CBA策略创意提案
CBA Campaign Creative
2015.01.09 DMG目录 AgendaAbout leveraging CBA assets to help FAW-VW achieve its objectives
Brand opportunity to build emotional connection with consumers
Creates a “halo” effect on VW range
Offline events and promotional activities builds awareness with specific fans/followers
Online activation builds community and dialogue with fans/followers
CRM programme nurtures relationship and generates leads to dealershipCBA赞助项目旨在帮助建立品牌形象并促进销售
CBA Sponsorship programme can help build brand image and sales
背景 Background利用CBA资产来助力一汽大众实现目标
品牌与消费者建立情感联系的机会
建立一汽大众品牌光环效应
借助线下体验和促销活动，在粉丝中提升品牌知名度。
线上建立品牌专区与消费者进行对话，刺激消费者间的口碑传播。
CRM建立与粉丝的联系并产生销售线索。目录 Agenda让消费者更青睐一汽-大众 使他们在有购车需求时，会有意识地考虑一汽-大众产品
“Make consumers fall in love with FAW-VW”
(or at least like a lot) so they make conscious decisions to consider FAW-VW when they are next buy a car.目标 Aim品牌策略与CRM策略的相互作用 Top-down bottom-up approach通过两个策略战役来建立强大的品牌形象，产出更多的销售线索 Two strategic imperatives to building brand and generating leads品牌策略
通过CBA赞助传播，让受众与
一汽-大众相关联
建立情感投入
涉及消费者愿景
品牌光环效应助力全系产品
Brand strategy
Creates context for FAW-VW sponsorship with CBA
Builds emotional engagement
Relates to customer aspirations
Halo impact on product range
CRM strategy
Builds dialogue with fans and nurtures future customers
Personalised communications integrated with product communications
Generates leads
CRM策略
与粉丝建立沟通并定位成潜在消费者。
融合产品形象的个性化传播
生成销售线索
“FAW-VW. Never settle for anything less”
品牌定位Brand positioning目录 Agenda11FAW-VWCBAAspiration for breakthrough performance
寻求突破的企图心
Makes winning a habit
赢的意志力
Emphasizes that being the best must be earned
激励自己要成为最好12Direction INever settle13Idea A前进故事之篮球人生
Never settle stories of CBA stars 14每一个CBA球员都有属于自己的人生故事，他们之所以成为球星，是因为他们身上具有比常人更强的生命力，对梦想的执着从未止步，而这与一汽-大众的品牌精神是完全契合的。
我们选择了两个最具代表性和故事性的球星——易建联、巴特尔，通过讲述他们各自篮球生涯的励志故事，来鼓舞更多的人，无论遇到什么样的瓶颈和困难，都应该Never settle，继续前进！
Each CBA player has their own story. They became stars because they can endure more than the average person. Their commitment to their dreams never stopped. Their spirit is fully compatible with FAW-VW's brand. We chose to players which represents our narrative - Yi Jianlian and Mengke Bateer. By these stars telling their story about their basketball careers, it encourages more people to take adversity head on. Regardless of the difficulty, this campaign is meant to remind the public to keep going!
15In my mind,
there has always been two empty seats It tells me:
My dreams have not been recognized But I will never stop Until...
My actions fill those seats
Never settle 在我的心里，曾经有两个空位子
它告诉我：
不是所有梦想，都会得到认可
但我从未因此停止
直到……
我用行动填满这两个空白
前进 无尽
易建联 Yi Jian Lian
球员易建联打开车门，坐进大众车内.
Yi Jianlian opens car door and sits inside. 蒙了一层水雾的挡风玻璃上，易建联用手指在玻璃上画画。
The windshield is covered with mist. Yi uses his finger to draw on windshield.
玻璃上的画：篮球场上，年少时的易建联奋力扣篮得分。
Painting on the windshield: On a basketball court, a teenage Yi Jianlian struggles to dunk a basketball
欢呼声中，却失落地望着观众席中两个空位。
VO：在我的心里，曾经有两个空位子。 Despite the cheers, he sadly looks at the audience at two vacant seats. VO: In my mind, there has always been two empty seats在我的心里，曾经有两个空位子。
In my mind, there has always been two empty seats
童年时的易建联，望着被父母锁在柜子里的篮球，小小的易建联仰望着巨大的柜子，伤心不已。
VO：它告诉我，不是所有梦想，都会得到认可。
A child Yi Jianlian looks at his basketball locked in a closet. His parents locked the closet. Yi continues to look at the closet heartbroken. VO: It tells me: My dreams have not been recognized它告诉我，不是所有梦想，都会得到认可。
It tells me: My dreams have not been recognized画中的小人，不停地练球、练球、练球、投篮、投篮、投篮……
VO：但我从未因此停止。
The painting shows a child constantly practicing. He practices and shoots over and over again. VO: But I will never stop.但我从未因此停止。
But I will never stop.
