Amazon-owned Audible.com.au has launched a multi-channel integrated campaign featuring singer Michael Bolton.
In partnership with social video content marketing agency Emotive, the spot sees Bolton remake his 1993 smash hit ‘Said I Loved You… But I Lied’.
Created and produced by Emotive, the music video reworks the lyrics into ‘Said I Read You… But I Lied’ and features silk robes, classic throwback hair styles, sweeping Sydney Harbour views and a pet lizard.
Audible says there's a growing trend of Australians listening to audiobooks in the same way they listen to music and was inspired by its own research that found a number of Australians have lied about reading books. (See full lyrics below).
Bolton is joined by several familiar Aussie faces in cheeky cameo roles such as fitness guru Tia-Clair Toomey as a personal trainer, radio host Brendan “Jonesey” Jones as a security guard and comedian Jordan Raskopoulos as a friend Bolton visits.
The branded content will appear across TV, cinema, digital, social media and influencer channels, with Omnicom's M2M handling media buying and PR, and talent amplification managed by Poem.
Head of Audible APAC, Matthew Gain, says: “We were shocked to discover so many Aussies would stretch the truth about the books they’ve read. From Sherlock Holmes to A Game of Thrones, Audible is here to relieve the pressure of unread books and transform gym or commuting time into a chance to conquer our reading lists.”
Bolton says he loves the idea of re-recording one of his hits with the aim of helping Audible.com.au inspire people to listen to more audiobooks, “while having a huge amount of fun in the process".
“No one can deny the power of the spoken word, whether it’s a 90s classic or your favourite audiobook,” Bolton says.
A VIP performance in partnership with WSFM will be held for competition winners and media at Sydney’s The Beresford Hotel to celebrate the launch – which coincides with Bolton's upcoming Australian tour in June.
‘Said I Read You… But I Lied’ is Audible.com.au’s fourth local campaign.
I Said I Read You… But I Lied lyrics:
Open the cover, I scan the page
The words they call me, it’s al-ways the same
There’s love for reading in this heart of mine
But I can’t find time…
Download for free with a 30-day trial
My journey’s just begun
Out of my dreams, and into my life
You are the one, you are the one
Said I read you but I lied
'Cause this is Audible on my device
Said I read you but it’s wrong
'Cause now I hear my books like favourite songs
Said I read you... but I lied
To turn those pages, I tried in vain
All of those stories… the loss, the shame
The sound of heaven, so convenient too
I found in you
So many stories told in so many ways
My library’s always on
Use you wherever, all I do is press play
You are the one, you are the one
Said I read you but I lied
'Cause this is Audible I hear inside
Said I read you but I was wrong
Now I fin-is twice the books in half as long
Said I read you... but I lied
So many stories told in so many ways
My library’s just begun
Use you wherever, all I do is press play
You are the one, you are the one
Said I read you but I lied
'Cause this is Audible on my device
Said I read you but it’s wrong
'Cause books should never ever take so long
Said I read you
But this is Audible I hear inside
Said I read you... But I lied
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