Client: Audi
Advertising Agency: Romance, France
Chief Executive Officer: Christophe Lichtenstein
Executive Creative Director: Alexandre Hervé
Creative Director: Caroline Guittonneau
Conception: Pierre Jarry & Cassandre Gonnord
Art Director: Cassandre Gonnord
Copywriter: Pierre Jarry
Account Director: Sarah Holgado
Agency Planner: Benoit Clavé
Account Executives: Mikael Ramirez & Célia Fleurentdidier
Production Company: Maul
Director: Neel Potgieter
Composer: Paul Corvaisier
Associate Director: Sébastien de Milleville
Client: Audi France
Used Car Country Manager – France: François Larher
Used Car Marketing and Communication Manager – France: Anne-Sophie Bernard
Country: France
Published: October 2020
Synopsis:
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.