Penguin Books wanted to convert readers into listeners and increase sales of their audiobooks. Many readers still consider the audiobook experience to be less rewarding than reading. Y&R Beijing conveyed the quality of each Penguin audiobook by using the brand's iconic mascot in an imaginative new way, capitalising on the penguin's playful presence across a series of illustrated press and poster ads. By placing a mic-wielding penguin at the epicentre of the action, readers could get a sense of the richness and emotion within each audiobook experience.
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