Stories Worth Your Time

The task was to persuade ‘Leisure Upgraders’ in the UK that their needs and attitudes suit the Audible service, and drive them to sign up to an Audible 30-day free trial using an Out-of-Home campaign. With our OOH campaign, we targeted public transport in England. We showed the irony of the anticlimactic stories they could find themselves listening to while commuting when better alternatives were right in their pocket with Audible’s free 30-day trial. It was a great opportunity for Audible to catch the target group in their leisure time at situations when they craved a sense of self-improvement the most. We not only put smiles on their faces, but we also offered them stories worth their time.