To prove Audi Approved Plus cars feel brand-new, we left the only clue to their past in plain sight: a forgotten object from the previous owner.
Business Problem
Audi Approved Plus was not top of mind for buyers considering a new vehicle, due to lingering distrust around pre-owned cars and perceptions of inferior quality.
Audi Approved Plus was not top of mind for buyers considering a new vehicle, due to lingering distrust around pre-owned cars and perceptions of inferior quality.
Creative Solution
We highlighted Audi’s main relative differentiation point - the110-point inspection - by making a bold statement: the only visible sign that these cars are pre-owned is a small, leftover item from the previous owner, like a parking ticket or sunshade, underscoring their near-new condition.
We highlighted Audi’s main relative differentiation point - the110-point inspection - by making a bold statement: the only visible sign that these cars are pre-owned is a small, leftover item from the previous owner, like a parking ticket or sunshade, underscoring their near-new condition.
Results
The campaign strengthened mental associations between Audi Approved Plus and high-quality, reliable vehicles, helping reposition the brand as a premium option in the certified pre-owned market.
The campaign strengthened mental associations between Audi Approved Plus and high-quality, reliable vehicles, helping reposition the brand as a premium option in the certified pre-owned market.
Agency: DDB Brussels | Role: Creative/Copywriter (EN)
Headline:
"We left a little hint, so you’ll know it’s pre-owned."
