Audible has launched its first-ever global brand campaign, establishing a consistent voice wherever and however it is seen in the world, with a bold brand promise, There’s more to imagine when you listen.
The campaign by creative agency, Fold 7, was shot across three continents, with shoots in Brazil, Thailand, and the UK. The hero spots were directed by multi-awarded director, Antoine Bardou-Jacquet. It will run in Australia, Brazil, Canada, France, Germany, Italy, India, Spain, UK and US.
The brand execution explores how listening to Audible immerses us all in extraordinary worlds, changes our mood, perceptions, views—all while engaging in routine daily activities. Visual and linguistic devices emphasise 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, and provide access to entertainment, escapism, education and culture.
Susan Jurevics, chief brand and international officer, Audible, commented, “Through breathtaking visuals, powerful audio mechanisms and an interactive digital and social approach, we were able to create a singular brand position that exemplifies the transportive and captivating qualities of listening to Audible. As a company with millions of worldwide listeners with different habits, rhythms and interests, it was crucially important to identify a precise voice and marketing approach to appeal to our 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. 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.”
Ben Rolleston, country manager, Audible Australia, added, “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.”
Credits
Creative Agency: Fold7
Transcreation Services: ICP
A/V Production: Partizan
Key Visuals and Social Media Production: Lightfarm Studios
Influencers & Social Shoot Creative: Viral Nation
Social Media Management: WPP
Media Buying: Wavemaker (Group M)
