Audible turns Jennifer Coolidge’s Bondi appearance into national campaign

Audible has revealed Jennifer Coolidge’s recent Bondi appearance as the opening move in a new integrated campaign built around the idea of getting lost in an audiobook.

Created with independent agency Hello, the campaign began with Coolidge being spotted around Bondi wearing headphones and pushing a bright orange trolley, with the appearance seeded through media and selected creators before Audible revealed its involvement.

The stunt has now been followed by a reveal film showing Coolidge wandering off set after becoming absorbed in an audiobook, with the broader campaign rolling out across TV, social, retail and OOH.

Audible global head of brand media and Australia hub lead Polly Blenkinship said the initial stunt was designed to create attention before the brand amplified the idea through paid media.

“We’ve been overwhelmed by the fandom and attention generated around the world,” Blenkinship said.

“With the stunt we were able to earn fame first, then amplify that momentum through content and media investment to maximise reach and effectiveness.”

Blenkinship said the Bondi appearance was intended to bring the campaign proposition into the real world.

“The Bondi moment was designed to bring the idea of getting lost in an audiobook to life in the real world. Now we’re carrying that same idea into the paid media campaign, bringing the magic of getting lost in a great story to audiences across Australia,” she said.

Hello CEO Sam Kelly said the work was designed as an integrated campaign from the outset rather than a standalone stunt.

“For too long, we’ve been told brands can’t play meaningfully in culture, or that doing so comes at the expense of traditional advertising principles and marketing effectiveness. The truth is, you can have it all,” Kelly said.

“It requires integrated thinking from the outset, alongside serious internal alignment around the vision, objectives and investment.”

Wavemaker handled media, with Somewhere Nowhere responsible for hero film production and Hello Create handling the wider rollout.