捷达China Drive Better 真人秀网络视频方案 China Drive Better Online Reality Show Proposal 20140522 真人秀视频内容概况与更新 CDB Recap and refresh
中文主题与标识备选 Chinese Name and Icon Options
真人秀网络视频脚本 Online Reality Show scripts
真人秀视频制作执行 Reality Show Production
捷达网络真人秀配套平面 Print Ads
捷达CDB活动方案 CDB event plan
真人秀视频内容概况与更新 CDB Recap and refresh
中文主题与标识备选 Chinese Name and Icon Options
真人秀网络视频脚本 Online Reality Show scripts
真人秀视频制作执行 Reality Show Production
捷达网络真人秀配套平面 Print Ads
捷达CDB活动方案 CDB event plan
捷达网络事件营销
Jetta Online Marketing传播形式 Communication Form线上 ATL：
预告片TVC,平面以及广播同时播出，强势引出CDB网络系列剧并为传播持续造势。
Teaser TVC, prints and radio will be launched at the same time for a strong launch of the online video series, and this continues for the support of this campaign.
网络 Online：
驾校系列网络短片正式上线，同时提供幕后花絮及
精彩集锦，植入CRM,导向驾驭宝典以及驾享营活动
JDB series online video release with behind scenes,
Together integrated with CRM for Driving bible and test drive
网站 Website：
Mini-site上线，Mini-site
APP:
捷达驾驭宝典app上线，告知活动信息
Jetta drive bible app release with event info
活动 Events：
网络与经销商处报名参与
六大区展开活动以及驾驶技巧培训
Enroll from Online and dealers
6 regions take event and driving skill course
线上 ATL：
预告片TVC持续更新，平面以及广播为终结篇做特别宣传。
Teaser TVC keep updating along with the contents of the episodes , special CDB prints and radio will be launched for the final episode.
网络 Online：
网络视频终极篇
Online video final episode
活动 Events：
(活动待定，因此视频部分不涉及活动内容）
Event plan is pending so online video will not connect with event
捷达超级驾校线下培训
Jetta China Drive Better Training
网站 Website：
结合驾考宝典APP游戏推出网络车技挑战赛
Release Driving bible and APP games for online driving skills competition
经销商 Dealer：
6大区选出杰出学员参与超级驾校校友会成立晚宴
6 Regions select excellent trainees for Jetta China Drive Better Academy Night全面整合，引发关注
High intergradation for Attention 07-08/2014推向高潮，以点带面
Push to the peak and carry with the point 09-10/2014以提高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。
The core communication purpose is to improve Chinese consumer’s driving skill, establish great Jetta brand image and brand preference. While increasing brand attention, bring more dealer traffic for sales promotion.网络真人秀视频
Online Reality Show
预告片2支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
换挡困难户老爷爷
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：2个预告片+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。
终结篇中将前8个系列片中的悬念揭晓并将全剧的情感累积推向高潮。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。
2 Trailers 15s 8 Episodes+1 Final episodeEdit a trailer to show 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.Main Characters：
3 coaches
8 learners
Don’t Panic
Unparalleled parking lady
The gear grinding grandpa
Blind spot babe
The man in mid-lane crisis
Panic break mom
Captain slow
Little Mr. Angry
……
Content setting：2 trailers+ 8 episodes +1 final episodeCharacter Setting：Coach + Learner8 episodes，each episode tells trainees bad driving behavior such as parking.
In the final episode all the 8 episodes suspension will be revealed and to the climax.Jetta 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.网络真人秀视频
Online Reality Show真人秀视频内容概况与更新 CDB Recap and refresh
中文主题与标识备选 Chinese Name and Icon Options
真人秀网络视频脚本 Online Reality Show scripts
真人秀视频制作执行 Reality Show Production
捷达网络真人秀配套平面 Print Ads
捷达CDB活动方案 CDB event plan
China Drive Better
Powered by Jetta捷达超级驾校捷达 达人驾到中文主题与标识备选
Chinese Name and Icon Options真人秀视频内容概况与更新 CDB Recap and refresh
中文主题与标识备选 Chinese Name and Icon Options
真人秀网络视频脚本 Online Reality Show scripts
真人秀视频制作执行 Reality Show Production
捷达网络真人秀配套平面 Print Ads
捷达CDB活动方案 CDB event plan
系列剧分级主题
Episodes content 3- DON’T PANIC
紧张刹车控4- UNPARALLEL PARKING LADY
泊车我最难2- GEAR GRINDING UNCLE
换挡恐惧症1- BLINDSPOT BABE
女王驾到（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 – UNSTEPABLE ACCELERATOR PEDAL
油门没轻重教练特技车手，终极技巧达人。学员会从他身上学到基本驾驶技术和一部分专业技能。他会有让人震撼的表现，在教练中担任的是一个有趣的角色，总是起着调节气氛和娱乐观众的作用。3位教练，3位专家，3种不同技能XXXX XXXX
特长: 驾驶技巧Dr. XXX XXX
特长: 激励自信Mr. XXX XXX
特长: 安全与规则激励型心理学家，帮助学员建立能够冷静应对压力和突发状况的心理素质，并且拥有完成各种挑战和测试的自信心。驾驶教练，主要专注在安全驾驶和遵守规则的意识上。他很严格，但那只是因为他认为能够帮助更多的学员是一件很值得骄傲的事情。严苛只是外在，其实他拥有一颗包容的心。 系列剧内容
Episodes contentTHE INSTRUCTORSStunt driver. Ultimate skill’s man, they will learn the basics and a bit more from a true pro. He will be the more outrageous, funny character of the trio, always with a joke ready. 3 Instructors, 3 specialists, 3 different set of skillsXXXX XXXX
Specialty: DRIVING SKILLSDr. XXX XXX
Specialty: CONFIDENCEMr. XXX XXX
Specialty: SAFETY & RULESMotivational psychologist. Help people develop the mental skills to keep calm on stressful situations and do challenging tasks with confidenceOur seasoned driving instructor. All about safety and awareness of the rules. He is hard, but that cause he cares and take a lot of pride in what he does and in helping his students. Harsh on the outside, with a big big heart. 系列剧内容
Episodes content分集摘要:
每一集，我们的团队都会引领1位中国最生猛最难缠的菜鸟驾驶员，踏上他的被拯救之路，进行有针对性的技术改善与训练。
第一部分：人物介绍-人物开车完成既定任务，摄像机记录+人物、家人朋友的访谈
第二部分：教练评估--找到问题所在--教练在CDB总部演播室里面观看人物完成任务的情况，并进行幽默风趣的评论。在不同的剧集里可以选择是否让菜鸟在现场。系列剧核心架构
Episodes content structureSERIES structureSummary of episode structure:
Every episode our team take one of China’s most challenging new drivers and improve their overall and specific skills
Part 1: INTRODUCING THE CHARACTER - Camera in driver’s own cars as they drive around performing a task + interview with driver and Family/friends
Part 2: INSTRUCTOR EVALUATION - UNDERSTANDING THE PROBLEM - Instructors review the task in the CDB HQ studio and make funny remarks on it - this could be done with or without the driver in different episodes.8 EPISODES系列剧核心架构
Episodes content structure分集摘要:
第三部分：培训--解决问题---在教练的指导下菜鸟们驾驶技巧的提升。车内外摄像机捕捉精彩的互动与瞬间
第四部分：最终测试--高潮--驾驶课程结束时菜鸟们需要驾驶捷达完成最终测试。悬念，他们能否完成？系列剧核心架构
Episodes content structureSummary of episode structure:
Part 3: TRAINING - SOLVING THE PROBLEM - They go around a closed course with instructors to improve their skills. Cameras in and outside the car to capture funny moments and interactions
Part 4: FINAL CHALLENGE - CLIMAX - The green hand is given a final challenge to perform on it's own driving a Jetta in the closed driving course. Suspense and drama, will they qualify?系列剧核心架构
Episodes content structure
主題：女王駕到
人物：盲駕女
人物分析：職場女性，自我意識強，不顧及他人感受，造型時尚。
本期驾驶问题：乱并线，不看 后视镜。（驾驶道德问题）
解决教练：资深型教科书教练
道具准备：手机 女士包包 教练用记录手板 教练用秒表 女用化妆品（剧情展示用）節目名稱：《捷達超级驾校》
節目形式：真人秀 完成任務進階
節目時長：5分鐘
節目形態：周播
節目目的：真人秀引導駕駛問題 捷達訓練營解決真人駕駛問題Name: China Drive Better powered by Jetta
Setting of the show”: Reality Show, completing task
Time Length: 5 Minutes
Broadcast release: One episode per week
Purpose of show: Reality show that relates to driver’s issues using Jetta Drive Better’s training program.Title: The Queen has arrived
Plot: Blindspot Babe
Characteristics: High positioned office lady, mentally strong, pays less attention to others, has a good fashion statement.
