly income of RMB 10,000 to 15,000Q:What do you think a NMFC?What are your family car requirements?,29,调查对象：30-39岁中年家庭，有孩子，月收入1万-1万5问题：您认什么是新典范家轿25、？您对家轿的要求是什么?,30,3rd-4th tier first-time buyers focus on fuel consumption and safety,while 1st-2nd tier consumers begin to pursue power and intelligent technology;3、4线首购车主主要考虑油耗及安全，1-2线消费者开始追求动力与智能化技术；Relatively vague awareness on the family-car concept:more focused on economy and security,instead of26、 quality and design alike.对家轿概念的认知相对模糊：往往更注重经济及安全，对品质、设计等关注度不高。,31,Fuel consumption,32,Family day家庭日活动,Launch TVC上市电视广告,Print平面广告,Teaser TVC预售电视广告,Print平面广告,UGC+Micro-film微电影,Big screen plan银幕总动员,TV platformDeep placement in TV play卫视平台电视据深度植入,Family day season 2家庭日活动 第二波,sales season旋风销售季,2015 Big 27、Family Screen Plan2015年福睿斯电影大作战,33,34,Consolidated and figurative“NMFC”concept,Select more accurate media to lock target population,Brand is positioned as the NMF choice,Effectively contact and influence on the 3rd-6th tier target consumer groups,35,巩固及具象化“新典范家轿概念,选择更加精准的媒体锁定圈层人群.,品牌定位为新典范家庭之选.,有效触及28、并影响3-6线目标消费人群.,Model effect榜样效应,Media advocacy媒体宣导,Development of standards制定标准,To define the“NMF”and“NMFC”standards明确”新典范家庭”及”新典范家轿”标准,Third-party media advocacy to establish and strength standard identification第三方媒体宣导建立并强化标准认同,With stars and model families to vividly and visually trigger resonant 29、and establish identification借助明星及榜样家庭生动直观引发共鸣、建立认同,36,Population characteristics人群特性Desire to establish a benchmark for their own,establish groups渴望为自身树立标杆、建立族群Desire to be recognized and shared by the circle渴望通过圈层得到认同及分享Enjoying the feeling of accomplishment by influencing others享受着影响别人带来的成就感,37,Me30、dia-contact habits触媒习惯Lower tier consumers are preferred to such information channel as dealers/auto show and public praise低线城市的消费者在信息渠道上,对经销商/车展和口碑推荐更为看重。,New online media线上新媒体Such as Internet portals,mobile phones,three micro(microblog,wechat,micro-film)如互联网门户网站、手机、三微（微博、微信、微电影）High preference cro31、wd高偏好人群Repurchase users,80s/90s consumers,and women owners再购用户 80/90消费者 女性车主,Offline experience线下体验Such as in-store dealer recommendation,test drive,auto show,words of friends/owners如汽车经销商店内推介、试乘试驾、车展、亲友/车主口碑High preference crowd高偏好人群Lower tier consumers,women owners低线城市消费者 女性车主,What is NMF?什么是新典范家庭32、？,Whether can it called NMF like them so highlighted?是否要向他们一样光满闪耀、万人瞩目，才称得上新典范家庭？,38,Close family members,but everyone is strugglingGive their kids quality companionship and their parents appropriate spaceKeep a sense of romance between husband and wife家庭成员紧密的联接，每个人都在进取奋斗给予孩子高质量陪伴，与父母保留合适空间夫妻间浪漫感的维系33、,Not only retaining the traditional blood kinshipBut also have foreign independent thought既保留了血脉相承的传统情愫又接受着国外独立思潮的熏陶,NMF新典范家庭,39,NMFC新典范家轿,NMF新典范家庭,Endless pursuit of fashion对时尚品位的不懈追求,Give the family a sincere pay给予家人真诚的付出,An appropriate space to elders与长辈保有合适的空间,Pragmatic and precise concept of li34、fe务实而精准的生活理念,Give kids a high quality companionship给予孩子高质量的陪伴,40,World Family DayMothers Day,Childrens DayFathers Day,School seasonMid-Autumn Festival,Summer vacation,41,世界家庭日母亲节,儿童节父亲节,开学季中秋节,暑期,42,Part 3Event Publicity and Implementation Detail事件传播及执行细节,43,1.Topic warm-up1.话题预热Parent-kid show onli35、ne topic interaction2.亲子秀-线上话题互动3.Offline car parent-kid model show3.线下亲子车模秀,1.Family affection video1.温情视频病毒传播2.My old toy online topic interaction2.晒老玩具-线上话题互动3.Offline old toy exhibition(matched with trial run)3.线下老玩具展（配合试驾）,1.Space Exchange 1.交换空间植入2.SOLO indoor decoration online topic interacti36、on2.小户型装修-线上话题互动3.Family decoration funny video3.夫妻装修搞笑视频病毒传播4.Escort:payer for your family decoration bill-offline activity 4.装得下，福睿斯买单-线下活动,1.Funny cartoon online share 1.搞笑漫画线上传播2.Route solicitation&online topic interaction 2.线路征集评选-线上话题互动3.4S store family self-driving travel 3.4S店全家自驾游试驾,1.Onlin37、e topic communication 1.线上话题互动2.IQiyi parent-kid show 2.植入爱奇艺亲子课堂3.Escort safety classroom-offline 3.福睿斯安全课堂-线下,Cooperation with video websites 视频网站合作Creative reality show for six families 自制一期六大家庭比拼人气的创意真人秀节目Award ceremony and cartoon gift presentation 颁奖及赠送漫画,44,漫画过渡页,45,Cartoon creation will be l38、aunched during May to September to highlight theme advocated by every publicity stage.Periphery products like T-shirt,waistcoat,parent-kid suit,cap,toy,and cup will be designed for offline event as either gifts or commodities 5月-9月评选期间，配合每阶段主题进行漫画的发布，并设计T恤、马甲、亲子装、帽子、玩偶、杯子等周边产品，用于线下活动使用、赠送及售卖。Invite 39、the prototype family of cartoon creation to the event venue and interact with other new model families and pose for photos,etc.邀请漫画原型一家到收官活动现场，与其它“新典范家庭”进行现场互动、合影等。,46,S and Self magazine interview the euphoria cartoonist,who not only shows us what is the new model family in China,but draws heat dis40、cussion about new model family and lifestyle.悦己女性网及悦己公众号专访了这位充满着幸福感的漫画家，并赞她画出了中国的“新典范家庭”，由此引发了网友关于“新典范家庭”生活理念的讨论。,Along with her son Douzis grow up,the freelance-turned-mom used her cartoon creation to record every small happiness and delight she enjoys in her life and quickly attracted tremendous f41、ollowers.一个自由漫画撰稿人做了妈妈，随着儿子“豆子”的成长，她以漫画形式记录下了生活中的每一点小幸福与小惊喜，并在微博上积累了大量的人气。,Best love for life walk hand in hand with lovers in garden to fish for small shrimp and little fish;plant various flowers to beatify our four seasons;read a good book and watch a wonderful film together with friends;share tim42、e on road with our soul-mate,to get lost and run into happy surprise together all these small happiness offered by life are fantastic!Lets embrace them one by one wholeheartedly!最热爱生活和爱人手牵手散步去花园里捞虾米、捕小鱼；种一大堆的花花草草，春夏秋冬的欣赏；读一本好书，与朋友一起看一部好电影；和懂得分享兴趣相投的人一起旅行，迷路，发现惊喜生活的全部都很美妙，没有“最”或“之一”可以挑选。,Under the in43、vitation of Ford,the talent cartoonist added her creation for the new model family themed cartoon series one newly brought Escort delivers many happiness and fun to the family.The lovely image of Xiaodouzi shows up at the“New Model Life”appraisal event jointly hosted by Self Magazine and Ford.福特邀请其绘44、制“新典范家庭”系列故事漫画，一辆福睿斯给这个家庭带来了更多惊喜和乐趣，可爱卡通与小豆子的身影开始出现在悦己与福特联合举办的“新典范家庭”评选活动中。