捷达China Drive Better 网络视频传播建议 China Drive Better Online Video Communication Proposal 20140526 捷达真人秀传播建议 CDB campaign communication proposal8集EPISODES+1集终结篇1st
Trailer2nd
Trailer1st
Trailer2nd
Trailer玻璃幕贴吊旗三联展架预告片
Trailer
传播目标：
引发公众关注与兴趣，扩大“捷达 达人诞生记”剧集的知名度并向网络内容引流
传播内容：
通过菜鸟驾车引发的或幽默或尴尬的精彩镜头，吸引公众的关注。同时展现捷达训练营的品牌形象，并在结尾营造悬念，吸引受众查看网络视频。
Phase 1
Communication Target
Arouse public’s attention and interest, enlarge China Drive Better popularity and driving traffic to search the online video.
Content
The fun or awkward footages from green hands driving to attract public’s attention. Show the Jetta CDB HQ Image and suspense at the end to drive public to check out the online videos阶段 1 1st Trailer
Phase 1 1st Trailer阶段 2 2nd Trailer
Phase 2 2nd Trailer传播目标：
持续累积公众关注度与兴趣，并展现捷达对用户的关怀与企业的社会责任感
传播内容：
展现前期剧集的精彩镜头以及学员的华丽蜕变，并预告后几期剧集的内容，吸引受众持续关注。
同时展现捷达对用户的关怀与社会责任感。
Phase 2
Communication Target
Keep accumulating public’s attention and interests and to show Jetta’s care to owners and FAW-VW social responsibility.
Content
To show the most exciting footages and changes the trainees have been made and show the next episode’s content to attract public attention.
To show Jetta’s care to owners and FAW-VW social responsibility.
预告片的传播目标 Trailer communication targetPhase 1–Option1 15 Sec”VO：生猛菜鸟汇集纪实风格镜头：一辆车在路边停车、总是无法停好。笑料百出。镜头推近车内，看车主夸张的表情，她的表情和肢体动作非常搞笑。镜头分屏：很多菜鸟的不同的搞笑纪实风格镜头的呈现。镜头拉开，刚才的分屏镜头出现在演播室的大屏幕上。三位教练站在演播室中央，灯光亮起，仰拍教练气势感的登场。VO：强悍教练阵容交代镜头：训练场地。一辆捷达在进行训练。镜头切车内，教练和菜鸟进行交流。镜头切车内，一辆捷达驶向一扇缓缓打开的大门。VO：直面严峻挑战VO：他们能否完美蜕变？捷达 超级驾校logo。网络搜索框。VO：即刻搜索“捷达超级驾校”在线真人秀VO：A group of Green handsA funny footage showing one car is difficult to parkingClose shot inside the car to see the awkward facial expression of the driver, which is very funnySplit view: clips of many greens hands funny footagesThe split view shown on the big screen of the CDB HQ studio3 instructors standing in the middle of the studio, lights onVO：3 professional instructors Training camp footageA green hand driving Jetta trainingInside the car the instructor is teaching the green handA Jetta is driving into a slowly opened door。VO： Facing fierce challengesChina Drive Better LogoSearchingVO： Search for “China drive better “online reality show now!VO： Are they going to gorgeous metamorphosis?Phase 1–Option230 Sec”VO：换挡从来不顺？镜头：大叔换挡抑扬顿挫。身体不停前后摇晃。镜头：女孩开车胡乱并线，不顾后方车辆。纪实风格镜头：一辆车在路边停车、总是无法停好。笑料百出。镜头分屏：很多菜鸟的不同的搞笑纪实风格镜头的呈现。镜头从演播室大屏幕上的logo拉开。VO：立刻关注 捷达超级驾校！三位教练站在演播室中央，灯光亮起，仰拍教练气势感的登场。一辆捷达在进行训练。VO：超级教练 特训 超级菜鸟，网络搜索框。VO：即刻搜索“捷达超级驾校”在线真人秀VO：擅长强行并线？VO：经常被人围观？VO：如果你是其中一员，VO：精彩不容错过！捷达 超级驾校logo。VO： Never smoothly changing gear？A uncle change gear bad and his body shaking back and forth。A girl changing lanes without look at the rear carsCDB Logo in the HQ studioVO：Watching CDB Reality show now！