2014年一汽-大众传播讨论 2014 FAW-VW Communication Discussion3月20日，北京 Mar.20, Beijing消费者洞察 New Jetta, New Brand
消费者无论在TVC，平面，网络，还是展厅中看到全新捷达的全新设计之后，通常（60%+）都会“一见倾心”
When consumers see the new design of the New Jetta in TVCs, print ads, online or in showrooms it is usually (60% +) “Love at First Site.”
在消费者们了解和体验全新捷达之前，他们都会对捷达的品牌形象有一些偏见。而当他们真正领略到全新捷达的真实风采之后，“眼见为实”的触动，为之动容的全新外观成为消费者选购捷达的首要原因。
Prior to experiencing the New Jetta design and communications consumers have problems with the “old” Jetta brand image. After they have taken a good look at the New Jetta they are very impressed. The exterior is #1 reason for considering and buying the Jetta.
“Seeing is Believing”
网络渠道及朋友的推荐对捷达潜在消费群体的购买行为影响最大，尤其是汽车杂志，汽车类垂直网站和车展等。展厅、驾校也是不可忽视的渠道。
Digital and comments from friends are the biggest influencers for Jetta purchases especially auto magazines, auto websites and auto events. Dealer show room and driving schools are also important purchase influences.Source：Early Buyer Study by VGCLove at first sight一见倾心“Seeing is believing”“眼见为实”以新我，超自我 New Me, Better Me（For a better and improved you） 新的捷达，更好的捷达 New Jetta, Better Jetta全新捷达是一个让人兴奋的进化。消费者会对这个老朋友另眼相看并大家赞许。神州的捷达爱情故事将延续。捷达的受众会接受建造在品质与信赖平台上的这份爱。
The New Jetta is an inspiring evolution. Consumers will take a new look at an old friend and be very impressed. China’s Jetta Love Story Continues. The Jetta target consumer appreciates romance and love built on quality.
捷达的品牌形象和销量都在提升。我们要让传播集中且自信，让受众了解捷达是魅力激情与操控表现的完美结合。
Sales and brand value of the New Jetta are strong and improving. We can focus on a clear and confident communication that shows the Jetta as an attractive mix of passion and performance.
人生中的第一辆车，第一份爱与第一次经历。
1st car, 1st love, 1st driving experience in your life.这可不是你老爸的捷达！ This is not your Father’s Jetta!
新捷达的品质，信赖，价格，安全以及价值都已被全面接纳。我们需要开展一个全新的品牌层面的传播用以同桑塔纳、宝来、悦动、凯越、昕锐和锋范区分开来。
Quality, trust, good price, safety and value are all fully understood and associated with New Jetta. We need to establish a fresh brand communications that differentiates New Jetta from Santana, Bora, Elantra, Excelle, Rapid and City.每年中国发放2000万新驾照，全新捷达在驾校很有市场。让我们同驾校建立关系来取代“老旧出租车”的印象。每年中国有超过400万起交通事故，而捷达的角色就是帮中国培养更好的司机，构建更安全的社会。
Over 20 million new driving licenses are given out each year. The New Jetta is a vital part of this learning process as via driving schools. Lets build on this driving school relationship and move away from the “old taxi” image. There are over 4 million car accidents in China each year and the Jetta helps to make us better drivers and a safer society. 占领市场要从驾校抓起！ Use Driving School Leadership!Source: China dailyDriving School Program for Jetta Communication in 2014Learn to drive not only driving on the road, but also drive responsively for others. Drive better and start a better life. 选择驾校作为 Jetta 2014年主要传播平台品牌上实现诉求切合：通过主动学习驾驶技能和道路交通常识，超越突破自我，具备独自驾车的能力，从而实现生活的上进阶：选择驾校作为 Jetta 2014年主要传播平台产品定位理性利益点感性利益点格调& 语气优秀的驾乘感受/时尚/可靠沟通主张理性的选择动感舒适驾乘全面安全实用性装备全新设计大众品质• 全新A级车底盘
• 车身防腐6年
• 整车道路试验
（轿车耐久强化 交化、中国道路 适应性试验）
• 7大专项试验
（ESP、整车动力 性、经济性试 验，整车进气系 统试验，整车通 过性、热力学试 验、排放试验， 拓展试验）• 双开启式防夹电动天
窗
• 真皮多功能方向盘
• 多功能行车电脑
• 多媒体娱乐系统
• 电动可加热后视镜
• 车身电子系统采用控 制模块（BCM）
• 智能在线电子防盗系
统
• 后备箱容积466升， 可遥控开启
• 丰富储物空间：手套 箱、司机侧杂物盒、 前水杯架、卡槽• 整车耐撞性C-NCAP 5星设计
标准
• 电子随速助力转向系统
• ESP电子稳定程序
• 高强度车身51%采用高强度
钢板、超高强度钢板
• 防撞吸能设计车门，高强度 吸能座椅骨架，WOKS头枕
• 司机、副司机气囊和前排侧
气帘
• 三点式电子预收紧及限力式 安全带系统
• 双儿童座椅固定装置
• 全数字式3探头倒车雷达
• 行人保护传播口号年轻现代、热情动感、进取自信、值得信赖现代动感,值得信赖,物超所值轿车全新捷达沟通平台捷达驾校