,47,Creative cartoon expression:with fancy imagination,the talent cartoonist treats us with her cartoon series of Douzis Pretty Happiness,in which,even the most common food is source of new pleasure and fun,same as what the n45、ew model cars Ford has brought to us.漫画创新形式：漫画家奇思妙想，以创意手法创作豆子的“小幸福”漫画，在她的笔下，就连最普通的食物都有了全新的乐趣。正如新典范家轿为平淡生活增添的小幸福与小惊喜。,48,#Douzis Pretty Happiness#I am totally enchanted by such sweet small happiness.So I and my family member(in fact,my sweetheart)dedicate our debut show to the cartoon series,to pay h46、omage to Douzi Brother Zhu Letao#豆子的小幸福#看了豆子的“小幸福”我也是醉了，于是携自己的家人（其实是情人）倾情出演小逗比的小幸福，向豆子哥致敬猪乐桃,#Douzis Pretty Happiness#though a little bit loaf on cartoon creation,the author still bring me many joy and happiness Zhu Letao,how are about the idea to let my daughter as your daughter in law?Do you like 47、the idea?#豆子的小幸福#虽然有点偷懒，不过还可以吧猪乐桃 让偶闺女做小豆子媳妇你说好不好呢,49,Name:Zhu Letao,also called Qi Xiao,acclaimed as the Queen of Cartoon Books 姓名：猪乐桃原名齐潇，国内“绘本小天后”City:Ms.Zhu was born in Shanghai and lived in Yunnan,Yangzhou,Shanghai and many cities before her settlement in Beijing after junior high school years.48、Now she lives in Hangzhou.城市：生于上海，后辗转于云南、扬州、上海等地，初中后定居于北京，现定居于杭州。Hobby:travel,besides cartoon creation,life is what she loves most.爱好：旅行，除了漫画，最热爱的事物就是生活。Birthday:September 10,1980出生日期：1980年9月10日Marriage status:married with one son called Douzi.婚姻状况：已婚，育有一子“豆子”,Alternative recommendation:Feileniao(re49、nowned cartoon studio comprised by post-80s and post-90s cartoonists,and deeply loved by fans for its refreshing,soft,smoothing cartoon creations.)*合作撰稿人备选方案：飞乐鸟（80、90插画师为主的知名插画工作室，画风小清新、温情、治愈，拥趸众多）,50,1.Media selection:launch mass discussion by in-depth interactive communication conducted by lifest50、yle media including and its subscribers.1.媒体选择：通过lifestyle媒体悦己女性网站及订阅号的深度互动型采访引起话题点。2.Content cooperation:propose the concept of New Model Family based on interview with cartoon creator and draw high attention from the public.2.内容合作：合作一期内容，通过对漫画作者的专访，提出“新典范家庭”概念，并引发大众的关注。3.Appraisal cooperation:the 51、appraisal for“New Model Family”,an event jointly conducted by Self magazine and Escort,will be promoted by Self magazines Micro blog and weChat platforms as well.3.评选合作：悦己与福睿斯联合发起关于“新典范家庭”的评选活动，悦己官方微博微信同步配合进行评选活动的推广。,51,Profile of appraisal event 评选活动概述Appraisal time:May to September,2015评选时间：2015年552、月-9月Appraisal platform:mini site 活动平台：评选活动官方mini siteParticipation rule:参与规则：Monthly appraisal will be held online centered with the five themes of fashion,space,quality,economy and safety respectively;评选划分时尚、空间、品质、经济、安全五个主题，每月进行一个主题的线上互动及评选；All Chinese families are welcomed to join the evaluation.A53、nd five families will be selected to show on the official website to highlight each of the five themes.所有家庭均均可参与。每个主题将评选出五个家庭在官网进行展示；The family with the highest popularity will,on behalf of other four families in the categories,compete in year-end event of Gathering.New Models and awarding ceremony.54、人气最高的一个家庭将作为该主题的典范家庭代表，参与年终的汇聚 新典范比拼及颁奖活动。,52,Establish one Mini Site,where advance notice,interactive activities and exhibitions of the event will be launched.建立一个Mini site，集中对各主题线上评选及线下活动进行预告、互动及展示汇总。Upon logging on the Mini Site,visitors are entitled to download expression and do shopping at near55、by shopping malls.Besides,function interfaces for online car purchase and trial run reservation are accessible to visitors of the Mini Site.登陆Mini site可下载表情、购买周边；同时还具备网上购车、预约试驾等功能接口。Cooperative media 合作媒体：,53,54,Publicity Plan for Fashion New Model时尚新典范事件传播规划,55,Fashion New Model Online Activities时尚56、新典范线上活动,Parent-kid fashion look video will be produced to convey the idea in a humorous way that“pretty inner shine,and pretties outer glow”of fashion new model family.Netizens will be attracted by Small Happiness themed cartoon to act as fashion look judges.制作明星亲子装扮潮的对比视频，以调侃方式传达“内在要美，外在更美”的新典范家庭时尚57、观。配合“小幸福”漫画吸引网友参加亲子车模秀评选。,Online participation:participants are welcomed to post their parent-kid car model photos and Sina Micro blog account of Ford Escort.Appraisal standard:two participants who have gained most“like”weekly from netizens will be awarded with Zhu Letao Parent-kid Suit as gifts.线上参58、与：发布亲子车模秀照片并福特福睿斯 新浪微博。评选标准：每周获“赞”最多的前两名可获猪乐桃定制版亲子装。,56,Offline participation:paralleling with regional trial run activities,Escort-centered cartoons created by Zhu Letao will be displayed at 4S stores or outdoor venues in Kunming,Wuhan(recommending to cooperate with local Wanda Plaza).Also,parent-k59、id suit featuring the cartoon creation of Small Happiness will also be available on site for dress change or purchase.线下参与：配合区域试驾，在昆明、武汉4S店或户外（推荐当地万达广场合作）放置猪乐桃手绘版福睿斯，并在现场展示“小幸福”漫画版亲子装，供现场参与者换装或购买。,Fashion New Model Offline Activities 时尚新典范线下活动,57,Publicity Sample for Fashion New Model 时尚新典范传播示例,Esco60、rt New Model Family 2015 FashionNew Model appraisal kicks off!Come to join for fun!福睿斯2015年新典范家庭时尚新典范主题评选开始啦，各位粑粑麻麻快来参与吧。Participation means:参与方式：Participants are welcomed to post their most adorable parent-kid photos and the most enlightening parent-kid fashion view and Changan Ford Escort.发布最有爱的亲子61、生活照+一句话亲子时尚观长安福特福睿斯，即可参与评选。Award:活动奖励：Five participants whose posts are most favored by netizens will be awarded with one Parent-kid suit each as gifts.人气最高的前五名将获得漫画定制版亲子装一套,Changan Ford Escort,cool parent-kid suit is a must for us!长安福特福睿斯 潮潮的亲子装是我的必备！,58,#New Model Parent-kid Suit#新典范 亲子秀#,#New Mod62、el,Parent-kid Show#新典范 亲子秀#,59,Publicity Plan for Quality New Model 品质新典范事件传播规划,60,Activity Profile for Quality New Model 品质新典范 活动概述,The activity will be divided into two stages:活动主要分为两个时期At early stage,call on the collective memory about old toy from netizens via the affective video about a toy han63、dmade by grandpa for his grandson and the mass discussion about#grandpa-made toy”.前期，通过爷爷为孙子手工自制玩具的温情视频病毒传播，与#爷爷的老玩具#话题，唤起广大网友关于老玩具的集体回忆。At later stage,as proposed by some netizens who participate in interactive activities launched by official Micro blog platform of Escort,old toy exhibition will be64、 held in 4S store and 8 celebrities will be invited to recall stories happened in their childhood,so as to effectively attract targeted consumers to 4S store for such affective interactions and trial run.