S60L twin engine Launch plan1Continuation of 2014 Innovation Brand themes with the addition of twin engine in 2015
Leverage V526, S60L twin engine to improve brand metrics by communicating hi-tech, cleanliness and sustainability with a consumer centric Designed Around You angle
The S60L twin engine launch to make the halo effect to support MY16 S60L launch
Follow focus model approach where S60L (together with S60 PHEV) is positioned as volume model with 20% of overall budget
Create bigger market noise by leveraging and combining with Solar Pavilion
Focus the main marketing in China(e.g. Shanghai) in terms of the government incentive policy
marketing strategyProduct highlightS60L PHEV is the PREMIUM HYBRID SEDAN that expands the possibility of driving and enhances your effortless resourcefulness.Primarily Drives On Electricity
Zero Emission
Ultimate Quietness
Electric Range: 53km
Still Cheap to Run Even If You Go Further Every Day
Combined Fuel Consumption: 2.1L/100kmMost Advanced AWD System Enables Exceptional Traction for Difficult Terrain and Hard Acceleration
No Worries in Winters: Preconditioning SystemThe Most Advanced Propulsion System
Drive-E 2.0T Engine with 8AT
Lithium-ion Battery Pack
Crank ISG
Electric Rear Axle Drive (ERAD)
Exciting While Being Eco-Friendly
0-100km Acceleration: 5.6s
Target audienceFocus on early adopters buying RMB 400k+ sedan (25% of the segment).
They always want to catch up new technology trend and buy new technology before others own.Age from 28 to 40 majority of man
Innovative enterprise/ Internet companies middle class/ backbone in enterprises
Income monthly: fifty thousand to one hundred thousand
Professional intellective character gentle, charisma
Can balance the reflects in life
Pursuing high a healthy, happy life with quality, focusing on the family, actively seeking for the best way of physical and psychological life
Pay attention to taste and detail, price is not the primary consideration
What they buy is not just product itself but impression
Expect a luxury car which can bring you a comfortable and fun experience of drivingBrand propositionNO COMPROMISE
插电式混合动力豪华车，
让关注趋势和高科技产品的早期接受者
在享受强大动力和独特驾驶体验之馀，对于环境责任也无须妥协
因而能感受随心所欲的优越感。
early adopters who buys impression
from a unique product
早期接受者追求趋势前沿的高科技产品，追求先人一步的优越感Consumer truthPREMIUM HYBRID SEDAN offers the new possibility of driving, with no compromise in terms of enjoyment and responsibility
高端插电式混合动力轿车不只让您享受创新独特的驾驶体验，更有的油耗及排放表现Product truthCampaign idealaunch plan overviewMY16 S60L+ S60L PHEV media TD W24Twin Engine Roadshow
S60L V526+Twin Engine display
@ Beijing NEV Exhibition W42Shanghai Auto ShowMY16 S60L & XC60
W23MY16
S60L PHEV
W26Volvo China Open
W17MY16 S60L XC60
Regional LaunchE Commerce & V526 Twin Engine
@World Internet
Summit W44LaunchSustainLaunch TVC on airSHAS PRESS DAY (20th Apr)
- Announce MSRP & Spec of S60L Twin Engine
VCO DAY (22nd Apr)
- Media conference (focus on Shanghai Media)
- Benefit from S60L Twin Engine (eg. Shanghai)
- To build and increase brand awareness of Twin Engine and position it as the top brand in PHEV cars
- To emphasize Volvo as the leader in NEV product and technology
- To position S60L PHEV as the best in its segment and create market excitement
- Key part of “Year of brand” and drive Volvo's 2020 vision “Zero Emission, Zero Injuries”
Road Show after Shanghai Motor Show - Shanghai Dealers take 6 TT cars to display on the site in Shanghai with high traffics
Media conference plan
Approach
Leverage SHAS to maximize media resources and impact
Fully leverage the World Earth Day (Apr 22 each year) and tell a big story of environmental care and sustainability and the latest contribution of Volvo
Ride on VCO to engage target audience in an unique and environmentally friendly atmosphere
Build on the momentum of VOR and XC90 to further deepen the communication of Volvo’s brand values
Time: Apr 22, 2015
Location: Shanghai, VCO venue
Scale: 120 media
Theme: S60L PHEV is a LOHAS Trend-setter, so as you!
