Audible’s Well-Being Campaign Comes to Life at King’s Cross with a Cherry Blossom Filled Train Carriage

Audible has injected rush hour on Blue Monday with a much needed feeling of calm in an immersive brand activation drawing on its new “Zen Commute” film. The activation is by Hyperactive, sister agency to Fold7, which is behind the well-being-focused creative campaign aiming to drive sign-ups through an introductory offer to Audible’s extensive well-being content. 

Starting this week at King’s Cross station, the activation is centred on a train carriage that has been given a complete zen makeover, with blossoming cherry trees bursting from within through the windows and doors.

Commuters who step inside discover a space that couldn’t contrast more with the busy concourse, immersing them in a calming audio experience inspired by Audible’s “There’s more to imagine when you listen” brand positioning – also the destination shown on the front of the carriage.

The audio features excerpts of key Audible well-being titles such as Atomic Habits, A Quiet Life in Seven Steps and The Healing Power of Nature, mixed with announcements like “Your next Audible title is now approaching”, voiced by Iain Glen. A screen next to the carriage will run Audible’s “Zen Commute” film and display the title of the audio being played, in the style of a train departures board.

Along with creating the carriage and immersive audio experience, Hyperactive has briefed a team of brand ambassadors to encourage interaction and discovery and let passersby know how to find Audible listens that can transform their commute.

The experience went live yesterday, Monday 20 January, and runs for five days. It is timed to coincide with Blue Monday, the day famously declared the most cheerless of the year.

Albert Hogan, senior director - brand and content marketing Europe, 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.”

Andrew Casher, founder + CEO, Hyperactive, said, “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.”

Audible’s well-being campaign launched on 2 January 2025 with a film created by Fold7, directed by Antoine Bardou-Jacquet and produced by Partizan.