后期，通过福睿斯官微加入微博互动，相应网友倡议，在4S店展，邀8大家共同回忆儿时温馨为主要事件；吸引目标消费者举办老玩具到4S店，借温情试驾拉近与他们的距离。,61,Affective Fam65、ily Video:Grandpas Insistence 温情视频爷爷的心意,2.Papa never failed to unconsciously frown whenever he spotted grandpa was busy in front of his tool kit.It was difficult for him to understand why grandpa insisted in doing so in spite of his frequent reminders that how cheap and cool the motor-driven toy car66、s were!3.Grandpa said nothing but smiled.He continued to play the trendiest motor-driven toy cars together with his grandson merrily at daytime.Yet,at night,he still buried himself under his elaborative efforts for handmade car project.He polished every component of his art craft and painted oil var67、nish above it carefully.4.Upon witnessing how happy his son was when he was given the handmade gift from grandpa,papa called up how excited he was when he kept running madly with the first handmade toy in his hands.Now,he finally comes to understand the insistence of his“stubborn”father.,1.In his yo68、ung age,grandpa was a renowned craftsman in his hometown.His tool kit had been retired for long till he recently found a new job for himself:to make pure hand-made toy for his beloved grandson.,62,Affective Family Video:Grandpas Insistence 温情视频爷爷的心意,2.爸爸每次看到爷爷埋首在工具箱前都会微微皱眉，不能理解的他甚至还多次对爷爷说，电动玩具车是多么地便69、宜，而且外形够酷。3.爷爷微笑不语，他开心的陪孙子一起玩电动遥控车，夜晚却仍在工作台前细心打磨自己的车子，还细心地刷上清漆。4.看到儿子对爷爷的手工玩具视若珍宝，爸爸回想起自己小时候拥有第一件手工玩具时开心的奔跑。爸爸终于理解了爷爷。,1.爷爷年轻时是远近闻名的雕刻手艺人，他有一个很宝贝的工具箱虽然现在已不再做木雕，但爷爷很快又有了一个新工作：为宝贝孙子做纯手工玩具。,63,Video Virus Transmission 视频病毒传播,#Grandpas Old Toy#I was born in 1980s.My family was poor during my childhood,so70、 I did not bought any toy.My best toy was the rolling loop and spinning top made by my grandpa.Now,I still remember that those days were very happy and interesting.Video linkage:http:/#爷爷的老玩具#我八零后，小时候家庭里穷，木有买过玩具，最好的玩具就是爷爷给我手工制作的滚铁环、抽陀螺啊什么的，现在回忆起来，依然觉得那个时候很有趣很快乐视频连接http:/,#Warm Video Grandpas Old Toy71、#Every city has the old things which may disappear soon.They may be the old toys,handicrafts,and old buildings to be removed.They represent our childhood and beautify old days.-Grandpas Old Toy:http:/#暖心视频 爷爷的老玩具#每个城市都有那些即将消失的旧东西，可能是老玩具，可能是手工艺，也可能是即将被拆毁的老建筑。他们代表我们的童年和美好的旧时光。爷爷的老玩具视频连接http:/,64,Media72、 Cooperation on Old Toy Video and Exhibition 老玩具视频、展媒体合作,65,Example Topic of Old Toy Exhibition 老玩具展话题示例,#Show off My Old Toy#After I watched the video,I hurried to find my toys.It is very pity that I my toys disappear gradually when I move in other places every time.Especially,I threw out many toys73、 recently.I am regretful all the time.I want to build an old toy museum.Please support me!#晒晒我的老玩具#看完视频，赶忙去翻出自己的，每次搬家都会少一点，好可惜，尤其是最近一次，扔了好多，无限后悔模式开启，收老玩具！想建一个老玩具博物馆，求支持！,#How to enjoy the Fathers Day?Bring your dad and your son to Ford 4S Store.Let your son look at the old toys and buy your dad a ne74、w toy.How satisfactory!From now to June 30,classic old toys and Escort wait for you in the 4S Store.Be there or be square!#父亲节怎么过#父亲节怎么过还没想好？带老爸、儿子一起来福特4S店，带儿子看看老玩具，给老爸买辆新玩具，这才圆满！即日起至6月30日，铁皮青蛙、绿皮火车等经典老玩具与福睿斯一起在4S店等你，我们不见不散！,66,67,Space New Model Activity Planning空间新典范 活动规划,68,Online:Implantation of75、 Space Change线上：交换空间植入,69,Example of Virus Video Script病毒视频脚本示意,Hint of Video Script视频脚本示意：,The couple design the transformation plan excitedly 小夫妻两人激动地设计改造方案,The couple drive to the construction material market by Escort to choose the materials 小夫妻两人驾驶着福睿斯赶往建材市场挑选用料,The couple buy many things in th76、e construction material market after careful selection小夫妻在建材市场里细心挑选着，买了许多东西,They push the full shopping cart and put all of them into the trunk两人推着满满的购物车，将它们全部装进后备箱中,The couple drive home by Escort小夫妻两人驾驶着福睿斯回家,They couple start their work小夫妻两人开始行动起来,The quarrel and fight scenario of the couple in t77、he decoration process 小夫妻两人在装修过程中的小打闹场景,After the decoration,the whole family enjoys the new home gladly装修结束，一家人愉快的享受着新家,70,Example of Virus Video Topic 病毒视频话题示意,#Little Couples Happy Transformation#小夫妻的幸福大改造#,#Little couples happy transformation#Today I watch the video that the little couple transf78、ormed the small house.I really praise their creativity and really praise how much Escort can hold!#小夫妻的幸福大改造#今天看到这个小夫妻改造小户型的视频，真是赞叹俩人的创造力，同时也真心赞叹福睿斯如此的能装！,Example of forwarded comments:转发评论示例：1.Will Escort turn to be a freight car?1.福睿斯这是要改做货车的节奏吗？！2.Which is the best transportation sedan?It must be79、 Escort.2.运输轿车哪家强，必须找福睿斯！,#Small House can also have a Big Space#小户型也能大空间#,#Small house can also have a big space#I cannot image that the small house can turn to a house with such a big space by transformation.Favorite!Moreover,this wife can put so many things in Escort!Favorite!#小户型也能大空间#真心没想到小户型也能80、改造成这么大的空间，这对小夫妻，赞！还有，这个妻子竟然能把这么多东西装进福睿斯里，赞！,Examples of forwarded comments:转发评论示例：1.Escort,the great artifact to show your wifes ingenuity 1.福睿斯，展示妻子心灵手巧的神器！2.Do not fill too many in the trunk of Escort.After all,too many things in the trunk are not safe.2.福睿斯的后备箱再大，也不要装太多哦，毕竟不安全。,71,Offline:Escort 81、will Cover all Costs Once a Customer can Fill it with Things.线下：装得下，福睿斯就买单,Activity Time:July活动时间：7月Activity Place:Harbor House(Recommended)活动地点：harbor house（建议）Participant:Escort owners 活动参与者：福睿斯车主Activity Introduction:活动概述：Escort owners will enroll in the activity through the official website.The 82、participants can put any commodities in the shopping cart upon their choices and then put the selected commodities into Escort based on the space of Escorts trunk.When time is over,the customer completes the competition if the customer close the trunk door.Escort will pay for the group who put the m83、ost commodities in order.车主会通过在官网报名的方式参与此活动。参与者在规定时间内可随意选择商品装进购物车中，然后结合福睿斯后备箱的空间，最后将所选商品放置进车中，时间结束，以关上后备箱门为准，则为完成比赛。选出装得最满并且整齐的一组，这种商品有福瑞斯买单。,In the activity,the family with the highest competition and highest commodity amount will have the opportunity of attending the final program recording,Final 84、Competition.活动中完成度最高并且商品金额最高的一组家庭将得到参与终极大比拼的收官节目录制的机会。