In this difficult period, 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 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 contextualized 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.
"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.
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