Driving Problems: Changing lanes without looking at the rear mirror
Main Instructor: Senior Instructor on Safety and Rules
Prop: Mobile, Lady handbag, cosmetics for the Queen stopwatch and writing plate for instructors系列剧分级主题—叫我盲驾女王
Episodes content—Blind spot Babe1、人物出場引線（人物介绍）
親人及朋友專訪，專訪內容為親友對本期主人公的評論，包括平時待人接物及駕駛習慣的曝光等等。備註：MINI MIC收聲
2、本期任務
規定時間內到達開會現場 （疯狂并线，单行道回不来了，导致迟到）
3、捷達訓練營邀請卡-
-貼鏡頭送至主人公手上（側拍記錄主人公看到邀請卡的反應，探討進入是否接受訓練營的邀請）
訓練營場地介紹VCR（分鏡別連貫鏡頭，功能性介紹鏡頭）
4、主人公進入訓練營
反應鏡頭+進入訓練營專訪OS（少用專訪同期鏡頭，儘量以環境空鏡配合主人公闡述內容）備註：MINI MIC收聲
5、主人公駕駛測試記錄
（車內3機位元反應鏡頭記錄+方向盤特寫+臉部表情特寫） 備註：MINI MIC收聲
教練車內機位元內容（對手教練：中年教練 駕駛教科書身份的教練）：教練表情抓拍，教練手拿記事簿記錄主人公駕駛問題。抓拍兩人語言互動及衍生互動細節（人物矛盾素材）
6、棚内
三位教练评估过程，对主人公的评论（顺拍）
7、反打主人公專訪
（對教練的印象+教練在身邊的心理活動+回顧自己駕駛過程中的故事點）
教練停車講解駕駛問題。教授主人公駕駛技巧，解決問題的過程。（個人反復練習素材+心理反應空鏡+專訪內容：訓練是否辛苦，是否認識到自己的問題，面臨怎樣的困難？）
8、中插VCR轉場
成功解決問題的順暢駕駛鏡頭+現場同期採訪+主人公後期專訪 空鏡ENDING 拍摄台本—叫我盲驾女王
Shooting board—Blind spot BabeIntroducing the role
The lady starts in the interview setting accompanied by friend or family; the accompanied members are to state their thoughts toward the Blindspot Babe as well as their observations on her driving.
2.Task of episode
Arriving at the meeting in limited time( changing lane crazy but drive into one-way street)
3.China Drive Better Task Card
Close-up of the main role holding the card. (must include another angle of driver’s reaction when reading the card which will lead to her reflections during the interview). Then cut scene to introduce the training location.
4.At the CDB HQ
there will be one camera for the driver’s reactions as well an audio of her reflections from the interview. Driver must have a MINI MIC attached
5.Recording the training
The automobile interior will have 3 cameras (one First Person View to see the road ahead; one side view of the driver’s reactions; one from the frontal view). The instructor must also have a MINI MIC attached. The instructor’s reactions are also to be recorded, he/she must have a notebook or paper to record his/her observations on the driver’s issues.
6. In the studio
3 instructors comment on the lady’s training
7.Interview segment
A reflection of the instructor, the driver (before and after the training).
8.Insertion and Cut to
Successfully accomplished task should report to the audience on the set, then zoom out to reveal the entire set… ENDING拍摄台本—叫我盲驾女王
Shooting board—Blind spot Babe節目名稱：《捷達超级驾校》
節目形式：真人秀 完成任務進階
節目時長：5分鐘
節目形態：周播
節目目的：真人秀引導駕駛問題 捷達訓練營解決真人駕駛問題Name: China Drive Better powered by Jetta
Setting of the show”: Reality Show, completing task
Time Length: 5 Minutes
Broadcast release: One episode per week
Purpose of show: Reality show that relates to driver’s issues using Jetta Drive Better’s training program.系列剧分级主题—挂档大叔
Episodes content—Gear-Grinding Uncle主題：岳母進城
人物：掛檔大叔
人物分析：二線城市到一線城市打拼多年的中年男，有中國人的含蓄和倔強，愛面子。
本期驾驶问题：挂档紊乱，紧张。（驾驶心理问题）
解决教练：心理导师型女教练
道具：岳母行李 Title: “My mother-in-law is heading to the city”
Plot: Gear-Grinding Uncle
Characteristics: Middle aged man from smaller town outside of major city. Traditional Chinese implicit and stubborn (reputation)
Driving problem: gear mixed and nervous (driving psychology)
Main Instructor: Motivational psychologist
Props: Mother-in-law baggage拍摄台本—挂档大叔
Shooting Board—Gear-Grinding Uncle1、人物出場引線
女教练开场导语，与其他两位教练进行本期主题探讨，举例引出本期嘉宾（棚内），主人公日常状态记录镜头。備註：MINI MIC收聲
2、本期任務
第一次開著剛剛買的車去接岳母 （岳母暈了，沒能下車）
3、主人公老婆的专访
4、捷達訓練營邀請卡
---貼鏡頭送至主人公手上（側拍記錄主人公看到邀請卡的反應，探討進入是否接受訓練營的邀請）
訓練營場地介紹VCR（分鏡別連貫鏡頭，功能性介紹鏡頭）
5、主人公進入訓練營
反應鏡頭+進入訓練營專訪OS（少用專訪同期鏡頭，儘量以環境空鏡配合主人公闡述內容）備註：MINI MIC收聲
6、 親人及朋友專訪
專訪內容為親友對本期主人公的評論（专访），教练阐述主人公驾驶问题所在（棚内）
7、主人公駕駛測試記錄（車內3機位元反應鏡頭記錄+方向盤特寫+臉部表情特寫） 備註：MINI MIC收聲
教練車內機位元內容（對手教練：女性教練 做心理分析）停车，女教练副驾坐着，面对面帮主人公分析测试情况。
8、主人公專訪（對教練的印象+教練在身邊的心理活動+回顧自己駕駛過程中的故事點）
教練停車講解駕駛問題。教授主人公駕駛技巧，解決問題的過程（车外教练讲解过程，教练与主人公表情对打镜头，车内教练示范镜头，多机位）。（個人反復練習素材+心理反應空鏡+專訪內容：訓練是否辛苦，是否認識到自己的問題，面臨怎樣的困難？）由于本期人物性格设定，所以将在人物反应过程中多做情绪及表情特写处理，以强调本期人物人到中年，内敛，好面子的人物性格。
9、中插VCR轉場+ 教练下达最终考核命令+現場同期採訪+主人公後期專訪 空鏡ENDING
10、主人公老婆的纪实访问，透过老婆的语言，表现主人公的进步。拍摄台本—挂档大叔
Shooting Board—Gear-Grinding Uncle1.Introducing the role
The Psychologist opening and she discuss gear problem with other 2 instructors. Recording gear-grinding uncle’s daily life.
