Audible Inspires Imagination with the World’s Largest Global Augmented Reality Campaign

Rolling out on July 15, the out-of-home (OOH) campaign is the world’s largest global AR campaign ever, to be seen by over 60 million people globally. The innovative advertising is a component of Audible’s recently launched first-ever global brand marketing campaign, which established a consistent voice across all marketplaces and audience touchpoints for the company. The brand execution explores how listening to Audible immerses us all in extraordinary worlds and changes our mood, perceptions, views – all while engaging in routine daily activities. In this ground-breaking OOH element of the campaign, Audible uses innovative WinDOOH technology to simulate how the simple act of putting your headphones on can kickstart your imagination and transport you from your everyday life.

Using 4k all-weather cameras at each location, DOOH.com, the production studio on the project, took live images of the view behind each screen. Through this, the team created a window illusion displaying this cityscape background on screen. The screen is then transformed into varying fantastical worlds inspired by popular Audible Original and exclusive titles, such as sci-fi hit “Project Hail Mary” and classic fairy tale retelling “The Little Mermaid.” Times Square in New York City, a flagship location for the ad, showcases a mesmerising underwater scene populated with stunning jellyfish designed to captivate viewers amidst the hustle and bustle.

This is the first time WinDOOH, or ‘mass participation AR,’ has been used on a global scale, running on screens for four weeks across the US and Canada and for two weeks across the UK. The ad graces a total of twelve screens in iconic locations from New York City’s Times Square to Washington DC’s National Harbor to London’s Meridian Steps, using the newest technology in the OOH space.

“Our recently launched global brand campaign exemplifies the transportive power of Audible for our listeners,” said James Finn, global head of brand & content marketing, Audible. Added Tom McKenna, global head of media & marketing ops, Audible, “This cutting-edge technology is a perfect fit to showcase the different worlds Audible brings to life for our customers around the globe.”

"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, brought to life by WinDOOH,” said Andrew Phipps Newman, CEO at DOOH.com. “Utilising advanced AR technology, 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. Instead, cameras integrated into the screens blend high-end visual effects, graphics, and animations with real-world video feeds. This innovation allows anyone viewing the screen to experience the AR elements with the naked eye.”