Age is just a number
Audi
Issue 57 | December 2020
Agency
Romance
Creative Team
Executive Creative Director Alexandre Hervé Creative Director Caroline Guittonneau Art Director Cassandre Gonnord Copywriter Pierre Jarry
Production Team
Production Maul
Other Credits
Associate Director Sébastien de Milleville Account Director Sarah Holgado Account executives Mikael Ramirez, Célia Fleurentdidier Agency planner Benoit Clavé Client Used Car Country Manager François Larher Used Car Marketing Manager Anne-Sophie Bernard
Date
October 2020
Background
In the economic uncertainties of the pandemic, used cars were never so popular in France. 76% of people considering a new car said they would prefer to buy a used vehicle, up 11% from the beginning of 2020.
Idea
Based on the concept “Age is just a number”, the new campaign launched with a film that mischievously showed what looked like a brand new car before surprising viewers by showing its mileage and the title, “New in 2018”.
The campaign was also amplified by ads that gave a novel twist to the pre-roll format on YouTube. “Old” videos of iconic music tracks, concerts, must-see sports moments, still generate millions of views.
Several hundred videos were placed before these to remind viewers of the attractiveness of Audi Approved cars.
The activation was also implemented on Spotify, targeting playlists from the 70s, 80s and 90s and in Parisian cinemas that played old cult movies.
Our Thoughts
I’m a big fan of contextual advertising online and am surprised there is so little of it. It makes the ad suddenly relevant. There you are, wanting to watch Martin Luther King’s “I have a Dream” speech and the pre-roll tells you, “This speech was made in 1963. But you’re still watching it.” The point is made that a classic remains a classic and sometimes it can be an Audi.