Audible: True Petty Crimes

PROVING AUDIBLE’S GLOBAL BRAND PLATFORM, VIA THE HELP OF THE NATION’S FAVOURITE GENRE: TRUE CRIME

What we loved

Reframing the narrative from glorifying the crime, to glorifying the crime solver.

How we got there

True Crime is a key genre for Audible, with year on year growth, within a very competitive landscape. The multi title True Crime campaign formed part of the wider Global Brand Platform ‘There’s More To Imagine When You Listen’.

In an era of social entertainment, a rise in creator-led short-form video content has enabled brands to show up in more human and less disruptive ways.

To resonate distinctively, we created a spoof that had all of the tension and drama of true crime but applied to a mundane, relatable situation. This unexpected context allowed Audible to connect with audiences in an entertaining, humorous way, while highlighting how audio storytelling can transform the ordinary into the extraordinary.

We created a two-part True Petty Crime series on Tiktok and Meta, featuring UK content creator Ayamé – known for her comedic, reactive style. Her role would be to narrate and “investigate” the case, guiding viewers through her personal, high-stakes mystery.

The core idea was simple: what if a stolen sandwich received the same forensic treatment as a high-profile crime? In true crime fashion, every colleague becomes a potential suspect, and our protagonist/villain is forced to investigate using the full force of forensics. The narrative unfolds as a suspenseful “whodunnit,” complete with dramatic audio, forensic analysis, and interviews with suspects. As the investigation intensifies, it emphasises Audible’s message that imagination can turn any story into an epic experience

WHAT IT CHANGED

True (Crime) resonance with our target audience. Across owned / paid channels over 1k on post comments, attributed back to Audible via Collaborative Posts with Creator.