Audible.com.au enlists Jane Austen for new ‘Grow Your Mind’ campaign via WiTH Collective
Audiobook provider Audible.com.au has launched a multi-channel campaign via WiTH Collective called ‘Grow Your Mind’, featuring Jane Austen in couples’ therapy and brain growth guidance from researchers at Sydney University’s Brain and Mind Centre.
The Grow Your Mind territory was backed up by Audible-commissioned research that found almost two thirds of Aussies (62%) want to grow their mind but a third (35%) are unsure of how to do so.
The video content focuses on readers and author characterisations in therapy discussing their issues and tackling the idea that people often struggle to fit in time for reading to get through a book. One video features a flustered Jane Austen in a bonnet with a preoccupied reader while the other focuses on a self-help author and a busy working mum.
The integrated campaign spans above and below-the-line channels including TV, cinema, digital and outdoor, plus a strong focus on publicity and social across platforms Facebook, YouTube, Twitter and Instagram.
To help Australians kick start their journey, Audible.com.au partnered with researchers from the Brain and Mind Centre to create the 24 Best Audiobooks to Grow the Mind. Featuring fiction and non-fiction, the literary guide was built on insights from neuroplasticity research and takes a science-based approach to smartening up.
Says Matthew Gain, head of Audible Australia: “Audible.com.au’s mission has always been to expand the horizons of our listeners and this campaign encourages all Australians to consider how audiobooks can help to grow the mind.
“The benefits of growing the mind are numerous; from bringing better banter to a dinner party, to thinking more adaptively, developing mindfulness, focusing at work or even slowing mental deterioration in later life.”
Says Tracey Markham, Audible Ltd. spokesperson: “We understand that finding the time to get through a book can be hard in our busy lives. So this campaign encourages people to consider how audiobooks can be a convenient yet powerful way to invest in the mind.”
Audible.com.au worked with a host of agencies to bring the campaign to life. WiTH Collective led creative and production, media booking was handled by M2M, publicity was managed by Poem and We Are Social led social and influencer work.
Grow Your Mind is the third local campaign for Audible.com.au in 2017. The audiobook provider previously worked with comedian Jordan Raskopoulos on a parody of the famous Roxette song Listen To Your Heart rewritten as Listen To Your Book. Audible.com.au had also partnered with The Equality Campaign to launch Listen To Love, an original audio series investigating equal love and voiced by local celebrities and everyday Australians.
Client: Sara McConkey and Melissa Gompes, Audible.com.au
Creative & Production Agency: WiTH Collective
Media Buying Agency: M2M
Publicity Agency: Poem
Social/Influencer Agency: We Are Social
Production Company: Photoplay Films
Director: Gary John
Executive Producer: Oliver Lawrance
Producer: Bonnie Fay
Post-Production: The Editors
Sound: Rumble Studios
9 Comments
Awful.
Don’t i get this
How self important do you have to be to insult Austen’s legacy?
Nice on dudes!
I don’t understand the hate! Lovely spot.
I really like these – simple, clever, to the point. Anyone who can find the time to hate on these really must not have a lot going on in their day.
actually they’re really funny, I like them a lot
Nothing from Steve or Justin, no credits from With? Says it all really.
These look like they were part of the advertising assignment on ‘the apprentice’. These after that song they did indicates they change the brand strategy as much as they do the agencies. What a shame