2.Task of Episode
Uncle wants to pick up his mother-in-law with his new car
3. Interview
The man’s wife
4.Jetta Drive Better Invitation Card:
Close-up of the main role holding the card. (must include another angle of driver’s reaction when reading the card which will lead to her reflections during the interview). Then cut scene to
introduce the CDB HQ.
5. CDB HQ
At the location there will be one camera for the driver’s reactions as well an audio of his reflections from the interview. Driver must have a MINI MIC attached
6. Interview
Family and friends interview, Instructors comment his driving in the studio
7.Recording the training
The psychologist will seat beside him and help him to analyze his problem
8.Interview to the Uncle
A reflection of the instructor, the driver (before and after the training).
Instructor stops the car and teach the uncle and help him to solve the problem. Footage to show his practice and his interview on if he realize the problem and the practice is hard? Based on his character, focus on his emotional and facial expression.
9.Insertion and Cut to
Successfully accomplished task should report to the audience on the set, then zoom out to reveal the entire set
10. Interview
Through his wife’s comment to show his great improvement in driving.節目名稱：《捷達超级驾校》
節目形式：真人秀 完成任務進階
節目時長：5分鐘
節目形態：周播
節目目的：真人秀引導駕駛問題 捷達訓練營解決真人駕駛問題Name: China Drive Better powered by Jetta
Setting of the show”: Reality Show, completing task
Time Length: 5 Minutes
Broadcast release: One episode per week
Purpose of show: Reality show that relates to driver’s issues using Jetta Drive Better’s training program.系列剧分级主题—慌乱妈
Episodes content—Panic Mom主題：儿子别吵
人物：紧张兮兮的白领妈妈
人物分析：上路恐慌，踩着刹车走，挡路，费油，强迫症反应。
本期驾驶问题：紧张驾驶（驾驶心理问题）
解决教练：资深型教科书教练
准备道具：小车玩具 母亲用PC Title: “QUIET DOWN, Son!”
Plot: Nervous Working Lady
Characteristics: Scared on the road, stomps on brakes, blocks roads, wastes gas, has obsessive compulsive order OCD.
Driving problem: Panic
Main Instructor: Senior Instructor on Safety and Rules
Prop: car toys and PC for mother
拍摄台本—慌乱妈
Shooting Board—Panic Mom1、捷達訓練營邀請卡
主人公担心自己的驾驶问题，尤其是接儿子时的安全，自发的上网查资料，最终自主找到捷达训练营，三位教练当场签署训练营邀请卡，并约好第二天陪主人公一同去接孩子放学。
2、主人公出门后低落情绪记录，日常活动记录，包括每日上下班，回家琐事，与家人生活纪实+主人公专访（提及自己生活状况，及驾驶问题。）
3、本期任務
接儿子放学 （儿子跟妈妈吵了起来）儿子接受专访，说妈妈一定要再训练才可以。
4、主人公進入訓練營
反應鏡頭+進入訓練營專訪OS（少用專訪同期鏡頭，儘量以環境空鏡配合主人公闡述內容）備註：MINI MIC收聲
5、专访
主人公儿子的專訪，希望妈妈怎样开车
6、主人公不敢上教练车，教练决定坐在副驾上陪主人公进行驾驶水平测试
7、主人公專訪（對教練的印象+教練在身邊的心理活動+回顧自己駕駛過程中的故事點）
8、停車，教練講解駕駛問題。教授主人公駕駛技巧，解決問題的過程（车外教练讲解过程，教练与主人公表情对打镜头，车内教练示范镜头，多机位）。（個人反復練習素材+心理反應空鏡+專訪內容：訓練是否辛苦，是否認識到自己的問題，面臨怎樣的困難？）+（儿子的反打关注镜头，在训练场外远远的看着妈妈练习。眼神的关注和感情流露）
9、中插VCR轉場+ 教练下达最终考核命令+現場同期採訪+主人公後期專訪 空鏡ENDING（因本期驾驶问题属于心理问题，所以透过训练营训练立即收到效果的可能性不大，因此本期结果将留开放式结局，即悬念结局，但整期训练过程 导向上将表现主人公向好的方向在发展。） 拍摄台本—慌乱妈
Shooting Board—Panic Mom1.China Drive Better Invitation Card
Role is concerned with her driving issues, especially for the safety of her own son. She found China Drive Better from the internet. The instructors hand her Invitation card.3 Instructors sign on the card and agree that they will accompany the mom to pick up his son.
2.Daily Recording
Recording mom’s daily life and interview her to express her driving problems
3.Task of Episode:
Pick up son from school. Son has interview included and he thinks mom should be trained
4.Recording the training
The automobile interior will have 3 cameras (one First Person View to see the road ahead; one side view of the driver’s reactions; one from the frontal view). The instructor must also have a MINI MIC attached. The instructor’s reactions are also to be recorded, he/she must have a notebook or paper to record his/her observations on the driver’s issues.
5.Interview segment
The son should sure what he hopes to change in his mother’s driving.
6. The mom afraid to get into the training car and the instructor decides to accompany her to do the test
7. Interview to the Mom
A reflection of the instructor, the driver (before and after the training).
8. Instructor stops the car and teach and help her to solve the problem. At the same time, her son is looking at the whole progress and shows his attention.
9. Insertion and Cut to
Successfully accomplished task should report to the audience on the set, then zoom out to reveal the entire set…(Suggest to suspense at the end but in the show we ) ENDING演播厅里的大屏幕上，出现一个盲人，导盲犬将他领到一辆车前面，教练们都惊呼起来，难道今天的主角那么特殊？这太不可思议了……最后，盲人只是经过了那辆车，而车里坐的是一个很有女王范儿的女司机。大家这才松了一口气。
但是很快，大家的心就又提了起来：只见女王发动汽车，一路上横冲直撞，眼睛只盯着前方，后视镜形同虚设，经过的车和行人都慌忙避让，她变更车道的时候也不管后面的大货车，场面险象环生……看得主持人和教练都捏了一把冷汗：这真的跟盲人开车没什么区别啊！赶紧把她带回捷达训练基地吧！
回放女王的开车实况，女王自己看了也吃了一惊。教练与女王进行心理层面的对话，分析症结所在（穿插亲友访谈，平常基本没人敢坐女王的车，太危险……买了保险也不敢坐）
教练为女王做示范，进行指点和训练。教练们让女王完成一些有意思的小任务，对她进行考验。教练们在演播室观看并点评整个过程的直播。最后，女王终于学会了眼观八路，掌控全局，成功地完成了任务。第1集：叫我盲驾女王Episode 1：BLINDSPOT BABEOn the big screen of the studio, a blind person appears. The guide dog leads him to the front of a car. The instructors are all shocked. “Will today’s hero be that special? This is unbelievable!” Despite their amusement, the blind person just walks by the car. However a Goddess-like woman approaches the car, who turns out to be the driver. The team is able to breath a little easier.