,72,ExampleofOfflineActivityTopic线下活动话题示意,#Escort Pays for You#福睿斯买单#,#Escort Pays for You#I hear that Escort holds a offline activity for Escort owners.Escort owners can put anything of the home furnishing market in Escort and then Escort pays f85、or them.How dare Escort thing of that?Its trunk is so big.Escort really pays for a great deal!#福睿斯买单#听说福睿斯办了一个车主的线下活动，到家居市场随便拿，然后福睿斯买单。福睿斯是咋想的，他后背箱那么能装，这单买的够大的！,Example of forwarded comments:转发评论示例：1.Escort,favorite!No less than the offline“Double Eleven”!1.福睿斯，赞！简直是整了个线下“双十一”啊！2.Ford is really rich86、!2.福特就是有钱啊,#Escort Removes the Whole Decoration City”#福睿斯装空装饰城#,#Escort removes the whole decoration city#Escort just wants to hold a simple Interactive activity for Escort owners.However,all things in the activity place are removed.I can just sigh how powerful Chinese aunts are!#福睿斯装空装饰城#福睿斯本想简简单单的87、搞个车主互动活动，没想到竟把活动场地搬空，我只能说，中国大妈就是强！,Example of forwarded comments:转发评论示例：1.Escort gives Chinese aunts another opportunity to shake the world!1.福睿斯，给中国大妈又一个震撼世界的机会！2.Escorts activity will be well-known!2.福睿斯选的那个活动地要火啊！,73,74,Economy New Model Activity Introduction经济新典范 活动概述,The activity mainly include88、s bright line and dark line.活动主要分为明线与暗线Bright line:the most economic self-driving travel route for the family in weekend is collected from numerous car fans by Micro blog interaction;明线：通过微博互动方式，向广大车友征集最经济的全家周末经济自驾游线路；Dark line:combining with the regional trial driving,cooperate with some self-drivi89、ng travel talents in the travel forums,invite them to bring their family members for travel by Escort,and record and share the splendid travel notes.The fuel economy of Escort is shown by direct experiences including little cost and good meals.暗线：结合区域试驾，与旅游论坛活跃着的一些自驾游达人合作，邀请他们驾驶福睿斯带家人出游，并记录分享精彩游记。通过90、花费少、吃得好等直观体现福睿斯的燃油经济性。,75,Economy New Model Transmission Planning经济新典范传播规划,76,The official Micro blog account releases the virus video including creative cartoons and funny short films for the economy new model theme,“Small Happiness Family Travel”to arise the attention to the economy of family trav91、el.Meanwhile,the activity rules are released.官微发布“小幸福 全家行”经济新典范主题创意漫画、搞笑短片等病毒视频，引发关于全家出游经济性的关注。同时发布活动规则,Participation and election rules:car fans release the travel route planning(navigation screenshot)and family travel photos,or share the original travel note linkage by official Micro blog account 92、of Ford Escort.The election standard for economic route is below 500 Yuan.The one with highest happiness index(favorite number)can have the trial driving by Escort for family travel.参与及评选规则：车友发布全家自驾游线路、照片或分享游记链接 福特福睿斯即可参与评选，经济线路评选标准为500元以下，幸福指数最高（微博点赞数）者可全家试驾福睿斯自驾游,Cooperate with self-driving travel93、 talents in Micro blog,Mafengwo,and Baidu Travel and share the family travel plan of economy new model to present the space and economic performance of Escort与微博、蚂蜂窝、百度旅游的自驾游达人合作，通过经济新典范的全家行方案分享，展现福睿斯的空间及经济性能。,Economy New Model Happy Family Travel经济新典范 全家幸福行,77,Economy New Model Media Cooperation经济新94、典范媒体合作,Make effective use of resources including Escort Bar of Baidu Post Bar and car club.有效利用百度贴吧福睿斯吧，车友会等资源。,78,#Self-driving family travel#Self-driving family travel is the interesting struggling that cannot be stopped.In front of all difficulties,the most important is that all family members ar95、e together with the same mood,happy or sad.Now,let us discuss what is the most important in the self-driving family travel?#全家自驾游#全家自驾游就是止不住的乐在其中的折腾！无论遇到什么困难，开心也好，伤心也罢，最重要的是全家人一起！今天我们就讨论一下，全家自驾游什么最重要？,Economy Example of New Model Transmission经济新典范传播示例,#Economy New Model Happy Family Travel#Safety,ec96、onomy,and comfort are important for the self-driving travel.However,the most important is the car that loved by all family members.Please share your self-driving route,you may win the trial self-driving travel by Escort.#经济新典范 幸福全家行#对自驾游来说，安全、经济、舒适都很重要！但最重要的是要有一辆全家人都喜欢的车。分享你的自驾游线路规划，即有机会带全家试驾福睿斯来一次自97、驾游！,Escort invites you to trial driving upon family ties this weekend这个周末，福睿斯邀您亲情试驾,79,80,Safety New Model Activity Planning安全新典范 活动规划,81,Online Interactive Topic线上互动话题,#show your child usually controls your bad driving habit#晒晒孩子总管你的驾驶坏习惯#,#show your child usually controls your bad driving habit#Hu98、rry to show the bad driving habit usually corrected by your child.For example,a mom may make up herself when drives a car.This is dangerous.Remember correcting the behavior.#晒晒孩子总管你的驾驶坏习惯#快来晒一晒你家宝贝经常纠正你的驾驶坏习惯。比如说妈妈会边化妆边开车，这样很危险，记住一定要改正哦！,Forwarded comments:转发评论：1.I can only make up myself on the car99、 when send my baby to school in the morning.My baby usually criticizes me.Mom want to correct this behavior.However,mom is really late!1.早上送我家宝贝上学，只能在车上化妆，宝贝就总说我，麻麻一定改，可是麻麻真的来不及啊2.I like smoking on the car.Later,my child can stand my smoking.So I quit smoking2.原来在车上爱抽烟，后来孩子受不了，就为孩子戒了！3.Every morning100、,my baby reminds me to bring the shoes for driving and change for the high-heeled shoes in the company.This is really important!3.家里宝贝每天早上都会提醒我带上开车的鞋，到公司再换上高跟鞋，这真的很重要！,Topics are originally published by the official Weibo account of Escort(Changan Ford)and forwarded by big VIP to arise the participa101、tion of public people.Besides,the topics are made popular by water army.由长安福特福睿斯官方微博源发，利用大号转发，调动大众参与度，并利用水军将话题炒热。The participant with most favorites will have the opportunity of attending the final program recording,Final Competition.最终点赞量最多的参与者将得到参与终极大比拼的收官节目录制的机会。,82,Online:Sponsor iQiyi Children 102、Channel Program线上：赞助爱奇艺少儿频道节目,Activity Introduction活动概述：Children Safety Behavior Manual is a program that introduces the safety instructions during the growth process of children.Escort sponsors the program and shows the product in the program.Especially,the real experience teaching video with the a103、ppearance of Escort can be added for safety issues of children in car during the driving process(for example,whether to use safety seat and how children save themselves when locked in the car)儿童安全行为手册是一档介绍儿童成长中需要注意的安全事项的节目，福睿斯赞助此节目，并在节目中进行产品露出，尤其是在驾车过程中儿童在车上的安全问题（比如，是否必须使用安全座椅、儿童被锁在车里如何自救等），并且可插入有福睿104、斯露出的真实体验教学视频等。