捷达CDB网络真人秀项目传播策略 Jetta CDB Online Reality Show Communication Strategy捷达CDB网络真人秀项目 以提供中国消费者驾驶技巧，形成良好的驾驶习惯，建立捷达良好的品牌形象，增加品牌好感度为核心传播目标。在提升捷达品牌关注度的同时，吸引更多客流进店以促进销售。1.增加终端集客，促进销售2. 展示企业责任感，拉升捷达品牌形象捷达作为中国家轿第一品牌，承担起国民“第一辆车”不可替代的重要角色。视频通过纠正驾驶员常见的驾驶问题，展现捷达以中国道路交通安全为己任，体现出对社会的责任感以及国民车的情怀。传播目的：China Drive Better Powered by Jetta Online Reality ShowThe core communication objectives are teaching Chinese drivers driving skill and better driving habits to establish good Jetta Brand Image and improve brand satisfaction. While promoting public attention on Jetta brand, attract more potential customers into dealer showroom1.Sales promotion and increase potential customers into dealer showroom2. Good Jetta Brand Image and show corporate social responsibilityAs the TOP 1 automobile brand, Jetta shoulders great responsibility to be the first car of Chinese people. Online videos focus on the common driving problems, showing Jetta take china’s road safety as responsibility and cares of national car.Communication Objectives
预告片15秒8个系列片+1个终结篇精选驾驶教练以及学员们弱爆的驾驶技巧，编辑成预告片，用于网络和电视投放，并吸引人们关注系列片。主要人员：
3位驾驶教练
8位学员
恐慌姐
平行泊车困难户
换挡大叔
盲驾女王
骑线纠结男
龟行者
暴躁先生
油门没轻重女士内容设置：预告片+8个系列片+1个终结篇角色设置：教练+学员8集系列片，每集针对一个学员及其不良驾驶习惯，例如换挡、泊车等等常见驾驶问题。FAW-VW China Drive Better 系列网络视频，采用真人秀的形式，展现驾驶员驾驶技巧转变的过程。通过其中的趣味性和真实性吸引消费者，鼓励消费者互相分享，并进一步参与到捷达相关传播活动中。传播内容：真实生动、有意义的系列网络视频
Trailer8 Episodes+1 Final episode
Trailer shows the most entertaining and exciting content for instructors and worst drivers. The trailer will be launched on Internet and TV, which also lead audiences to the following episodes.Content setting：trailer+ 8episodes +1 final episodeCharacter Setting：Coach + Learner8 episodes，each episode tells trainees bad driving behavior such as parking. China Drive better Reality show series brings the audience the change from a novice driver to a mature driver. Attract the consumers with fun and real stuff and inspire them to share it to each other and get deeper involved into this communication.Main Characters：
3-5 coaches
8 learners
Unparalleled parking lady
The gear grinding uncle
Blind spot babe
The man in mid-lane crisis
Panic mom
Captain slow
Little Mr. Angry
Unsteppable accelerator
Content: Fun and Inspiring Online Reality Show 1 - DON’T PANIC
紧张刹车控2 - UNPARALLEL PARKING LADY
泊车我最难3 - GEAR GRINDING UNCLE
换挡恐惧症4 - BLINDSPOT BABE
叫我盲驾女王5 - MAN IN "MIDLANE" CRISIS
骑线纠结中 6- CAPTAIN SLOW
时速赛蜗牛7 - LITTLE MR. ANGRY
谁都别惹我9 - FINAL EPISODE
终结篇8 – ACCELERATOR
油门没轻重分级主题：驾驶员普遍出现的问题 Episodes: common problems of drivers传播手段：以点带面，360度全方位传播 Communication Method： 360 degree communication传播以网络视频剧集为核心引爆点，并通过360度全方位线上、线下传播扩大整个捷达网络真人秀项目的覆盖面与影响力。
Online video is the core of the CDB campaign, which will integrate the above and below the line to expand the coverage and influence of the project.捷达真人秀传播建议 Communication Suggestion 8集EPISODES+1集终结篇 8 episodes+1 final episode微信微博WeChat Weibo/百度专区Baidu zone
/官网发布Official Site
OOH
Standee
Radio Ads预告片+电视栏目合作 Trailer + TV Programme 预告片TrailerAPP附件：预告片 Attachment: TrailerOption A30 sec15 secOption B30 sec15 sec附件：平面&户外广告 Attachment: Print & OOH平面广告