But soon enough, the instructors begin to worry about her. As soon as she starts the engine, she dashes forward and ignores everything else. “She disregards pedestrian’s, let alone looks at the rearview mirror. The real demon is now coming right towards the blind man! Someone please take her to the training camp and save the world!”
When seeing the replay of her own driving, our demon queen is also shocked. The instructors talk to her on an emotional level and try to find what is the real problem (interviews of her friends and relatives are also included). No one dares risking their life sitting in her car. It is simply too dangerous, regardless of insurance coverage.
The instructors show her demonstrations and highlight key points of the training. They ask her to do an interesting task for her final test. The host and instructors will be sitting in the studio and give comments on the live feed. At last, the demon queen finally becomes Snow White! She not only knows how to better control her driving, but also how to navigate the GPS map with more attention on the road. 第2集：换挡恐惧症镜头特写：车内的一个小鸟玩偶，玩偶的脖子是弹簧的，我们看到鸟不停地去啄前挡风玻璃，好像它想啄开玻璃，自由地飞向天空。因为驾驶者换挡不顺而造的成顿挫感，车子一顿一顿地前行，会造成这样的视觉效果。
镜头切车内，是一个老爷爷。他每次换挡的时候，总是时机不对、或者干脆弄错了位置。他甚至会嘟囔一些帮助自己记忆的换挡口诀，比如：1挡左上2挡下，3当中上4挡下，5挡右上倒挡下……。他像小学生在背诵课文，这会让这位老爷爷显得很可爱。
镜头切演播厅，三位老师点评他的车技，可能偏重于技术方面的老师会说：其实有些东西不是你要用脑子去记忆的，有些是要靠感觉，用你的身体去记忆，培养良好的手感，下意识地行动，而不是临场再凭借记忆去找到挡位……
镜头切，老爷爷在教练指导下，他在滚轴装置上练习完成后，最终他在场地秀了一圈，换挡已经非常顺利完美。Episode 2：GEAR GRINDING UNCLEInside the car there is an angry bird toy with a string connected to the head. We see the toy bird is wildly jerking around, knocking into the windshield as if it wanted to break free. The gear is not shifting properly. The drive is anything but smooth, as we can see from the angry bird.
Inside the car, we see a grandpa. Each time he shifts gears, it will be ill timed or in the wrong slot. He even murmurs the gear-shifting magic words, “Gear 1 to the top left and gear 2 beneath it. Gear 3 to the top middle and gear 4 beneath it. Gear 5 to the top right and reverse beneath it…” His recital almost sounds like a primary school kid’s, childish but cute.
Inside the studio, three instructors make comments on his driving skills. The instructor who has better driving skills says, “Sometimes you don’t need your brain to remember everything. It’s about muscle memory. Remember how it feels and let your subconscious do the work, instead of trying to remember the gears.”
In the next scene, the grandpa is led into the car placed on roller device for training. He practices in it and becomes increasingly familiar with the gear slots. We can see from his face that he enjoys it very much. After the grandpa passes the test, he walks to the Jetta confidently. We are looking forward to his following performance. 第3集： 紧张刹车控镜头开始，一个妈妈带着孩子上了汽车，孩子坐在后座。车在道路上行驶，发现她经常把脚放在刹车板上，随时准备刹车。遇到有人挤她、或者前面通道很窄、后车喇叭催促等状况时她就更紧张，动不动就会喊她的口头禅：怎么办，怎么办，我怎么办？孩子手里拿着小汽车，孩子很淡定的跟妈妈说“妈妈，别着急，慢点开”场面特别搞笑（这是我们隐藏在她车里的摄像头所拍摄到）。
镜头切演播室，刚才的状况出现在大屏幕上，演播室里三个教练在交流：你们知道有种人平时开车很正常，但是一旦遇到紧急状况就会特别紧张，完全忘记了怎么开车吗？我们看到她开得越来越糟糕，三个教练一致认为：这样太危险了，我们不能让它祸害人间了，我们必须把她“抓”回来。
捷达特别行动队出动，我们会看到驾驶捷达的工作人员，把已经造成交通堵塞的恐慌姐从她自己的车里拉出来，塞进捷达里，然后把她带回捷达训练营。
镜头切训练场，然后我们看到她在训练营进行训练，女教练坐在副驾驶位置对她进行心理辅导，我们看到恐慌姐逐步克服恐慌，驾驶技术得到了全面的提升，开车非常越淡定。Episode 3: DON’T PANICA women driver with her son in the car experiences unexpected dangerous situations. Whenever she encounters traffic, short stops, narrow roads or truck horns, she will panic. “What shall I do? What shall I do?” Her son says “Don’t panic mom, Easy” The episode will contain a variety of funny scenarios recorded by a camera inside her car.
Back in the Jetta studio, the situation is played on the big screen while three instructors talk about it. “These kinds of drivers drive fine in ordinary cases, but when they come upon situations like that, they start to panic and completely forget what to do.” As they observe her driving performance gradually declining, all the three instructors reach an agreement, “This is too dangerous for the other drivers on the road, we cannot put the others at risk. We need to bring her back for more training.”
The Jetta special force team start their operation. We watch the team drive their special force Jetta, extract the hysterical female driver from her car and place her inside the Jetta, escorting her back to the Jetta training camp.
She is now get her necessary training with a female instructor sitting beside her. The instructor is a psychologist and she is helping her overcome her fears. The timid driver’s driving skills are improving and she is significantly calmer behind the wheel俯拍，城市卫星图，镜头如同一个雷达，能感应到目标所在，带着我们逐层靠近，最后锁定目标。教练：现在开始搜索我们今天的主角……,镜头锁定一个看起来非常温柔善良的姑娘——徐小姐。车里的摄像头一路跟拍将她的真实行车情况：一路上，她都非常的遵纪守法，车开得也很平稳。
镜头切换到教练的演播室，教练们看着实况直播，都找不出任何异常的地方，甚至开始疑惑镜头是不是找错对象了……
徐小姐一边开车一边自白：“其实我有时候希望，永远都不要到达目的地……因为……”当她到达目的地的时候，谜底终于揭开：原来停车是她的硬伤！她反复折腾，就是无法准确地倒进停车位。镜头切换到基地直播室：主持人和教练都恍然大悟：为什么会在这个节目里看到她出现……(亲友访谈，列举徐小姐平常因为停车问题而闹出的笑话和糗事。)
教练们看不下去了，开着捷达迅速赶到现场，将徐小姐接到训练基地。针对徐小姐的停车问题，对她进行了一系列专业、严格而不失趣味的再培训。训练结束。教练们交给徐小姐一个简单而有趣的任务，其中必须运用停车的技巧，以检验她的学习成果。结果她现在停车非常帅气！第4集：泊车我最难Episode 4：UNPARALLEL PARKING LADYStart with a satellite view of the city. A radar sensor detects the target. The camera lens adjusts and zooms in, locking onto the target. Instructor states, “Now we start searching for today’s hero…” The camera locks onto a very beautiful and tender girl----Miss Xu. As we can see from the car’s interior camera, she drives nice and steady.