,83,Offline:Escort Safety Class线下：福睿斯安全课堂,Activity Introduction:活动概述：Walk into the kindergarten to teach children the traffic safety knowledge and give real experience on Escort;learn the memorable and interesting safety song;distribute the safety manual,so children can learn with fami105、ly members together;cultivate children to be the safety supervisor,so they play the whistle in the car when see unsafe behaviors.Through the activity,when the children accept the safety knowledge,parents also have the perceptional understanding of Escort brand.走进幼儿园，为小朋友们讲授交通安全知识，在福睿斯车上真实体验；学唱安全歌，好记106、又好玩；发放安全手册，带回家和家人一同学习；发小哨子，培养小朋友成为一名安全小监督员，看到不好的安全行为就吹小哨子。通过活动，再让小朋友得到安全知识的同时，也让家长们对福睿斯品牌有感性的认识。,Example of safety song:安全歌示例：Listen by your ear!Do not run,children.Come to a stop and see the light.Walk in green light and sop in red light.Be ready in yellow light.Walk on the zebra crossing.Remember 107、the traffic rules!小耳朵，竖起来！小朋友，你别跑，站稳脚步把灯瞧；红灯停，绿灯行，黄灯请你准备好；过路应走斑马线，交通规则要记牢！,84,Example of Offline Activity Topics 线下活动话题示意,#Escort Safety Class#福睿斯安全小课堂#,#Escort Safety Class#Escort in the kindergarten.Children are taught a lot of safety knowledge and have the Interactive experience in Escort.Childre108、n are extremely happy in learning.#福睿斯安全小课堂#福睿斯走进幼儿园，教授小朋友们许多安全知识，并在福睿斯车上进行互动体验，小朋友们学得不亦乐乎！,#Escort Safety Song Popular in Kindergarten#福睿斯安全儿歌走红幼儿园#,#Escort Safety Song Popular in Kindergarten#Escort safety song is widely accepted by children.The song is easy to sing.Children cannot stop singing th109、e song.#福睿斯安全儿歌走红幼儿园#福睿斯版的安全儿歌得到了小朋友们的一致认可，歌词朗朗上口，小朋友们个个根本停不下来的节奏！,85,86,Gather New Model汇聚新典范,Introduction of Final Activity:收官活动概述：In October,all families in the monthly activities are elected.The transmission reaches a peak by self-made reality show program.6 families(5 elected families and 1 car110、toon family)are gather together to attend 5 interesting projects.Various projects respectively show the characteristics including fashion,quality,space,safety,and economy.Their happiness indexes are evaluated in the activity.The final winner is the family with highest popularity,instead of being ele111、cted.步入10月，每个月通过活动评选的家庭都已选出，将以自制真人秀节目的方式，将传播推向高潮。将6个家庭（5个评选家庭，以及1个漫画家庭）聚在一起参与5个趣味项目，各项目分别体现了时尚、品质、空间、安全、经济的特点。通过活动测评他们的幸福指数，不评选最终获胜者，看谁人气最高即可。,Media Cooperation媒体合作：,87,Activity Process活动流程,The simple opening speech introduces the cartoon family.6 families get acquainted with each other.作简要开场后，引出漫画家112、庭，6组家庭相互认识,Baby stylist宝宝造型师,Fruits shall also be ate gracefully水果也要高逼格,Interactive Game 1互动游戏1,Interactive Game 2互动游戏2,Interactive Game 4互动游戏4,Opening开场,Interactive Game 3互动游戏3,Family luggage battle全家行李大作战,Prize-giving颁奖,Rescue Mobilization解救总动员,88,Interaction I:Baby Stylist互动一：宝宝造型师,Activity Conte113、nt活动内容：In this link,mom sits 5m away from the baby.The baby has its eyes covered and pastes the tags for eyebrow,red lip and red face on moms face.In the process,mom shall not speak.Other family members guide the baby to complete the task.The baby takes down the blinder after completes the task and 114、then sits before Escort together with mom.Dad takes the group photo of them.The process ends.The group which completes the task in shortest time will obtain 6 Escort car models,and other groups obtain fewer successively.The score is the family happiness index of this round.此环节妈妈坐在离宝宝5米的位置，宝宝蒙上眼睛，将事先115、准备好的眉毛、红嘴唇、红脸蛋的贴纸依次贴在妈妈的脸上，过程中妈妈不能说话，全有其他家庭成员指导宝宝完成。贴完后，宝宝摘下眼罩，与妈妈一同站在福睿斯前让爸爸拍下合影，即为完成。完成时间最快的组则会得到6个福睿斯车模，其他组依次递减。此分数则为其本轮的家庭幸福指数。Activity Meaning 活动意义：Baby and mom change their positions.Baby makes up its fashionable mom,which shows that the fashion in life can also be so interesting and pure.宝宝与妈116、妈换位，让宝宝为爱时尚的妈妈化妆，表现出生活中的时尚也可以如此的有趣纯真。,89,Interaction II:Fruits Shall also be Ate Gracefully互动二：水果也要高逼格,Activity Content:活动内容：In this link,family members work together to complete the fruit model in the picture.For example,dad takes the food materials.Grandpa and grandma give the order.Mom and baby b117、uild the model.After complete the model,family members shall have 3 group photos with Escort car model by taking the finished model.Then,the task is completed.The group which completes the task in shortest time will obtain 6 Escort car models,and other groups obtain fewer successively.The score is t118、he family happiness index of this round.此环节全家人一起动手，完成给出图片上的水果造型。比如说爸爸取食材，爷爷奶奶指挥，妈妈和宝宝进行制作。制作完成后，全家人拿着成品必须与福睿斯车模有3张合影，才算任务完成。完成时间最快的组则会得到6个福睿斯车模，其他组依次递减。此分数则为其本轮的家庭幸福指数。Activity Meaning:活动意义：All family members work together.This tests the division of labor and team spirit of the family and shows that119、 the fruits can be ate gracefully y in life.全家齐动手，考验家庭的分工合作以及团结精神，并且表现生活中水果也是可以吃的很有品质的。,90,Interaction III:Family Luggage Battle 互动三：全家行李大作战,Activity Content:活动内容：In this link,all family members successively pack their luggage and give mom to put in the trunk of Escort.The task is completed if the t120、runk door is closed within specified time and no articles are scattered.The group which completes the task in shortest time will obtain 6 Escort car models,and other groups obtain fewer successively.The score is the family happiness index of this round.此环节全家人依次轮流进行，打包好自己的行李，交给妈妈装进福睿斯的后备箱中，规定时间内关上后备箱121、门并没有散落物品算为完成任务。完成时间最快的组则会得到6个福睿斯车模，其他组依次递减。此分数则为其本轮的家庭幸福指数。Activity Meaning:活动意义：Family members operational ability and space saving ability can be shown from this activity.Especially,baby will be the bright point of the activity when it pack its luggage.In the end,the articles of all family members122、 are put in the car,showing the big space of Escort.这时就能看出家庭成员每个人的动手能力和节省空间的能力了，尤其是宝宝自己整理的时候会成为活动亮点。最后将全家人的物品全都装上车，表现福睿斯空间大的特点。,91,Interaction IV:Rescue Mobilization互动四：解救总动员,Activity Content:活动内容：In this link,the baby is locked in the car wrongly.Other family members rescue the baby successfully by123、 tools.The group which completes the task in shortest time will obtain 6 Escort car models,and other groups obtain fewer successively.The score is the family happiness index of this round.此环节演习宝宝被误锁在车中，其余家庭成员利用提供工具成功将宝宝解救出。完成时间最快的组则会得到6个福睿斯车模，其他组依次递减。此分数则为其本轮的家庭幸福指数。Activity Meaning:活动意义：With real e124、xperience of safety loophole in life,people will be alerted.Besides,Escort is implanted emotionally.实际体验生活中的安全隐患，让大家有所警醒，并感性的将福睿斯植入。