2010 Winners & Shortlists

Results and Effectiveness

The Audi Approved Plus campaign was launched over a 4-week period in 3 markets, starting March 8th 2009; the results: UNITS SOLD February March April Dubai 26 45 37 Abu Dhabi 23 38 31 KSA 18 29 24

Creative Execution

The most important factor when buying a second-hand car is peace-of-mind, instilled by a guarantee that the car is trouble-free. While private sellers usually offer the lowest market price, they can never compete in terms of trust when compared to an authorised dealer. Our communication sows these seeds of doubt in a clear, yet intriguing manner, by revealing the murky history of a seemingly perfect used vehicle one layer at a time. This was achieved with a special operation in Auto Trader UAE magazine, where the facing pages introduce an innocent-looking car seller and a commonly typical classified ad, shown torn out of a newspaper. Open the gatefold, however, and the reader is presented with a rogues’ gallery of previous owners. To conclude, the back page provides a complete list of buyer incentives for the authorised dealer, Audi Approved Plus.

Insights, Strategy and the Idea

Audi, and its main two competitors, BMW and Mercedes-Benz, all offer the same experience on models that are sold through their used car divisions, including a 110-point check, extended service offer, minimum 12 months warranty and service history check. Out of all of these points, the one point that is not communicated correctly and used as a key USP is the history of the vehicles.