Audible.com.au has today launched its first local original advertising campaign ‘Listen to Your Book’ to demonstrate how time-poor Australians can reignite their passion for great stories while multi-tasking with audiobooks.
Developed by Content Agency Emotive, the campaign stars renowned Australian Actor Craig McLachlan and Comedian Jordan Raskopoulos.
In the 120 second hero video, the duo takes viewers on a journey back in time with a parody of the famous Roxette song ‘Listen to your Heart’ retitled and rewritten as ‘Listen to your Book’.
The video follows a series of people as they attempt to read on the bus, while watering the garden and on a run. The ensuing crushed pages, soggy book and broken tablet playfully show just how easy it is to fit in time for books with Audible.
The integrated campaign spans above and below-the-line channels, with a strong digital focus across Facebook, YouTube, Catch-Up TV and Display, alongside Cinema and PR.
Leanne Cartwright-Bradford, Audible.com.au marketing director, said: “We’re proud to be launching our first original advertising campaign for Audible.com.au. Listen To Your Book is built on the truth that Australians are busier than ever before, and life distractions are preventing people from sitting down to read.
“Working with Craig McLachlan and Jordan Raskopoulos, we wanted to take viewers on a humorous and heartfelt journey to demonstrate that busy Aussies now have the chance to listen to their books, transforming otherwise dead time, into enriching time.”
Audible Ltd spokesperson, Tracey Markham, said: “The Listen to Your Book advertising campaign is an extension of Audible’s mission to help people experience more of the world’s great stories through the power of the spoken word. With over 200,000 titles to choose from, Australians can enjoy anything from the great classics to the best-sellers.”
Comedian and star of Audible’s Listen To Your Book campaign, Jordan Raskopoulos said: “Juggling life commitments can be hard, but it’s so important to prioritise ‘me’ time amongst the daily grind. Audiobooks offer time-poor Aussies like me the chance to listen to books on the go. I enjoy everything from Dune by Frank Herbert to Stephen King’s The Dark Tower, but l still have some catching up to do – Jane Austin’s Pride and Prejudice is on my listen list.”
Client: Audible – Leanne Cartwright-Bradford and Melissa Gompes
Creative & Production Agency: Emotive
Creative Director: Andrew Cameron
Director: Zane Pearson
Senior Producer: Cara Logue
Copywriter: Henry Stafford
Production Manager: Justine Moyle
DOP: Evan Papageorgio
Editor: Uthayan Selvaraj
Composition & Sound Design: Rumble Studios
PR: One Green Bean