Jetta - Driving Academy网络视频 Online content网络内容 Online content programmingJetta is a popular car for driving schools in China and often the first car drivers get to control. 捷达是驾校的主流用车，是很多新手的第一辆车。 This builds familiarity with the brand and affinity for the Jetta itself. 这一因素建立了捷达品牌在车主中的熟悉度和吸引度。 “Driving School”“Worst Driver”reality shows in other countries (UK, US, Canada, Europe and beyond) have proved extremely popular. Creating not only celebrities of the participants but also spawning their own celebrity variants. (Celebs learn to drive) “驾校”、“马路杀手”的真人秀节目在其他国家极受欢迎（英国、美国、加拿大、欧洲和更远的地区）。不仅明星乐于参与，同时也孕育了一批草根明星。（例如名人学开车） We propose FAW-VW Driving school as an entertaining and engaging online content series that will be easy to make and easy for our target consumers to identify with. 我们计划把“一汽-大众驾校轶事”打造成一个兼具娱乐性与吸引力的网络系列短片，制作简单，且对于目标受众有较高的辨识度。 With a simple format and a real trial for the car, this content will help raise awareness of the new Jetta, it’s looks, it’s value and it’s quality and engage consumers in an authentic and entertaining manner. 以简单的形式，通过对捷达的真实考验，让受众更了解全新捷达，包括它的外观，价值以及品质。以真实而又充满娱乐性的形式吸引消费者。 传播延展 Wider campaign驾校及道路安全 Driving schools and Road safetyA bigger opportunity to create a first drivers/road safety campaign. 一个针对“新手司机及道路安全”掀起创意运动的绝佳机会。
Online activation to send bad drivers (Nominated by friends) Back to driving school 通过线上征集，将被好友提名的马路杀手们送回驾校。
Activations and “Pop-up” Dealerships at Driving schools. “Pop-Up” Driving schools in towns and at dealerships 预热活动及经销商移动展厅将在驾校建立，而同时，驾校的移动展厅也会出现在市中心以及经销商店。
Wider regional road show “Driving skills”and “Road Safety”sessions. In high profile locations in tier 3/4/5 cities 在更广泛的地区举办“驾驶技巧和道路安全”的街头秀，选择在3、4、5线城市的高知名度地区举行。捷达驾校概念
Jetta - Driving Academy Concept概念Concept:
捷达驾校让中国的道路更安全
The Jetta Driving Academy.
Making China’s roads safer.
向所有年龄段和经验程度不同的司机开放
Will be for drivers of all ages and experience levels.
重点集中在新手司机和驾校
Focusing slightly more on new drivers and driving schools.
通过一汽大众官网及官方微博等网络渠道征集捷达驾校的参与者
Online sign up for driving schools and the Academy, via FAW-VW.com and weibo.捷达驾校概念
Jetta - Driving Academy Concept驾驶技巧
Driving Skills
专业教练团队会针对不同的方面的驾驶技巧进行指导
A team of instructors will focus on different aspects
of driving skills.
城市路况驾驶 City Driving
高速公路行驶 Highway driving
停车 Parking
高级驾车技巧 Advanced driving techniques
转弯技巧 Skid pans
精确驾驶 Precision driving
紧急情况应对 Emergency scenarios
每一环节都将被拍摄成素材，用于网络视频的投放，一个长期的节目也会由此诞生，在一汽大众捷达官网及门户视频网站和汽车网站、博客等渠道播放。
Each will be filmed for online content clips and a longer “Show” to be seeded (Car magazine sites/blogs etc) on the FAW-VW Jetta site and video streaming portals.
这是一个全国性的节目，也是捷达品牌预热活动的组成部分。
A Nationwide program and a part of the Jetta activation.
每个参与者都会被授予证书（安全驾驶者）及成绩。得分最高的一拨人会参加最终的实况直播总决赛，去赢取一辆捷达。
Each participant will be awarded a certificate (Safer driver) and a score. The highest achievers going to a final shoot out of driving skills to win a Jetta.捷达驾校概念
Jetta - Driving Academy Concept节目秀
The Show
驾校及驾驶技巧类等真人秀，在其他国家已然成为广受欢迎的理想节目。
Already popular in other countries driving schools and skills are ideal for reality show programming.
我们一路追踪中国的新手司机，见证他们从马路杀手成长为自信的马路王者的蜕变过程。
We join China’s real drivers on the roads and follow their journeys from novice or bad drivers, to successful confident kings of the road.
电视媒体（15秒及30秒）可以用来传播该活动，并引导受众通过网络渠道进行更深入的了解。
参考视频：“Safe Happens” & “BBC Driving School” promo.
