“There’s more to imagine when you listen."
Audio platform Audible has launched its first global brand marketing campaign, establishing a consistent voice across all marketplaces and audiences.
Leveraging the perspectives of a range of global influencers, the content brings to life the transformative aspects of imagination when listening to different genres on Audible.
The brand execution explores the contrast of two very different worlds that play out simultaneously while actively listening to stories that transport you and doing tasks like commuting, exercising, cooking, and cleaning.
Audible chief brand and international officer Susan Jurevics said as a company with millions of worldwide listeners with different habits it was crucially important to identify a precise voice and marketing approach to appeal to the expansive listening audience.
“Audio storytelling continues to scale—and audiences increasingly engage with Audible in ways that fit into and enrich their day-to-day," Jurevics said.
"What’s clear through consumer insights and in conversations with our listeners is that listening to Audible gives people a way to imagine more and brings flavour, texture and colour to the everyday rhythm of their lives.”
Audible Australia country manager Ben Rolleston said Audible has a rich history of bold and impactful brand campaigns, that have grown awareness of the category and listening experience over time.
"With this new campaign, we are inviting listeners to unlock their imagination in everyday moments, made possible by Audible’s unparalleled access to entertainment, escapism, education and culture," Rolleston said.
The campaign was created across three continents, with shoots in Brazil, Thailand, and the UK.
The campaign will run in Australia, Brazil, Canada, France, Germany, Italy, India, Spain, UK and US.
The commercial A/V spots were directed by multi-award-winning director Antoine Bardou-Jacquet.
Agency Credits
Fold7 – Creative Agency
ICP—Transcreation Services
Partizan—A/V Production
Lightfarm Studios—Key Visuals and Social Media Production
Viral Nation – Influencers & Social Shoot Creative
WPP – Social Media Management
Wavemaker (Group M)—Media Buying
