The Challenge: How do you show Australians that Audible makes it easier to get the joy of books back into their busy lives?
67% of Aussies want to read more but a busy life gets in the way.
Audible
Idea
‘Books that fit with real life’.
Comedy Queen Celeste Barber and a cast of hard-working, yet time-poor, individuals like chef Poh Ling Yeow and New Zealand’s third best amateur fisherman Clarke Gayford, demonstrate that with Audible it’s possible to rediscover the joy of books anywhere, anytime.
Strategy
The campaign ran across TV, cinema, digital, social media, OOH and influencer channels. For Phase 1 of the campaign we tested the long-form video in social and gained invaluable insight into what scenes were resonating and why. From there, we developed finely tuned short form assets for ATL across TV and Digital Video.
Results
2.2m Organic Views
125K Engagements
1.29% Engagement Rate
4K Shares
2.6m minutes (5 years)
Case Study
Hero
60 second Iteration
30 Second Iteration - hero cutdown
15 Second Vertical - Teaser
30 second iteration - Poh & Clarke
30 Second Iteration - Poh
30 second iteration - Clarke
15 second iteration - Poh
15 second iteration - Clarke
6 second bumper
Credits
- Client – Audible
- Brand & Content Communications Director – Holly Dowie-Ballard
- Senior Brand Manager – Melissa O’Leary
- Brand & Communications Specialist – Nikki Harris
- Creative Agency – Emotive
- CEO – Simon Joyce
- Senior Strategist – Anthony Lockhart
- Business Director – Marshall Campbell
- Director / Group Creative Director – Zane Pearson
- Second Unit Director / Senior Creative – Rory Pearson
- Copywriter – Michael Dawson
- Group Creative Director – Ben Clare
- Executive Producer – Hayley-Ritz Pelling
- Senior Producer – Petra Valent
- Production Manager – Cate Hartmann
- DOP – James Brown
- Editor – Sam Gadsden
- Colorist – Scott Maclean
- VFX – Blockhead
- Original composition and sound design – Rumble
- PR & talent amplification – opr Agency
- Associate Director – Alan Tanner
- Senior Publicist – Emma Micklewright
- Account Manager – Anastassia Keltchina
- Senior Account Executive – Caitlin Falls
- Media – Hearts & Science
- Business Director – Stephen Fuller
- Digital Director – Aurelien Simon
- Account Manager – Heath Le Fevre
- Account Manager – Caroline Collins