Back to the instructors’ observational studio. They are watching the live feed and cannot find any specific part of her driving to improve. They even start to doubt if they locked onto the right target…
As Miss Xu drives on the road, she speaks, “Actually, sometimes I hope I’ll never get to the destination, because…” When she arrives, we finally find out why: She cannot park properly! She royally messes up parking. Others gather to watch her park and laugh at her failed attempts. Back at the studio, the host and the instructors finally get why she is locked by the radar system (friends and relatives interview for the funny stories and embarrassing moments that happened to Miss Xu while she parked her vehicle).
The instructors cannot watch this any longer. They jump into the Jetta and race to Miss Xu’s destination. The team extracts Miss Xu and brings her back to the training camp. A series of focused training courses are implemented into her training. Although the course is rigid, it is fun as well. After the training, the instructors give her an interesting task to test the effectiveness of the training. The host and the instructors will be watching live from the studio, giving comments and expecting her best. 第5集：骑线纠结中镜头隐藏在车里跟拍骑线哥，他对镜头交代自己的“罪行”：其实我不是故意破坏交通规则，我只有对距离判断不准，所以总是骑线走，自己都意识不到，而且当前面有大车慢行，我想超车的时候，也判断不准速度，不知道一脚油能不能超过它。所以会开车显得很纠结……。这时，前面有个女孩儿搭便车，他让她上了车。
女孩儿上了车，摘掉墨镜。男子惊讶，啊？！你不是那个电视节目里的教练么？难道我被选中了么？不会吧？我开车没什么问题啊……镜头会抓拍男子夸张搞笑的表情。心理学女教练和他开玩笑：我听说从心理学上讲，对距离控制不好的男人，也总是掌握不好和自己女朋友的距离，对待人家总是若即若离的，男子赶忙否认：不会啊……
镜头切演播厅，刚才的情境出现在大屏幕上（当然是事先录制好的），三位老师点评这位纠结哥的问题，三位老师会给出一些建议，比如：开车很多时候不止是技术，很多时候其实是一个心理问题，这是我们容易忽视的……
老师点评完之后，会安排专门的陪练，在捷达训练营进行练习。训练完成后，教练为纠结哥安排了一次小测试，他表现出色，全面进步。、Episode 5：MAN IN "MIDLANE" CRISISThe interior car cameras reveals the sins of the midlane man, “Actually I’m not doing it on purpose. I’m just a bit timid when choosing a lane. You know, when there is a traffic jam, I always feel the side lane is the better choice. And as soon as I turned to that lane, my previous lane moves faster…” Suddenly, he finds a girl in front of him.
2. The girl gets in the car and takes off her sun glasses. The man is surprised, ”It’s you! The instructor on TV! Am I chosen for the show? No way! I’m a good driver!” The camera captures the exaggerating facial expression of the man. “I heard that, psychologically, men who drive between lanes won’t make good boyfriends,” the girl says with smile. The man denies in a hurry, “No no, I’m always a single-minded man.” “Now we need to go to the training camp. Going straight would be a short cut, but it’s jammed. Turning right will be a longer route, but without the traffic jam. Which way will you choose?” “No…don’t let me chooooooose!”
Back to the studio, the scenario is on the big screen (of course it is pre-recorded), the three instructors give comments such as, “Sometimes, driving is more about psychology rather than pure skills, and that is exactly what we tend to ignore when learning to drive.”
After the instructors comment, one of the instructors is assigned to him for training. A test will be arranged when the training is completed. He performs well on the test. As his driving skills are not his major problem, the instructors have high expectations.1.亲友访谈镜头A：好像从来没有什么事情会让他着急。B：但是他经常让别人抓狂……穿插主角开车的镜头：大叔一脸的淡定，一边开车一边说：超过20迈就太快了，对吧？镜头拉开，发现大叔正在高速公路上，却像蜗牛一样慢吞吞的……
大屏幕上亮起危险的警告信号：注意：高速路发现龟行大叔，随时都有追尾的可能！镜头拉开，演播室里的教练们坐不住了：再不快点儿就来不及了！工作人员马上出发，驾驶捷达直奔龟行大叔……
教练将龟行大叔带回捷达训练营，一路上大叔还嫌教练开得太“快”了不安全……教练让大叔看了几个典型的案例，纠正他“安全至上，唯慢不破”的错误观念。
在经过一系列的专业训练之后，教练让大叔独自和摄像头一起上了高速公路。教练们在演播室观看并点评整个过程的直播。龟行大叔终于甩掉了沉重拖沓的壳，掌握了正常的车速，甚至在场上飙了一段，让观众都感受到了驾驶的愉悦。第6集：时速赛蜗牛Episode 6：CAPTAIN SLOWCamera A shows first relative’s interview, “It seems there is never anything that can make him hurry up.” Camera B, “But he drives the others crazy time and time again…” With the hero’s interior camera recording, Captain Slow drives with an extraordinary calm face while saying to himself, “It would be too fast if you drive at speeds over 20mph, right?” As the lens move away from the inside, we can see the captain is driving on a busy highway, slow as a snail…
2. The big screen shows the sign of danger, “Warning! Warning! Captain Slow is located on the highway. A rear-end collision could happen at any second!” The instructors in the studio can not sit any longer, “If we don’t catch him right now, we’ll never see him again! Go! Go! Go! Target: Captain Slow!”
3. The instructors bring Captain Slow back to the training camp. On the way back, Captain Slow keeps complaining the instructor is driving too fast to be safe. The instructors show him some classic cases that driving slow can also be dangerous.
4. After a series of training, the instructors get Captain Slow onto the highway. They watch from the live feed and give comments. Our Captain Slow finally gives up his turtle shell and masters reasonable driving speeds. He no longer plays the role of highway killer. 特写镜头，一只手不停地敲打着方向盘，让人觉得烦躁不安。镜头拉开，是一个男子在不耐烦地等红灯。好不容易转绿灯了，前面的车启动得稍慢了一点，男子立即狂摁喇叭！一路上，各种超车、急转弯、狠踩油门，他不断地摁喇叭，不停地嚷嚷：“XXX会不会开车啊你们，看路啊XXX”不雅用词总是被“哔哔声”屏蔽掉。经过的行人和车辆都躲避不及。当别人超他车，他一定会反超回来、甚至压别人一个红灯。
镜头切换到演播室，教练们点评着：嘿，这暴脾气！就叫他暴躁先生好了！为了行人车辆的安全，为了拯救中国马路和暴躁先生，我们必须出动了！教练出马将有点不情愿的暴躁先生带回了捷达训练基地！
心理学教练跟暴躁先生触膝长谈，了解他脾气暴躁的症结所在，让他观看亲友对他的印象访谈，他才发现原来亲友们都很怵他的暴脾气，大家都害怕跟他交流。然后，教练安排让他跟亲朋好友进行谈心，
教练不仅对暴躁先生进行有针对性的专业训练，同时跟他分享了一些情绪控制的常识。让暴躁先生跟亲友进行互动，共同合作完成了一项有趣的任务，暴躁先生也渐渐蜕变成了温柔先生。第7集：谁都别惹我Episode 7：LITTLE MR. ANGRY A hand is constantly hitting the steering wheel, delivering angry and anxious blows. The lens focuses on a man waiting for the red light. Finally, it turns green. While the car ahead drives a bit slower, he blows the horn hard! He lays down on the horn while he passes the car. He sharply turns, steps hard on the gas and continues to blow the horn. He keeps complaining: “What the F#%$?! Can you drive or not you A#$&@+%! Get the hell out of my f$%#ing way!” As he continues his tirade, the sensors beep out the improper words. The passerbies are all avoiding him.