22渐渐地，小孩也随之变成了一个篮球小超人。
VO：直到……
Gradually the child transforms into a small basketball superman. VO: Until...直到……
Until...
23此时的易建联，站在篮球冠军赛决赛场上，依旧扣篮得分。
A present day Yi Jianlian stands out on the basketball court. Yi Jianlian dunks24欢呼声中,观众席一直空着的两个座位上，坐上了两个身影。
VO：我用行动填满这两个空白。
,followed by wild cheers. The two seats in the stands are still empty, until two figures fill them. VO: My actions fill those seats我用行动填满这两个空白。
My actions fill those seats
25镜头回到车内的易建联，满脸欣慰，一脚油门，驾驶汽车加速而去……
Scene cuts to Yi Jianlian back inside the car. His face shows gratitude. He presses on the accelerator. The car drives away.26镜头拉开，一汽-大众全车系形成车阵，紧随其后。
Lens pans out. A formation of FAW-VW cars drive together. They follow immediately behind each other.
27黑屏出字幕：前进 无尽
Black screen: Never Settle. 28CBA与一汽-大众联合LOGO CBA and FAW joint logo.29在我的心里，曾经有两个空位子它告诉我：不是所有梦想，都会得到认可我从未因此停止,直到……我用行动填满这两个空白30Some ask me:
What has kept me going? I tell them:
It is found in the heart of the wild horse The stadium is my endless grassland
Never settle有人问我
是什么，支持我打到现在
我说，是心中的那匹野马
球场，就是我无际的草原
前进 无尽巴特尔 Mengke Bateer32球员巴特尔坐进车内
Bateer gets inside a car. 33蒙了雾水的挡风玻璃上，巴特尔的手指在玻璃上画着画
There is mist on the windshield. Bateer uses his finger to draw on the windshield.34玻璃上的画：高高跃起扣篮的巴特尔被对手冲撞
Painting on the glass: Bateer leaps for a dunk when he collides into another player. 35巴特尔受伤倒地 Bateer lays on the ground, injured and tired.
36巴特尔望着球场的穹顶，眼前是一阵阵的刺眼的白光……
VO: 有人问我，是什么，支持我打到现在 Bateer looks at the stadium dome, it is bursting with blinding white light. VO: Some ask me: What has kept me going?有人问我，是什么，支持我打到现在 Some ask me: What has kept me going?
37一个小孩牵着一匹马从远远的小蒙古包走来 A young boy walks towards a yurt with a horse. 38马儿探过头，用嘴唇温柔的拱着巴特尔的手…… The horse walks ahead of Bateer and uses his lips to gently graze Bateer's hand.39温柔的小马猛地跃起，化作扣篮的身躯庞大巴特尔突破，扣篮进球！
VO:我说，是心中的那匹野马
The gentle pony suddenly leaps, and the pony turns into the body of Bateer. Bateer sprints and slam dunks a basketball. VO: I tell them: It is found in the heart of the wild horse我说，是心中的那匹野马
I tell them: It is found in the heart of the wild horse
40画中CBA赛场上的巴特尔，和不同的球员身体冲撞着，不停地在赛场上传球、突破、进球……
The painting changes into a CBA arena. Bateer physically collides with different basketball players, but keeps possession of the ball. He breaks away and scores.41球场开始渐变，变成一望远际的草原，巴特尔化身成一匹骏马，在一望无际的草原上奔跑着。
VO：球场，就是我无际的草原
The stadium changes into a grassland. Bateer changes into a wild horse, running down the endless prairie. VO: The stadium is my endless grassland球场，就是我无际的草原
The stadium is my endless grassland
42镜头拉开回到车内的巴特尔，一踩油门，驾驶汽车加速而去……
The scene cuts to Bateer back inside the car. He steps on the accelerator and drives away.43镜头拉开，一汽-大众全车系形成车阵，紧随其后。
Lens pans out. A formation of FAW-VW cars drive together. They follow immediately behind each other.
