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Audible
Voces, a celebration for creators.
Experience
Mexico City
2025
Experiential, Marketing
Context
In Mexico, the audiobook market is growing rapidly: a 31.5% growth is projected between 2025 and 2030, driven by users who prefer to consume them while working out or driving. The format has something magical; the human voice conveys emotions that paper sometimes fails to capture. However, a huge gap exists: for the 486 million Spanish speakers in the world, there are only around 49,000 titles available in Spanish. As Rachel Ghiazza, Chief Content Officer at Audible, noted: “This gap represents a unique opportunity for storytelling in Spanish. We recognize that potential and are committed to creating more content.” With this vision, “Audible Voces” was born—a series of original audiobooks featuring figures like Diego Luna, Gael García, Natalia Lafourcade, and Lila Downs. The challenge was how to introduce this premium catalog to the creator community in Mexico and convince them to give the platform its “first listen” in a format that built community and inspired them.
Objective
We established the following objectives: first, to incentivize trial (product trial) to get the community of creators and opinion leaders to try the platform for the first time, removing barriers toward the digital audio format through a fully live demonstration; second, to launch and position a new title, using the audiobook "El árbol de la vida" by renowned Mexican singer Lila Downs as as the primary hook to generate event interest and drive immediate downloads after the live experience; furthermore, to build trust in the brand by consolidating Audible among content creators as a solid platform for Latin American talent, demonstrating that it is a platform to drive creativity; and, finally, to amplify earned media in order to achieve massive media coverage that would extend the launch beyond the attendees and creators.
Challenge
The Idea
How do you get someone to “taste” or “try” an audiobook in the physical world? The creative strategy was to bring sound to life. For the art direction, we took inspiration from audio waves and merged them conceptually with water waves. Because of this, we chose “Lago Algo” as the venue—a cultural space surrounded by water in the city’s largest green space: Chapultepec Park. All branding and event setup flowed under this sound-and-visual concept.
The perfect pretext to gather the creator community and drive platform trials was the launch of Lila Downs’ audiobook, “El árbol de la vida”. Instead of handing out cold subscriptions, we designed the evening to function as an immersive “free sample” of the content, combining spoken narration (Lila’s life experiences) with music—triggering firsthand the emotions and feelings audiences would experience when downloading Audible and listening to an audiobook.
How did we do it?
We gathered 250 content creators and guests from the creative community at Lago Algo (Chapultepec Park) for a Consumer Journey designed in three strategic phases that fused contemporary art, Mexican culture, and audio.
Under the “Sound Waves” aesthetic—which combined Audible’s solar arches with traditional patterns—the evening began in the Panel Salon with welcome remarks from Rachel Ghiazza and Anasofía Sánchez Juárez, followed by creative panels and the presentation of the audiobook “El árbol de la vida” during a talk with Lila Downs and Elvira Liceaga.
The key moment was the opening of the Sound Archive (Fonoteca) as an Immersive Listening Lounge: sculptural stations inspired by papel picado where attendees immersed themselves to listen to excerpts. The multisensory experience included themed cocktails featuring editorial and acoustic details, culminating in a musical showcase by Lila Downs that solidified the brand’s digital trial.
Voces: A Celebration for Creators.
