Audible unveils world’s largest augmented reality billboards in NYC, London & DC
Leveraging WinDOOH technology, the campaign shows how wearing headphones can spark one’s imagination, transporting them from everyday life to extraordinary worlds.
Interactive screens bring passersby into the universe of The Little Mermaid. / Credit: Audible
Audible, Amazon’s leading audiobook platform, has today launched the world’s largest global augmented reality (AR) campaign, set to reach over 60 million people worldwide.
This ambitious effort is part of Audible’s inaugural global marketing campaign, ‘There’s more to imagine when you listen,’ launched last month. The project communicates how listening to Audible can transform daily life by immersing listeners in extraordinary worlds.
Also of note, this campaign marks the first global use of WinDOOH technology, or ‘mass participation AR.’ WinDOOH integrates 4k weatherproof cameras with visual effects and animations to create AR experiences directly on screens.
The technology turns screens into windows that display interactive universes inspired by popular Audible Originals and exclusive titles, such as the sci-fi hit Project Hail Mary and a retelling of The Little Mermaid.
“Our recently launched global brand campaign exemplifies the transportive power of Audible for our listeners,” said James Finn, global head of brand & content marketing at Audible, in a statement shared with The Drum.
Tom McKenna, Audible’s global head of media & marketing ops, added: “This cutting-edge technology is a perfect fit to showcase the different worlds Audible brings to life for our customers around the globe.”
The creative studio Fold 7 led the campaign, with DOOH.com handling production and Group M managing the media buy.
“When you listen to a story on Audible, you’re transported from your daily life. We’ve designed this campaign to reflect that experience through fantastical worlds,” said Andrew Phipps Newman, DOOH.com’s chief executive officer.
“Cameras were placed behind screens to capture real-time images, creating the illusion of a live background. Unlike traditional AR OOH executions, GroupM’s WinDOOH does not require viewers to use mobile devices to view the interactive elements ... This innovation allows anyone viewing the screen to experience the AR elements with the naked eye.”
The ads will be displayed on 12 screens in iconic locations, including New York City’s Times Square, Washington DC’s National Harbor, and London’s Meridian Steps. They will run for four weeks across the US and Canada and for two weeks across the UK.
Interested in creative campaigns? Check out our Ad of the Day section and sign up for our Ads of the Week newsletter so you don’t miss a story.