Brand | AUDI MIDDLE EAST |
Product/Service | AUDI APPROVED PLUS |
Entrant | JWT DUBAI, UNITED ARAB EMIRATES |
Category | Consumer Products |
Entrant Company: | JWT DUBAI, UNITED ARAB EMIRATES |
Advertising Agency: | JWT DUBAI, UNITED ARAB EMIRATES |
Media Placement: | MEDIACOM UAE Dubai, UNITED ARAB EMIRATES |
Credits |
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.
Credits
Ramsey Naja |
JWT |
Chief Creative Officer |
Chafic Haddad |
JWT Dubai |
Executive Creative Director |
Dave Nicholson |
JWT Dubai |
Creative Director |
Husen Baba |
JWT Dubai |
Art Director |
Dave Nicholson |
JWT Dubai |
Copywriter |
Nadim Ghrayeb |
JWT Dubai |
Account Director |
Hoda Sazegari |
JWT Dubai |
Account Executive |
Chayne Brand |
Audi Middle East |
Marketing Director |