Situation: In 2023 Audible wanted to promote their new and exciting original comedy slate through a genre focused marketing campaign. Audible had to position themselves as a go-to destination for comedy in a crowded market.

Brief: We were tasked with launching Audible’s comedy genre campaign, helping their brand grow ownership within this genre. Audible also wanted to showcase the unique role their brand and content plays in the lives of their audience to give prospective listeners further incentive to subscribe.

Objectives: Raising awareness and consideration of Audible’s comedy catalogue, and ultimately increasing listening figures for comedy titles as a result.

On a roadside we see a woman next to a broken-down car, and she’s laughing. She tries to pull a tissue out of her pocket, and in the process her keys fall out and land in mud. She laughs again. As she is retrieving them, her open car door gets side swiped by a lorry, yet she laughs. A roadside recovery truck comes to her rescue and the driver looks at her, perplexed, as she laughs again. Then, a close-up reveals her secret: an earbud. Even as lightning strikes her car, engulfing it in flames, she stands in the rain, still chuckling. A voiceover suggests, “Whatever life throws at you… laugh through it with comedy on Audible.”

Impact: The campaign has surpassed expectations, outperforming across all metrics. It has been such a success, there will be an unplanned rerun in May 2024.

Engagement: The campaign saw a +83% uplift in traffic to the comedy category page.

Awareness: +4% uplift in awareness (Nat rep survey, 2023).

Consideration: +15% increase in brand consideration and interest in listening to comedy on Audible after watching the ad (Nat rep survey, 2023).

Achievement against ultimate objective:

+200% increase in listening starts to Audible Original Comedy & Humour Titles since the campaign launched.

Awards wins:

British Arrows:

Gold for Best Commercial Up to 30”

Silver for Sport and Entertainment

EMEA Shots Awards:

Gold for Ad of the Year: Best Direction - Up to 60"

EPICA Awards:

Silver for Use of Humour

Bronze for Media

Kinsale Sharks Awards:

Silver for Leisure Entertainment & Gaming Category

Bronze for Use of Humour