Audible has launched its latest campaign with a bid to inspire calmness calm in commuters.
The campaign by Hyperactive, sister agency to Fold7, aims to increase sign-ups to the audiobook platform.
Launching in King’s Cross station, Audible’s activation features a train carriage covered in cherry blossoms. The activation has been designed to contrast with the busy concourse outside the carriage and to offer a relaxing experience to visitors who step inside.
Visitors to the carriage will be able to listen to excerpts of Audible Titles such as Atomic Habits, A Quiet Life in Seven Steps and the Healing Power of Nature.
Alongside the activation, the platform has also unveiled a new campaign film, ‘Zen Commute,’ which will be shown on a screen next to the train carriage in Kings Cross station.
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Audible senior director of brand and content marketing Europe, Albert Hogan, said: “Blue Monday may be known as the gloomiest day of the year but we saw an opportunity to flip that narrative. This cherry blossom train, brought to life so brilliantly by our partners at Hyperactive, is more than just a visual spectacle – it’s an invitation for commuters to pause and explore the transformative power of audio.
“Audible’s well-being catalogue is designed to bring balance and inspiration to everyday moments, and we hope this activation sparks a journey towards more mindful commutes and meaningful listening.”
The activation launched on 20 January and is due to run for 5 days.
According to Audible, the unveiling of the activation was timed to coincide with Blue Monday, the most cheerless day of the year.
Hyperactive founder and CEO Andrew Casher added: “There are some brands that have to be experienced to really understand their superpowers, and Audible is one of them.
“With this experience we bring to life the sensorial aspects of the advertising campaign to create something genuinely immersive and transformative for consumers, bringing some much needed zen to commuters during the most depressing week of the calendar.”
