Casper runs its branded trains throughout the NYC Subway all year. It’s an “always-on” strategy in a market they’ve already built massive brand awareness in. Their main goal with subway advertising has always been to create fun (and buzz) – as well as establish Casper’s quirky and unique brand personality amongst the clutter.
Casper’s new creative features 21 different minimalist logic puzzles that tie back to the brand’s belief in the importance of a good night’s sleep. It even gained a bit of PR attraction.
For those who get stuck trying to decipher the unique creative messages, they can get the answers at – https://casper.com/puzzzle/