In June 2024, Audible, a leading creator and provider of premium audio storytelling, launched its first-ever global brand campaign, which utilized a globally relevant approach to reflect the transformative power of audio storytelling and the ways it can inspire imagination. The rich creative centers around superimposing the extraordinary onto the everyday, showcasing the revolutionary power of audio to turn daily routine into something imaginative. The execution explores how listening to Audible immerses us all in extraordinary worlds, changing our mood, perceptions, and views – all while engaging in routine daily activities. The immersive visual and linguistic devices emphasize the remarkable contrast of the 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. The campaign was created across three continents, with shoots in Brazil, Thailand, and the UK. The commercial A/V spots were directed by multi-award-winning director Antoine Bardou-Jacquet. The global campaign has run in Australia, Brazil, Canada, France, Germany, Italy, India, Spain, the UK, and the US, showcasing how Audible immerses us in the extraordinary, leveraging creative scenes that resonate with international audiences irrespective of region.
Background
At Audible, we are passionate about expanding what’s possible in audio entertainment. With over 1 million titles in our catalog, we inspire excitement for audio storytelling, while bringing to life our brand promise that “there’s more to imagine when you listen.” In June 2024, we launched our first-ever global brand campaign, which utilized a globally relevant approach to reflect the transformative power of audio storytelling and the ways it can ignite imagination. The campaign leverages stunning creative and visuals; cutting-edge, record-setting OOH; and audience-captivating social media activations. The creation of the campaign leveraged generative AI to guide everyone working on set – from prosthetics artists to set builders to DOPs – in bringing the brand’s creative vision to life, placing the campaign firmly within the timely conversation of how we utilize this emerging technology.
The big idea
Our first unified campaign needed to resonate with audiences in both emerging and mature marketplaces, and the growing brand love for Audible globally. What unifies customers across marketplaces is when people tend to listen to Audible the most: while commuting, relaxing and exercising. Through our creative execution and the framing of the campaign, we focused on everyday situations in which we know people love to listen, and the vast, inspiring world it creates for them. The creative centers around superimposing the extraordinary onto the everyday, showcasing the revolutionary power of audio to turn daily routine into something immersive and imaginative. The execution explores how listening to Audible immerses us all in extraordinary worlds, changing our mood, perceptions, views – all while engaging in routine daily activities. Creative spots depict us when we’re battling dragons, solving crimes, or touring the galaxy – while we’re actually driving to work, cleaning the house or soaking in the bath – all while listening to a great title on Audible.
Making it happen
Across global marketplaces we used rich and immersive visual and linguistic devices to bring our creative platform to life. The campaign reinforces that there's more to imagine when you listen. 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. The key was to depict universal scenarios while being inclusive and flexible enough to reflect the experiences of listeners in different countries: casting locally, highlighting popular content in each marketplace’s language, and even adjusting the creative to be more relevant—an underground train in one country might be an overground train in another. 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.
Results
Audible’s first global brand campaign brought together teams across timezones and expertise areas, to show our customers powerful audio mechanisms and breathtaking visuals to transport and captivate listeners worldwide with different habits, rhythms, and interests. The central point of the campaign was to meaningfully connect audiences through the power of imagination. The interactions across social and conversations amongst customers and the public showed the excitement towards the campaign. It put the Audible brand and its philosophy 'There's more to imagine when you listen' at the forefront of creative discussion and showed how the campaign truly resonated with the audiences.
