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 campaign is an element of Audible’s inaugural global marketing campaign, ‘There’s more to assume whenever you listen,’ which goals to point out how listening to Audible can transform day by day life by immersing listeners in extraordinary worlds.
The Technology Behind the Campaign
The campaign leverages WinDOOH technology, also generally known as ‘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, akin to the sci-fi hit Project Hail Mary and a retelling of The Little Mermaid.
Bringing Imagination to Life
The campaign brings passersby into the universe of The Little Mermaid through interactive screens. By wearing headphones, people can spark their imagination and be transported from on a regular basis life to extraordinary worlds. As James Finn, global head of name & content marketing at Audible, stated, "Our recently launched global brand campaign exemplifies the transportive power of Audible for our listeners."
Production and Media Buy
The creative studio Fold 7 led the campaign, with DOOH.com handling production and Group M managing the media buy. Tom McKenna, Audible’s global head of media & marketing ops, added, "This cutting-edge technology is an ideal fit to showcase different worlds Audible brings to life for our customers across the globe." Andrew Phipps Newman, DOOH.com’s chief executive officer, explained, "When you hearken to a story on Audible, you are transported out of your day by day life. We’ve designed this campaign to reflect that have through fantastical worlds."
How it Works
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.
Campaign Reach and Duration
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. They will run for 4 weeks across the US and Canada and for 2 weeks across the UK.
Conclusion
Audible’s global AR campaign is a novel and immersive experience that showcases the ability of imagination and the transportive nature of audiobooks. By leveraging WinDOOH technology, the campaign brings people into extraordinary worlds, inspiring them to explore recent possibilities and ignite their imagination. With its global reach and revolutionary technology, this campaign is about to captivate audiences and leave a long-lasting impression.
