Used cars have never been so popular in France. 76% of car intenders prefer to buy a used vehicle rather than a new one – an increase of 11% over the beginning of the year.
In this new context, Romance agency has come up with a major campaign for Audi to drive brand desirability and demonstrate the attractiveness of its used car program, Audi Approved :plus. Based on the concept « Age is just a number », the new campaign has been launched with a film that mischievously takes up the usual launch codes of new cars and creates the surprise with a particularly unexpected twist-ending.
The campaign has also been amplified with an activation that revisits the pre-roll format in a completely new way. The principle: on YouTube, leverage «old» video contents that still generate millions of views today in order to spread contextualised messages. Hundreds of iconic music tracks, legendary concerts, historical moments and even must-see sports actions: several hundred videos have been targeted to remind users of the attractiveness of Audi Approved :plus cars.
This activation has also been implemented on Spotify, targeting playlists from the 70s, 80s and 90s and will be deployed by the end of the year in Parisian cinemas that will play old cult movies, given the current sanitary crisis.
« In order to promote the new 0-8 years Audi Approved :plus program, which represents a major challenge for the years to come, Romance agency has imagined an intelligent and original campaign, deployed with a beautiful film up to the challenge. » says Anne-Sophie Bernard, marketing manager for Audi used cars.
« Since we’ve integrated the digital scope into the agency, our work has been driven by transcribing Audi’s DNA troughout all digital channels. This campaign demonstrates that it’s possible today to be creative while using strategic targeting. » says Caroline Guittonneau, Creative Director.
Audi Brand credits
Used Car Country Manager – France : François Larher
Used Car Marketing and Communication Manager – France : Anne-Sophie Bernard
CEO : Christophe Lichtenstein
Executive Creative Director : Alexandre Hervé
Creative Director : Caroline Guittonneau
Conception : Pierre Jarry, Cassandre Gonnord
Artistic Director : Cassandre Gonnord
Copywriter : Pierre Jarry
Production : Maul
Film Director : Neel Potgieter
Composer : Paul Corvaisier
Associate Director : Sébastien de Milleville
Account Director : Sarah Holgado
Agency planner : Benoit Clavé
Account executives : Mikael Ramirez, Célia Fleurentdidier
Media agency : Re-Mind PHD