Title | FOR THE CURIOUS KIND |
Brand | AUDIBLE |
Product/Service | AUDIBLE SUBSCRIPTION |
Category |
E01. Standard Sites |
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 |
Write a short summary of what happens in the digital or ambient execution or campaign.
The OOH units present people with a series of somewhat mysterious words, paired with our logo and campaign tagline: ’For the curious kind’. The tagline gives people a clue on what to do next: If you’re curious, google the meaning of the word. When people do google the word, we present them with an AdWord text that gives them a brief answer, as well as a free audiobook from where the word is derived — a reward for being curious. In the next step, they’re forwarded to a unique landing page that talks about the meaning of the word and presents them with a free audiobook, from where the word is derived.
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.
Explain how the work innovatively used the outdoor medium.
We used the outdoor ad spaces to single out the kind of people who are curious enough to find out the meaning of a word they don’t understand — our target group. The OOH:s series worked as an invitation — a challenge if you will — to have people use their phones to take the next step. Once they googled the word, they were handed a brief explanation of the word paired with a reward for being curious: a free audiobook that gave them more compelling and in-depth answer. This way, the OOH worked as a creative shortcut to have people enter our platform in a charming and unique way.