Introduction to Audible’s Global AR Campaign
Audible, Amazon’s leading audiobook platform, has launched the world’s largest global augmented reality (AR) campaign, set to achieve over 60 million people worldwide. This ambitious effort is an element of Audible’s inaugural global marketing campaign, ‘There’s more to assume once you listen,’ which communicates how listening to Audible can transform each day life by immersing listeners in extraordinary worlds.
What is WinDOOH Technology?
The campaign leverages WinDOOH technology, or ‘mass participation AR,’ which integrates 4k weatherproof cameras with visual effects and animations to create AR experiences directly on screens. This technology turns screens into windows that display interactive universes inspired by popular Audible Originals and exclusive titles, reminiscent of the sci-fi hit Project Hail Mary and a retelling of The Little Mermaid.
Bringing Imagination to Life
Interactive screens bring passersby into the universe of The Little Mermaid, showcasing how wearing headphones can spark one’s imagination, transporting them from on a regular basis life to extraordinary worlds. The creative studio Fold 7 led the campaign, with DOOH.com handling production and Group M managing the media buy.
Campaign Goals and Locations
The campaign goals to display the transportive power of Audible for its listeners. According to James Finn, global head of name & content marketing at Audible, "Our recently launched global brand campaign exemplifies the transportive power of Audible for our listeners." The ads will probably be displayed on 12 screens in iconic locations, including New York City’s Times Square, Washington DC’s National Harbor, and London’s Meridian Steps.
Technical Details
Cameras were placed behind screens to capture real-time images, creating the illusion of a live background. Unlike traditional AR OOH executions, GroupM’s WinDOOH doesn’t require viewers to make use of mobile devices to view the interactive elements. This innovation allows anyone viewing the screen to experience the AR elements with the naked eye. The ads will run for 4 weeks across the US and Canada and for 2 weeks across the UK.
Conclusion
In conclusion, Audible’s global AR campaign is a groundbreaking effort that showcases the facility of imagination and the transportive nature of audiobooks. With its progressive use of WinDOOH technology, the campaign is ready to captivate audiences worldwide, inspiring them to explore latest worlds and discover the magic of listening. By leveraging cutting-edge technology and artistic storytelling, Audible is redefining the way in which we experience stories and picture latest possibilities.