VO： Super instructors train super green handsVO： Be “good” at changing lane? VO： Always being surrounded and being watched?VO： If you are one of themVO：Don’t miss the excellence！A funny footage showing one car is difficult to parkingSplit view: clips of many greens hands funny footages3 instructors standing in the middle of the studio, lights onA green hand driving Jetta trainingChina Drive Better LogoSearchingVO： Search for “China drive better “online reality show now!Phase 2—Option 1 30 sec” 项目进行到二阶段，随着可用素材的增多，在剪片方面可能会在现有大架构之下， 有更多发挥的可能。所以以下脚本仅为初拟。 For Phase 2, there are much more footages available for editing. Therefore, the following scripts are the key structure for the editing and there might be some changes afterwards镜头：回顾前几集菜鸟司机的开车囧态。教练们观看菜鸟开车窘态的反应，夸张表情与尴尬状况交插。VO:中国菜鸟绝地重生镜头：培训过程中的精华片段，比如学员遇到的困难、情绪面临崩溃等。
VO：直面人性与技术的双重考验镜头切鸟瞰训练基地，展示专业性。 VO:精英教练迎击挑战镜头切到总部演播室。教练要克服的难题、学员与教练之间的小冲突。VO：更多菜鸟生猛来袭
学员在训练场刻苦练习。学员领会技巧后露出的笑容，学员驾驶技巧提升的完美展现。
镜头：训练营大门打开，大家看到，更多的菜鸟学员加入训练营。VO：魔鬼训练初见成效VO：捷达超级驾校精彩还在继续！
叠化LOGO。Awkward facial expression Footages from previous episodes Reactions from instructorsVO: China’s green hands reborn The most exciting footages from training such as difficulties trainees facing or emotional turmoil
VO：tests on skills and human natureTraining camp VO: Instructors facing challengesHQ studioDifficulties instructors facing and conflict between instructors and traineesVO：More green hands are coming
Trainees are practicing in the training campAfter trainees learned driving skills, show their smiles and improved skill
Training camp door opens and new green hands are joining in.VO：Devil training seems effectiveVO：China drive better powered by Jetta, excellence is going on!
LOGO。Phase 2–Option 2 30 sec”VO：与中国驾驶者共成长，捷达正在出发！ 环境音：键盘打字音+鼠标点击音VO：如果你是刚刚学车的初级菜鸟VO：请即刻关注捷达超级驾校在线真人秀——超级教练 挑战 超级菜鸟学员！VO：如果你是中国马路的资深杀手源自生活镜头源自训练镜头源自训练镜头镜头：回顾前几集菜鸟司机的开车囧态。环境音：“啊~~~！+（屏蔽音）+ 不是吧！”环境音：“汽车鸣笛声！+轮胎急刹车摩擦声”VO：Grown with china drivers, Jetta is on the wayVO：If you are green hands just get your driving licenseVO：Now watching China Drive Better online reality show! Super instructors challenge super green hands!VO：If you are china’s road killer Green hands on the StreetTraining
footageSurrounding sounds：“AHH~~~！+（SOUND BLOCK Beep）+ No！Awkward facial expression Footages from previous episodes Surrounding sounds“Car horns！+car's emergency brake”Surrounding sounds“Typing + mouse clicks”Training
footage平面广告
Print AdsCDB网络真人秀上市期平面广告建议 CDB Online Reality Show Launch Period Print 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.
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.
CDB网络真人秀推广期平面广告建议 CDB Online Reality Show Campaign Period Print 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. 终端物料延展
Dealer Showroom玻璃幕贴 Curtain wall玻璃幕贴效果图 Curtain wall effect三联展架
Triple
Standee三联展架效果图 Triple standee effect吊旗
Ceiling Flag吊旗效果图 Ceiling Flag effect
