捷达超级驾校在线真人秀第二季传播方案 Jetta CDB Online Reality Show Season 2 Proposal 2014.10.15目录 Contents
传播目标 Objective
第一季回顾 Season 1 Review
下阶段传播规划 Communication Plan
第二季内容与创意 S2 Content and Creative
所需客户支持 Client Support
项目时间表 TimelinePromote Brand Image
Keep China Drive Better a long term position for Jetta and maintain the finer image of FAW-VW‘s social image and responsibility. This is a smart way to keep the awareness and continue favorable impression amongst consumers.
Promote Showroom Traffic and Sales Volume
Product features are naturally revealed in the show, thus showroom traffic increase and sales volume growth follows.
China Drive Better ObjectivesChina Drive Better
“A Platform That Cares”品牌形象的提升
将“捷达超级驾校”打造成捷达产品的品牌标签，长期持续的打造捷达及一汽-大众的良好形象，体现企业社会责任感，提升消费者对捷达品牌的熟悉度与好感度
展厅进店量及销量提升
增加产品卖点曝光，从而增加展厅进店量，促进捷达销量
“捷达超级驾校”传播目标捷达超级驾校----
关注驾驶的平台1. increase traffic and promote sales 2. Show FAW-VW responsibility and promote brand image.Result
1.Views：
7.23-9.21 89,101,544 views and counting
2.Jetta Sales Success:
Showroom Traffic increased by 24% in August and sales increased by 8%
3.Brand Image Promotion：
Showing Jetta selling points and FAW-VW social responsibility.140 MILLION CARS
4.7 MILLION ACCIDENTS
EACH YEAR IN CHINARoad Stats in ChinaRole of JettaJetta Target GroupChina Drive BetterJetta CDB S1 Strategy Orientation and Communication ResultJetta has been in China for more than 20 years. The great market volume of Jetta makes it the perfect car for driving schools.
80% of the Jetta buyers are first time car buyers传播目标：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Result
1.播放量：
7.23-9.21共计播放89,101,544
2.销量与进店量:
8月，进店量增长24% ，销量增长8%
3.品牌形象的提升：
捷达产品及卖点的露出，并体现出捷达及一汽-大众的企业社会责任感140 MILLION CARS
4.7 MILLION ACCIDENTS
EACH YEAR IN CHINA中国道路交通安全现状捷达重要社会角色捷达目标消费群体捷达超级驾校在线真人秀捷达真人秀第一季策略出发点与播放效果捷达进入中国20多年，中国汽车市场巨大的保有量及在驾校教学车辆中的广泛应用
捷达是80% 车主的“第一辆车”Jetta CDB S1 PlatformJetta China
Drive Better
3605. Improve test drives, CRM and sales process.2.PC and mobile mass coverage. Search and portal marketing.1.Video Websites and Auto portals.3.National Driving School Media Coverage4.TV program cooperation捷达真人秀第一季传播平台捷达超级驾校
在线真人秀5.新媒体：
与驾考类游戏的精准捆绑2.PC和移动端全方位覆盖：3个专区和87个关键词1.视频网站与汽车垂直网站的广泛投放3.全国驾校媒体的全面覆盖4.
电视栏目合作CDB makes Jetta more fun, relaxed and innovative 捷达超级驾校能够将“创新的，轻松的及有趣的”元素添加到捷达品牌资产中CDB S1 - Entertaining & Real 第一季-娱乐性&真实性 Driving safety is a real problem in China. FAW VW helps to solve this problem in an engaging and amusing way. Increasing FAW sales while increasing safety. Doing good and selling cars. Clever marketing perfect for a digital dominated Jetta consumer and sales process.
中国在驾驶安全方面存在比较常见的问题。一汽大众采用寓教于乐的方式帮助解决此问题，既提升道路安全又提升了一汽大众的销量。Charming
Believable
Drivers
真实的司机Real Driving Problems
真实的驾驶问题Confident
Competent
Teacher
自信的教练Valuable
Satisfying
Conclusion
驾驶技巧的提升Summary for Season 1Value Created S1Future ValueEngaging video content platform ：
This is the 1st reality show communication in auto industry, as this new formation attracts attention.
Driver relevant emotional connections ：
The content is focused on the most common and crucial problems that increases target audience’s understanding.
Digital presence & Fun：
Relaxed and humorous, teaching with a fun way to communicate via internet.
Intelligently supports core FAW VW values ：
Soft implantation of product features reveals functions in a smart way, effectively generate new sales lead Data Support：
data from internet needs further and deeper dig for better support of next step.
Viewer data collection can be improved.
Options for viewer feedback can be extended.
More Professional and Practical skills：
The team of instructors make the lessons more vivid and practical.
Topic and Interaction：
User generated content can be integrated (videos and photos).
Interactive invitation process.第一季经验总结第一季产出价值Jetta CDB下一阶段的思考形式新：
中国家轿行业的首次真人秀尝试，形式新颖吸引关注
找准点：
内容聚焦消费者最为常见及普遍出现的问题，与受众形成情感共鸣
欢乐多：
轻松、幽默,寓教于乐的方式，适合网络载体传播
软露出：
巧妙与一汽大众核心价值相联接，软性结合剧情，产品卖点巧妙露出,并有效提升进店量与销量大数据支持与挖掘：
网络数据有待深层挖掘，以便对下一阶段进行策略指导
用户访问的详细数据
增加与用户的喜好的互动
更专业与实用的驾驶技巧：
教练团队的专业性以及教学内容更加生动及实用
话题性与互动性：
激发消费者互动并转发，调动受众的热情并参与其中。
增加用户UGC的内容分享
网络邀请车主参与Season ISeason IISeason IIISeason IVQ2-3 2014Q4 2014Q1-Q2 2015Q3-Q4 2015China Drive Better Communication Plan for Next StepContentsFormatsReal Life Training Camp+Driving Experience
Skill Development Responsible
improvementEnhance involvement and interaction. Add a Host. Dynamic Driving Tips.Build a platform that increases user involvement, teaser recruiting and UGC sharing. Add in celebrity drivers and instructors. Develop online show into a TV show that lasts for years.
Improving driving skills ands habits to create responsible drivers.
Emotional connections to situations, drivers, teachers and host.
Fun, educational, exciting.
MediaFocus on Internet Driving Schools Mainly online, driving school media platform and cooperate with portal sitesATL and BTL interactivity and increase user action. TV, Website and mobile cooperations.ObjectiveAwarenessEmotionsInteractive LifestyleSeason ISeason IISeason IIISeason IVQ2-3 2014Q4 2014Q1-Q2 2015Q3-Q4 2015“捷达超级驾校”下阶段传播规划内容形式模块化
真人街拍+训练营培训+驾驶技巧/文明提升话题性与实用性相结合，并增强带入感与互动性。加入主持或令动感有趣的驾驶窍门打造一个平台，增强用户参与度，前期招募征集，鼓励用户UGC分享引入明星学员/教练，更加娱乐化，优选全国知名场地，做成一个年终的TV show
提升驾驶技巧、习惯，培养有责任感的驾驶员
内容丰富，让受众与情节、驾驶者、教练、主持人产生情感的共鸣
寓教于乐、轻松有趣
传播
渠道以网络平台与驾校相关媒体为主以网络平台与驾校相关媒体为主，与垂直媒体合作线上网络平台、线下活动联动，增强受众的互动。三屏合力，电视、网络、移动全面铺开
电视平台合作任务品牌意识品牌情感共鸣品牌互动品牌生活方式
