Audible targets ‘real-life’ consumers who are too busy to read with campaign featuring Celeste Barber
Celeste Barber is the new face of Amazon’s audiobook service, Audible.
In the campaign, Barber shows how real-life, such as going to the gym, trying to unwind, and dealing with bickering children, doesn’t have to mean books completely disappear from consumers’ lives.
https://www.youtube.com/watch?v=YDl1Fg2n5ro
Leanne Cartwright-Bradford, managing director at Audible Australia, told Mumbrella people are often too busy to keep books in their lives, but need help joining the dots that there are actually alternatives available.
Showing lots of ways you can double task and listen to books is a very rational approach to 2 mins 10” of content. Surely, this could have been an opportunity to show me (not tell me) the power of the audible book. There is a lot of telling me not showing me in this overly long “stratecution”. But more fundamentally, the focus on multi tasking is so rational you lose out on the exciting transformational thing an amazing audible book can be. Decent comms planning could have done the heavy lifting with the rational reasons to choose – freeing up the creative to do some emotional storytelling. It’s good casting though.
Hello, thanks for this interesting interview!
When was the launch date of the campaign?
Hi Andi,
The campaign launched on 6 March this year.
Thanks,
Vivienne – Mumbrella