Said I Read You But I Lied

Brief

Audible’s competition isn’t books, it’s the industry that constitutes the majority of the 3 hours and 40 minutes of Australian’s daily audio experience – music. So how do we grow an entire category of time consuming content in a time starved world?

Insight

Up to one third of Australians say they have read books even though they haven’t! Australian’s burning desire to grow and be transformed by books was so great that they were willing to gloss over the ‘details’ of actually having read them.

Strategy

Show that reading books is as easy as listening to music.