【文章內(nèi)容簡(jiǎn)介】 Constant innovation is also the core thought for Shenzhen enterprises to keep leading at home, which meets the propaganda positioning of Audi A6L PA “optimizing for meeting different changes”。 ? 深圳在南區(qū)銷售城市中占有舉足輕重的地位，市場(chǎng)潛力巨大，在此投放將直接抗擊競(jìng)爭(zhēng)對(duì)手的市場(chǎng)活動(dòng)； Shenzhen is important in South Area with high market potential, it can directly resist the petitor’s market activity to launch here。 19 產(chǎn)品層面 Products 南區(qū)企業(yè)的變革精神，體現(xiàn)奧迪 A6L的商務(wù)定位。 Innovative spirit of enterprises in South Area, show the business positioning of Audi A6L 主題“變，以馭萬(wàn)變”，更深層次的 是釋放一種奧迪基因的創(chuàng)新和進(jìn)取。 The theme “Change， to drive the changes”, release the innovation and striving of Audi gene 企業(yè)層面 Enterprise 精神層面 Spirit 充分感受奧迪 A6L PA的 34項(xiàng)改變。 Completely feel the 34 optimizations of Audi A6L PA 解決思路：結(jié)合南區(qū)特點(diǎn)，分三個(gè)層面完美詮釋 Solution thought: Combine South Area characteristics, perfectly show in three layers The theme “Change， to drive the changes” 主題“變，以馭萬(wàn)變” Change， to drive the changes 策略思路： 如何使傳播主題“變，以馭萬(wàn)變”在南區(qū)落地 Strategy thought: How to highlight the propaganda theme “Change， to drive the changes” in South Area 20 晚宴 Evening banquet 發(fā)布會(huì) Issuance conference 新車揭幕 New car unveiling “變 時(shí)代”廣東 大事件倒計(jì)時(shí) “ Change ? Times” Guangdong event counting down 奧迪 A6L PA“ 蛻變”亮相 Audi A6L PA “Change” launches “蛻變之美” 新功能服裝秀 Beauty of Change New functions fashion show “因思而變”名人訪談 “ Thinking up Makes Looking up” famous gentries interview 蝶變廣東－奧迪成果展 Change of Guangdong Audi achievements exhibition 創(chuàng)意美食展示 “變”的內(nèi)涵 Original foods exhibits the connotation of “Change” “夢(mèng)幻之變”表演節(jié)目 “ Dream Change” performance 活動(dòng)亮點(diǎn) 規(guī)劃 Activity bright spot planning 緊扣傳播主題“變，以馭萬(wàn)變”，在活動(dòng)中全方位貫穿主題。 Follow the propaganda theme “Change， to drive the changes”, pletely show the theme in the activity. （產(chǎn)品層面、企業(yè)層面、精神層面）（ Products、 Enterprise、 Spirit ） 21 － 發(fā)布會(huì)即將開始前，大屏幕上亮起約 1分鐘的從 10倒數(shù)至 1的倒計(jì)時(shí)短片。 Before the start of launching conference, the screen plays about 12 minutes film to count down from 10 to 1. － 適逢今年是廣東改革開放三十年，所以短片每倒數(shù)一下，會(huì)出現(xiàn)廣東的一個(gè)敢為人先的重要變化事件，到最后倒數(shù)到 1的時(shí)候，出現(xiàn)奧迪 A6L PA，上市儀式正式開始。 2023 is the 30th year of Guangdong opening, count down once, one important change plays on the screen, when counting down to 1, Audi A6L PA launching ceremony is formally started. 亮點(diǎn)一：“變 時(shí)代”廣東大事件 倒計(jì)時(shí) Bright spot 1: “Change ? Times” Guangdong event counting down 舉例： For Example: 倒數(shù)到“ 10” 時(shí)，出現(xiàn) 78年廣東成為全國(guó)最早對(duì)外開放的省份之一。 When counting down to “10”, show the picture that Guangdong became one of the earliest opening provinces in China in 1978. 倒數(shù)到“ 5” 時(shí)，出現(xiàn) 92年鄧小平南巡深圳的情景。 When counting down to “5”, show the picture that Deng Xiaoping’s tour to Shenzhen in 1992. 倒數(shù)到“ 1” 時(shí)，出現(xiàn) 08年奧迪 A6L PA正式上市，喻意奧迪上市正引領(lǐng)著一種新的變化和打開新的格局。如同不斷發(fā)展的廣東，奧迪A6也在不斷地進(jìn)步和創(chuàng)新。 