奥迪Q7 11年型上市平面创意提案.ppt

创意提案Creative presentation 方案一 建立目标消费者对Q7“尊贵、稀有”的认同 最常见的方式是——直接诉求 “Q7是很稀有的，只有少数人才能开” 但是，没有人喜欢被说教 同样，没有人不喜欢被夸奖 与其强硬地向他们灌输“我Q7很高端很稀有” 不如让Q7巧妙地跟他们说“你很高端”，然后“我Q7跟你是一样的” Option 1 In order to build up the “Prestige, Rare” awareness from target consumer, the most common way is – directly claim: “Q7 is rare that only few people could own” However, no one likes to be preached at. Likewise, everyone loves to be praised. Rather than drive in the idea “Q7 is high-end and rare”, It’s better to present it in a subtle way: “You are high-end, and Q7 is the same as you.” 方案二 从“势为强者”入手 打造一个代表强者的“真男人”形象 Option 2 Start with “Born to Lead”, to build a “True Man” image for the strong. 系列稿 A 《选择对手篇》看一个男人是否够强，可以看他的对手是否够强——选车也是同样道理。 Series A - “Choose Rivals” Judge a man is strong or not, just judge his rival – choosing a car is in the same way. 系列稿B 《两种座驾篇》在男人的世界里，是以强者的标准划分群体的。Series B – “Two Options of Rides” In men’s world, strong should as a standard to split groups. 方案三 通过周围的人看到Q7的第一反应入手 “少废话”——用最简练的语言，达到最震撼的效果 Option 3 Start with the first reaction of people seeing Q7， “Cut the cackle.” – Concision rocks the most. * 2010-8-16 * 2010-8-16 奥迪Q7 11年型上市平面创意提案MY11 Audi Q7 Launch Print Ad Creative Presentation Aug.16, 2010 Lintas 客户明确奥迪Q7 11年型的传播重点：继续巩固奥迪Q7作为高端SUV的尊贵形象，并吸引既有潜在消费者购买。 产品力支持主要为： 11年型奥迪Q7，21寸车轮选装，全新三款专享尊崇装备，独特感和奢华感都有很大提升。 建议在文案内文中加入奥迪Q7 上市区域驾乘体验活动信息，但调性保持高端、尊贵感。 客户关于Q7 11年型传播策略的反馈 Client confirmed that MY11 Audi Q7 should further consolidate communication on the premium, high-end SUV image to boost consumers’ purchase. MY11 Audi Q7 is largely enhanced in terms of exclusivity and premium: optional 21-inch wheel, three all-new exclusive packages. Client suggested to add regional test drive information in body copy, while maintain the high-profile, distinguished tone and manner. Recap of Client’s Feedback on Communication Strategy 核心信息 概念调性 奥迪Q7 11年型更加具有尊享价值（Exclusive）， 给“强者”增添更多“少数人独享”的光环。 自信、霸气、有个性、有独立时尚品味 传播概念 传播口号：奥迪Q7 势为强者 产品力支持： 3.0T FSI