Audible is partnering with the Guardian in a new multi-platform takeover to launch the new Audible Original adaptation of George Orwell’s 1984.
Tapping into the newspaper’s “scale, influence and integrity” formula to reach 9 million subscribers, which will help it deliver high impact content matching up with its cast featuring Romesh Raganathan, Andrew Scott, Tom Hardy, Cynthia Erivo and Andrew Garfield.
The content is hosted on a dedicated page of the Guardian entitled 2+2 =, referencing the character Winston’s quote “Freedom is the freedom to say that 2 + 2 makes 4”, and the Party’s false statement that 2 + 2 =5.
Leveraging the newspaper’s full platform, the campaign incorporates quizzes and jargon-busting articles to help audiences connect with what the iconic novel says about the world in 2024.
It also includes articles tapping in to the novel’s themes, including features on issues such as the surveillance state, digital pile-ons and fake news.
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Audible brand and content marketing senior director Albert Hogan 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.”
Guardian media group chief advertising officer Imogen Fox added: “The Guardian is renowned for its award-winning advertising campaigns, which deliver high uplifts in brand and campaign diagnostic metrics.”
“We relished the opportunity to refresh 1984 using the Guardian’s unique channels and formats to bring this campaign to life. Many people think 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.”
Feature image credit: The Guardian
