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Will Justice Be Served for Lunch in Audible鈥檚 Latest True Crime Campaign?

11/11/2024
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Creative agency Recipe produces a true crime epic of delicious proportions

Audible, a leading provider of spoken word entertainment, has revealed its latest social campaign, a spoof on the true crime genre, which sees UK content creator Ayam茅 give her stolen lunch at work the full force of forensics. Created and produced by independent agency Recipe, for Audible, this two-part series blurs the lines between fiction and reality, immersing audiences in a high-stakes steak sandwich mystery.

In a twist that feels true to true crime, Ayam茅 finds herself at the heart of the drama when somebody takes a bite out of her lunch at work, triggering a full-scale investigation. With every colleague a suspect and no one left to trust, will they find the culprit?

The tension builds as the story climaxes to an inevitable 鈥榳hodunnit鈥 reveal. It鈥檚 all part of Audible鈥檚 global brand campaign, "There鈥檚 more to imagine when you listen," where Ayam茅鈥檚 imagination is set free through Audible鈥檚 True Crime content 鈥 only to find herself drawn into a crime scene of her own.

The creative, which is running across Audible UK鈥檚 owned channels, will ensure that the campaign reaches a wide audience across social platforms, bringing viewers into Ayam茅鈥檚 all-too-real experience. Working in collaboration with Audible, the campaign was led by Recipe Social with buying activated by Recipe Media.

Catch the first episode of this thrilling series on Instagram, Facebook and Tiktok and watch as a petty crime becomes a full-blown investigation, reminding us all that there鈥檚 much more to imagine when we listen.

Albert Hogan, senior director of brand and content marketing, Europe at Audible said, 鈥淲e鈥檙e excited to share this (almost) true crime investigation, led by the brilliant Ayam茅, alongside the team at Recipe. The campaign teases some of our very best True Crime podcasts in an unconventional way, elevating an everyday crime into an extraordinary 鈥榳hodunnit鈥 sure to thrill audiences.鈥

Clare O鈥橦anlon, head of social at Recipe said, 鈥淭his campaign has enabled us to push the boundaries of traditional true crime storytelling, blending suspense with a touch of humour, wit and levity. We were able to engage Ayam茅鈥檚 established audience on a deeper level and leverage her involvement to reach new ones, bringing Audible鈥檚 True Crime category to life in an unexpected way. 

It鈥檚 a thrilling reminder that everyday moments can inspire captivating storytelling and the smallest crimes can inspire the imagination and make for an unforgettable story.鈥

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