Title | FOR THE CURIOUS KIND |
Brand | AUDIBLE |
Product/Service | AUDIBLE SUBSCRIPTION |
Category |
F04. Social Behaviour & Cultural Insight |
Entrant
|
ANR BBDO Stockholm, SWEDEN
|
Idea Creation
|
ANR BBDO Stockholm, SWEDEN
|
Production
|
ANR BBDO Stockholm, SWEDEN
|
Credits
Philip Westman |
ANR BBDO |
Copywriter |
Gabriel Blidö |
ANR BBDO |
Art Director |
Channa Rogsten |
ANR BBDO |
Planner & PR Manager |
Maria Fager |
ANR BBDO |
Account Director |
Giustina Guariglia |
ANR BBDO |
Account Manager |
Adam Stark |
ANR BBDO |
Junior Art Director |
Jacob Nathansson |
ANR BBDO |
Motion Graphics |
Camilla Rosenzweig |
ANR BBDO |
Graphic Designer |
Anna Celay |
ANR BBDO |
Strategic Planning Director |
Daniel Eriksson |
AdOn |
Senior Advisor |
Cecilia Ross |
AdOn |
Account Director |
Jonathan Norén |
AdOn |
Planning & Insight Manager |
Adela Vergara |
AdOn |
Digital Director & Advisor |
Anna-Karin Wålarö |
AdOn |
Media Advisor |
Lina Löfberg |
AdOn |
Media Planner |
Yogita Deogan |
Audible |
Director, International Expansion |
Kevin Addley |
Audible |
VP, Marketing and International Operations |
Kenneth Harley |
Audible |
Sr. Brand and Communications manager Italy |
Cultural / Context information for the jury
As a new player on the mature Swedish audiobook market, Audible needed to both identify their target audience and find a unique way to communicate with them. We figured that while the occasional audiobook consumer listens to bestsellers and crime novels in Swedish, the more dedicated and curious audiobook lover will be thrilled to explore Audible’s vast and deep catalogue in English. Hence: ’Audible. For the Curious Kind’.
To identify curious Swedes and reward them for their curiosity, we designed a simple, yet disruptive OOH campaign centred on a set of mysterious words: Monkey heaven, Axehound and Animal Bath. By buying the unique AdWords, anyone who googled the words were rewarded with a free audiobook from where the specific word was derived. Using this mechanic, we introduced ourselves on the Swedish market in a charming way, while giving curious audiobook lovers an incentive to a sign up as Audible members.
Please tell us about the social behaviour and / or cultural insights that inspired your campaign
Audible’s audiobook platform isn’t for all Swedes. Rather, Audible’s vast catalogue and depth of each genre speaks to a more dedicated and curious listener. And while the average person might ignore something they don’t understand, curious people are drawn to the process of deciphering. Learning new things and gaining a better understanding of the world makes them tick, so we made sure to trigger their curiosity and play into an existing behaviour of curious people: the googling of things. And we followed up with both an answer, a reward and an extensive catalogue of new learnings — a seemingly never-ending playground for the curious kind of people.