| Titre | Timeless ads for timeless cars |
| Brief | While our competitors focused their communication on warranties, we wanted to reenchant the purchase of a car and make people dream again with a campaign signed: "Age is just a number". With Audi Approved plus, no matter the age of your used Audi, it’s above all an Audi, that comes with the same emotion and pride.We capitalized on the emotion you get from old contents to show that age sometimes doesn’t matter. Indeed, many studies have shown that the « old » has recently regained popularity. Especially on YouTube, where nostalgia has driven people to massively watch old contents and typically comment « Who is still here in 2020 ? ». Simply put: the old never gets old.We built a parallel and broadcasted contextual messages just before the « old » contents that still generate millions of views to raise awaraness and desirability for Audi used cars. |
| Agence |
Romance
|
| Campagne |
Timeless ads for timeless cars
|
| Annonceur |
Audi
|
| Marque |
Audi Approved plus: Audi's used car program
|
| Mise en ligne | Novembre 2021 |
| Secteur d'activité | Accessoires et services automobiles
|
| Synopsis | In 2020, completely unknown from its target audience, Audi’s Used Car Program had to stand out from a tough competition. While competitors focused their communication on warranties, we wanted to reenchant the purchase of a car and make people dream again with a campaign signed: "Age is just a number".We deployed an activation that completely revisits the pre-roll format with contextualised messages, calling out the audience just before "old" videos that still generate millions of views and emotion today. Audi gave a demonstration of how we can re-introduce emotion in simple formats such as pre-rolls in an innovative way. |
| Type de média |
Digital
|
| PDG |
Christophe Lichtenstein
|
| Directeur de la création |
Alexandre Hervé
|
| Directeur de création |
Caroline Guittonneau
|
| Concepteur |
Pierre Jarry
|
| Concepteur |
Cassandre Gonnord
|
| Directeur artistique |
Cassandre Gonnord
|
| Concepteur / rédacteur |
Pierre Jarry
|
| Responsable de la publicité (annonceur) |
François Larher
|
| Responsable de la publicité (annonceur) |
Anne-Sophie Bernard
|
| Associate Director |
Sébastien de Milleville
|
| Directeur de clientèle |
Sarah Holgado
|
| Planneur stratégique |
Benoit Clavé
|
| Chef de projet |
Mikaël Ramirez
|
| Chef de projet |
Célia Fleurentdidier
|
| Maison de production |
Maul Production
|
| Réalisateur |
Neel Potgieter
|
| Compositeur de musique |
Paul Corvaisier
|