Audible Elevates AR: World’s Largest Global Campaign Transports Viewers to New Worlds

Audible is launching the world's largest global augmented reality (AR) campaign, transforming digital billboards in major cities like New York, Washington DC, and London into immersive worlds inspired by Audible Originals. Utilizing GroupM’s WinDOOH technology, these AR experiences don't require mobile devices, engaging viewers directly on the screens.

Audible is bringing storybooks to life with an OOH effort that is expected to be seen by over 60 million people in what is being described as the world’s largest global AR campaign to date, per release details. The effort represents an extension of Audible’s first-ever global marketing campaign that launched June 3 under the tagline “There’s more to imagine when you listen.” 

Furthering that tagline, the AR campaign is meant to demonstrate how the act of putting on a pair of headphones can fuel your imagination and transport you to a version of reality different from your own. To create the experience, production studio DOOH.com used 4K all-weather cameras at each location to take live images of the view behind each of the screens being utilized to create a window illusion displaying a cityscape background on screen. The screen will then transform into worlds inspired by Audible Original and exclusive titles. 

Titles on display include sci-fi thriller “Project Hail Mary” and classic fairy-tale retelling “The Little Mermaid.” In New York City’s Times Square — a flagship location for the ad — viewers will see an underwater scene filled with jellyfish, for example. Key to the experience is the use of GroupM’s WinDOOH technology, which allows for a more accessible consumer experience not reliant on mobile devices, unlike many other AR experiences. The campaign marks the first time WinDOOH has been used on a global scale, per release details. 

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