As a new player in the competitive Swedish audiobook segment, Audible had identified a target-audience but needed to find a unique way to communicate with them.

The core Swedish audiobook consumer listens to bestsellers in Swedish. However, Audible wanted to share its key differentiator – a deeper catalogue of English-language titles than is available from competing services - with more dedicated, curious listeners. Hence, ”Audible. For the Curious Kind”. Our idea was to trigger, celebrate and reward curiosity, in every touchpoint.

We designed a simple, disruptive campaign centered around some cryptic words. By buying the unique AdWords, curious Swedes googling the words were instantly rewarded with an explanation of the word, and a free audiobook, featuring the specific word. We took our target group on a journey from traditional media channels, via their own search bars, and onto the - in our minds - richest of media channels: the audiobook.

Given our desire to connect Audible with a specific target audience, rather than the mass consumer audience, we positioned the service as being for the kind of people who dare to go their own way, and the extra mile, in their search for unique stories that speaks to them, rather than what happens to be right in front of them.

In the beginning of October, using “Audible. For the curious kind.” we made an iconic and memorable entrance into Sweden with a minimalist campaign in subways, OOH:s, DOOH:s, on Youtube and digital displays, showing a series of intriguing words and phrases that most people didn’t know the meaning of: Monkey Heaven, Medved, Axehound and Animal Bath.

Since Google is always just a second away these days, curious Swedes searched for the words and were — through AdWords — given a free Audible audiobook in which the word or phrase was used.

Using this rather simple cross-channel storytelling mechanic, we introduced ourselves in the Swedish audiobook segment by letting the audience find us and our service, rather than the other way around.