The Web Marketing Association is proud to present this 2025 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Leisure Online Ad, Best Media Online Ad
You can’t judge a book by its cover, since you never know what lies behind it – but in this ad for Audible, seeing what lies behind it is the whole point. Audible, the leading producer and provider of premium audio storytelling, wanted to build suspense around one of its upcoming titles, Ashley Elston’s thriller “First Lie Wins.” So, together with its media agency Wavemaker, Audible collaborated with interactive ad company Infillion to deploy a unique connected TV ad. After scanning a QR code onscreen to connect their phone, the user can use their finger across their phone screen, and their motions will be reflected on their TV.
In the background, a mysterious house beckons, alongside directions for the viewer to scan the displayed QR code with their phone (or continue using their remote) and “wipe off” the image to reveal what is underneath. Once the user has done this, the cover of First Lie Wins appears as the first frame in a carousel of some of Audible’s most anticipated titles, including The Housemaid and The Safe Man. The user is then invited to download Audible for a free trial.
Users were certainly intrigued, spending an average of 49 seconds within the experience and interacting an average of 10 times. Furthermore, the unit had an average QR scan rate of .3% – well above the category average of .05%. So while you really shouldn’t judge a book by its cover, you can certainly pick one to listen to.
Contributors:
INFILLION
Location: United States