picasso路演方案.ppt

Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,click to edit master title style,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&driving experience reservation,互动,游戏,Interactive game,汽车展示及体验,Car display and,Car 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 activity,Two 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 and various seating configuration,To demo the 11 sets storage space,Setting:,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,Mechanics,MC to demo the various seating configuration and loading capability,Game for“Can you believe it”,Game for“Challenge your mindset”,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,Mechanics,Demo the various seating configuration and loading capability,Open the back door to show the of loading capability,To change the back seat at a short minute to show the various seating configuration,Living 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 loading 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 game,3 minute for each participant,they will be asked to,Change the seating configuration,Put the living article into the car as more as possible,The 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 set,Premium to winner,1 set,Premium 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 this game.The family is better,Different 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 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。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 topic,Topic I:Lets go out for camping.Tips:tent,sleeping bag,fishing tool,big kitbag,camping light,etc,Topic II:Prepare a room for brother-in-low.Tips:mini bed,quilt,toy for young boy,Topic III:We will come back to hometown with baby for CNY holiday.Tips:the gift to parents and friends,the daily necessity,e.g:clothing,diaper,baby car,etc,Topic IV:Today have a friend forgather,we will go to barbecue.Tips:mini ice-box,Topic 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,/,Material 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,Mechanics,MC to show the 11 storage space,Game 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 of the living articles in these storage before event,To 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 minutes,The winner is the one who used the shortest time to find out all of the material.All the participants will 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）、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,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。,运动式腰包。,16份/,天*,2,天*,13场=416个,Premium suggestion:,Part I:For game winner,Computer bag.8 sets/day*2days*13locations=208 sets,Part II:,For game participant,Sporty 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 show,Model stand by the car on the stage while no game,Model stand by the car side on the stage while 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 area,Sales crew will introduce the details to the consumer who has interest in the 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 consumer,Reservation Registration:,Consumer to reserve the driving experience date and spot,Consumers data 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,MC,Male is better,Age:28-35,Has driving experience or has his own car,Presentable,Speaks 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,180,cm,以上，女高,175,cm,以上,静态展示,游戏组工作人员：,男，,2,名，整洁，身高,175,cm,以上负责道具搬运,Model:,2 pax female and 2 pax male,fashion,trendy,tidiness,Male:above 180cm;Female:above 175cm,Model show beside the car,Interactive game crew:,Male:2 pax,tidiness,above 175cm,charge the game material,工作人员要求,展示区工作人员：,女，,2,名，身高,165,cm,以上,样貌姣好，协助销售人员介绍汽车,接待组：,女，,3,名，身高,165,cm,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 Picasso,Reception crew:,Female,3 pax,above 165 cm,Welcome the target consumer,Collect the reservation data,工作人员要求,宣传单张派发组：,女，,3,名，身高,165,cm,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 165cm,Sample 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；邀请目标顾客到活动现场,Citroen sales crew:,Sale manager:,Meeting with FF field supervisor to confirm the details,Prepare the cars and leaflet for show,Product training,Field sales:,Clean the car before show,Invite 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 venue,Meeting with sales manager to confirm the detail,Promoter 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 show,Field sales:introduce the autocrat and encourage the 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 consumer,Follow 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 data,Send 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,