Amazon’s Audible debuts first full-scale campaign with Firstborn

Audible, Amazon’s audiobook producer and retailer, has rolled out a new campaign called “Stories that Surround You” that aims to inspire a younger generation of consumers to download an audiobook.

The spot highlights the immersive experience of what it’s like to be consumed by an audiobook – for example, one segment shows a man eating cereal in his kitchen as it transforms into the English banquet he is imagining while listening.

The campaign, by Firstborn, is one of its largest in-house studio projects to date. The agency handled all production, with the videos shot over three days across seven locations with more than 200 cast and crew. VFX and CGI were incorporated to take each story to the next level.

Matthew Thornton, senior director of communications at Audible, said the work reflected the brand because “it conveys the rich, immersive, modern experience of listening to audiobooks, demonstrating why Audible is such a powerful and habituating service for millions around the world.”

This is Firstborn’s first full-scale campaign for Audible, although it’s not the first time the two have worked together.

According to Seth Tabor, executive producer of content development at Firstborn, the agency helped Audible tell the story of their Whispersync for Voice offering, which allows readers to switch between reading and listening Kindlebooks with the tap of a button, through creating a video that brought the popular Outlander series by Diana Gabaldon to life.

“Audible’s social community loved the video and commented repeatedly about how much they related to it, so Audible brought us back to create a campaign that would connect with a broader audience,” Tabor said.

The rollout will include radio, digital, print, and video components. The online video is being pushed out across digital media, and the brand plans to push video out to broadcast later this year.

Audible has advertised with the popular podcast Serial after running ads with This American Life.

Minda Smiley

Minda Smiley is a reporter at The Drum covering creativity and advertising. Based in Philadelphia, she primarily covers independent agencies and B2B marketing. She also oversees The Drum’s “Independent Influence,” a weekly series that spotlights the work, perspectives and inspirations behind independent agencies. During her time at The Drum, she has covered industry events including SXSW, ANA Masters of Marketing, 4A’s Transformation and C2 Montréal. She is a graduate of the City University of New York’s Graduate School of Journalism.

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