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Audible Stories That Surround You Campaign

Extending Audible’s campaign to a new audience of listeners.

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How do you continue to build on a successful 360˚ campaign to attract new audiobook listeners?
  • Historical Romance: An airplane passenger finds herself in the middle of Victorian England as an evil Duke does his best to break up a pair of star-crossed lovers.
  • Primordial Jungle: A family’s night in gets a little prehistoric as their living room becomes the stage for an epic dinosaur battle.
  • Modern Military: A relaxing day in the pool turns into a midnight raid on an enemy base, complete with a full-scale aquatic assault.
  • Space Exploration: A family finds their car zooming through the farthest reaches of space, unsure of the perils that lurk in distant star systems.
  • Rock Star Hotel: A woman revisits her glory days as the living room transforms into a debaucherous hotel party on the Sunset Strip.
  • Viking Longship: A woman on a rowing machine finds herself on the deck of a Viking ship as navigates the narrow Nordic fjords.
  • Comedy Club: A couple settles in for a night of laughter as they listen to stories from a comedian’s early days on the club circuit.
  • Tech Train: A commuter gets an up-close look at a scientific breakthrough during the early days of the tech boom.
  • Dystopian Bunker: A father and his two sons are transported to a dystopian future where the tides have begun to turn for the Resistance.
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Solution

In 2014, we partnered with Audible, the world’s largest seller and producer of downloadable audiobooks and other spoken-word content, to create an inventive campaign that aimed to bring the world of their immersive audiobooks to life. The “Stories That Surround You” brand effort explored how people can be so entranced by a story that they are transported to other worlds as they listen.

The campaign was so successful that Audible asked us to extend the treatment to include an even wider variety of genres.

We conceived new content and creative assets that fit within the larger campaign context to highlight the rich, immersive experience of listening to audiobooks and the range of Audible titles and genres available. The campaign rollout included radio, digital, print and video components. We handled all production, VFX and CGI in-house.

Results

We extended the campaign to convey the uniquely cinematic allure of listening to audiobooks while enticing a new generation of consumers to download an audiobook for the first time.

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Project Status

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