ABOUT

Brief:
Comedy is a key genre for Audible and it has recently invested significantly into its Audible Original comedy slate. As such, our brief was to raise awareness and consideration for Audible’s comedy catalogue, ultimately driving listening of comedy titles as a result


Idea:
‘Laugh Through It’ builds on the insight that comedy offers light-hearted moments of escapism and emotional release in some of life’s more testing moments, with 87% people listening to change their mood. We highlight the unique role Audible plays in the everyday through humour, empathy and relatability, giving prospective listeners a bigger reason to sign-up beyond talent or title alone. No matter how bad things get - your car breaks down, you get caked in mud, a lorry smashes off your driver's door and, to top it all, you almost get struck by lightning – Audible comedy cuts through misfortune and is the essential destination for audio comedy.


Results:
- After watching the ad, there was a +15% increase in brand consideration and interest in listening to comedy on Audible (Nat rep survey, 2023).
- Positive uplifts in awareness have also been seen (Nat rep survey, 2023).
- Since July (when the campaign launched), we’ve seen a +200% increase in listening starts to Audible Original Comedy & Humour Titles.
- We saw significant and noticeable traffic increases to our comedy category page and individual comedy titles featured in the creative, following the launch of the comedy campaign.