,92,Prize-giving Link颁奖环节,Activity Content:活动内容：The“happiness indexes”of all families in four rounds are accumulated.The cartoon author distributes Douzi Small Happines125、s to every family.The family with the highest score will have the opportunity of enjoying the five-day family travel in Hainan and obtaining the“Family Portrait”exclusively created by the cartoon author for the family.累计四轮各组家庭的“幸福指数”，由漫画作家为每组家庭发放豆子的“小幸福”漫画书，而分数最高的将得到前往海南五日家庭游的机会，并且会得到由漫画作家为此家庭创作的专属漫126、画“全家福”。,93,Part 4Daily Dissemination Strategies and Planning日常传播策略及规划,94,Annual Daily PR 20152015年度日常公关,With the“New Model Family Car(NMFC)”positioning and five advantages including fashion,comfort,quality,economy and security,Changan Fort Escort is committed to being satisfied with the Chinese fami127、lies new car model,to create a new pattern of the mid-grade family car market,meet the needs of Chinese consumers all around,and lead the“new model”market trend.长安福特福睿斯以“新典范家轿”的定位及时尚、舒适、品质、经济、安全五大优势，致力成为满足中国家庭消费者需求的家庭轿车新典范，开创中级家用轿车市场新格局，全方位满足中国消费者家庭用车需求，引领中级车市场“新典范”家轿风潮。,95,Intensive and penetrable,128、Powerful attack the 1st-2nd tier,Deeply penetrate the 3rd-6th tier,Penetration from regional core media platforms,Regional multimedia platform resource integration,By regional core media platform resource integration and cross-marketing to allow multivariate and enriched disseminated effects,Officia129、l website,Micro blog,WeChat,APP platforms detonated simultaneously to maximize the results of dissemination,Strong attack from core network platform media Full three-dimensional penetration of new media,All types of core media of network platforms nationwide,Five vertical auto media,Five auto portal130、 media,Attract the 1st-2nd tier cities by powerful core media,accounted for 40%mediaPenetrate the 3rd-6th tier cities by regional key media to lead local attention,accounted for 60%mediaBy multi-platform resource integration to detonate disseminated boiling point,so as for a continuant exposure of E131、scort NMFC year all round,to allow erecting Escorts“NMFC”brand image,consolidating its brand reputation and enhancing its brand value.,Establish a“NMFC”brand image,Reinforce the brand reputation,Auto KOLs,96,强势出击 深度下沉,1-2线城市强势出击,3-6线城市深度下沉,区域核心媒体平台做深做透,区域多媒体平台资源整合,区域核心媒体平台资源整合，跨界营销，使传播效果多元化、丰富化,官网、微132、博、微信、APP平台同期引爆，使传播效果最大化,网络平台核心媒体强势出击 新媒体全方位立体化深度运用,全国网络平台各类核心媒体,五大汽车类垂直媒体,五大汽车类门户媒体,1-2线城市利用核心媒体强势出击扩大声量。媒体占比40%3-6线城市选择地方区域重点媒体进行渗透，引领3-6线城市舆论关注。媒体占比60%多平台资源整合运用，引爆传播沸点，使得全年长安福特福睿斯“新典范家轿”声音持续露出，树立福睿斯“新典范家轿”品牌形象，夯实品牌美誉度，提升品牌价值。,树立“新典范家轿”品牌形象,夯实品牌美誉度,资深汽车媒体人自媒体,97,Selective penetration of the 3rd-6th133、 tier,Media types,Description of the contents,Focus on the 3rd-6th tier core sales areas to radiate surrounding cities and drive the potential purchasing power.,By excluding single combination of mass,professional media,combined with the local core media to conduct cross-border cooperation(such as f134、ashion,economy,quality,life,parenting and other industrial media)in order for differentiated and diversified effects of dissemination.,Full use of local core media with strong media to make regional selective penetration,so as to enrich reporting results and shape a new brand image.,Strong attack,Ai135、med at the local network mediaEcho back new media to spreadCooperate with the local auto KOL we-media,98,3-6线城市重点下沉,媒体类型,Description of the contents,3-6线城市核心销售区域为主，辐射周边城市，带动潜在消费市场购买力。,摒除大众类、专业类媒体单一组合方式，结合当地核心媒体进行跨界合作（如时尚、经济、品质、生活、亲子相关行业媒体）达到传播效果差异化，多元化。,充分利用当地核心媒体与强势媒体组合，在区域内重点下沉。丰富报道效果，赢造品牌新形象。,强势出136、击,当地网络媒体为重点选择对象与新媒体传播交相呼应与当地资深汽车媒体人创业自媒体进行合作,99,Establish Escorts“NMFC”brand awareness in the mid-grade car market 树立福睿斯在中级车市场中“新典范家轿”的品牌认知度 In virtue of the five advantages including fashion,quality,space,economy and security to erect its new family-car model image to improve its brand reputation 借137、助福睿斯五大核心优势：时尚、品质、空间、经济、安全 树立福睿斯家轿新典范形象，带动福睿斯的品牌美誉度 Reveal the conclusion of that a new model family will inevitably have a new model family car by defining“New Model Family(NMF)”,to consolidate target consumer groups 明确“新典范家庭”定义，得出新典范家庭与新典范家轿必然结合的结论，巩固目标消费人群,100,101,102,Media test drive,Preheat smal138、l happiness comics,Related media award operation,103,媒体试驾,小幸福漫画预热,相关媒体奖项操作,104,Media Test-drive Planning,Deep test drive:by professional media nationwidePowerful combination by new KOL media:Global Auto Media Group+Emao Auto+Internet Info Agency+Auto We-media AllianceWeb 1.0 diffusion:professional a139、utomobile websites,portal auto channels+vertical websites(15-20)Web 2.0 interaction:vertical website forum moderators(about 5)We-media influence:auto we-media subscription numbers in Beijing,Shanghai,Guangzhou,Sichuan and Chongqing(about 10)Industrial KOL comments:core auto expert resources,blog+Mic140、or blog+WeChat/subscription number(5-10)Video media analysis:auto NV channels(about 5)Number of media:a total of about 50Wide test drive:by regional comprehensive mediaKey sales regions in China:9 large first-tier cities+11 second-tier cities selectedAll-around network media coverage:web 1.0(portal+141、vertical)+communities+WeChat subscription numbersMulti-angle media contact:mass 2nd tier cities:about 7-10 media/area,a total of 100 media.,105,媒体试驾规划,深度试驾：全国专业类媒体试驾KOL新媒体强强联手：寰球汽车传媒集团+一猫汽车+网通社+汽车自媒体联盟网络1.0扩散：全国汽车专业类网站，门户汽车频道+垂直网站（15-20家）网络2.0互动：垂直网站论坛版主（约5家）自媒体影响：北上广川渝等主流区域汽车自媒体订阅号（约10家）行业领袖点评：核心汽车142、圈专家资源 博客+微博+微信/订阅号（5-10家）视频媒体解析：网络视频汽车频道（约5家）媒体数：共约50家广度试驾：区域综合类媒体试驾全国重点销售区域：9大一级城市+精选11个二级城市全方位网络媒体覆盖：网络1.0（门户+垂直）+社区+微信订阅号多角度媒体类型接触：大众都市+汽车专业区域站+时尚生活媒体数：20个城市试驾，共约260家媒体一级城市：约15-20家媒体/区，共160家；二级城市：约7-10家媒体/区，共100家；,106,Daily manuscript planning:PR manuscript日常稿件规划：公关稿件PR manuscript example:公关稿件示意：143、I.Test Drive of NMFC Escort,Happy Family Choice一、试驾新典范家轿福睿斯 幸福家庭的明智之选II.Based on the Five Standards,NMFC Escort convoys your happy family二、五重标准尽在掌控 新典范家轿福睿斯为幸福家庭保驾护航III.Simple and Practical NMFC!Please Test Drive of Changan Fort Escort三、简单实用的家轿新典范！