Audible created a spellbinding takeover of Manchester’s Printworks, working with Ocean Labs to transport audiences into the wizarding world.

the cHALLENGE

To celebrate the re-release of the seven “Harry Potter: The Full Cast Editions”, Audible wanted to drive awareness of the new recordings with a campaign that would put them at the heart of the action. The overall campaign objective was to drive Audible unit sales, listening starts, trials and increase engagement.

the SOLUTION

The Boy Who Lived took over Printworks SkyLights and The Screen @ Printworks. Using Ocean Labs’ ShoutOut technology, Audible elevated their campaign with full audio of the celebrity-voiced cast to ensure passersby couldn’t help but look up to discover more. 

Outcomes

• The campaign successfully drove top-mid funnel engagement, with a +12% increase in Audible searches amongst passersby
• Engagement came from Audible’s intended audience: primarily Millennials and new parents, whilst also indexing with those interested in literature and already in-market for e-books and audiobooks
• Audible significantly strengthened its category leadership, growing their share of search from 47% to 61% shortly after the campaign period
• Audience interest in aspects of the campaign was measured – interest in the cast and voices used on ShoutOut stood as the strongest signal of audience excitement at +110%, followed by increased engagement with Harry Potter editions at +20%

Source: Captify, Audible, WPP, Ocean Outdoor