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 famous artists in public spaces where fans can see them live, but can't listen to them because of a sound proof glass box. In order to hear them sing, they must scan QR codes to download the iHeartRadio app.