Audiobook and podcast service Audible is launching its first global marketing campaign in several countries, including Canada. The company aims to establish a consistent voice in all markets where its platform is available.

The campaign, “There’s More to Imagine When You Listen,” highlights Audible as an audio service that can connect with its listeners in deep ways, immerse them in extraordinary worlds, change their moods, and even perceptions, all while they are doing everyday activities such as commuting to work or cooking. The initiative combines popular content genres on the site, including science fiction, criminal thrillers and comedy, to demonstrate how the brand helps users unlock their imagination while enhancing everyday moments.

The company launched the campaign this month and will be promoting it until the first quarter of 2025 through OOH advertising, social media, digital media, print and TV. It will be live across Canada including Alberta, British Columbia, New Brunswick, Newfoundland, Nunavut, Northwest Territories, Ontario, Quebec and Yukon.

“Our narrative focuses on how our products enhance life’s moments, bringing people closer to the content and experiences they love, how our everyday routines inform our customers’ listening and how Audible content fits seamlessly into the daily lives of our customers,” Audible chief brand and international officer Susan Jurevics tells Media in Canada.

The company is looking to reconnect with its existing customer base while also attracting new listeners by showing them the brand’s power to transform sound, Jurevics says.

The campaign marks the first global effort by the brand, which has been taking a more cohesive, consumer-centric approach to reflect its desire to innovate and deepen its connection with consumers around the world, according to Jurevics. The initiative also aligns with the brand’s strategic goals of increasing its worldwide visibility and reinforcing its position in the audio sector.

“While previous campaigns may have been more country specific, this campaign ensures a consistent global message while allowing for localized adaptations to enhance Audible’s relevance and commitment to storytelling,” says Jurevics. “It is also an opportunity to showcase what our global audience has in common as opposed to our differences, and that message couldn’t be more timely.”

Jurevics added that the team thought it was a good time to launch the campaign as the audio industry is experiencing rapid growth globally. “We want to lead the conversation and set new standards. Additionally, the global market dynamics and increasing digital consumption provide an ideal backdrop for our campaign,” she says.

Besides Canada, the campaign is available in Brazil, France, Germany, Italy, India, Spain, the U.K., the U.S. and Australia.

Wavemaker handled media buying, Viral Nation was in charge of influencers and WPP of social media. The creative was handled by Fold7.