Audi: Approved :plus

The task:

Audi Approved :plus offers customers pre-owned Audi cars that have been rigorously put through their paces in a 110-point test. Thanks to the meticulous inspection and painstaking restoration by Audi Partners, they are as good as new – but without the new car price tag.

The task was to develop a campaign that sets itself apart from conventional used car communications and highlights the benefits of the programme in an unprecedented way.

The solution:

The commercials show the next owners of Audi Approved :plus vehicles long before they are driving them themselves. They seize this early opportunity to ask the present owners to take extra-special care of their car – in situations that are not always conducive.