The Problem:

Beats users are passionate about music and culture—but they often miss out on experiences beyond their headphones. How can Beats inspire their audience to turn what they hear into something they do?

The Insight:

Music doesn't just move people emotionally—it can move them physically. Famous lyrics often mention cities that evoke wanderlust. If music is the spark, Beats can be the bridge between listening and living.

The Solution:

Using the brand line "Be Heard," we created a campaign that turns iconic song lyrics into a sign to go.

Each lyric becomes a travel clue. When customers spot the city in the lyrics, they unlock 20% off a travel booking—exclusive to Beats users.