Amazon recently rolled out a new campaign from New York-based digital agency Firstborn for its audiobook producer and retailer, Audible. Audible posits itself as the Netflix of audiobooks, with a monthly payment plan for under a tenner that gives users access to one book a month. This might sound excessive, but when you factor in the expense of the average audio book (with new releases often setting you back least £20), it's actually a great deal, especially when you factor in that Audible members save up to 70% on audiobooks purchased from the site's vast archive. The new campaign is dubbed “Stories that Surround You,” and aims to inspire younger readers to download audiobooks, which until now, have always been seen as the sole reserve of the elderly.
The campaign, which will include radio, digital, print, and video components, is based around an online video that is currently being rolled out across digital media and is planned to move on to broadcast TV later in the year. The spot aims to highlight the unique, immersive experience offered by an audiobook, with listeners shown being transported (literally) from their humdrum lives into exotic locations by their Audible downloads. Firstborn handled all production of the video, which was shot over three days in seven locations, with a cast and crew of over 200 and some cutting-edge visual effects.
Amazon rolled out a new campaign from New York-based digital agency Firstborn for its audiobook producer and retailer, Audible
Matthew Thornton, Audible's senior director of communications, said the work effectively conveyed the “Rich, immersive, modern experience of listening to audiobooks,” and demonstrates why “Audible is such a powerful and habituating service for millions of people around the world.” He said that Audible's customer base is constantly telling them that “Listening to audiobooks is like theatre for the ears,” and he feels the campaign “Conveys the power and intimacy of the Audible experience in a way that will compel a new generation of listeners.”
Audible – Stories That Surround You
Seth Tabor, executive producer of content development for Firstborn, said that, whilst this is the first full-scale campaign they have created for Audible, it's not the first time the two companies have worked together. The agency previously worked with Audible on their Whispersync for Voice service, which allows readers seamlessly switch their Kindle books to Audible audiobooks at the push of a button, picking up exactly where they left off. Tabor said that Audible and their community “Loved the video and commented repeatedly about how much they related to it,” which is why they were brought back to “Create a campaign that would connect with a broader audience.”
For this campaign, Tabor said they wanted to “Clear up the misconception that audiobooks are only ideal when you need to be hands free, like on a road trip or your daily commute.” He added that “Their convenience certainly makes reading easier, but Audible’s narrators actually enhance the experience and can transform the simple act of reading a book to something more immersive.” The cinematic concept aims to “Demonstrate the cerebral experience of being surrounded by a story,” which meant visually constructing the listeners' imaginations and using real Audible narrators to “Give the audience a taste for how Audible can bring stories to life.”
Firstborn was named as one of the best places to work in advertising by Ad Age last year
Firstborn is an agency very much on the rise. It was named as one of the best places to work in advertising by Ad Age last year, and has worked with a host of top brands such as Pepsi, Mountain Dew and L'Oréal. It was also named a Creativity Standout for 2015 by Ad Age’s Creativity, an honour that recognises a handful of agencies around the world who are delivering notable creative ideas that push the ad industry forward. President Dan LaCivita said that to be recognised for their “Innovation and creativity in such an incredibly talented industry is a major honour,” and that he and his team are “Excited to continue leading the way” throughout 2015.
