For people who might be unaware of audiobooks as an entertainment medium, we needed to educate them as to how easily they could be integrated into daily life. The tagline ‘There’s always time to listen’ summed up our approach perfectly across all platforms, but we also needed a clear visual link between the listener and their audible book. To create that link we featured an author from Audible’s key range of autobiographies, Clare Balding, to give the viewer an immediate insight into the audiobook experience.
Problem
To devise, produce and deliver a multi-channel advertising campaign across television, radio, out of home and digital out of home to position audiobooks as the ideal way to spend your downtime when unable to read.
Result
An immediate uplift in free trial sign ups, plus a longer term boost in brand awareness.