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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.


Creative:
‘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 are listening to change their mood. So, we positioned Audible as the essential destination for audio comedy and the perfect antidote to the tediousness, stress and inevitable frustrations of life. We showcased the unique role Audible plays in the everyday through humour, elempathy and relatability, giving prospective listeners a bigger reason to sign-up beyond talent or title alone.

This fully integrated campaign showcases Audible comedy as the ultimate coping mechanism. Each channel required its own unique approach to deliver the message, giving the campaign the stretch it needed to move our audience wherever they were. From TVC, to radio and OOH (including special builds), we stopped our audience in their tracks and made sure they knew where to find their antidote to the frustrations of everyday life.


Results:
- 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.