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1、,Apr.15,2004,Field Force Euro RSCG,毕加索大挑战路演活动执行方案Picasso Challenge Road Show Execution Plan,路展主要活动/Key Activities On The Road Show,互动游戏/Interactive Game汽车展示及模特/Car Display&Model汽车体验/Car Experience Area洽淡区/Sit Down Area接待处/Reception,主要活动/Event 地点/Sport内容/Content,萨拉毕加索大挑战Picasso Challenge Road Show,人流
2、量大的商圈或广场High traffic Shopping mall,场 所：大型超市、百货公司人流量大，较多目标消费群出现约需要130平方米左右的场地室内或户外场地,城市：北京、深圳、昆明、武汉、广州每个城市执行4场场地要求:场所：大型超市、百货公司人流量大，较多目标消费群出现约需要130平方米左右的场地室内或户外场地时间：2004年 4月底 7月,活动概要 Roadshow overview,活动内容/Content of Picasso Roadshow,萨拉毕加索大挑战 Picasso Challenge,宣传单张派发Leaflet sampling,接待/约预试驾Reception&
3、driving experience reservation,互动游戏Interactive game,汽车展示及体验Car display andCar experience,洽谈区Sit down area,广告宣传片播放TVC+documentary,活动流程/Rundown,宣传单页派发/Leaflet Sampling,宣传单页派发：于路展活动前或当天，进行宣传单页派发，告知活动活动前：两天前，各场地选择附近的五幢办公楼（或商圈）进行派发活动中：可选择路展活动会场附近的商圈进行派发DM leaflet sampling on the event day to announce the
4、 activityTwo day before,sampling the leaflet in 5 of the selected office building(business center)On show:sampling the leaflet in high traffic nearby the venue,互动游戏/Interactive Game,目的：演示汽车的强大的运载能及多种座位安排，可满足多种的生活需要演示汽车内的多达十一个储物空间，可储放多种必备物品的功能现场设置：舞台+一辆萨拉毕加索汽车作游戏用Objective:To demo loading capability
5、and various seating configurationTo demo the 11 sets storage spaceSetting:One of the stage with a Xsara Picasso,操作方式：主持人演示萨拉毕加索汽车的多变化及多种座位安排，展示汽车的强大运载能力“信不信大挑战”游戏“创意大挑战”游戏MechanicsMC to demo the various seating configuration and loading capabilityGame for“Can you believe it”Game for“Challenge your m
6、indset”,信不信大挑战及创意大挑战“Can you believe it”and“Challenge your mindset,互动游戏/Interactive Game,大空间及多变化展示/Demo The Roominess&Versatile,操作方式：演示汽车的多种座位安排以及强大的运载能力打开汽车后门，展示其大空间迅速地改变座位的安排，展示其多变化的座位安排在汽车的四周放置生活物品，以显示装载这些物品需要很多的空间主持人轻松地将生活物品放进汽车内，展示汽车的大空间MechanicsDemo the various seating configuration and loadin
7、g capabilityOpen the back door to show the of loading capabilityTo change the back seat at a short minute to show the various seating configurationLiving article display on the ground and show that they need large space to load.MC will put some of the articles into the car easily and show the cars l
8、oading capability,互动游戏/Interactive Game,操作方式：邀请3个参赛者，每位参赛者均有3分钟作赛，他们需要改变座位把尽可能多的物品摆进到汽车内在最短时间内把最多的物品放进车内为胜，其他参赛者亦可得到礼品一份Mechanics:Welcome 3 of the audiences to attend the game3 minute for each participant,they will be asked to Change the seating configurationPut the living article into the car as mo
9、re as possibleThe winner is the one who puts the most articles into the car in the shortest time.All the participants will get a premium,互动游戏/Interactive Game,信不信大挑战/“Can you believe it”,物料清单：生活物品（使用展示用的物品即可）秒表，1只游戏胜者奖品，1份游戏参与者奖品，2份Material list:Living articles(same as the demonstration)Stopwatch,1
10、setPremium to winner,1 setPremium to other participants,2 sets,互动游戏/Interactive Game,信不信大挑战/“Can you believe it”,操作方式：邀请三位参赛者，最好是以家庭为单位各位参赛者都将得到一条题目。参赛者需要根据题目计划出所需要物品，并将这些物品全部装载于车内每个参赛者均有四分钟，其中2分钟是为计划，2分钟是为装载。在装载前，必须先提交计划最快且将物品均放于车内的为胜。所有参赛者均将得到一份礼品Mechanics:To welcome 3 of the audiences to join thi
11、s game.The family is betterDifferent topic for all the participants，the participants should plan a material list and store all these material into the car.4 minutes for each participant.2 minutes is for planning and other 2 minutes is for store the articles.To submit the plan before load.The winner
