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Audible
When worlds collide
Services
- Strategy
- Advertising
- Content
- Social
- Influencer
- Digital
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The Context
As the market leader, Audible has driven the growth of its category, attracting new and well-established competitors. The brand wanted to inspire passion and preference for listening, whilst bringing to life its brand purpose of inspiring imagination.
The Opportunity
Its first unified campaign needed to be one that would resonate with audiences in both emerging and mature markets, growing brand love for Audible globally.
We saw an opportunity to reinforce Audible’s value through the interplay between the fantastical and the everyday. We showed how listening to Audible immerses us in extraordinary worlds that can change our mood, outlook or mindset, all whilst we're doing something completely ordinary.
When we're battling dragons, solving crimes, or touring the galaxy, we're actually driving to work, leaning the house or soaking in the bath – while listening to a great title on Audible.
We saw an opportunity to reinforce Audible’s value through the interplay between the fantastical and the everyday. We showed how listening to Audible immerses us in extraordinary worlds that can change our mood, outlook or mindset, all whilst we're doing something completely ordinary.
When we're battling dragons, solving crimes, or touring the galaxy, we're actually driving to work, leaning the house or soaking in the bath – while listening to a great title on Audible.
PLAY SOAKING DETECTIVE
Across global markets we used rich and immersive visual and linguistic devices to bring our creative platform to life.
PLAY COSMIC VACUUM
In film we find the magic in the meeting point between two worlds, as the mundane everyday seeps into what we’re imagining when
listening to Audible.
Across other channels,
our campaign showcases
the transformative power
of listening…
…by immersing consumers in the ‘story worlds’ they are listening to wherever they may be.
Always reinforcing there's more to imagine when you listen.
Utilising influencers and social communities, we transformed the same scene 5 different ways to highlight Audible’s key genres.
PLAY INFLUENCER FILM
Paid social utilises key trends and techniques, like breaking the 4th wall, to create fantastical moments in everyday listening occasions.
Press reception
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