2. Inside the studio, all the instructors are irritated by his bad temper, “We should call him Mr. Angry. For the safety of the innocent, we really need to save him now. Lets go!” They bring the unwilling Mr. Angry back to the training center.
3. The psychology major instructor talks to him for a long time and gains a better understanding of his bad temper. He is shown the recorded interviews from his significant others, and he realizes that all his friends and relatives are afraid of his bad temper. They are so afraid they are unwilling to talk to him. The instructors arrange an intervention for him and his relatives.
4. The instructors not only train him with professional subjects, but also share with him how to control his temper. Mr. Angry is assigned with a interactive task which includes his relatives. After accomplishing the task, he becomes Mr. Gentleman from then on. Mr. Gentleman lives a happy life with his family and friends.
第8集：油门没轻重随车镜头拍摄，一对男女出游。女子开车，男子坐在副驾，两人在开心地交谈着。前方弯道有小土坎儿，女子加油想冲上去，但是油给太大了，在女子的尖叫声中，车子笔直冲出……
他们的车直接冲进了前方一个小水洼。两人都从车里钻出来，男子好不容易把车从水洼里推出来。（我们把这个场景设置在野外，而不是市区，因为这样相对比较安全）。
镜头切演播厅，三位老师从大屏幕上看到了这个场景，大家都说幸好是在郊外，如果在市区，这样的失误非常可怕。有些失误最多给别人带来一些麻烦，但是有些失误却可能造成比较大的损失，这个是我们必须要纠正的不良驾驶行为……
镜头切，她在空旷的地下车库训练，在她前行的路上，总是出现各种难度的小路障，需要她很好地控制油门，我们看到她在训练的过程中，对于油门的力度控制得到了有效提高，应付各种情况游刃有余。Episode 8：Unsteppable Accelerator peddleThe camera stops at a couple’s outing in their car. The woman is driving and the man is sitting besides her. They are chatting happily. Suddenly, the man says, “Slow down, we should turn soon.” However, the woman stamps the accelerator instead of brake. The woman screams and the car wildly accelerates forward.
Their car slams into a puddle. They spend hours and lots of efforts to pull the car out of it. (we set the scenery in a field instead of the city, which is much safer).
Inside the studio, the three instructors saw what has happened. They thought it was lucky they were in the suburb. If it were in the city, it could have had terrible results. Some mistakes may bring trouble, but others could result in much worse. That’s why we should all correct our driving errors.
The woman practices driving in an empty underground parking lot. In front of her, dummies will suddenly appear and she needs to stop the car at any moment to avoid the dummy. After practicing, her driving skills, especially recognizing the different pedals, has greatly improved. 真人秀视频内容概况与更新 CDB Recap and refresh
中文主题与标识备选 Chinese Name and Icon Options
真人秀网络视频脚本 Online Reality Show scripts
真人秀视频制作执行 Reality Show Production
捷达网络真人秀配套平面 Print Ads
捷达CDB活动方案 CDB event plan
关于真人秀的制作方式
Reality Show Production Flow真实人物
所有剧中出现的人物都是生活中的普通人，通过我们大量的海选征集而来。
真实发生
所有剧中发生的事件均为自然发生，剧组只会设定场景，不会干扰人员的一举一动。
真实道具
所有剧中出现的车辆均为用户自己的车辆，只有训练用车来自一汽大众。
真实采访
所有采访均为真实会话，不会事先要求人物讲台词。生活画面
在拍摄人物生活中的镜头时，会最大程度还原生活中的真实场景。
结构安排
根据创意事先构想好的4大核心部分安排场景及人物筛选。
后期剪辑
通过大量的后期剪辑，最后整理出想要表现的故事效果。
大众调性
在整体剧集的把控中，捷达作为教学用车出现，会将一汽-大众的企业责任感融入其中加以富含美感的镜头表现力，表现出对中国道路交通安全做出的努力。真实性可看性Real Characters
All of the characters in the show will be real people in real life, we recruit them from a great volume.
Real Happens
All the things happened in the show are all natural happenings. The crew only set the situation for them without disturbing their mind.
Real Props
All the cars in the daily life part of the show are their own cars. Only the training cars are offered by FAW-VW.
Real Interviews
All the interviews are all speak of truth, we will not offer them lines to read. Daily Life Image
The tonality will be daily life style as real as the shooting crew can achieve for the daily life part of the show.
Structure settings
4 major part of the show is planed by the creative, and the show as well as the casting will be set via this setting.
Post editing
With lots of post editing, the story will be delivered in the expected direction for a complete story.
VW Tonality
As the overall control of the tonality of the show, we will take Jetta as the training car in order to show the enterprise responsibility of FAW-VW with beauty shots thus reveal its efforts to make the road condition in China safer. 关于真人秀的制作方式
Reality Show Production FlowRealityWorth watching拍摄时间表Schedule真人秀视频内容概况与更新 CDB Recap and refresh
中文主题与标识备选 Chinese Name and Icon Options
真人秀网络视频脚本 Online Reality Show scripts
真人秀视频制作执行 Reality Show Production
捷达网络真人秀配套平面 Print Ads
捷达CDB活动方案 CDB event plan
平面创意
Print Ad
创意方向一
Creative Direction 1
我们将舞台搬上公路，教练、车子、路障这些东西营造出驾驶训练场的感觉，揭示传播主题。其中一个教练用手指指向观众，配合标题文字以及画面热烈的气氛与文字煽动性地表达，让人们有强烈的参与感。
Instructors, cars, and road obstacles will be placed on an empty road, not only providing the feeling of the training ground, but also revealing the theme of this campaign. One of the instructors point directly at the audience, accompanied with the headline and the exciting atmosphere attracts audiences attention.
主标：
捷达 达人驾到 在线真人秀（in logo）
副标：
秀出中国最生猛的菜鸟司机，就要你好看！
内文：
如果你换个挡就会引发心理恐慌；
如果你停个车也能成为被人围观的风景；
如果你一上路就会造成交通拥堵……，
来吧，立刻关注“捷达 达人驾到”大型网络真人秀节目！捷达携专业教练针对菜鸟各种问题传授独门秘籍，让菜鸟司机全面进化，化危机为神奇！
一汽-大众捷达，不仅致力为消费者提供更美好的驾乘感受，更将守护中国马路安全视为己任！
即刻登陆Chinadrivebetter.cn关注“捷达 达人驾到”
Title: China Drive Better Online Reality Show (in logo)
Sub title: A show for the fiercest rookies in China, and you are not prepared to watch it!
