QX30 New Product LaunchCOMPETITORSCOMPETITORSTARGET AUDIENCE LIFESTYLE INSIGHT REASERCHBrandFashion orientedData base: Age 22-30, family yearly income: 800k+ Source: H3C14A H3(2014)-中国新富市场与媒体研究ShoppingVogueAchievement orientedAdventureStatusFamilyTechnologyLifestyleTravelLohasWho are they?
Opinion leader
Fun seeker
Unique stylist
Challenge fans
Easy life creatorTARGET英菲尼迪受众人群消费层级明显高于普通网民，与英菲尼迪豪华品牌高端属性匹配；
英菲尼迪受众人群的兴趣爱好方面：数码、户外、宠物和摄影较为突出，用户有较高消费能力且注重健康和生活品质；Source: AlibabaQX30 TA TREND – PREMIUNM GENERATIONData base: Age 22-30, family yearly income: 800k+ Source: H3C14A H3(2014)-中国新富市场与媒体研究OOH & Digital is the primary efficient media channel to reach them.
They’re movie-lover, online shopping addict. MEDIA CONSUMPTION HABITTalentedUniquethe pain is real, but hey life goes on.She’s not only the daughter of Faye Wang,
She’s a singer,
she is Leah, she is 窦靖童. Game PlayerStylistMore than an Olympic champion,
he is a fashion star,
he is 宁泽涛.
青春是一场热血和激情的旅行我用努力和坚持不懈为自己的选择不忘初心I’ll chase the world, I’ll till the sky.REPRESENTATIVESTo create Connection with the new audience?Convert them to be QX30 ambassadors by experiencing a different journey offered by Infiniti.Make each fan feel like No.1 to experience based on their own unique interests, actions and preferences. 马佳佳郭列高阳余佳文刘特Sales GuruHacker MasterNext Jack MaSex Toy QueenMEDIA OBJECTIVESMEDIA STRATEGYEntertainment integrated promotion focus. Leverage an on-target movie program throughout QX30 launch communication processE-commerce innovative tied in.Experiential journey.Ride on 1st time “敢爱” experiential journey for TA engagement and social buzz generation. MEDIA IDEA1st launch1st co-op1st runMovie
Crowd FundingOne movie to fulfill dual commission – brand enhancement and QX30 on-target exposure
From product placement to movie joint producer
Effective to generate buzz
Cost effectiveAlibaba Picture Movie – 光复单身 光复单身一段旅途，四个人，在他们身上发生的不仅仅有爱情，还有友情，以及对生命和自由的追逐。
而这一切，只有在独自一人旅行的时候，才能不顾一切地去追寻。
身在异国他乡，不需要在乎别人的眼光，不用去考虑过去与未来，只要跟着心的方向奔跑。
在各自的心灵深处，爱情、友情，以及对生命和自由的渴望，生根发芽，永不凋谢。
旧的旅行结束了，新的生活才刚刚开始。阿里影业联手英菲尼迪 – 11.11巨献ABOUT THE MOVIELEVERAGE WITH “BAT” PLATFORMGLANCE OF“BAT”Raise：2015.11—2016.2 Return：2016.2—2016.6Suggestions (Example only)Option 1: free donate
Leverage with CSR program
Option 2: RMB50
2 tickets
Option 3:RMB150
2 tickets+ 1car model
Option 4:RMB500 (Supporting sales)
2 tickets+ 10%interest or Car coupon
Option 5: RMB10000 (Supporting sales)
Tickets+10% Interests + Car couponCrowd
FundingFor noise generationWarm-upCombine hot concepts, bring PR publicity before movie even starts shootingCROWD FUNDINGWarm-upMovie/Celebs Interactive GameHi,“Wanna Hook Up?”Uber光复单身WARM UP – 5.20 BAIDU CAMPAIGN❤ Propose to me, and I will hand-picked top 10 most moving proposes to reward them with movie premier pass;
❤ And Uber will transport you to the premier location in the newly launched Infiniti QX30 free of charge；
❤ In the last, one of you have the opportunity to ride with me to the Red Carpet Show！
Don’t hesitate, Baidu me，today!Keywords:Sales Activation：Core Persuasion Point：Profit MagneticOnline ScreeningMake OrderProvide Personal DetailsFroze Payment4S Shop CollectionGain 3 Months ProfitPaymentCalculate Profit Transfer to余额宝Premier PassWarm-up余额宝(Ali) / 理财通(Tencent) QX30 EC PRE-SALE英菲尼迪 敢动之旅 ———
有敢而动，一曲在路上的香颂。Customizing Travel Plan with AliTrip exclusively for Premium QX30 TA;
O2O solution, redirect online traffic to 4S dealerships to boost offline sales;
To echo online movie editor’ s cut release;
from the movie;
Possible annual promotion with diverse themes, like music, movie, architect, etc.;HighlightsCar Buying
IntensePushing tailored premium AliTrip Ad to qualifiers DATATravelGeo-ly distribute leads to 4S shops for detailsPurchasing a car to win an exclusive trip QX30 EC PROMOTION ALI TRAVEL Warm-upMovie premiere & QX30 launch event
(different city, same time)Wanda theater partnership on movie promotionMovie watching interactive program
(leverage with Uber)Infiniti movie theaterMovie actors roadshow & car show in T1-T2 cities (Dealer event)QX30 MEDIA HIGHLIGHTSLaunchA new way of experiencing QX30 Co-op with Uber in select cities during the QX30 launch period.
Allowing TA to experience QX30 in a surprising way.
When the driver arrives, the passenger is offered the chance to understand more of QX30.
A chance to win a free trip home with QX30 when using ubers.
It is considered to link with our new movie promotion. A chance to drive home with your beloved or friends after watching movie.
QX30 is just waiting right outside the entrance to fetch you both home for free.QX30 MEDIA HIGHLIGHTSLaunchComplementary media channels for an integrate communication.OOHMAGQX30 MEDIA HIGHLIGHTSRDVideoVerticalMobileNew Approach (Programmatic Buying)For the good run of previous years, consistently participate with these major media will maintain the quality of main scope of media buying, however we will introduce Programmatic Buying to improve total ROI for better performance.QX30 MEDIA HIGHLIGHTSMediaConcept ChangeAdvantageBuy MediaBuy PeopleScenarioReal-time OptimizationCost SavingImproved OutcomeData AnalysisBrandProductNationalRegional高中学历汽车关注者男性月薪<3000商务人士Show ads only if matching the tagsNEW APPROACH
(PROGRAMMATIC BUYING)
