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1、,提报客户：提报单位：提报时间：,东风雪铁龙活力车手选拔赛策划方案 Vitality on me-Dongfeng Citron 2008 Vital Driver Contest,2,目录Contents,3,活动基本信息Basic Info,中国汽车运动联合会Federation of Automobile Sports of The Peoples Republic of China(FASC)东风雪铁龙 Dongfeng Citron,新浪网S,以东风雪铁龙世嘉为比赛使用车，进行赛车选手和赛车宝贝的选拔活动。C-Quatre is designated as service car f
2、or racing and racing girl selection.,活动主题 Theme,主办方 Sponsors,活动官网合作 Official Partner,活动内容简介Briefing,4,活动目标,品牌,产品,销售,品牌：围绕“创享生活”全年推广主题，向受众传递品牌“时尚”、“活力”的核心价值。产品：将世嘉作为赛事用车，提高东风雪铁龙08年战略车型世嘉的曝光度，传递世嘉和谐大气、动感灵性、品质卓越的高科技都市用车的定位。销售：通过一系列围绕终端的互动活动，提升品牌接触度及潜在用户到店率，提升销售线索量。,5,Purpose,Brand,Product,Sales,Brand:P
3、romote“trendy and dynamic”core value of Dongfeng Citron brand under communication theme of the year that is“innovation,enjoyment of life”.Product:Put C-Quatre into racing car use,exposing it more to the public and communicating its excellent nature,high-tech applications,and market orientation of ur
4、ban travelling.Sales:Centering on terminal interaction,trying to attract more perspective customers to show rooms and get them more involved with Dongfeng Citron products.,6,活动效果预估,7,Effect Evaluation,8,ROI,投入产出比分析Analysis,整体ROI匡算ROI Calculate,RMB,RMB 84672000,RMB 272000,Ad value,News value,Program
5、input,Total input,Total revenue,9,活动整体规划,赛事行程,公关传播,广告配合,赛事信息告知,7月,9月,10月,11月,启动仪式,勒布中国行,终端活动,报名阶段,选拔阶段,后续推广阶段,配合线下报名,8月,7.28,10.18,8.17,12月,总决赛,50进30,30进10,10进3,活力宝贝评选,赛事花絮报道参赛选手证言传播明星及选手传闻公关传播世嘉产品优势传播品牌特性传播,赛事成绩传播参赛选手证言传播勒布中国行传播世嘉产品优势传播品牌特性传播竞品对标及市场盘点传播,产品展示、收集线索量、促销,成果展示、促销,赛事信息告知网络报名入口连接,区域总决赛及全国
6、总决赛信息告知网络入口连接,电视专题栏目录制及播出,10,General Planning,CContest schedule,PR Communication,Ad support,Contest update,7月Jul.,9月Sep.,10月Oct.,11月Nov.,Launch ceremony,Leobs China tour,Terminal activity,Registration,Selection,Follow-up promotion,Support off-line registration,8月Aug.,7.28,10.18,8.17,12月Dec.,Final,30
7、/50,10/30,3/10,Racing girls selection,Contest highlightsContestant testimonyNews about celebrities and players C-Quatres advantagesBrand characteristics,Contest resultsContestant testimonyLeobs China tourC-Quatres advantagesBrand characteristicsComparison with rival products and market analysis,Prod
8、uct display,collect useful info,promotion,Showcase achievements,promotion,Contest updateOnline registration link,Regional and national finals update Internet link,11,目录Contents,12,赛程整体规划,根据东风雪铁龙大区划分将全国划为6大赛区，每个赛区的赛事举办地为一个指定的重点销售城市。,报名同时完成网上答题,宣布进50人员名单,30进10赛,50进30赛,10进3赛,全国总决赛,勒布来中国,13,Race Schedul
9、e,Six divisions are drawn according to Dongfeng Citron;s sales regions,competition sites in each division represents a key sales city.,Register and completed the test online,Publish the final 50 people list,10/30,30/50,3/10,National final,Leobs China tour,1、活动主题：2008 活力由我东风雪铁龙活力车手选拔赛启动仪式2、活动时间：7月28日
10、3、活动地点：媒体试乘试驾城市4、参与人群：中汽联领导、东风雪铁龙领导、各大区经销商、媒体5、活动内容：借助世嘉新车媒体和经销商试乘试驾的时机，宣布启动活力车手选拔赛活动。,赛事行程启动仪式Race Schedule-Launch Ceremony,14,启动仪式,1.Theme:2008 Vitality On Me-Dongfeng Citron Vital Driver Contest Launch Ceremony2.Time:Jul.283.Venue:cities holding media test drive4.Participants:FASC,Dongfeng Citron
11、 leaders,regional dealers,media,5.Content:take advantage of C-Quatre test drive to kick off the contest of vital driver,Launch Ceremony,1、报名途径：全国六大赛区报名活动同时展开，可通过网络报名（新浪官网）或到当地各4S店报名参加此次活动，到4S店报名可获得精美礼品；2、报名条件：18-40岁拥有中华人民共和国驾照的公民均可参加（持专业赛车执照者除外）；3、初选方式：报名者完成网络答卷，答卷计算分数；线上设置“活力车手”游戏，报名者参与游戏过关，答卷成绩与游戏
