We need to tell book readers that, unlike reading a book, listening to a book was closer to the real experience of hearing what writers had to say.

What better way to demonstrate the benefit of audiobooks than show that book lovers are getting it straight from the horse’s mouth, or in this case, the mouth of the writers, e.g. William Shakespeare, Mark Twain & Oscar Wilde. Also, since this was about getting the real story, we preferred realistic illustrations of the writers (whispering) in the form of headphones to make the communication more compelling.

In less than a week from the release, awareness of Penguin audiobooks increased by 15%. 7% more audiobooks sold in a matter of few days.