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Audible

Harry Potter 
Full-Cast Audio Editions

The Challenge

Harry Potter has been one of Audible’s most loved and listened-to titles for over a decade. But with the launch of new full-cast audio editions, Audible faced a new challenge: how to re-engage existing fans, while inviting a new generation to experience the magic.

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The Insight
The answer wasn’t to replace a love of Harry Potter – but to deepen it, by delivering the story like it had never been heard before.
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The Idea
Together, we created The Audible Express – a one-of-a-kind listening journey aboard a vintage steam train. 

Sydney’s Central Station was transformed into a nostalgic, audio-led experience, as more than 750 fans boarded, put on their headphones, and listened to iconic scenes unfold in immersive sound.

CLIENT TESTIMONIAL
”Harry Potter fans are discerning, and News gave them an experience that not only lived up to their expectations, but also the best way to discover the new full-cast audio editions.”

Pia McMorran - Audible
Director, Brand & Content Marketing

CLIENT TESTIMONIAL
“Not only did the campaign receive global recognition, the feedback on the ground from fans was that it was an event they would remember for a lifetime."

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Georgia Lindley - Audible
Influencer & Media Partnerships Lead

CLIENT TESTIMONIAL
“From the creative idea to the national scale, we were super impressed. They were certainly the only partner to bring us a steam train.”

​Francesca Menato - Wavemaker
Content & Partnerships Director

Products used:

  • Masthead changed to Audible orange

  • Sydney's Central Station

  • 4 State Masthead Mega Wrap

  • Daily Telegraph HPTO

  • Editorial

  • Native Video

RESULTS
Demand was immediate. 
Tickets sold out within forty-eight hours through Daily Telegraph promotion alone. Fans arrived in full wizarding dress and shared the moment across social. In total there were 3.4M+ social views of Audible Express content. Earned media included national coverage on Seven’s Sunrise and Nine’s news and 50+ pieces of social content from influencers and fans.

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