44
黑屏出字幕：前进无进
Black screen: Never settle45CBA与一汽-大众联合LOGO CBA and FAW joint logo.46有人问我，是什么，支持我打到现在我说，是心中的那匹野马球场，就是我无际的草原
47Motion Board48KV49路演 Road show50展厅物料
Show room decoration51展厅物料
Show room decoration52露天电影院
Drive-in theater
53
Marks of Aspiration
梦想印记Idea B54Every person that dreamed of basketball glory has a lasting impression marked on them. For example, a player’s jersey, a poster of a basketball star, shirts, tattoos, etc. Some of these dreamers become a basketball star, however most engage in different occupations. These are only physical impressions, however the mental impression of this basketball dream is much deeper and spiritual. Find these basketball players and dreamers so they can connect and re-harness their basketball dream.每个对篮球有梦想的人都在他们的成长过程中留下很多的印记，比如曾经崇拜过的明星，球衣，纹身，写着自己名字的篮球等等，有的人成为了球星，而大多数人却从事了不同的职业，但是在他们的身体上，精神上却深深的烙着梦想的印记，找到这些球星和普通人的印记的联系，使更多的人找回并重新驾驭自己的梦想。故事以两条线索同时展开，球星和普通人，却通过相同的印记取得联系，最终展现他们都在同一个梦想的轨迹上前进。 The story unfolds simultaneously in two different ways, one focused on stars, the other on ordinary people. Through the same lasting basketball imprint, the story shows the two different lives advance towards their ultimate goal.球星 Star普通人 Ordinary PeopleCBA比赛开始前夕，镜头快切准备进场比赛的球员，特写他们胳膊上的臂套写着——“拼”。
Before the start of a CBA game, the camera cuts to players preparing for a game. One CBA player has an arm band with the symbol for "Fight". （Fight）镜头转到准备驾车前往球场的观赛的球迷，他们的车身上也有和球员一样的贴纸图案。
Scene cuts to cars parked outside of the stadium. One car has the same tattoo design on it.（Fight）镜头切，CBA球员的储物柜柜门上，贴着自己崇拜的球星海报，海报上签着几个字——“坚持”。
Scene changes. CBA players are in the locker room. Close up on a CBA player's locker with a poster of the player's idol taped inside. Poster has the word “hang on". （Fight）（hang on）镜头转到在车内的球迷，他的车上贴着CBA球员的照片，照片上写着相同的字。
Scene cuts to a fan's car. The car has photos of the same CBA player plastered on the inside of the vehicle. Photos have the same word on it.（hang on）61镜头切球星的毛巾上印着CBA球队的队标，毛巾上绣了两个字：战斗！
Scene changes to an official CBA towel. The towel is one of the CBA player's towels. The towel has the CBA logo, the team logo and the embroidered word, "Fight!"（Fight）62镜头转到球迷车内的小狗，小狗的衣服上也写着“战斗！”
Camera shifts to fan inside a car. A small dog is in the car as well. The dog is wears clothing that says "Fight!" （Fight）63镜头切球星换上CBA球队的队服站在镜前，球星在镜子（雾气）上用手指写着：Win。 Scene changes to a CBA star wearing his jersey in front of a mirror. The star stares at the mirror. The mirror has fog on it, allowing the CBA star to write the word "Win". 64镜头转到车内的女球迷，她的脸上同样用油彩写着“Win”。
Camera shifts to a girl fan inside a car. The girl fan has painting on her face that says, "Win".
65
镜头切球星给手腕上缠着布条，长长的布条上写着几个墨笔字：“不败”。
Scene changes to a CBA with a wristband with the words "Undefeated". Undefeated
66
镜头转至在天窗上高高站起的球迷，拉起加油的横幅，上面写着同样的字。
The scene cuts to a fan standing in the stadium bleachers. The cheering fan pulls out a banner that reads "Undefeated".镜头切到球员走过长长的通道，球员来到星光球场上，接过传来的篮球，篮球上写满了“挺住“、”拼““坚持梦想”、“永不止步”、“逐梦扬威”等各种激励的文字。
Scene changes to CBA players walking down a long corridor. The players walk onto the brightly lit stadium court. One player takes out a basketball with phrases such as "Hold on", "Fight", "Dream", "Never Stop", and "Achieve" written all over it.68一双双手搭在一起，一起抓着这个写满激励话语的篮球，用自己的方式鼓劲加油。 Each player places their hand on the ball. Together they touch the ball, filled with excitement and anticipation. It gives them encouragement and motivation.69镜头拉出，篮球变幻成大众车主手中的篮球，也用同样的方式加油着，镜头拉开，边上停着一汽-大众全系车阵。
Camera pulls back. The hands change to the collective hands of the Volkswagen drivers and their own basketball. The ball is used to excite the fans as well. The lens pulls back to show Volkswagens parked nearby.70黑屏出字幕：前进无尽
