AUDIBLE Strategy

Communications Objective

Frame AUDIBLE as the go-to storyteller for all Situations.

Target Audience

We target 18 to 25 year olds who are social creatures and love that extra spark in their lives.

These individuals find their spark in different situations. Whether it is that good song on the dance floor, that cheeseburger at 3 a.m., or a night in with friends, they all feel energized by others. AUDIBLE wants to ensure that these individuals feel seen and heard even when downtime and FOMO hits.

Problem

Gen-Z has an attention span similar to a goldfish.

TikTok, Instagram, or YouTube reels, they all have one thing in common: they are short and filled with attention-getters. So how can we make sure that our target audience is fulfilled with AUDIBLE even though it is outside of their attention span?

Truth

There are many instances during the day when there is time to be filled.

Tension

When faced with downtime I notice a sense of unproductiveness and loneliness creeping in, and I start to dwell on things I should let go.

Single-Minded Proposition (SMP)

No NEED to dwell on it

We have high hopes about our younger generations and WE BEt that they can beat the goldfish.

Are you ready to take the fight and push play?

To make sure GEN-Z remains engaged in the fight, we'll position our message where they are most present: on college campuses

WITH AUDIBLE THERE IS NEVER TIME TO DWELL ON IT. JUST push play to win the fight.