The Challenge: The Home of Storytelling
Having built the audio books category, educated people on the benefits of listening to books and inspired a host of copycats, the brief in 2022 was to differentiate the pioneering platform from competitors through its content.
We created Audible HQ and staffed it with the best of our Australian Audible Original talent, bringing our positioning as the home of great stories to life.
Free (and often low-grade) content isn’t in short supply, so instead of tempting Australian and Kiwi listeners with more, Audible needed to promise better. Now with podcasts and even Audible Originals to complement their popular premium titles, the strategy was to win the ears of audio lovers by proudly making a stand for quality, and positioning Audible as the home of great stories.
The campaign is currently live.
Client: Audible
Country Manager, Audible Australia: Ben Rolleston
Director, Brand and Content Marketing: Bushra Abel / Melissa O’Leary
Brand and Communications Manager: Nikki Harris / Mitchell Jones
Creative Agency: Emotive
CEO: Simon Joyce
Managing Partner and Head of Strategy: Michael Hogg
Strategy Director: Anna-Claire Clendon
Creative Director: Paul Sharp
Creative Director: Kat Topp
Business Director: Pia McMorran
Account Manager: Kate Forrester
Head of Production: Hayley-Ritz Pelling
Senior Producer: Jessica Ameduri
Senior Producer: Sophia Del
Senior Editor: Sam Gadsden
Talent Acquisition Director: Ben Keep
Production: Emotive
Line Producer: Jessica Ameduri
Director: Zane Pearson
Post
Online: Blockhead
Audio: Electric Sheep