Audi Approved Plus (Audi's certified pre-owned car brand) is often not the first choice for consumers considering a new vehicle, partly due to the stereotype that second-hand cars are riskier than brand-new ones.
For this project, we leveraged Audi’s main relative differentiation point: each car undergoes a rigorous 110-point Safety and Mechanical inspection. This ensures that an Audi Approved Plus vehicle is virtually indistinguishable from a new one.
To highlight this, we deliberately included a small item from the previous owner in each car, as it would be the only visible sign that the car is pre-owned.
In the first instance, we left a parking ticket; in the second, a pop-up sunshade; and in the third, a pair of fuzzy dice. These items underscore that while the car itself is in pristine condition, a personal touch from its previous life is the only hint of its pre-owned status.
Agency: DDB Brussels | Role: Creative/Copywriter (EN)
Headline:
"We left a little hint, so you’ll know it’s pre-owned."