12、is the one who have a good planning and puts the most articles into the car.All the participants will get a premium,创意大挑战/Challenge your mindset,互动游戏/Interactive Game,不同主题的置物题目：题目一：我们露营去。提示：简易帐篷、睡袋、鱼杆、大背囊、露营灯 等等。题目二：小舅来我们家小住，要来布置一下。提示：床、绵被、男孩子游戏的物品题目三：今年我们带宝宝回老家过新年。提示：宝宝的日常用品，衣服、BB车等题目四：今天朋友聚会，一起去烧烤
13、。提示：迷你冰箱、烧烤炉、储物箱、饮料等题目五：今天陪客户去打高尔夫球。提示：高尔夫球袋、杆及用品袋Challenge topicTopic I:Lets go out for camping.Tips:tent,sleeping bag,fishing tool,big kitbag,camping light,etcTopic II:Prepare a room for brother-in-low.Tips:mini bed,quilt,toy for young boyTopic III:We will come back to hometown with baby for CNY h
14、oliday.Tips:the gift to parents and friends,the daily necessity,e.g:clothing,diaper,baby car,etcTopic IV:Today have a friend forgather,we will go to barbecue.Tips:mini ice-boxTopic V:Go to golf with Client.Tips:Article for golf.,互动游戏/Interactive Game,创意大挑战/Challenge your mindset,信不信大挑战及创意大挑战物料清单/Mat
15、erial List For Demo and Game,内容介绍：主持人逐一演示十一个储存空间寻宝大挑战MechanicsMC to show the 11 storage spaceGame for“Treasure Hunt”,寻宝大挑战/Treasure Hunt,互动游戏/Interactive Game,操作方式：在活动前先放置一些物品在这十一个储物盒内邀请三个参赛者参加游戏。每个参赛者都将得到一张清单，并要求他们在三分钟内按顺序找出清单上的所有物品在短时间内找出所有物品的为胜，其他参赛者亦将得到礼品一份可邀请小朋友与其家长一同参与Mechanics:To place some o
16、f the living articles in these storage before eventTo welcome 3 of the audiences to join this game.All of them will be allocate a material list,and be asked to hunt them out in order in 3 minutesThe winner is the one who used the shortest time to find out all of the material.All the participants wil
17、l get a premium Welcome the kid join the game with parents.,寻宝大挑战/Treasure Hunt,互动游戏/Interactive Game,游戏物品安排/Material Arrange：仪表盘下的三个储藏位置/Three are under meter monitor:地图（2张）、零钱包（1个）、钥匙包（1个）、打火机（1个）、手套（1对）Map,dibs bag,key bag,lighter,glove车门上的四个储藏位置 Four are located on the door panel：笔记本（2本）、雨伞（1把）、
18、地图（1张）、手机（1台）、奶瓶（2个）、布偶（1个）、太阳眼镜（2副）、盒纸（2盒）、糖果（1包）、游戏机（1台）、香烟（1）Notebook,umbrella,map,mobile phone,feeding-bottle,doll,sunglass,tissue,candy,game boy,cigarette(1)前排椅子上的两个储物袋 Two of the storage bags are behind the front seat暖水瓶（1个）、手机充电器（1个）、糖果1包、漫画书（1本）、布偶（1个）、CD（1台）water bottle,mobile charger,candy
19、,doll,CD,cartoon book后排椅子前的两个地台式储物箱 Two of the boxes are in front of back seat应急灯（1个）、电筒（1个）、小型救急箱（1个）、果汁（1盒）、布偶（1个）、工具箱（1个）、雨伞（1把）emergency-lamp,flashlight,mini first-aid kid,toolbox,juice,doll,umbrella,寻宝大挑战/Treasure Hunt,互动游戏/Interactive Game,礼品建议：第一类：送游戏得奖者。三提式电脑袋。8份/天*2天*13场=208个第二类：送游戏参与者。运动式腰
20、包。16份/天*2天*13场=416个Premium suggestion:Part I:For game winnerComputer bag.8 sets/day*2days*13locations=208 setsPart II:For game participantSporty waist pack or funny mud.16 sets/day*2days*13locations=416 sets,互动游戏礼品建议/Premium For Interactive Suggestion,汽车展示及车内体验/Car Display&Experience,汽车展示：现场放置三辆汽车作静
21、态展示及互动游戏用两对男女模特儿在汽车旁边展示无互动游戏时，在舞台上的汽车旁展示互动游戏时，在舞台旁的汽车旁作展示车内体验：在静态展示期间，如消费者有兴趣，可在销售人员的指导进入汽车内体验各项功能Car display:There are three cars on the venue for car display and interactive game.2 double models for car showModel stand by the car on the stage while no gameModel stand by the car side on the stage w
22、hile game Car experience:during the car display time,consumer will be allowed into the car for car experience,洽谈区/Sit down area,一套座椅：一张小圆桌及四张椅子销售人员在此向消费者讲解汽车的具体卖点1 sets sit down area:1 table and 4 chairs for the sit down areaSales crew will introduce the details to the consumer who has interest in t
