Pulp Books: Audioookery

Pulp Books, an online retailer of printed books, wanted to remind consumers that sometimes real books are still better than audiobooks. We went where they are spending their time. Online. Y&R Johannesburg created a fake online audiobook store, audiobookery.co.za. We selected book titles knowing that would never make sense as audiobooks and made them into audiobooks. Here, users could listen to the free audiobook samples. A message appeared prompting them to click through to Pulp Books.