The audio content specialist Audible, who are an arm of the Amazon brand, have launched a set of innovative digital billboards. The Drum reports that the interactive billboards, which are currently on display in London and Manchester, feature an image of a giant cassette tape, which can direct passers-by to dedicated landing pages.

The campaign is titled ‘A Line-up Unlike Any Other.’ The clever juxtaposition of the retro cassette tape, which are probably only remembered by people over the age of 35, and the latest QR code scanning technology, brings the brand’s products to a wide audience. The QR code is active, so that users can scan it to be directed to an Audible landing page.

The users can then listen to or download an introduction to a series of podcasts and audiobooks about true crime.

Albert Hogan, senior director, content and brand marketing, said: “There is a reason people connect with true crime stories – they are truly human stories. This campaign showcases the remarkable, gripping and often uncomfortable reality of crimes being carried out every day around us, and puts a special focus on the victims, who too often go unheard.”

He added: “We wanted to bring these stories to life in new and interesting ways, so we’re delighted to work with Talon on bespoke billboards to encourage audiences to stop and listen through unconventional means.”

The campaign, which was created by OOH specialists Talon, will be complemented by a series of ads running on TV, cinema, social media, and digital video. 

The interactive billboards have been carefully situated in areas of high commuter foot traffic, because they require the viewer to stop and scan if they want to learn more. They are placed near rail or other public transport network hubs, where commuters may be receptive to finding something to listen to on their journey. 

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