12、成绩综合决定晋级资格，最终各城市选择50人参与区域初赛。,网络专区设置线上“活力车手”游戏，以游戏的形式更加吸引人员参与。,亮点,赛事行程报名阶段Race Schedule-Registration,15,全国报名,1.How to register:S or see your local 4S stores2.Registration qualification:18-40 year-old,must have Chinese drivers license(people with racing car license excluded)3.Approach:qualification is
13、 decided by both online test and game results.50 will be selected from each city.,Vital driver online game is attractive and appealing to people,Highlight,National registration,活力车手选拔原则：A：初赛阶段进行常规驾驶技能考核，要求选手具备良好驾驶技能，B：现场安排5辆世嘉，50名选手分为5组进行比赛，通过单边桥、曲线行驶、绕桩初级比赛进行考核；C：对选手的整体素质考核，选手的驾驶成绩与整体素质的综合成绩作为晋级标准，
14、50名选手晋级30名。,赛事行程区域初赛Race Schedule-Regional First Round,16,区域初赛50进30,Vital driver selection criteria:A:Basic driving skills will be tested in qualificationB:50 players group in 5,they are going to pass the first round test by driving C-QuatreC:Give overall ability test to players,combine this result
15、and driving performance,30 out of 50 players are selected,First round 30/50,1、选拔原则：A：复赛要求选手驾驶技巧，环节设置较初赛更体现水准；B：现场安排5辆世嘉，30名选手分为5组进行技能测试（跟趾减档动作，左脚刹车动作等），高速过弯，甩尾停车；C：选手展示个人才艺，充分体现其“活力”的特点；D：选手的驾驶成绩与才艺展示综合成绩作为晋级的标准，30名选手晋级10名；2、亮点设置：每个城市的选拔赛现场邀请3位明星作为评委，评委对选手的个人才艺打分。,亮点,3位明星构成：2名娱乐明星+1名东风雪铁龙车队车手；邀请具有活力
16、、运动感的娱乐明星到场，吸引大众关注同时利于媒体传播；东风雪铁龙车队车手到场展示车技，为活动扩大宣传。,赛事行程区域复赛Race ScheduleRegional Second Round,17,区域复赛30进10,1.Selection criteria:A:Regional second round contest requires driving techniquesB:30 players are divided into 5 groups to test including gear down,left-foot braking,high-speed turning,drift st
17、op and ground racing C:Players show their special talents;D:Driving performance and special talents show together as standard,10 out of 30 will be qualified for next run2.Highlight:3 stars are invited to play judge role during contest.,Highlight,3 stars:2 famous entertainers and 1 Dongfeng Citron te
18、am playerInvite vigorous stars to catch public eyes,Dongfeng Citron players will show their driving skills and enlarge communication voice,Second Round 10/30,赛事行程区域复赛Race Schedule-Regional Final,18,赛车宝贝选拔：Racing girl qualification区域复赛30进10期间进行 During 10/30 at regional final period,赛车宝贝选拔：Racing girl
19、 qualification1）区域复赛阶段，线上展开赛车宝贝选拔；Online evaluation on racing girl during regional second round2）每名活力车手设置“xx宝贝专栏”，赛车宝贝将照片上传至支持车手的宝贝专栏，发表宝贝宣言，接受大众的投票；Each vital driver has specific area open online for uploading racing girl photos and accepting public votes3）全国前6名强支持宝贝中选出票数最高的2名，12名赛车宝贝签约成为东风雪铁龙的专属模特
20、；12 racing girls,under the name of national top 6,who are voted highest scores will be signed as exclusive models of Dongfeng Citron4）有机会参与湖南卫视勇往直前特别节目拍摄与勒布亲密接触。Prize winning racing girls may participate Hunan TV program and have chance to meet Loeb in person,赛事行程区域决赛Race Schedule-Regional Final,19,
21、区域决赛 Regional Final10进3 3/10,1、选拔原则：Selection criteriaA：决赛阶段考核选手在实际赛道驾车水平；Final focuses on testing rally technique and performanceB：安排2辆改装后的C-Quatre，在实际赛车道进行赛道选拔赛，根据时间决定胜负；Two remodeled C-Quatre are employed as designated car for contest,the outcome will be decided by timingC：赛车宝贝到场为支持选手助威，活力车手与赛车宝贝
22、互动；Racing girls will be organized into cheering team to motivate players in racingD：10名选手通过比赛晋级区域3强，全国通过比赛产生18名晋级选手；3 players are qualified after regional final,18 players go to national final in total,亮点Highlight,赛车宝贝出现使现场吸引人气，赛车宝贝与活力车手现场互动；Racing girls drive on-site enthusiasm and making the conte
