We created a multi-platform campaign featuring a diverse cast of Audible's most powerful voice performers, from celebrities like Claire Danes and Alan Cummings to the world's best narrators like Jim Dale and Lameece Issaq, performing timely and timeless passages from world-renowned books, bringing to life words which resonate as much today as the day they were written.

With hundreds of thousands of books to choose from, and dozens of hot topics in the cultural zeitgeist to address - from immigration to women's issues to environmental concerns - the campaign paired performers and relevant passages to achieve a powerful statement about how powerful "Voice" is.

The campaign, "Audible Voices," celebrated both the writers and performers whose work has the power to bring inspiration, solace, and poignancy in this time of political upheaval and ideological divisiveness.

The Audible brand team lead the creative effort, in partnership with Radical Media, who produced the spots. The timeline is the most notable aspect of the execution - from concept to airing - the campaign came together in under 4 weeks.

Audible selected 12 narrators from its extensive cast of voice performers while RadicalMedia sourced the director, Oscar award-winning documentarian Morgan Neville, and handled all elements of production and post-production. Script structure was developed internally, but quotes were selected throughout filming to allow for more organic matching of performer and material. Over 30 spots were ultimately cut and finished; 14 of which were used in the broadcast, and another 11 on social and online video.

Working closely with ABC, the broadcaster, we flighted the spots throughout the broadcast period, with the most prominent performers and messages culminating during the actual night of the Oscars.

Awareness of the Audible brand was the primary goal. While ABC's national audience for the 2017 Oscars reached 30 Million, the campaign garnered an additional 30 Million impressions in earned media with pick-up in dozens of print and online publications, both in the U.S. and Europe. The greatest lift gains were seen in aided awareness and familiarity: positive impacts were seen across all key brand attributes, purchase intent increased by almost +10%, and brand favorability lifted by +8%. Traffic driven to websites (mobile & desktop) increased by 65%, and trial volume lifted by 15% during the period.

Social buzz for the campaign resulted in 3.7MM social impressions, with organic Facebook engagement up 60% from our baseline. The spots also garnered 1.5 Million views on YouTube, with the most popular spot being Zachary Quinto's narration of a passage from "1984," which was also a trending topic on Twitter.