试驾长安福特福睿斯Recommended media cooperation:媒介合作建议：Vertic144、al auto media:Autohome,Xcar,Yiche,Pcauto汽车类垂直媒体：汽车之家、爱卡汽车、易车网、太平洋汽车网Auto portal media:Tencent Auto,Sohu Auto汽车门户媒体：腾讯汽车、搜狐汽车Regional auto media:Shenzhen Auto World,Tfauto,Yiche-Hangzhou区域汽车媒体：深圳汽车大世界、天府汽车网、易车网-杭州站、,107,Daily dissemination plan:Micro blog interaction+KOL Micro blog forwarding+deep ne145、twork media cooperation日常传播规划：微博互动+微博KOL转发+网络媒体深度合作 Micro blog interaction example:微博互动示意：#Please Show Your Small Happiness#In countless definitions of happiness,it is“small happiness”that we need.Happiness is your babys call“mama”;happiness is a bowl of congee that your wife gives you every morning146、;happiness is a word“I love you”from your busy husband;and happiness is your sweetheart always stands with you.Do you have or find such ordinary“small happiness”?Please shot such photos and send them Changan Ford Escort,thus you can get a happy gift,come on,please!#晒晒你的小幸福#幸福的定义千百种，我们只要“小幸福”。幸福是小宝贝咿147、呀学语叫的第一声妈妈；幸福是清晨贤惠的太太准备的一碗清粥；幸福是终日忙碌的丈夫每天一句的我爱你；幸福是最爱的家人长久的陪伴在身边。你身边是不是也有这样平凡的“小幸福”呢？拿起相机记录下生活中点滴的小幸福并发布照片长安福特福睿斯 便可得到幸福大礼一份，快来晒幸福！Deep network media cooperation example:网络媒体深度合作示意：PR manuscript:“NMF”with Bursting Happiness Indexes!Zhu Letao(happy pig)and Her Xiaodouzi(little bean)公关稿件：幸福指数爆棚的“新典范家庭148、”！猪乐桃和她的小豆子Recommended media cooperation:媒介合作建议：Micro blog KOL:Great Annie,Ghost,parenting Big-V,fashionable Big-V,emotional Big-V微博KOL:伟大的安妮 郭斯特 家庭亲子类大V 时尚类大V 情感类大VRegional network media:Shanghai Hotline,19lou区域网络媒体：上海热线、19楼,108,Daily manuscript plan:PR manuscripts+forum manuscripts+viral videos+Mi149、cro blog interaction日常稿件规划：公关稿件+论坛稿件+病毒视频+微博互动PR manuscript example:NMFC Escort,Practical and Stylish公关稿件示意：新典范家轿福睿斯 实用不失时尚Forum manuscript example:Stylish Escort Appearance Won My Heart,Good-looking and Practical NMFC!论坛稿件示意：福睿斯时尚外观深得我心，中看又中用的新典范家轿！Viral video dissemination example:Chaowa(swelldom)150、as Householder,New NMF Fashion Ideas病毒视频传播示意：潮娃当家 新典范家庭的时尚新理念Micro blog topic example:微博话题示意：#New Model Fashionable Families#This is a swelldom time,can we not catch up the fashion together with own families?!As the fashion owner of fashionable mother/father,Escort cannot help itself desires to show151、,would you like to participate in our activities?You will have a chance to get the stylish paternity clothing if forwarding this Micro blog and showing your fashionable family photo(s)and paying close attention Changan Ford Escort!#新典范全家一起潮起来#在这个潮娃当道的时代，不全家一起潮起来怎么行？！福睿斯身为潮妈/潮爸的时尚车主已经按捺不住秀出自己的欲望，想要参与152、我们的活动了呢？转发此条微博秀出潮娃全家福照片并关注长安福特福睿斯 既有机会获得潮爆了的亲子装哦！,Recommended media cooperation:媒介合作建议：Fashionable Big-V:Lifestyle,Mina时尚类大V：精品购物指南、米娜Film and television Big-V:Youtobe Selection,Global Creative Collecting影视类大V：youtobe精选、全球创意搜罗Core video sites:Youku,iQIYI PPTV,LeTV核心视频网站：优酷网 爱奇艺 PPTV 乐视网Regional netw153、ork media:Hzmama区域网络媒体：杭州妈妈网,109,Daily manuscript plan:PR manuscripts+forum manuscripts+viral videos+Micro blog interaction日常稿件规划：公关稿件+论坛稿件+病毒视频+微博互动PR manuscript example:NMFC Escort,Quality of Life in Your Hands公关稿件示意：新典范家轿福睿斯 品质生活尽在掌握Forum manuscript example:Love Your Families Give Them Better,NMF154、-dedicated Escort Delivery!论坛稿件示意：爱家人就给他们更好的，新典范家庭专属座驾福睿斯提车作业！Viral video dissemination example:Those Toys That Grandfather Made for Me病毒视频传播示意：爷爷给我做的那些玩具Micro blog interaction example:微博互动示意：#Those Toys That Grandfather Made for Me#In my childhood,skilled grandfather always made a lot of toys for m155、e.Exquisite iron-wire pistol,or very smooth wooden top,each of them is my favorite.Neither famous,nor expensive,however,everything is the most-quality“private custom”,containing those of Grandpa loved me and more beautiful childhood memories in my mind.Do you cherish those your grandfather made for 156、you,too?You will have a chance to get a mysterious gift if forwarding this Micro blog and showing your toy pictures and following Changan Fort,Oh,come on!#爷爷给我做过的那些玩具#小时候，巧手的爷爷总会给我做许多玩具。精致的铁丝手枪，打磨光滑无比的木质陀螺，每一样都是我的最爱。这些玩具不是名牌，也不名贵。但却是最有品质的“私人定制”，他们包含的爷爷对我的爱意使我的童年记忆更加美丽。你是不是也珍藏着爷爷做的那些玩具呢？转发此条微博秀出玩具照片并157、关注长安福特 既有机会获得神秘礼物哦！,Recommended media cooperation:媒介合作建议：Quality Big-V:YOHO,Global Fashion Females Life,Women Gang,MMBang生活品质类大V：YOHU潮流志、全球时尚女性生活榜、女人帮、妈妈帮Film and television Big-V:Youtobe Selection影视类大V：youtobe精选Core video sites:Youku,iQIYI PPTV,LeTV核心视频网站：优酷网 爱奇艺 PPTV 乐视网Regional network media:XiCi158、-Suzhou区域网络媒体：西祠胡同-苏州站,110,Daily manuscript plan:PR manuscripts+forum manuscripts+viral videos+Micro blog interaction日常稿件规划：公关稿件+论坛稿件+病毒视频+微博互动PR manuscript example:NMFC Escort,Small Happiness in Large Space公关稿件示意：新典范家轿福睿斯 大空间里的小幸福Forum manuscript example:Enough Space Enough Comfort!My NMFC Escort F159、eel!论坛稿件示意：够大才舒适！我的新典范家轿福睿斯用车感受！Viral video dissemination example:My Small Happiness from Big Space,Shopping Spree with My Husband by Escort!病毒视频传播示意：大空间给我的小幸福 我与老公驾福睿斯疯狂购物记！Micro blog interaction example:微博互动示意：#Large Space with Great wisdom#Not enough big no matter how much space it is?Maybe,your 160、space isnt allocated well!Take a look how those collecting masters stuff in a limited space!If forwarding this microblogging and showing your pride collecting pictures and following Changan Fort,Oh,you will have a chance to get a mysterious gift!#大空间有大智慧#不管空间多大都还嫌不够大？可能是你的空间分配出了问题！看收纳达人们如何运用有限空间合理布局161、装下更多东西！转发此条微博秀出自己的得意收纳照片并关注长安福特 既有机会获得神秘礼物哦！,Recommended media cooperation:媒介合作建议：Collecting Big-V:Life VC收纳达人大V：创意家居吧Film and television Big-V:Film Factory影视类大V：电影工厂Core video sites:Youku,iQIYI PPTV,LeTV核心视频网站：优酷网 爱奇艺 PPTV 乐视网Regional network media:Enorth区域网络媒体：北方网,111,Daily manuscript plan:PR manu162、scripts+forum manuscripts+viral videos+Micro blog interaction日常稿件规划：公关稿件+论坛稿件+病毒视频+微博互动PR manuscript example:The Most Economical&Practical Family Car NMFC Escort公关稿件示意：最经济的实用家轿-新典范家轿福睿斯Forum manuscript example:Affordable good choice,He is Praised by His Wife Because of Choosing Escort!论坛稿件示意：经济实惠好选择163、，选福睿斯被老婆夸到开心！Viral video dissemination example:Grandpas Homely Experience:Choose the Economic Escort!病毒视频传播示意：奶奶的家常心得：选车要选经济的福睿斯！Micro blog interaction example:微博互动示意：#Never Become the Moonlight Clan#Poor no matter how hard to make money?Spendthrift?Always deficit monthly?Come and learn from the exp164、erience of financial masters!If forwarding this micro blog and showing off the financial master(s)+classic financial event(s)around you and following Changan Fort,you will have a chance to get mysterious gift!