Print户外广告
OOH执行方式说明：
主要采用租图、修图素材合成的方式执行
Execution:
Mainly by Renting picture and retouching 车色调整版：板岩灰
Another option for changing Jetta Color活动概述活动时间：2014年8月-2014年9月
目标人群：
刚学会开车的新手
缺少驾驶应用技巧的人士
有不良驾驶习惯的人士
活动规模：
单次活动为5台车，5个教练，20-30个学员，
教练统一着装，场地布置活动推广当地电台，网络媒体，合作媒体微信公共账号投放
经销商网站、论坛或者车友俱乐部发贴、老客户等方式宣传
通过经销商微博、短信进行宣传线上推广经销商店头宣传：视频播放，宣传展架、销售客服介绍,
搭载到店外行动执行 平台（路演、车展、巡展等）告示广大群众与当地知名、有一定规模的驾校合作，驾校提供教练、场地、潜在用户名单
经销商提供传播资源的置换
与当地地方电视台的交通栏目合作（电视或广播）店头及外展活动告知品牌合作活动目的：借助捷达在线真人秀的播放，在终端开展线下活动，通过线上线下的配合，提升消费者对捷达品牌的好感度，增加终端进店量，促进销售
附件：“捷达超级驾校”驾驶技能培训活动－经销商操作指导 EventTime：August- September, 2014
Target：
New drivers
People lack driving experience and skills
People with bad driving habit
Scale：
Each event with 5 Jetta, 5 instructors, 20-30 trainees
Instructors dresses the same and event venue
decoration Event promotionLocal radio, website and cooperated media wechat platform
Dealer website, forum, fan club
Dealer weibo and SMSAbove the LinePOSM: video, standee and sales man introduction
Outside of the showroom platform（Road show, car show、city training）Cooperate with local famous driving school, which will offer instructors, venue and potential customers lists. Dealer could offer communication resource to exchange
Cooperate with local TV station or radio traffic safety programmePOSM & Car Show Brand CooperationEvent objective：
While the online reality show broadcasting, dealer holding driving skill training event to echo with the show. establish good Jetta Brand Image, improve brand satisfaction and sales promotion.Attachment：CDB Driving skill training event – dealer guide 活动执行要点人员要求学员招募条件
捷达现有用户
驾照1-2年，捷达潜在用户
教练要求
有驾驶教练经验，2-3个教练，每个教练侧重不同，有偏重驾驶经验分享，有偏重驾驶规范，甚至有偏重新手心理辅导教练
培训科目培训科目包括但不限于视频中的内容，其核心是教授开车经验不足的人士驾驶窍门与技巧
技巧类
停车（侧边停车\倒车等）
换挡
油离配合
应用经验类
如何判断车辆距离
如何并线，确定超车时机
高速公路驾驶经验
如何判断盲区
如何省油
心理类
如何克服新手恐慌心理
如何排解堵车焦躁的心情
活动场地布置建议展厅内单幅广告架活动组织与媒体传播利用周末集中进行培训
每场5台车，5个教练，20-30个学员
8-9月共组织4场，共培训80-120人
活动拍摄图片或视频，在终端展厅展出或在媒体上报道附件：“捷达超级驾校”驾驶技能培训活动－经销商操作指导 Key points for executionCrew RequirementRequirements for recruiting
Jetta Users
1~2 years of driving license, Jetta potential user
Requirements for instructors
2-3 experienced instructors specialized in different perspective of driving, who are willing to share and tutor the trainees in driving skills, psychological mentoring and driving regulations.Training SubjectTraining Subject including the contents in the CDB video and more with the target to train the inexperienced
Technique
Parking（Parallel parking\reversing）
Gear Shifting
Clutch
Experience
How to judge the distance
Lane changing
High-way
Blind spot
Fuel saving
Psychological
No Panicing for green hands
Stop worrying about traffic jam
Location Setting SuggestionStandee in dealer showroomEvent organizing and media communicationTraining on weekends
5 cars in each group with 5 instructors and 20~30 trainees.
4 events in Aug and Sep covering 80~120 trainees.
VCR will be made along with the event and will be played in the dealer showroom or other mediasAttachment：China Drive Better powered by Jetta Driving Skills Training----Dealer Instruction
