《C453 launch campaign media concept paper0428-v3》.pptx

Concept Paper for smart C453 Launch Campaign;Content;Content;smart entered China market;;People who love smart 50,000;Content;BRANDSet up awareness foundation and proper brand perception for the upcoming leap;Utilize creative and media impact to set up a biggest awareness and brand prestige. Highlight the differentiation of the brand claim and product feature in local competition;Content;;>> Mobile Generation ;;;Content;FOR Campaign Highlight;smart Road Show: 8 cities With media added value experiences With auto website test drive editors onsite support;Teaser Phase;FOR For loving the city For challenging status quo For making room for good stuff For being a pioneer For being optimistic ;What are you FOR…? = What is your idea FOR a new urban joy?;What are you FOR…? ;;;;To deliver urban joy via daily life app;;Baidu Brand Zone show FOR campaign recruitment;;Radio: a key channel for reaching car owners;;;Fashion magazine, lifestyle magazine, travel magazine, fashion magazine and art/design magazine enjoys high coverage in smart TA media habits;Teaser Phase;Launch Campaign – Media Task ;;Wechat Feed Flow Innovative and Breakthrough Cooperation Launch program live broadcasting on WECHAT. ( FIRST TIME ) WECHAT user get interaction and lucky draw with brand. What are you for? Your new urban joy? ( Different Creative by segmentation, for more spread and buzz). (FIRST TIME);;Big promotion for TVC in top 4 video sites with Interactive Ads Formats Focus on hot content/channels, e.g. entertainment show, TV dramas, Movies to build effective on-target reach;Build Big Coverage in Top APP;Post-event Viral Video, Utilize celebrity’s popularity. Big promotion for viral videos in top 4 video sites to extend launch awareness. Link to new smart leads collection mini-site page. ;Dominate top 4 Auto sites, leverage high exposure resources like focus picture, text link , and smart forum to promote smart launch news. ;Auto Sites’ Editor Professional Contents ;Auto Sites’ KOLs Pr