进享自由 Step forward to enjoy freedom 奥迪Q5上市庆典 Audi Q5 launch ceremony,基础信息 Basic information,活动创意 Action creation,活动执行说明 Executive Note,执行保障 Executive Security,项目背景 Backgroud,市场部大型投放活动之后，全国六个区域也将根据各自的市场和客户特点对Q5车型设计区域层面的投放活动，其中重点传播奥迪Q5上市的市场声音。 After the sale action from marketing department,we will hold the sale action on the level of car design region according to the market and userss characteristics from 6 regions all over the country.We mainly convey the market sound of AudiQ5.,奥迪Q5是奥迪在中国市场上推出的全新产品，弥补了奥迪在B级豪华SUV 车市场的空白。 AudiQ5 is completely a new product on the China market and fill the blank market of Audiluxurious B-class SUV,首次进入中国市场销售的奥迪紧凑型SUV，肩负着提升销量和市场占有率的重任。通过Audi Q5在每个区域的投放活动，可以进一步提升新产品上市的影响力和认知度，有力的吸引当地媒体和目标用户对新产品的关注。 AudiSUV enters into the China market first time and shoulder the work of enlarging the sales quatity and market shares.We can improve the influence and thinking of new product throuth the action.We also attract attention from local media and aim users.,项目目标 Aim,Objective,Objective,Improving the marketing influence and thinking of new product,Show completely the capability and core information about the Audi Q5,Objective,1,2,3,Show the magic enjoying freedom of Audi Q5 to users and media,目 标,目 标,目 标,充分揭示Q5 性能和核心信息,提升新产品上市 影响力和认知度,向用户和媒体展现Audi Q5 进享自由的独特魅力,基本信息 Basic information,日期 Date 参加者 Participator 目标 Aim 地点 Place 用车数量 Car number 活动模式 Action model 活动长度 Time distance,2010年4月17日开始 April 17th,2010 共计90人 Totall:90 代表处（6人）Audi leaders:6 西区经销商代表（18人） Dealers region west:18 西区邀请用户（45人） Users region west:45 西区主流媒体（21人） Media region west:21 Q5震撼性的横空出世 Magicboring of Audi Q5 云南大理 Dali,Yunnan 共计18辆 Totall:18 18辆Audi Q5用以试乘试驾 18for trying 1辆 Audi Q5用以发布 1 for Release 上市发布与Q5试驾相结合 Combine marketing conference with Q5 trying driving. 2010年4月18日结束 两天一夜 Two days and a night,按照媒体类型划分 Type,媒体构成 Media,都市报、地方报纸：10家 City and local newspaper:10 汽车杂志：3家 Auto magazine3 门户网站、地方网站、专业汽车网站：4家 Door ,local and professional website:4 地方电视台：2家 local tv station:2 地方电台：2家 Local radio station:2,按照媒体范围划分 Region,全国媒体约10，西南部区域媒体90 Media across the country10%,media in region west 90%,媒体构成 Media,基础信息 Basic information,活动创意 Action creation,活动执行说明 Executive Note,执行保障 Executive Security,关于活动创意原点的思考 With regard to the activities of Creative Thinking of origin,我们需要一个符号 We need a symbol,我们需要一个符号，能够统领这次上市会 We need a symbol, is expected to dominate the market would be 通过它， Through it, 能够让现场的来宾直观的感受到奥迪Q5的崇尚自由的品牌精神 Allows site visitors intuitively feel the Audi Q5s emphasis on freedom and the spirit of the brand 它可以是一个视觉符号，也可以是一个概念 It can be a visual symbol, a concept can also bea 通过它， Through it, 我们可以完成奥迪Q5品牌精神到上市会表现核心的链接 We can complete listing of the Audi Q5 will be the performance of the brand to the core of the spirit of the link,但是，我们准备为现场的嘉宾呈现一个什么样的Q5？ However, we are ready to render a scene, guests what kind of Q5?,没错，奥迪Q5将是本次上市会的主角 Yes, the Audi Q5 will be the protagonist of this listing will,这仅仅是一部 越野的机器 ？ Is it just a machine which can run the whole world?,Audi Q5,纯粹 Pure,Audi Q5,这是一部带有情感的“奥迪”，这种情感叫做“自由”。 It is Audi with emotion, which is called freedom.,自由 Freedom,进取 Aggressive,科技 Technology,进享自由 Step forward to enjoy freedom,激情 Passion,突破 Breakthrough,自我 Self,什么是自由？ What is freedom?,乔丹说：“自由就是飞翔的感觉” Jorden said:“freedom is the special feeling of flying”. 攀登珠峰的登山家说：“自由是征服面前最高的那座山峰” Climber who climb the mountain said：“freedom is the feeling a man conquer the highest mountain”. 白领说：“自由是和心爱的人一起到爱琴海去数贝壳” The White collar said：“freedom is that a person go to the aiqing sea to find shells with his/her lover”. 作家说：“自由是一杯普洱、一个午后、一缕阳光” Writer said：“freedom is a cup of pu er tea,an afternoon and a thread of sunshine”.,对自由的理解 Understanding freedom,对自由的理解 Understanding freedom,其实， 自由就是打破空间和时间的束缚，给心灵放个假 Factually, freedom is to break the time and space and gives soul a free holiday,Audi Q5的自由哲学 Audi Q5s liberal philosophy,Audi Q5 扔掉一地的烦恼 Throw away the whole trouble 放上背包和佳能相机 Take bag and canon camera 揣着崇尚自由的态度与坚持自我的信仰 Bring the freedom attitude and persist confidence faith 告别妥协和忍耐 Give up concession and endure 远离喧嚣与繁杂 Go far away the noisy sound 在关上车门发动它的那一刻 At the moment when you close the door 自由 Freedom 已经行驶在路上 . Has been on the way ,奥迪带给他们的体验 Audi bring them the experience,我们希望他们感受到的不仅仅是产品本身 We hope that they feel is not only the product itself 更是一种精神上的愉悦和升华 But the spirit happiness and sublimation,与Q5在青山绿水间一起“撒点野” Get together with Q5 amid the green water and mountain,自由奔跑，足印里有青草的味道 Free run, footprints, there are grass flavor,自由呼喊，带着一点点那最初的纯真和率性 Freedom cry, with a little bit of that original innocence and being reckless,追寻本心的执着，眺望每一个黎明 Search for hearts and opening the attachment, and looked every dawn,自由已经在路上 Freedom has been on my way,自由，将是我们这次Q5上市会的核心,进享自由 Step forward to enjoy freedom,创意概念实施 Implementation,进自由 Step forwardFreedom,近自由 NearFreedom,享自由 EnjoyFreedom,进享自由 Step forward to enjoy freedom Audi Q5上市发布会 Audi Q5 marketing conference,一次充满自由