Audible partners with the Guardian

The Guardian has announced a new multi-platform campaign to launch the new Audible Original adaption of George Orwell’s 1984. With articles exploring everything from fake news to resisting online rage fests, bold interactive graphic treatments in display and a full ad takeover of Observer Magazine, the campaign aims to show why this version of 1984 is one of the must-listen audiobooks for 2024, added the publisher.

The Guardian says the campaign uses the its formula of “scale, influence and integrity” to deliver content to match Audible’s cast: Andrew Garfield, Cynthia Erivo, Andrew Scott, Tom Hardy and Romesh Ranganathan.

The campaign launched with impact and included quizzes and articles that help audiences see what 1984 tells us about the world in 2024.

Around the content and across theguardian.com, a new scroller is running in Fabric XL ad slots over the Guardian’s TV, lifestyle, culture, film and book sections, with the aim of introducing Orwell to a wider audience, the publisher continued.

In audio, ads across the Guardian’s podcast network share teaser clips of the audio book. And in video, the Guardian says it has created a bespoke animated teaser trailer, filling editorial social channels with abstract imagery and graphics to bring the 1984 soundscape to life.

Last weekend, the campaign also ran a full takeover of Observer Magazine, using print as the hero format with a “turn-to-reveal” redacted coverwrap. The Guardian says every single ad slot (in the Sunday 7 April issue) was filled with resonant Orwell quotes, articles and QR codes driving audiences to hear more.

Albert Hogan, senior director – brand and content marketing, Europe, Audible, said: “We were absolutely thrilled to work with the Guardian to introduce Audible’s adaptation of 1984 to the UK. From Orwell’s connections to the Observer to the resonance of the key themes of the story with the Guardian reader, it felt like the perfect environment to reaffirm the prescience of 1984 in 2024 and let people know there is no more relevant time to listen than right now.”

Imogen Fox, chief advertising officer, Guardian Media Group, said: “The Guardian is renowned for its award-winning, multi-channel advertising campaigns, which deliver higher uplifts in brand and campaign diagnostic metrics. We relished the opportunity to refresh 1984 using the best of the Guardian’s unique channels and formats to bring this campaign to life. Many people think they know Orwell’s 1984 because they’re familiar with the novel’s ideas, but this new audiobook version 75 years on from its initial release pushed our team to develop innovative formats and visuals. Given our huge scale, we’re the perfect place for cultural launch moments.”