To develop and deliver a TV commercial to build awareness and encourage uptake of a trial offer of Audible.
We initially conducted a series of structured consumer depth interviews and qualitative research. The findings we uncovered enabled us to successfully challenge and change Audible’s growth strategy – shifting focus from non-readers to everyday moments where those that do enjoy reading are physically busy but not mentally stimulated.
We developed the core creative idea ‘There’s Always Time To Listen’ and translated the idea across all channels. To further strengthen trial we featured high profile new audiobook launches with recognisable authors including Clare Balding, Russell Brand and Stephen Fry.
Everyone loves the brand film - one of the reps even likened it to a John Lewis Xmas ad - high praise indeed…Just thought you should all know how well it’s being received. When it was released to the reps in last week's presentation, everyone was stunned in silence.Beth, Crucial Trading