TV Media (15 and 30s) Can be used to advertise the campaign and deeper content online. Ref: “Safe Happens” & “BBC Driving School” promo.捷达驾校-参考视频：Safe Happens
Jetta Driving Academy - Ref Video Safe Happens安全驾临
Safe Happens
因为捷达驾校中的会有一部分人犯错，
As part of the driving academy people will make mistakes.
这反而会对捷达的TVC和更广泛的驾校活动起到极有力的推广作用。
These will make extremely impactful TVC promotions for Jetta and the wider academy activites.
这对于宣传捷达的安全配置是一个极好的机会，比如ABS、安全气囊、安全车身、自干式刹车盘以及德国品质等。
This is a great opportunity to talk about the standard safety features of the Jetta, i.e. ABS, airbags, the safety cells, german build quality, self drying brakes etc.
在常规广告中那种无趣的标准功能点展现，在此次传播中被推到了最前沿。
Features that in normal advertising are standard and boring come to the forefront of the campaign.捷达驾校-学开车小游戏
Jetta - Driving Academy - Learn to drive game (app)学开车小游戏
Learn to drive APP (HTML 5 web app game)
如同较有难度的挫败感游戏一样，驾驶类游戏也是很受欢迎的游戏种类。作为捷达驾校的一部分，我们将设计一款难度较高的驾校游戏，传授真实驾驶技巧。
Driving games are extremely popular genre, as are frustratingly difficult games. As part of our Driving Academy campaign, we will create a frustratingly difficult Driving Academy game. Teaching real world skills.
由智能手机的重力感应系统操控，玩家可通过该游戏体验高速公路行驶、倒车、三点调头、紧急制动和恶劣天气驾驶等。
Controlled by the motion sensor in the smart phone, users will conquer tasks like highway driving, reverse parking, 3 point turns, emergency stops and dangerous weather driving skills.
过关后将获得积分，再与朋友竞赛，有机会赢得奖杯和捷达大奖。通过微博分享也可获得积分。
Complete levels to score points and compete against friends, win spot prizes and grand prize win a Jetta. Scores shared via Weibo league.捷达驾校-指导手册
Jetta - Driving Academy - Guide books指导手册
Guide books
训练手册和驾驶指导在市面上已经有售。我们会提供一汽大众捷达指导手册给那些通过大用户渠道注册的目标受众。（纸质版+电子版）
Training manuals and driving guides are already available on the market. We will offer FAW-VW Jetta guide books to new drivers who sign up to the CRM. (Physical and download)
这本书会包含驾驶技巧、道路规则、驾照考试技巧及常规车辆保养小贴士等。
The books will feature driving skills and road rules, tips for your test and general car maintenance tips. 捷达驾校-毕业大礼包
Jetta - Driving Academy - Pass Pack毕业大礼包
Pass Pack
恭喜你在捷达的陪伴下通过了终极测试
Congratulations you’ve passed your test and you’ve done it with FAW-VW Jetta.
现在你是合法的司机了，以下是帮助你开启全新旅途的有效小贴士。
Now you’re legal here’s a few things to help you on your new journey.
• 车辆保养指导 Vehicle maintenance guide
• 合作伙伴 Partner offers
• 深度捷达试驾代金券 Extended Jetta test drive voucher
• 车贴 Pass plates
• 还有更多 And more...捷达驾校-合作伙伴
Jetta - Driving Academy - Partners毕业典礼
Pass the Academy
更好的司机当然值得被奖励更优惠的保险方案。捷达司机不仅在超坚固的捷达里更安全，在行驶的道路上也更安全了。
Better drivers deserve better rates on insurance. Jetta drivers will not only be safer inside the super tough vehicle but safer on the roads.
保险公司会依据捷达司机被专业认证的高超驾驶技术及安全知识，为他们提供更低的保费和更高的折扣等优惠。
Possibilities exist for a tie up with insurance companies for cheaper insurance for Jetta owners, with increased discounts for those who have proved to be skilled and trained.捷达驾校-移动展厅
Jetta - Driving Academy - Pop Up经销商和驾校的移动展厅
Pop up Dealerships and Driving schools
为开展此项目，我们将在驾校建立经销商移动展厅，同时，在各大城市中和经销商店，建立驾校移动展厅。
To expand the program we will run “Pop-Up” Dealerships at driving schools and “Pop-Up” Driving schools in cities or at dealerships.捷达驾校-延展期
Jetta - Driving Academy - Next steps捷达进阶驾校
Advanced Driving Academy
为2014年末捷达运动款的上市做准备，我们可以通过“捷达驾校进阶”延展该项目，针对更追求速度及操控性的驾驶技能。例如如何使用、控制以及对更强劲动力的解读。
To tie in with the launch of the Jetta Sportsline in late 2014 we can continue the program with an “Advanced Driving Academy” Focusing more on faster but controlled driving. How to use, control and understand more power. 谢谢 THANK YOU