23、st more appealing,通过赛车训练营培训18名选手，获得D本驾照，使得活动更具有诱惑力。18 players training at racing camp stand a chance to get D driver license,which will make the contest even more appealing.,赛事行程全国决赛Race Schedule-National Final,亮点Highlight,20,全国决赛National final,1、车手训练营：18名选手全部进入赛车手训练营完成3天训练，通过考核者获得D本赛车驾照；Driver trai
24、ning camp:all 18 drivers will accept 3-day training,after exam they receive D-type driving license2、选拔原则：Selection criteriaA：通过车手训练营的培训，18名选手进行赛道驾驶，最终以时间决胜出最终的全国冠亚季军；18 players compete in rally,top 3 will be decided by timingB：全国6强：冠军1名、亚军2名、季军3名；National top 6:1 champion,2 runner-ups and 3 third pl
25、aces4、明星助威：全国总决赛现场邀请3位明星到场，明星为选手助威打气；选手与明星互动，教明星驾驶赛车。Celebrity in support:3 well-known stars are invited to national final site and interact with winning players,借助勒布WRC总冠军的光环，策划系列互动环节，吸引受众参与到活动环节中来；并且通过娱乐化的包装手法，在电视媒体上重点爆破。Take advantage of the glory of Loeb champion to attract large public involvem
26、ent and gain heavy exposure in TV through creative approach,一场见面会+车技秀,亮点活动勒布中国行Highlight-Loeb China Tour,勒布中国行Loeb China Tour,21,节目概述：围绕汽车运动由明星、车手和车模为主要参与嘉宾的大型竞技挑战类节目。融竞技挑战，游戏趣味于一体，嘉宾将在镜头前用行动展示东风雪铁龙品牌和世嘉的特性。节目形态：节目采用内外场相结合的方式，包含两个部分：1、外场：挑战全记录+选手备战档案；2、内场：现场竞猜+选手拉票+内场挑战。播出时间：每期节目时长为30分钟；每周六日晚播出；8期节目
27、，历时2个月。宣传配合：1、节目冠名；2、节目唯一用车（世嘉）；3、品牌及产品植入（明星或主持人穿着有东风雪铁龙LOGO的赛车服；麦克风专用贴；台词品牌提及；15秒的节目宣传片，每天不少于4次）；4、广告（带东风雪铁龙的活动角标；节目前后的世嘉15秒广告；鸣谢“东风雪铁龙”的独立字幕画面）；5、明星参与；6、后续配合（活动特别报道及“勒布中国行”专题节目）。,22,23,目录 Contents,24,平面传播规划Print Media Communication Plan,1、每个赛区选择一家核心大众媒体汽车版进行赛事持续报道；A core general media will be sele
28、cted from each contest holding region for report2、娱乐媒体、体育媒体、汽车类媒体多种形式组合进行宣传；Embedded diversified media like entertainment,sports and auto for communication3、利用湖南卫视平台资源，全面对娱乐媒体进行渗透。Take advantage of Hunan TV as key communication platform to penetrate contest info on entertainment media,传播策略Communicat
29、ion strategy,25,网络传播规划,于新浪设立“2008活力由我 东风雪铁龙活力车手选拔赛”网络专题，除了介绍基本信息外，根据活动不同阶段设置不同专题模板内容，适时更新。,与新浪播客、土豆网合作，传播：活力车手选拔赛花絮；结合明星参与，通过明星“试驾”、现场趣事和“险情”，突出世嘉的时尚、舒适和安全；勒布表演秀。,网络专题示意,在百度贴吧等论坛传播娱乐明星参与活动信息，通过八卦等传闻公关手段提升对品牌和产品的曝光度。,网络专题,视频传播,论坛传播,26,Internet Media Communication Plan,Develop feature of“2008 Dongfeng
30、 Citron Vital Driver Competition”.Besides basic information,timely sections available according to different stages of competition,Cooperate with Sina and Tudou website:Vital driver contest episodesStar test drive and their on-site story to outperform the trendy,comfort and safety features of C-Quan
31、reLoeb Show,Internet Feature,Release stars involvement story in vital driver contest at Baidu,in turn to generate great hype and buzz about product and brand,Internet feature,Video,BBS,27,目录 Contents,28,终端配合建议Terminal cooperation,广告配合建议Ads cooperation,凡到店购车者，即可获赠活力车手总决赛节目特制光盘一套；Car buyer will receiv
32、e vital driver final DVD for free店内展示活力车手参赛服装及用品，到店购车者还可参加幸运抽奖一次，中奖者将获赠活力车手参赛服一套。Vital driver costume and supplies,car buyer allows to luck draw for one with winner receives vital driver costume,终端&广告配合Terminal and Ads Support,在报名阶段投入网络广告和平面媒体，增加网络报名入口，并扩大赛事告知；Internet and print media will enlarge communication during sing up phase and increase access to the contest在赛程中投放赛事报道软文广告（专栏），并持续投放网络广告增加官网入口链接。Distribute ads and articles about the contest and continue to load Internet ads in order to stimulate visit to official website,谢 谢！Thank you!,
