How can you establish Audi as the first choice for premium car service if people tend to skimp when it comes to repairing their cars at premium dealerships? Audi’s answer: by addressing a dormant service insight.

In 2015, Audi created a campaign that clearly illustrated people’s hidden fear of giving their cars into the wrong hands, counter-positioning Audi premium service as the ultimate safe port of call.

To support its message, Audi came up with a daring media strategy: prime time instead of the usual bargain advertising.

Breaking the rules of the market paid off. Not only did Audi manage to increase service hours and original parts sold, its image as a top service provider was also boosted.