Recently, Audible – Amazon’s famous audiobook platform has collaborated with GroupM to carry out a special OOH campaign using the brand new WinDOOH technology. This campaign is introduced as the largest virtual reality (AR) campaign in the world with the ability to reach more than 60 million viewers.
Audible teams up with Group M to create the world’s largest OOH AR series
Audible, one of the most popular audiobook platforms today, comes from the giant Amazon. Last June, this Brand launched a new global campaign called “There’s More to Imagine When you Listen”, with the aim of bringing a vivid and magical experience from the world of sound.
Among the campaign’s highlights is a series of OOH ads combining WinDOOH technology and new virtual reality, created by the brand in collaboration with Group M.
In particular, the OOH Chain used WinDOOH technology and DOOH.com’s “mass participation AR” to turn a total of 12 giant screens in major cities into real-life fantasy worlds. Specifically, DOOH.com used a 4K camera at each location to capture live images of the landscape behind each screen, creating an illusion of the screen as a window with a realistic urban landscape.
The display then places these real-life images into unique virtual spaces inspired by Audible Originals and exclusive themes, such as the sci-fi novel “Project Hail Mary” and the classic fairy tale “The Little Mermaid.” For example, in New York City’s Times Square – a flagship location for Advertising – viewers will see a scene of New York City flooded with jellyfish underwater.
The ads will be shown across 12 screens in iconic locations, including New York City’s Times Square, Washington DC’s National Harbor, and London’s Meridian Steps. The brand will run these OOH ads for four weeks across the US and Canada, and for two weeks across the UK. Audible will also incorporate additional Social Media activity and partnerships with authors, creators, influencers, and more. The series of activities is expected to help the brand reach an estimated 60 million people worldwide and is considered the largest OOH campaign using AR ever worldwide.
What is special about the new WinDOOH technology?
The highlight of this Audible AR app is the use of GroupM’s WinDOOH technology, which allows consumers to experience virtual reality technology more easily without depending on a Mobile device, unlike many other AR experiences.
WinDOOH is a new outdoor advertising technology introduced by Group M not long ago. This technology does not require viewers to use mobile devices to view interactive elements. Instead, it has a camera built into the screen to capture images from the real world, combining advanced visual effects, graphics and animations to create a virtual space on the OOH screen. Anyone passing by the screen can experience AR elements with their naked eyes, contributing to enhancing the Virtual Reality experience for consumers.
Currently, WinDOOH is still a very new technology and is evaluated quite positively because of its ability to skillfully connect two virtual and real worlds. In particular, Audible’s campaign is the first time that WinDOOH is used on a global scale. Before Audible, the ice cream brand Wall also tested this new technology in an OOH campaign in London and Manchester and received relatively good feedback.
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