In the United Kingdom, commuters spend 251 hours commuting to and from work annually, this has a negative effect on mental health and work-life balance due to poor time management. Large amounts of unproductive time are wasted on these journeys, that could be turned into Audible time.
The idea and execution
I wanted to position Audible as a platform that provides an escape to commuting, but also a solution for commuters who want to learn new skills but never have time. This was an OOH campaign, billboards and posters were placed strategically around train stations.
‘Get Inspired’ is a campaign that focused on revitalising commuters during all the chaos and hardships of commuting, through motivational and inspirational quotes.
'Get Inspired' will partner with Starbucks Coffee for a loyalty incentive called 'Friday Feeling.' Every commuter is entitled to a free beverage once a week for a month of the 30 free-day trial if they use Audible for 20 minutes a day.