23、he Xsara Picasso,接待处及预约试驾/Reception&Reservation Registration,接待处：两名接待员在此迎接目标消费者预约试驾：消费者可在此预约试驾的时间及地点需要登记消费者个人资料、试驾时间及地点、驾驶喜好等Reception:2 of the promoters stand by the reception to welcome the target consumerReservation Registration:Consumer to reserve the driving experience date and spotConsumers da
24、ta include:person data,experience date and spot,driving hobby,广告宣传片/TVC+Documentary,在活动现场用等离子电视机循环播放广告宣传片A plasma to run thematic TVC and documentary video,人员配置/Manpower,工作人员要求,主持人最好是男性年龄在28-35岁间有驾驶经验或拥有自己的汽车形象好流利的普通话及本地话MCMale is betterAge:28-35Has driving experience or has his own carPresentableSp
25、eaks mandarin and Shanghai local language,工作人员要求,模特：男女各2名，时尚、整洁、有气质男高180cm以上，女高175cm以上静态展示游戏组工作人员：男，2名，整洁，身高175cm以上，负责道具搬运Model:2 pax female and 2 pax male,fashion,trendy,tidinessMale:above 180cm;Female:above 175cmModel show beside the carInteractive game crew:Male:2 pax,tidiness,above 175cm,charge
26、the game material,工作人员要求,展示区工作人员：女，2名，身高165cm以上,样貌姣好，协助销售人员介绍汽车接待组：女，3名，身高165cm以上在路展入口处迎接目标消费者协助销售人员登记试驾资料Car display area:Female,2 pax,presentable,above 165cm,assist to introduce the PicassoReception crew:Female,3 pax,above 165 cmWelcome the target consumerCollect the reservation data,工作人员要求,宣传单张派发
27、组：女，3名，身高165cm以上在路展点外、人流量大的地方派发宣传单页Leaflet sampling crew:Female,3 pax,above 165cmSample the leaflet on the high traffic nearby the road show venue,物料清单/Material List,配合及职责Co-operation&Responsibility,双方配合-前期准备Co-operationPre-show,雪铁龙当地销售人员：大区经理：与精实公司开会；确认所有细节及物资料清单；准备汽车及宣传单张；为精实公司工作人员提供培训当地销售：为汽车做清洁；
28、邀请目标顾客到活动现场Citroen sales crew:Sale manager:Meeting with FF field supervisor to confirm the detailsPrepare the cars and leaflet for showProduct trainingField sales:Clean the car before showInvite the target consumer to show,精实公司地区督导：场地联系与大区经理开会，确认所有活动细节工作人员的招募、培训和管理Field Supervisor:Coordinate the ven
29、ueMeeting with sales manager to confirm the detailPromoter recruiting and training,双方配合-活动中/Co-operationOn-show,雪铁龙当地销售人员：大区经理：与精实当地督导配合当地销售：主动地为消费者讲解汽车，鼓励现场体验及预约试驾Citroen sales crew:Sale manager:co-operate with FF field supervisor the the road showField sales:introduce the autocrat and encourage th
30、e car experience and booking the driving experience time,精实公司地区督导：现场活动的执行配合销售人员开展汽车介绍工作Field Supervisor:Road show execution Co-operate with sales crew to introduce the autocrat,双方配合-活动后/Co-operationAfter-show,雪铁龙当地销售人员：主动致电已登记试驾预约的消费者跟进试驾工作Citroen sales crew:Outbound call to the registered consumerF
31、ollow up the car driving experience,精实公司地区督导：整合收到的名单交当地销售经理处Field Supervisor:Coordinate all of the dataSend the data report to sales manager,附件Attachment,附件部分/Attachment 之 场地设计图确认稿,活动现场展示图（侧视图）Venue design(side view),由于舞台正中央是一个小舞台,将摆放一辆汽车作为展示用,因此在设计上去掉原广告画面的汽车,以突显舞台上的汽车客户确认:_,附件部分/Attachment 之 场地设计图
32、确认稿,活动现场展示图（俯视图）Venue design(Top view),附件部分/Attachment 之 场地设计图确认稿,活动现场展示图（背视图）Venue design(back view),侧立面施工图,附件部分/Attachment 之 场地施工图确认稿,附件部分/Attachment 之 场地施工图确认稿,正立面施工图,附件部分/Attachment 之 场地施工图确认稿,背板施工图,附件部分/Attachment 之 场地施工图确认稿,灯位施工图,附件部分/Attachment 之 场地施工图确认稿,吊顶施工图,附件部分/Attachment 之 场地施工图确认稿,接待台施工图,附件部分/Attachment 之 场地施工图确认稿,舞台施工图,附件部分/Attachment 之 场地施工图确认稿,资料架施工图,附件部分/Attachment 之 场地施工图确认稿,总平面图施工图,附件部分/Attachment,礼品确认/Premium confirmation,附件部分/Attachment,礼品确认/Premium confirmation,Thank you,
