To achieve ambitious growth targets, Audible needed to assert its position amongst the other entertainment subscription services and tackle the poor misconceptions of the audiobook category as a whole.
To compete with the visceral, intermittent, multi-screening of other entertainment, our new creative platform shines a spotlight on the lasting impact of listening. This simple skill – much needed now more than ever – is an act of openness and curiosity. In each element of the multi-channel campaign, we celebrate listeners; they learn more, understand better, and connect more deeply. Who better to make the case for this than those who listen for a living. Not professional listeners as such, but ordinary folk who find themselves experiencing the amazing effects of listening in their everyday existence – a London cabbie and a parish priest. Whether eavesdropping on celebrities or being bewitched by wizards, our protagonists attest to the fact that “life’s more interesting when you listen”.