When counting down to “1”, show the picture that Audi A6L PA formally launches into the market in 2023, and implies that Audi leads the new times 22 － 與線上 TVC的“蛻變篇”相呼應(yīng)，達(dá)到傳播上的整合一致性，以破繭而出從創(chuàng)新概念讓奧迪 A6L PA亮相，震撼全場(chǎng)。 Echo with the TVC “Change”, with integrated and accordant propaganda, thus launching Audi A6L PA launches with the innovative concept. － 嘉賓和媒體來(lái)到會(huì)場(chǎng)，舞臺(tái)配合現(xiàn)場(chǎng)展具出現(xiàn)一個(gè)巨大的繭的圖案，制造懸念猜測(cè)里面的是什么 Guests and media enter the site, and exhibit a big picture of cocoon on the stage, produce the suspense and guess what is inside － 發(fā)布儀式開始，在期待中，繭從中間向兩邊打開，配合絢麗的燈光特效，全新的奧迪 A6L PA新車閃亮登場(chǎng) Start issuance ceremony, in the expectation, the cocoon opens with the splendid light, brand new Audi A6L PA new car launches 亮點(diǎn)二： 奧迪 A6L PA“蛻變”亮相 Bright spot 2: Audi A6L PA “Change” launches 23 幾位嘉賓和主持人圓桌輕松訪談， 帶出“變，以馭萬(wàn)變”的主題精神。 Several guests and the presider are easily chatting along the round table, show the spirit of “optimizing for meeting different changes” 嘉賓： Guests: 訪談形式： Interviewing mode 1位奧運(yùn)冠軍＋ 2名企業(yè)家 1 Olympic champion + 23 enterprisers 亮點(diǎn)三：“因思而變” 名人訪談 Bright spot 3: “Thinking up Makes Looking up” famous gentries interview 變，以馭萬(wàn)變 Change， to drive the changes 招商銀行行長(zhǎng)馬蔚華談其品牌理念“因您而變”，如何從一間區(qū)域性銀行發(fā)展成市值 800多億美元的全國(guó)性銀行。 President of China Merchants Bank Ma Weihua talks about the brand thought “Change for you”, and how to develop from the regional bank into the national wide bank with the value exceeding USD80 billion. 騰訊董事長(zhǎng)馬化騰講述 10年來(lái)在變化萬(wàn)千的互聯(lián)網(wǎng)世界，如何通過(guò)自身變革和創(chuàng)新，來(lái)保持高速的增長(zhǎng)。 Chairman of Tencent Ma Huateng talks how to keep fast increase through innovation in the changing Inter work for 10 years. 奧運(yùn)冠軍馬琳親述在奧運(yùn)總決賽中，如何通過(guò)不斷變化的球路抑制對(duì)手，最終取得這一枚寶貴的乒乓球男單金牌。 Olympic champion Ma Lin talks how to inhibit the petitor through changed ball route in the Olympic Final, and then win the precious table tennis gold medal. 24 傳統(tǒng)做法：只有聲沒(méi)有形，平面化，沉悶 Traditional method: there’s only sound without shape, focus on newspaper and magazine, which is boring 創(chuàng)新做法：把變的 DNA更形象化展示出來(lái) Innovative method: exhibit the changed DNA visually 產(chǎn)品技術(shù)講解是發(fā)不會(huì)必不可少可一環(huán)，常規(guī)的做法是以產(chǎn)品圖為背景，技術(shù)人員逐項(xiàng)講解，效果平面化，氣氛較為沉悶，難以吸引嘉賓和媒體的注意力。 Product technical explanation is the necessary content, conventional method is to take the product picture as background, technical staffs explain item by item, and the atmosphere is boring, which is difficult to attract guests and media. 既然這次活動(dòng)以“變”為主題，所以在這一重要環(huán)節(jié)也嘗試加入一些變化的元素 Since the activity has the theme of “Change”, in this important step, we try to add some new elements 在技術(shù)講解的基礎(chǔ)上，加入模特走秀衣服的獨(dú)特造型來(lái)演繹奧迪 A6L PA新的外觀和內(nèi)飾的變化元素，形象化。 On the basis of technical explanation, highlight the elements of new appearance and interior decoration of Audi A6L PA through fashion show 亮點(diǎn)四：“蛻變之美”新功能服裝秀 Bright spot 4: “Beauty of Change” new functions fashion show 25 第一部分：奧迪歷史服裝秀