KEY MESSAGES60L PHEV is a LOHAS Trend-setter, so as you!Drive Volvo's 2020 vision, strong support for 2015 brand yearTwin engine brings the best technology to the industry
Power: Drive E + Electromotor
Fuel economy: Drive E + Electromotor
Safety: battery tech + cooling system
PHEV is the best product to customers
Very low fuel consumption
No compromise on driving fun
Industry trend for the next decade
Segment 1st S60L offers the best PHEV experience
Competitive product advantage – 3 cars in one (luxury + green + performance)
Competitive price strategy (government incentives, sales map)SpokespersonPotential spokesperson:
National and Shanghai government officials for policy support
Representative from NGOs for environmental friendly life
Academic for PHEV and NEV trendSHAS / launchDealer open doorsAtl/Digital/PR/btlLaunch TVC / S60L Tag ondealer levelBrochure/leafletLaunch Print (MG/NP)Launch OOHPOSMDealer templateProduct display
(Charging Station display)Unveiling Video Launch RadioProduct VideoAssets planWaves rush towards the camera continuously. The camera goes over the sea and we see the Nordic-style environment. With the cuts of the shots, the forms of water keep changing, from being peaceful to raging. At the same time, the S60L Twin Engine's body details and driving modes appear in the film in turns, echoing the forms of water. At the end, the camera gives a close-up shot of the man plugging the charging plug into the charging pile. After the screen of the clear water fades, an S60L Twin Engine with pure power appears in front of us.
VO: I believe that one day, the sky will become blue and the stars will shine again
VO: I believe that the air will become fresh and we will be able to breathe freely
VO: I believe that the world will become as clear and clean as the water and be full of life
VO: I believe that with our steps moving forward, will no longer come the deterioration of the environment
VO: I believe because I know that all of these depend on my choice
Super:
Innovative, efficient twin engine technology and three driving modes
SUPER: S60L Twin Engine
With great power, comes great responsibilityLaunch TVCTag on S60L Twin Engine
享受新能源购车补贴
免费新能源沪牌S60L Twin Engine
享受新能源购车补贴
免费新能源沪牌
Enjoy the advantages of owning an energy fuelled car and grants from the government. You can now own a Shanghai license plate hassle-free! Launch TVCSUPER: S60L Drive-E insideSUPER: S60L全系加载Drive-E发动机Tag onLaunch TVCUnveiling videoWe believe that
With our steps moving forward, will no longer come the deterioration of the environment
We believe that
There is a power
It is clear but has infinite energy hidden within
It is endless
But also vigorous
Efficient twin engine technology
Advanced hybrid power
A driving experience beyond your imagination
Has come to you
Because we believe that
With great power, comes great responsibility
S60L Twin EngineH/L:
With great power,
comes great responsibilityPrint ad 16Media Plan 17Digital Plan Charging station plan in ShanghaiCharging poles in parking area of shopping mallAvailable Location:
Shanghai Raffles City (来福士)
Cloud Nine Shopping Mall (龙之梦)
Yueda 889 (悦达889)
The project needs be censored and approved by related governmental departmentsThe sample is for reference onlyCRM PlanPre-launch phase (Apr.-Jun.):
Objective & Strategy: apply Shanghai KOL resources to spread the message of S60LPHEV and to help promote the presence
Plan:
Influencer program (Apr. 20-Apr.30):.
Promote the new car model via ‘WW wechat’,
Apply points to motive KOLs to actively promote the information
Invite Shanghai KOLs to VCO and to experience S60LPHEV
Launch phase (Jun.-Jul.)
Objective & Strategy: integrate all CRM resources and channels to louder the voice of S60LPHEV and to drive leads to showrooms
Plan:
1. Dialogue program (Jun. version):
To promote the message of ‘high-tech’, ‘cleanliness’ and ‘sustainability’ , attract the attention of potential customers
Integrate test drive section in the column to acquire inquires
2. Influencer program (Jun.-Jul.)
Initiate KOL points promotion to louder the voice in social media and Volvo non-official owner clubs, integrate with repurchase and referral program to help sales
3. Channel development (Jun.-Jul):
Cooperate with environmental organizations to build up eco-friendly image, as well as initiate ‘the longest
runner’ program in policy sensitive cities to acquire leads
Dealer MARKETING plan Activity name: “Drive” your own Chinese tea with the new S60L PHEV
Date: 04.20-04.29
Venue: Dealer showroom
Demo car: 1 unit of S60L PHEV with license
Objective: Create talk of the town via social medias and put more potential customers behind the wheels to experience the hybrid mix driving pleasures.
Concept: Emphasize how a new S60L PHEV with three driving modes could give the customer new driving pleasures
Tea House Corner: Set up tea house with exhibits about tea culture and let’s tea master to demonstrate some skills for tea mixing
Customer Interactive game: Encourage customers to “drive” with the S60L PHEV in different modes, and then tea master would create very personal tea based on their driving data.
