Dust, cook, listen, repeat: Audible enthralls listeners whilst juggling mundane chores

Audible Inc, Amazon's audiobooks platform, has launched its first-ever global brand marketing campaign. Set to roll out across multiple worldwide marketplaces over the course of the next few months, the brand execution explores how listening to the online audiobook and podcast service immerses listeners in unexpected worlds, changing their mood, perceptions and views—all while engaging in routine daily activities. 

The campaign’s social media content touchpoints, shared across influencer and Audible social channels, aims to illustrate the versatility and adaptability of the creative’s ethos. Leveraging the perspectives of a range of global influencers, the content brings to life the transformative aspects of imagination when listening to different genres on the platform. The campaign is ultimately expressed in its Indian tagline, ‘Sunne se badhegi soch’ (thinking will increase by listening). 

Susan Jurevics, chief brand and international officer of 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.”

Through its consumer insights and in conversations with its listeners, Audible found that listening to content on the platform gives people a way to imagine more and brings flavour, texture and colour to the everyday rhythm of their lives. Shailesh Sawlani, country manager, India at Audible added, “Our campaign captures the profound essence of audio storytelling; spurring thought, imagination and inspiration through stories. As Audible continues to integrate into the daily lives of consumers, we are grateful we get to be their companions on this journey. It offers an escape from the mundane and aims to enrich lives with immersive and powerful audio storytelling.”

The campaign was created across three continents, with shoots in Brazil, Thailand, and the UK and will run in Australia, Brazil, Canada, France, Germany, Italy, India, Spain, the UK and the US. The commercial A/V spots were directed by multi-award-winning director Antoine Bardou-Jacquet.

Campaign’s take: Advertising an online audiobook and podcast service like Audible requires a unique approach: The brand needs to immerse listeners in their ad, to typify how its service engrosses them in its stories and other aural content. With its stunning visuals, this campaign cleverly showcases how its content can transport listeners to different worlds, even while they're doing everyday chores, transforming mundane and boring tasks like cleaning into engaging experiences. For an ad to truly resonate, it needs to captivate viewers with or without sound. Audible’s ad nails it by highlighting the power of audio storytelling and illustrating how users can integrate the service into their daily routines, listening to gripping stories while they wind up their daily errands.

CREDITS:
Creative agency: Fold7
Transcreation services: ICP
A/V production: Partizan
Key visuals and social media production: Lightfarm Studios
Influencers and social shoot creative: Viral Nation
WPP – Social Media Management
Media buying: Wavemaker (Group M)