Train headrest covers for a Marvel audio series
Audio needs a moment when someone is seated, idle and holding a phone, which is exactly a train journey. Headrest covers were branded across the coaches with the Marvel audio series titles, Spider-Man and Iron Man, and each cover carried a QR code and the app store badges, so the passenger looking at the seat in front could start listening on the same journey. The format sits in the passenger’s eye line for the whole trip.
Putting the QR code on the seat in front converts the format from branding into an install route, because the audience is already holding the device the ad wants them to use. Licensed characters did the stopping work, so the panel only needed to carry the title and the code.
Execution photography from the campaign, captured site by site as each placement went live.