A Choose your own Audio Story Series
The new Audible Brand Campaign shows the power of audio with a Choose your own Audio Story Series. We created a short film launched in three chapters:
Chapter 1: Man on the Run (May 2016)
Chapter 2: Women in the Bathroom (July 2016)
Chapter 3: Couple in the Car (September 2016)
Each chapter has 6 different audio tracks. One visual. Six Stories. On www.deinkapitel.de you become the director by choosing the audio track of your choice to overlay the Berlin film scenes, spoken by Germany’s most famous voice actors David Nathan (German voice of Johnny Depp and Christian Bale), Simon Jäger (Matt Damon and Heath Ledger) and Luise Helm (Scarlett Johansson and Megan Fox). Audible’s top categories: Thriller, Action, Drama, Science-Fiction, Motivation and Comedy make up the genres to choose from. The six audio stories create unique atmospheric experiences told through completely different stories and illustrate in a fun and interactive way, the power of the spoken word.
The new Brand campaign also launched the new Audible Brand Claim: Was hörst du Heute? (What will you listen to today?) coupled with an activating CTA: Starte dein nächstes Kapitel mit Audible (Start your next chapter with Audible).
The campaign consisted of a series of 3 films for TV, YouTube and social media and was accompanied by an experiential hub, radio spots, content calendar with community management for all Audible social channels, UBahn Fenster films and display advertising.