Imagination is key in Audible’s first-ever global brand marketing campaign

BY Nathan Jolly

June 4, 2024 6:00

Audible has launched its first-ever global brand marketing campaign, ‘Bringing imagination to life, with the tagline “There’s more to imagine when you listen”.

Set to roll out across multiple global marketplaces on Tuesday, and over the course of the next few months, Audible’s campaign “explores how listening to Audible immerses us all in extraordinary worlds, changes our mood, perceptions, views—all while engaging in routine daily activities”.

It was created across three continents, with shoots in Brazil, Thailand, and the UK, and will run in ten markets around the world.

A press release explains: “Emphasising the remarkable contrast of the two very different worlds that play out simultaneously while actively listening to stories that transport you and doing tasks like commuting, exercising, cooking, and cleaning, this brand campaign is defined by rich and immersive visual and linguistic devices—just like Audible’s unparalleled access to entertainment, escapism, education and culture.”

Susan Jurevics, chief brand and international officer, at Audible, said of the campaign: “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.

“Audio storytelling continues to scale – and audiences increasingly engage with Audible in ways that fit into and enrich their day-to-day. What’s clear through consumer insights and in conversations with our listeners is that listening to Audible gives people a way to imagine more and brings flavour, texture and colour to the everyday rhythm of their lives.”

Ben Rolleston, country manager, Audible Australia, said: “With this new campaign, we are inviting listeners to unlock their imagination in everyday moments, made possible by Audible’s unparalleled access to entertainment, escapism, education and culture.”