FOR THE CURIOUS KIND

TitleFOR THE CURIOUS KIND
BrandAUDIBLE
Category E01. Standard Sites
Product/ServiceAUDIBLE SUBSCRIPTION
Entrant ANR BBDO Stockholm, SWEDEN
Idea Creation ANR BBDO Stockholm, SWEDEN
Production ANR BBDO Stockholm, SWEDEN
Credits
Name Company Position
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.