The main objective was to “put audiobooks in the scope of consumers that don’t necessarily consider them”. Audiobooks are still not very popular in Brazil and Submarino.com saw an opportunity to raise their income by attracting more “readers” to this section on their website, that contains hundreds of different titles.

The idea was to create something magical and unique that would make sense only for audiobooks. So we decided to use something symbolic: graphic sound waves, where each mark that forms it would be replaced with magical characters from 3 different themes of storytelling – a Mistery Novel, a Fairy Tale and a Medieval Knight’s Story. Each sound wave is made of 50 different 3D characters, designed from scratch and aiming to create fantastic images showing how sound can spark imagination and portraying the sensation of imaginary worlds coming to life between our ears.

Submarino has a policy of not disclosuring exact numbers of sales or information on commercial perfomance, but the official feedback received was that both sales and visits to the audiobooks section at submarino.com went up “over 20%” after the campaign ran.