#从此不做月光族#不管多努力挣钱还是觉得很穷？花钱大手大脚每月总是赤字？快来向理财达人学习经验吧！转发此条微博秀出你身边的理财达人+理财经典事件并关注长安福特 既有机会获得神秘礼物哦165、！,“NMF”Daily Dissemination Plan Economy Example“新典范家庭”日常传播计划-经济part示意,Recommended media cooperation:媒介合作建议：Economics Big-V:A Little Economics Every day,Teach You to Be a Billionaire经济类大V：每天一点经济学、教你做个亿万富翁Film and television Big-V:PS3 Paul影视类大V：PS3保罗Core video sites:Youku,iQIYI PPTV,LeTV核心视频网站：优酷网 爱奇艺166、 PPTV 乐视网Regional network media:Xincheping区域网络媒体：新车评网,112,Daily manuscript plan:PR manuscripts+forum manuscripts+viral videos+Micro blog interaction日常稿件规划：公关稿件+论坛稿件+病毒视频+微博话题PR manuscript example:NMFC Escort,the Most Secure Protection to Families公关稿件示意：新典范家轿福睿斯 给家人最安心的保障Forum manuscript example:Fami167、ly Safety First!Fort Escort is a Close Bodyguard of My Family!论坛稿件示意：家人安全大过天！福特福睿斯是我全家的贴心保镖！Viral video dissemination example:Coups of Little Safety Supervisor to Correct Bad Driving Habits病毒视频传播示意：小小安全监督员 改变驾驶陋习有妙招Micro blog topic example:微博话题示意：#New Model Driving Safety First#Safety is the first s168、tandard to buy a car,especially to a family with kid(s).In order to increase vehicle safety,Fort Escort has made enough effort in design!Function example:#新典范用车安全大过天#安全，对有宝宝的家庭来说必定是放在守卫的选车标准。为了增加车辆安全性，福特福睿斯在设计上下足了工夫!功能示意：,“NMF”Daily Dissemination Plan Safety Example“新典范家庭”日常传播计划-安全part示意,Recommended169、 media cooperation:媒介合作建议：Safety Big-V:Vehicle Maintenance&Repair安全类大V：汽车保养与维修Film and television Big-V:Crazyad影视类大V：广告也疯狂Core video sites:Youku,iQIYI PPTV,LeTV核心视频网站：优酷网 爱奇艺 PPTV 乐视网Regional network media:Dayoo区域网络媒体：大洋网,113,Daily manuscript plan:PR manuscripts+forum manuscripts+viral videos+Micro 170、blog interaction日常稿件规划：公关稿件+论坛稿件+病毒视频+微博互动PR manuscript example:NMFC Escort,Quality of Life in Your Hands公关稿件示意：新典范家轿福睿斯 品质生活尽在掌握Forum manuscript example:Love Your Families Give Them Better,NMF-dedicated Escort Delivery!论坛稿件示意：爱家人就给他们更好的，新典范家庭专属座驾福睿斯提车作业！Viral video dissemination example:Those Toys 171、That Grandfather Made for Me病毒视频传播示意：爷爷给我做的那些玩具Micro blog interaction example:微博互动示意：#Those Toys That Grandfather Made for Me#In my childhood,skilled grandfather always made a lot of toys for me.Exquisite iron-wire pistol,or very smooth wooden top,each of them is my favorite.Neither famous,nor expen172、sive,however,everything is the most-quality“private custom”,containing those of Grandpa loved me and more beautiful childhood memories in my mind.Do you cherish those your grandfather made for you,too?You will have a chance to get a mysterious gift if forwarding this Micro blog and showing your toy 173、pictures and following Changan Fort,Oh!#爷爷给我做过的那些玩具#小时候，巧手的爷爷总会给我做许多玩具。精致的铁丝手枪，打磨光滑无比的木质陀螺，每一样都是我的最爱。这些玩具不是名牌，也不名贵。但却是最有品质的“私人定制”，他们包含的爷爷对我的爱意使我的童年记忆更加美丽。你是不是也珍藏着爷爷做的那些玩具呢？转发此条微博秀出玩具照片并关注长安福特 既有机会获得神秘礼物哦！,“NMF”Daily Dissemination Plan Ending Example“新典范家庭”日常传播计划-收官part示意,Recommended media cooperatio174、n:媒介合作建议：Parent-child Big-V:Baby and Child Care亲子类大V等：育儿宝典Film and television Big-V:Curiosities Instagram影视类大V：趣闻instagramCore video sites:Youku,iQIYI PPTV,LeTV核心视频网站：优酷网 爱奇艺 PPTV 乐视网Regional network media:Eastday区域网络媒体：东方网,114,Annual Awards 2015:Award Co-direction2015年度奖项part：奖项合作方向,Cooperation exa175、mples:奖项合作示意：The Most Family Favorite“NMFC”2015 Changan Ford Escort 2015年最受家庭欢迎的”新典范家轿“长安福特福睿斯Changan Ford Escort Won the Annual NMFC Award 长安福特福睿斯荣膺新典范家轿年度大奖Changan Ford Escort Won Several Annual Car Awards 长安福特福睿斯问鼎数项年度车型奖项,115,Annual Awards 2015:Media Selection 2015年度奖项：媒介选择,Key media partners:re176、gional core network media重点合作媒体：区域网络核心媒体Selective cities:According to the key Escort sales network to select the 1st sales areas,such as Beijing,Shanghai,Guangzhou,Shenzhen,Chengdu,Chongqing,Tianjin,Hangzhou,Suzhou城市选择：按照福睿斯重点销售网络甄选一级销售区域，如北京、上海、广州、深圳、成都、重庆、天津、杭州、苏州Media type:network(portals,vertica177、l,integrated)媒体类型：网络（门户、垂直、综合）Selective media:such as Sina Auto,Yiche,Eastday Auto,Shanghai Hotline,21CN,Xincheping,Auto World,C,NewsSC,TFAuto,CQ.QQ Auto,Enorth Auto,ZJ.com,SubaoN媒体选择：如新浪汽车、易车网、东方网汽车、上海热线、21CN、新车评网、汽车大世界、车神榜、四川新闻网、天府汽车网、大渝网汽车、北方网汽车、浙江都市网、苏州新闻网,116,CNCAP Collision Spread,117,CNCAP碰撞传178、播,118,CNCAP Collision:Media Strategies,Extended period,Detonated period,Warm-up period,Propagation model:press releases Selective media:network,radio,television,official WeChat,Micro blog,and platform Media type:mass,professional,portal,vertical,and comprehensive,Propagation model:deep cooperation w179、ith summarized-manuscript media(to occupy the exclusive territories)Selective media:newspapers,magazines,Internet Media type:mass,professional,portal,vertical,and comprehensive,PR event is segmented by spread rhythm to ensure a continuant soundDifferent media portfolio selected in different stages t180、o enlargement the effect of dissemination,Propagation model:PR manuscriptsSelective media:network media Media type:portal,vertical,and comprehensive,119,CNCAP碰撞：媒介策略,延续期,引爆期,预热期,传播形式：新闻稿件媒体选择：网络、广播、电视台、官方微信、微博、平台 媒体类型：大众类、专业类、门户类、垂直类、综合类,传播形式：综述稿件媒体深度合作（占领排他性领地）媒体选择：报纸、杂志、网络 媒体类型：大众类、专业类、门户类、垂直类、综合类181、,公关事件细分传播节奏，保证声音一直持续露出不同阶段选取不同媒体组合，强化传播报道效果,传播形式：公关稿件媒体选择：网络媒体 媒体类型：门户类、垂直类、综合类,120,CNCAP Collision:ActivitiesCNCAP碰撞：活动形式,Special media partner:World Auto特别合作媒体：世界汽车Model:Combine this test with the“NMFC”media party形式：将本次试验与“新典范家轿”媒体沙龙相结合,Media steps:Step 1:Dissemination of media participants;Step 2182、:Peripheral key propaganda within a month媒体执行步骤：Step1：到会媒体传 Step2：一个月之内进行外围重点区域传播,121,CNCAP collision:List of Media PartyCNCAP碰撞：媒体沙龙名单,Selective media participants:到会媒体选择：Print:15 newspapers and magazines,such as Beijing News,Beijing Evening News,JWB(Todays Evening News),Daily News,China Auto Picto183、rial,Motor Trend,etc.;平面：报纸、杂志，如新京报、北京晚报、今晚报、每日新报、中国汽车画报、汽车族等15家；Network:10 portal,vertical or comprehensive online media,like Sina,Sohu,Netease,AutoHome,PCAuto,Enorth,etc.;网络：门户、垂直、综合类网络媒体10家，如新浪、搜狐、网易、汽车之家、太平洋汽车、北方网等；Radio media:5 radio and TV media,such as Travel Channel Qichepai,BTV I Love My Car,Tianjin TV Car Space,etc.电波媒体：广播、电视台媒体5家，如旅游卫视-汽车派、BTV-我爱我车、天津电视台-汽车时空等；,122,THANK YOU!,123,