Campaign details
Brand: AudibleClient: AudibleAgency: Fold7
Summary
To achieve ambitious growth targets, Audible needed to assert its position amongst the other entertainment subscription services and tackle the poor misconceptions of the audiobook category.
To do that, we found a worth enemy in mindless digital distractions. We harnessed the growing awareness in Britain about the amount of time spent scrolling through apps and provoked people to question their own online behaviour. By explicitly calling out the likes of Facebook, Tinder and Candy Crush, we shone a light on Audible and positioned it as the enriching alternative.