Client: iHeartRadio

Brief: Increase downloads of iHeartRadio’s mobile app amongst listeners 18-25.

Insight: Gen Z is inherently performative, meaning that they don’t just want to listen; they want to be seen listening.

Big Idea: iHeart turns listening to the radio into a visible, social act.

Execution: Display artists in public spaces where fans can see them, but fans can't listen to them live until they download the iHeartRadio app. If fans want to hear their favorite artists, they must use QR codes to download the iHeartRadio app and listen to the live performances.