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Audible positioning as a haven from distracting 'mindless' apps

A follow up to 'Mindful Moments' that starred audiobook loving Orangutans, Audible has started the new year by reminding people that its app can be an enriching alternative to 'mindless' applications.

The strategy was first devised by Fold7 in 2018, whereby the audiobook app was positioned as a more enriching mobile experience that could combat people's desire to stop scrolling and spend their time together.

Set in a busy train station, Temptations opens with a woman seen killing time before she catches her train. After receiving a notification, various applications pop up and buzz distractingly around her.

All vying for her attention, games, news, hosts for potential dates, a cat vomiting a rainbow and a friend showing her latest #foodinspo swarm around her. The ad peaks when the apps become too distracting for the woman to handle, and she pops in a pair of headphones while opening the Audible app. Hitting play, the cool sounds of David Tennant block out the apps around her, which vanish from view.

Now, she can wait for her train in tranquility, in a world beyond her 'mindless' apps. It ends with the line - 'The difference is Audible.'

On the launch of the follow-up campaign, Matthew Parker, director of brand marketing at Audible said: “Our latest campaign continues to remind people that there’s a more enriching alternative to mindless applications, and that their time could be better spent with Audible. We’re delighted with the creative and the way Fold7 has brought our brand positioning to life with such energy."

Adding to this, Ryan Newey, founder and chief creative officer of Fold7 added: “ This latest campaign brings new life and colour to Audible’s positioning and we’re delighted to create something that feels so timely and culturally relevant in today’s screen-obsessed society.”

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