Introduction to Audible’s Global Campaign
The world’s largest global AR campaign is ready to roll out on July 15, and it’ll be seen by over 60 million people globally. This progressive promoting campaign is a component of Audible’s first-ever global brand marketing campaign, which goals to determine a consistent voice across all marketplaces and audience touchpoints for the corporate. The campaign explores how listening to Audible can transport us to extraordinary worlds, changing our mood, perceptions, and views, all while engaging in routine each day activities.
The Technology Behind the Campaign
The out-of-home (OOH) campaign uses progressive WinDOOH technology to simulate how the straightforward act of putting your headphones on can kickstart your imagination and transport you out of your on a regular basis life. Using 4k all-weather cameras at each location, the production studio, DOOH.com, took live images of the view behind each screen. This created a window illusion displaying the cityscape background on screen, which is then transformed into various fantastical worlds inspired by popular Audible Original and exclusive titles.
Bringing Fantasy to Life
The campaign brings fantasy to life in iconic locations comparable to Times Square in New York City, Washington DC’s National Harbor, and London’s Meridian Steps. For example, Times Square showcases a mesmerizing underwater scene populated with stunning jellyfish designed to captivate viewers amidst the hustle and bustle. This is the primary time WinDOOH, or ‘mass participation AR,’ has been used on a worldwide scale, running on screens for 4 weeks across the US and Canada and for 2 weeks across the UK.
The Impact of the Campaign
According to James Finn, global head of brand name & content marketing, Audible, "Our recently launched global brand campaign exemplifies the transportive power of Audible for our listeners." Tom McKenna, global head of media & marketing ops, Audible, added, "This cutting-edge technology is an ideal fit to showcase the several worlds Audible brings to life for our customers across the globe." The campaign’s use of advanced AR technology allows anyone viewing the screen to experience the AR elements with the naked eye, without the necessity for mobile devices.
Behind the Scenes
The team at DOOH.com utilized advanced AR technology, cameras, and high-end visual effects to create the illusion of a live background. Andrew Phipps Newman, CEO at DOOH.com, explained, "When you take heed to a story on Audible, you are transported out of your each day life. We’ve designed this campaign to reflect that have through fantastical worlds, dropped at life by WinDOOH." The campaign’s progressive approach has set a brand new standard for OOH promoting, providing an immersive experience for viewers worldwide.
Conclusion
The Audible global campaign is a groundbreaking example of how progressive technology will be used to create immersive and fascinating promoting experiences. With its use of WinDOOH technology and advanced AR capabilities, the campaign has set a brand new standard for OOH promoting. As the world’s largest global AR campaign, it is anticipated to captivate audiences worldwide, showcasing the transportive power of Audible and provoking listeners to explore latest worlds and experiences.
