Arc Worldwide India wins Black Dragon at 2023 Dragons of Asia Awards for Audible's campaign

Arc Worldwide has announced that it has been honoured with Black Dragon Certificate for Best Event or Experiential Marketing Campaign in this year's Dragons of Asia advertising awards for its work on 'Audible: Live The Story' Campaign.

Audible, a leading producer and provider of premium audio content, faced the challenge of reaching out to voracious readers and converting them into avid audio entertainment listeners. To achieve this, the campaign's objective was to captivate the audience and visually bring the magic of audio stories to life in a unique and engaging way.

“The campaign kicked off by targeting the audience at Comic Con Mumbai. The challenge was to capture their attention amidst the visual spectacle of Comic Con. Arc Worldwide India embraced the principles of Synesthesia, a condition where people experience one sense through another, to entice the audience into listening to spoken words and visually experiencing the stories using their imagination,” said the company statement.

The highlight of the campaign was an AI-powered visual generator, that captivated the Comic Con audience, making Audible the talk of the event. Audible's installation featured multiple experiences, each showcasing different aspects of their service.

Sejal Shah, Managing Director and Head - Publicis Media Exchange and Publicis In Motion, said,  "We are thrilled to receive the Black Dragon Certificate in this year's Dragons of Asia advertising awards for our work on Audible.in's 'Audible: Live The Story' Campaign. Our goal was to make the magic of audio storytelling come alive visually, and we're proud of the impact we've created at Comic Con. This recognition is a testament to the innovative ideas and dedication of our team."

The campaign successfully appealed to a significant proportion of readers, enticing them to become listeners by offering a portable library that could transport them to the world of written and spoken words. Through various engaging experiences at Comic Con, including the Genre Generator, Audible Kaleidoscope, "Am I Audible?" competition, and more, over 5,000 participants directly engaged with the campaign, sampling more than 2,000 titles from Audible's extensive library of audiobooks, podcasts and original content.

Shailesh Sawlani, Country Manager, India, Audible, said, "The 2023 Dragons Asia award is an acknowledgement of our collaboration with Arc Worldwide India. With the campaign comprising of multiple immersive experiences, each highlighting different aspects of our service, we were thrilled with the outcome of the campaign. As Audible’ s service in India continues to experience exponential growth, the 'Audible: Live the Story' Campaign was an excellent way for Audible to directly engage with an audience who is equally passionate about the power of storytelling.”

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