Black screen: Never Settle.71CBA与一汽-大众联合LOGO CBA and FAW joint logo.727374Motion Board75KV76KV77球体效果 Never Settle Basketball78互动LED篮球 Interactive OOH79钥匙链 Give away80车贴 Never Settle Sticker展厅物料汽车电影院LED篮球车贴82Direction II 大众的造车哲学基于为人而造，所有的设计和品质标准都以人的需要为基础，CBA同样也是基于大众球迷的一项运动，所以我们应该以球迷同样也是大众车主为基础，建立大众和CBA的联系。让所有的驾驶大众车的球迷参与到整个宣传中来。篮球在大众车迷的手中传递，其中也有CBA的明星参与，最终形成城市城市间的竞赛。 VW’s automotive philosophy is based on the belief that all design and quality standards must be based on human need. The CBA also has a similar foundation as VW. Therefore, we should form a foundation between CBA fans and VW drivers. We allow all the CBA-VW fans participate in the campaign. Have each VW fan pass a basketball to each other, including CBA stars, which will ultimately stretch across cities.烧烤聚会的花园。一个CBA球星易建联拿着篮球从一辆漂亮的CC下车，他将球传给一个荡秋千的男孩，男孩一边荡秋千一边接过球星传来的篮球。
At an outdoor garden BBQ, A the CBA star Yi Jianlian steps out of a beautiful VW CC. The CBA star tosses a basketball to a boy. As the boy swings from a swing by the pool, he catches the basketball.男孩高高荡起秋千，将球传给正在烧烤的爸爸，爸爸一手烧烤，一手用手指顶着旋转的篮球，然后将球传出。
As the boy swings from the swing, the ball comes out of his hands. The boy's father is barbequing nearby. The father catches the basketball from behind his back. The father spins the ball from behind and brings the ball in front of him, still spinning on his finger. He continues to spin the ball in front of him until he throws the ball.WAITER装扮的马布里端着托盘经过，接过爸爸传来的球，传给游泳池旁边的妈妈。
Marbury, dressed up as a waiter, catches the ball as he holds a tray. He passes the ball to the mother by the swimming pool. 87游泳池边的妈妈在跳入水池的一刻，纵身一跃接过传来的篮球，然后又将球传到花园外。
The mother, wearing a bikini by the pool, jumps in the air. She catches the ball and throws the ball outside of the garden just before landing into the pool.88花园外，一个正在浇水的园丁接过篮球，传给马路上滑滑板的小孩。
Outside of the garden, a gardener is watering the plants. He catches the ball and passes it to a skateboarder.89滑滑板的小孩接过篮球，一边滑着滑板，一边拍打着篮球。
A skateboard riding down the street catches the basketball. As he skates down the street, he dribbles the basketball.90马路上，孙悦牵着一只小狗，小狗窜了出去， 用鼻子将球顶了出去。
On the road, Sun Yue is holding a puppy. The puppy jumps out of his grip and hits the ball with his nose.91一辆高尔夫开过，转弯，甩尾，车屁股正好将球一顶，球高高抛起……
A Golf drives down the street. As the Golf turns, the basketball hits off the Golf's spoiler, causing the ball to get tossed high into the air.92 CBA赛场，从高空落下的篮球，几个高高跃起的球员（易建联、孙悦、马布里、朱芳雨等）
At CBA arena, the ball falls from the ceiling of the stadium. Several basketball players leap for the ball (such as Yi Jianlian, Sun Yue, Stephon Marbury, Zhu FangYu). 93易建联一只手接住篮球，一个漂亮的凌空扣篮！
VO：梦想的动力，来自每一个大众的支持
Yi Jianlian catches the ball with one and hand executes a brilliant slam dunk.
VO: The power of dreams, supported by the public.梦想的动力，来自每一个大众的支持
The power of dreams, supported by the public.
94全场欢呼沸腾，进球后队员和队友一起，用手指比了一个“W”的手势。
VO：一起赢！
The stadium audiences cheer. After scoring, he flashes to his teammate the "W" hand gesture. VO: FAW-VW, We Win.一起赢！
FAW-VW, We Win.
黑屏出字幕：一起赢
Black screen: We win96CBA与一汽-大众联合LOGO CBA and FAW joint logo.979899Motion Board100KV101KV102围档效果 OOH103Icon / Give away104加油牌 Cheerleading board105车贴 Sticker106KV107围档车贴加油牌108RECAP109Never settle story We win Marks of aspiration1103个创意概念利用CBA赞助项目来支持一汽-大众达成目标
3 creative concepts leveraging CBA sponsorship programme to support FAW-VW objectives
建立情感投入（和喜爱）来增强一汽-大众品牌形象及认知
Builds emotional engagement (and liking) for FAW-VW and perceptions strengthens image
将一汽-大众与竞品相区隔（赞助和执行）
Differentiates FAW-VW from competitors (sponsorship and execution)
故事与更广泛的消费者相关联并将吸引他们
Stories are relevant and will appeal to wider target consumers
与一汽-大众品牌形象和产品属性完全匹配
Excellent fit with FAW-VW brand values and product attributes
创意概念支持多沟通渠道/一体化平台
Concepts supports multi platform communication channels/integration
总结 Summary2015Creative confirmBM/PurchasingCreative presentation and revisionTVCPrintPOSMPPM 1PPMPPM 2ShootingA
CopyB
CopyRetouchingFAFAShootingOn AirOn AirFinal DeliverySpring
FestivalCensorship
and
Production时间表Timeline联合LOGO位置确认
Joint LOGO Position Confirm117Thank you
