Audible is now included
by Amazon Music
Amazon Music now includes titles from the world’s most famous audiobook brand, Audible. That gave people a whole new reason to look at Amazon Music, so the job was to move them to consideration. We rolled it out in two phases: first for holiday travelers, then worldwide, with a bigger message: all your audio, in one app.
Campaign 1
On the go
The first drop went live as holiday travel kicked off, with character-driven films set at an airport gate. Out of home, we pitched audiobooks as the perfect companion for any commute, leaning into Amazon’s strengths: value, selection, and convenience.
Agency: Wieden + Kennedy
Director: Lance Oppenheim
Campaign 2
All in one app
For the second phase, the message broadened to “music, podcasts, and audiobooks, all in one app”. The campaign’s 15-second films had AI built into the process from brief to delivery, and is Amazon Music’s most successful campaign to date, with nearly 8 billion impressions and double-digit lifts in consideration.
Agency: Make Make
Director: Ben West
