Audible
Said I Read You But I lied

Audible’s competition isn’t books, it’s the industry that constitutes the majority of the 3 hours and 40 minutes of Australian’s daily audio experience – music.

Show that reading books is as easy as listening to music.

For phase 1, we developed a 2 minute 31 second music video, tailored for social media, highlighting Australians proclivity to lie about what they’ve read. To launch the video, an exclusive Michael Bolton performance was hosted in Sydney for media, fans and winners in conjunction with WSFM. The launch event featured Michael Bolton singing the new song ‘Said I Read You but I Lied’ in full voice. The audience quickly caught on and sang along. This event, combined with an extensive PR and influencer campaign, helped the 2 minute 31 second music video quickly reach the masses. In-market learnings of this music video guided the development of 60”, 30” and 15” video (phase 2). These formats were then scaled across digital and traditional channels with the majority of the campaign’s paid media.

#1 record trial day at campaign launch
Double digit growth in brand awareness