Body copy:
If you panic when you change gears
If you always confuse the accelerator with the brake
If you ignite highway madness or create traffic jams
Now follow “China Drive Better Online Reality Show”，and Jetta's professional instructors will tailor your training and turn any novice into a qualified driver.
FAW-VW takes responsibility for China's drivers, as the Jetta not only offers an enhanced driving experience, but also provides safer road conditions.
Please visit Chinadrivebetter.cn and follow China Drive Better.
我们将舞台搬上公路，教练、车子、路障这些东西营造出驾驶训练场的感觉，揭示传播主题。其中一个教练用手指指向观众，配合标题文字以及画面热烈的气氛与文字煽动性地表达，让人们有强烈的参与感。
Instructors, cars, and road obstacles will be placed on an empty road, not only providing the feeling of the training ground, but also revealing the theme of this campaign. One of the instructors point directly at the audience, accompanied with the headline and the exciting atmosphere attracts audiences attention.
主标：
捷达超级驾校 在线真人秀（in logo）
副标：
就要新手变“车手”，在线特训等你看！
内文：
如果你换个挡就会引发心理恐慌；
如果你停个车也能成为被人围观的风景；
如果你一上路就会造成交通拥堵……，
来吧，立刻关注“捷达超级驾校”大型网络真人秀节目！捷达携专业教练针对菜鸟各种问题传授独门秘籍，让菜鸟司机全面进化，化危机为神奇！
一汽-大众捷达，不仅致力为消费者提供更美好的驾乘感受，更将守护中国马路安全视为己任！
即刻登陆Chinadrivebetter.cn关注“捷达超级驾校”
Title: China Drive Better Online Reality Show (in logo)
Sub title: How hardcores are made out of rookies, watch the online special training now!
Body copy:
If you panic when you change gears
If you always confuse the accelerator with the brake
If you ignite highway madness or create traffic jams
Now follow “China Drive Better Online Reality Show”，and Jetta's professional instructors will tailor your training and turn any novice into a qualified driver.
FAW-VW takes responsibility for China's drivers, as the Jetta not only offers an enhanced driving experience, but also provides safer road conditions.
Please visit Chinadrivebetter.cn and follow China Drive Better.
整个城市的标志性建筑物都是有中国汉字构成，汉字的内容是新手司机开车会遇到的一些列状况，比如“恐慌、紧张、急刹车”等等。而捷达在城市中开辟了一条全新道路，象征我们活动的意义，有了捷达，让我们驾驶得更好。The landmarks of city are structured like Chinese characters, and the content of the Chinese characters reflects the rookie driver's shortcomings, such as “Panic, nervous, short brake, etc.”. Yet, a Jetta will etch a new path across the city, reflecting the meaning of our event----with Jetta, we drive better. 主标：
中国菜鸟，一路蜕变重生
“捷达 达人驾到”在线真人秀
副标：
“捷达 达人驾到”在线真人秀火热进行中
内文：
如果你换个挡就会引发心理恐慌；
如果你停个车也能成为被人围观的风景；
如果你一上路就会造成交通拥堵……，
来吧，立刻关注“捷达 达人驾到”大型网络真人秀节目！捷达携专业教练针对菜鸟各种问题传授独门秘籍，让菜鸟司机全面进化，化危机为神奇！
一汽-大众捷达，不仅致力为消费者提供更美好的驾乘感受，更将守护中国马路安全视为己任！
即刻登陆Chinadrivebetter.cn关注“捷达 达人驾到”
Title:
In China, rookies reborn only for better.
Sub title: Watch now! China Drive Better Online Reality Show is coming!
Body copy:
If you panic when you change gears
If you always confuse the accelerator with the brake
If you ignite highway madness or create traffic jams
Now follow “China Drive Better Online Reality Show”，and Jetta's professional instructors will tailor your training and turn any novice into a qualified driver.
FAW-VW takes responsibility for China's drivers, as the Jetta not only offers an enhanced driving experience, but also provides safer road conditions.
Please visit Chinadrivebetter.cn and follow China Drive Better.
整个城市的标志性建筑物都是有中国汉字构成，汉字的内容是新手司机开车会遇到的一些列状况，比如“恐慌、紧张、急刹车”等等。而捷达在城市中开辟了一条全新道路，象征我们活动的意义，有了捷达，让我们驾驶得更好。The landmarks of city are structured like Chinese characters, and the content of the Chinese characters reflects the rookie driver's shortcomings, such as “Panic, nervous, short brake, etc.”. Yet, a Jetta will etch a new path across the city, reflecting the meaning of our event----with Jetta, we drive better. 主标：
超级驾校，就要新手变“车手” ！
副标：
“捷达超级驾校”在线真人秀火热进行中
内文：
如果你换个挡就会引发心理恐慌；
如果你停个车也能成为被人围观的风景；
如果你一上路就会造成交通拥堵……，
来吧，立刻关注“捷达超级驾校”大型网络真人秀节目！捷达携专业教练针对菜鸟各种问题传授独门秘籍，让菜鸟司机全面进化，化危机为神奇！
一汽-大众捷达，不仅致力为消费者提供更美好的驾乘感受，更将守护中国马路安全视为己任！
即刻登陆Chinadrivebetter.cn关注“捷达超级驾校”
Title: China Drive Better X driving school, where rookies grow into hardcores.
Sub title: Watch now! China Drive Better Online Reality Show is coming!
Body copy:
If you panic when you change gears
If you always confuse the accelerator with the brake
If you ignite highway madness or create traffic jams
Now follow “China Drive Better Online Reality Show”，and Jetta's professional instructors will tailor your training and turn any novice into a qualified driver.
FAW-VW takes responsibility for China's drivers, as the Jetta not only offers an enhanced driving experience, but also provides safer road conditions.
Please visit Chinadrivebetter.cn and follow China Drive Better.
平面创意
Print Ad
创意方向二
Creative Direction 2本就繁忙的城市交通，因为一个新手司机的失误，瘫痪了整个城市交通，这时候，捷达来了。我们的训练营来拯救你了。
The crowded highway is totally blocked due to a rookie driver’s mistake. Suddenly, Jetta come to the rescue. We have a training camp to save you.主标：
地球人已经无法阻止菜鸟司机了？还好，有我们！
副标：
“捷达 达人驾到”在线真人秀火热进行中
如果你换个挡就会引发选择恐惧症；
如果你经常把油门当成刹车狠踩；
如果你一上路总是制造恐慌或者拥堵；
……
来吧，火速报名《捷达 达人驾到》大型网络真人秀节目！捷达携专业教练为你独身定制的特训营，让菜鸟司机全面进化，化危机为神奇！
一汽-大众捷达，不仅致力为消费者提供更美好的驾乘感受，更将守护中国马路安全视为己任！ 即刻登陆Chinadrivebetter.cn关注“捷达 达人驾到”Title:
Who on Earth can stop these rookie drivers? Well, we can!
Sub-title: Watch now! China Drive Better Online Reality Show is coming!
Body copy:
If you panic when you change gears
If you always confuse the accelerator with the brake
If you ignite highway madness or create traffic jams
…
Now follow “China Drive Better Online Reality Show”，and Jetta's professional instructors will tailor your training and turn any novice into a qualified driver.
FAW-VW takes responsibility for China's drivers, as the Jetta not only offers an enhanced driving experience, but also provides safer road conditions.
