体验活动策划案2015 RN S-Class Privilege Experience Event.pptx

2015 RN S-CLASS PRIVILEGE EXPERIENCE EVENT.PROPOSAL. HighTeam Catalog 贰Concept Creative SolutionCreative SolutionUnderstandings壹Basics information叁Event ManagementVenue Recommendation壹UnderstandingsBasicsObjective1.UnderstandingsBasics informationBackground? As a volume pillar in Region North, the annual target of S-Class in 2015 is 9,981 units, which accountsfor approximately 33% of overall S-Class target in China, it needs continuously focus and extrainvestment.? In 2014, Region North has successfully developed two rounds of all new S-Class VIP experience in 14key cities and 54 dealers, and generated 410 S-Class orders from 39 events. Considered high salepressure of S-Class in 2015, Region North will collaborate together with dealers to continuouslypromote S-Class? Mercedes Maybach S-Class will arrive at dealers late January, which needs marketing activities toincrease customer awareness.Objective? To promote S-class sales, increase showroom traffic and enhance existing customer referral, repurchaseand trade in ratio.? Combined with Mercedes-Benz Maybach S-Class launch event to increase awareness of S-Class familyconcept and strengthen S-Class leadership position.? Tailor made S-Class exclusive events according to the actual situation of local targeted customer.Understandings | Basic Information活动主题：定义领袖风范 ———— 感动中国参与经销商：10城市，17家经销商，Mercedes Maybach S-Class 第一批授权销售经销商活动形式：S-Class试驾 + S级车主尊享晚宴暨Mercedes Maybach S-Class上市活动参与人群及参与人数：参与人群：经销商店忠诚老车主及朋友；销售顾问邀请多年的待升级客户及潜在客户；经销商管理层与当地KOL、媒体。参与人数：S级轿车试驾：50人S级车主尊享晚宴暨S Maybach上市活动：80-100人活动时间：2015年3月底——5月 周末贰Concept Creative solutionConceptCreative SolutionConcept | Background礼待天下家国情怀2014广州车展前夜，梅赛德斯-奔驰旗下的梅赛德斯-迈巴赫S级轿车在广州和洛杉矶两地耀世降临，将S级轿车的完美形象和迈巴赫的高端气质融为一体，是当代中国社会贤达的尊享之选，作为汽车工业对于“礼”的极尽理解，全新梅赛德斯-迈巴赫S 级轿车之于当代贤达，正如车、鼎之于古人、礼炮之于国宾，同样是给予当代贤达们的最高礼遇领袖顶级专属座驾 Concept |Target Audiences时代领袖是一群有着家国情怀之心，和礼待天下之情的杰出人物。他们凭借自己卓越的才能和崇高的人格，为社会创造了价值，引领着各自领域的发展与进步。Concept 梅赛德斯-迈巴赫S级轿车向中国的当代贤达致敬的最高级别的礼遇融合了梅赛德斯-奔驰S级轿车的尖端科技与迈巴赫的极致尊享，集成当代汽车珍品之顶级科技与工艺