On a mission to convince new audiences to try its product, Audible wanted to clearly demonstrate why people should fit it into their everyday lives.
INTO THE FOLD
Our solution conveyed the notion that the intimacy of one-on-one storytelling has a unique, compelling power to draw the listener in – driving new membership sign ups. Starring British actors Juliet Stevenson and Eddie Marsan, we developed two TV ads, which see both actors harness the thespian richness of their voices to appeal to the viewer. Shot before dark and atmospheric backdrops, they ask hypnotically: “What’s more powerful than a voice in your ear?” and go on to commend the power of spoken word. The films demonstrate both the highly intimate, visceral nature of the Audible experience and the power of the voice in charging our imagination and making us feel every word.
The TV and radio activity forms part of a fully integrated campaign also including VOD, online video, sponsorship idents, digital and digital OOH. The campaign also includes teaser radio ads for Audible books written and narrated by Amy Schumer and Alan Partridge. Full results to follow.