Audible has revealed the launch campaign for Adam Buxton’s new podcast Successpod.
The new campaign created by Fold7 for Audible presents the series as a response to highly constructed approaches seen in modern podcast marketing and production.
It is designed to engage audiences by highlighting familiar elements used in audio and social promotion, including polished visuals, exaggerated sound effects, clickbait style messaging, gimmicks and camera tricks, before gradually revealing the construction behind them.
Fold7 developed the idea under the name Hyperbuxton, with two promotional films that begin by imitating these styles before breaking the illusion.
In the first film, Buxton appears in a private jet explaining that podcasting success has enabled the setting, before the camera reveals a simple set up.
A second film places him in front of a tropical beach backdrop, where he presents himself as a globally successful podcaster, before an interruption reveals a green screen setup in a park next to a dog waste bin.
Both films conclude with the line Successpod, my desperate quest for relevance.
Dave Billing, Executive Creative Director at Fold7, said: “I’ve long been a fan of Adam’s, all the way from the Adam & Joe Show through to his hugely successful podcast.
“So, working with him was a bit of a treat, all the more so because this new podcast touches on a subject never far from the mind of any creative person over the age of forty: how do you stay relevant and at what price does success come?
“As you’d imagine, there was a lot of co-creation on this project as we needed to leave room for Adam’s unique comedic brain to roam free.”
James Finn, Global Head of Brand & Content Marketing at Audible said: “Adam Buxton’s comedy works because it’s honest about the thing nobody admits: the desperate quest to stay relevant.
“We didn’t want a campaign that sat next to the show – we wanted one as funny, self-aware and absurd as Adam himself. Working with Fold7, that’s exactly what we made: something authentically Adam.”
The campaign launches today across paid social media, YouTube pre roll, digital out of home and radio, with media planning and buying handled by GoodStuff.