Please visit Chinadrivebetter.cn and follow China Drive Better.
本就繁忙的城市交通，因为一个新手司机的失误，瘫痪了整个城市交通，这时候，捷达来了。我们的训练营来拯救你了。
The crowded highway is totally blocked due to a rookie driver’s mistake. Suddenly, Jetta come to the rescue. We have a training camp to save you.主标：
地球人已经无法阻止菜鸟司机了？还好，有我们！
副标：
“捷达超级驾校”在线真人秀火热进行中
如果你换个挡就会引发选择恐惧症；
如果你经常把油门当成刹车狠踩；
如果你一上路总是制造恐慌或者拥堵；
……
来吧，火速报名《捷达超级驾校》大型网络真人秀节目！捷达携专业教练为你独身定制的特训营，让菜鸟司机全面进化，化危机为神奇！
一汽-大众捷达，不仅致力为消费者提供更美好的驾乘感受，更将守护中国马路安全视为己任！ 即刻登陆Chinadrivebetter.cn关注“捷达超级驾校”Title:
Who on Earth can stop these rookie drivers? Well, we can!
Sub-title: Watch now! China Drive Better Online Reality Show is coming!
Body copy:
If you panic when you change gears
If you always confuse the accelerator with the brake
If you ignite highway madness or create traffic jams
…
Now follow “China Drive Better Online Reality Show”，and Jetta's professional instructors will tailor your training and turn any novice into a qualified driver.
FAW-VW takes responsibility for China's drivers, as the Jetta not only offers an enhanced driving experience, but also provides safer road conditions.
Please visit Chinadrivebetter.cn and follow China Drive Better.
真人秀视频内容概况与更新 CDB Recap and refresh
中文主题与标识备选 Chinese Name and Icon Options
真人秀网络视频脚本 Online Reality Show scripts
真人秀视频制作执行 Reality Show Production
捷达网络真人秀配套平面 Print Ads
捷达CDB活动方案 CDB event plan
活动背景 Event Background
持续传播 Sustained Spread
活动概述 Event Summary
征集招募 Collection and Recruitment
活动规划 Event Plan
校友会成立 Jetta CDBA Alumni Association
时间规划 Timeline
预估报价 Estimated Quotation
目标人群
Who活动内容
What想要提高实际驾驶应用的潜在客户
想要提高实际驾驶应用的老客户
驾驶新手
6个城市，每个城市60人，共360人
Potentials who want to improve practical driving skill
Exiting customers who want to improve practical driving skill
Driving greenhorns
360pax (60pax in each city, 6 cities)
捷达超级驾校
实用驾驶知识讲解
捷达产品点讲解
场地内熟悉车辆性能及基础驾驶评测
城市道路驾驶技巧（高峰道路、停车、繁华道路等）
乡村道路驾驶注意事项（无人行横道、无警示灯路口等）
高速公路驾驶注意事项（安全并线、超车等）
毕业考试
Jetta China Drive Better Academy
Practical driving knowledge
Jetta product feature
Venue driving and basic drive skill test
Urban driving (peak time, parking, crowd lane, etc.)
Rural driving (Crossing without signal lights, etc.)
Highway (change line, overtake other cars, etc.)
Graduation Examination
增加品牌关注度
巩固和提高品牌忠诚度
促进销售
提升社会安全指数
可复制的全品牌专业培训品牌
Increase the brand attention
Improve the brand loyalty
Sales promotion
Enhance social safety
Reproductive professional training brand
活动目的
Why打造一次以实用驾驶培训为载体，改善社会交通安全为宣传标语的全传播事件。从而进一步创建品牌的良好社会口碑以增加关注度，提高销售。
Make a branding event bases on the practical drive training to enhance the safety of social transportation environment. Create a good opinion environment to focus the public attention and increase sales growth.活动背景
Event Background活动时间
When7月1日－8月系列视频线上投放及学员征集
8月下旬－9月初整理并联络确认学员信息
9月底捷达超级驾校－北京
9月－10月 捷达超级驾校（其他5站）及校友会成立
1st July-August: CDB series video spread online / Trainee recruitment
August-Early September: Trainee information collection and confirmation
September-October: Jetta CDBA and Jetta CDBA Alumni Association车内跟拍
Inside Camera媒体随行
Media Interview网络传播
Online Spread在每辆车里安装车载摄像头，真实记录每位学员的学习过程和与教练的交流情况。
Install car camera inside every training car to record the real activity and training process of every trainee.邀请当地媒体随行，沿途采访学员感受
活动同期媒体宣传，扩大影响
Invite local media to follow and interview the trainees
Propagandize the CDBA during the training days
将车载摄像头记录下的真实教学过程与毕业考试的视频编辑后，在捷达超级驾校校友会成立活动中播出，同时上线网络，进行后续传播。
Edit the training and exam video and play it on the Jetta CDBA Alumni Association Night to memorize and recall their good experience. On line the video on the same day to sustain the brand spreading.通过活动中的真实车内拍摄及媒体随行即时采访，记录下培训全过程。编辑视频进行活动后的网络后续传播，将捷达超级驾校线上线下传播进行到底。
Record the real training process of each trainee by car inside camera and interview of media and up load the video online to make a sustained spread.
持续传播
Sustained SpreadJetta China Drive Better Academy
捷 达 超 级 驾 校在动静相结合的驾乘体验和趣味学习中体会全新捷达的品牌魅力和车辆性能，通过投票选举学习内容、上课日志、毕业礼包等，带动受众对捷达品牌的主动关注和好感度，全方位感受捷达品牌及产品的“中国家轿第一品牌”的地位。
Experience the Jetta brand and car features from both static explanation and practical driving training. To increase the brand preference by self election of training content, training diary and graduation gift package.Jetta China Drive Better Academy
捷 达 超 级 驾 校捷出全力·召集
Collection and Recruitment捷出实力·超级驾校
Training捷出过人·结业考试
Graduation Exam捷达缔造·校友会
Jetta CDBA Alumni Association Night
活动概述
Event Summary征集招募
Collection and Recruitment捷达超级驾校－北京站
最难绕立交桥：西直门桥（推荐人A)、东便门桥（推荐人B)、大红门桥（推荐人C）…A 入选参加捷达驾驶学院Jetta CDBA (Beijing)
The most difficult interchange bridge：
Xizhimen Bridge（Recommended by A)
Dongbianmen Bridge（Recommended by B)
Dahongmen Bridge（Recommended by C）
…（2143)（1134)（328)A will join the Jetta CDBA培训项目及学员征集
Training Programmes Online Collection and Trainee Recruiting示例
Example在动静相结合的驾乘体验和趣味学习中体会全新捷达的品牌魅力和车辆性能，通过投票选举学习内容、上课日志、毕业礼包等，带动受众对捷达品牌的主动关注和好感度，全方位感受捷达品牌及产品的“中国家轿第一品牌”的地位。
Experience the Jetta brand and car features from both static explanation and practical driving training. To increase the brand preference by self election of training content, training diary and graduation gift package.Jetta China Drive Better Academy
捷 达 超 级 驾 校捷出全力·召集
Collection and Recruitment捷出实力·超级驾校
Training捷出过人·结业考试
Graduation Exam捷达缔造·校友会
Jetta CDBA Alumni Association Night
活动概述
Event Summary征集招募
Collection and Re
