标题 | 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. |
广告公司 |
Romance
|
广告战役 |
Timeless ads for timeless cars
|
广告主 |
Audi
|
品牌 |
Audi Approved plus: Audi's used car program
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Posted | 11月 2021 |
行业领域 | 汽车配件与服务
|
剧情简介 | 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. |
媒体类别 |
互动
|
Chief Executive Officer (CEO) |
Christophe Lichtenstein
|
执行创意总监 |
Alexandre Hervé
|
创意总监 |
Caroline Guittonneau
|
Concept |
Pierre Jarry
|
Concept |
Cassandre Gonnord
|
美术指导 |
Cassandre Gonnord
|
文案 |
Pierre Jarry
|
广告经理 |
François Larher
|
广告经理 |
Anne-Sophie Bernard
|
Associate Director |
Sébastien de Milleville
|
客户总监 |
Sarah Holgado
|
战略企划 |
Benoit Clavé
|
项目经理 |
Mikaël Ramirez
|
项目经理 |
Célia Fleurentdidier
|
制作公司 |
Maul Production
|
导演 |
Neel Potgieter
|
音乐作曲家 |
Paul Corvaisier
|