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Drop the JPEG
Creating Gen Z cultural currency through music
Visa
Services
Partnerships
The Challenge
Visa needed to connect with Gen Z - Australia’s next major spending force - who are disengaged from traditional finance and favour digital-first brands.
Visa’s objective was to increase brand preference amongst critical Gen Z audience.
The Strategy
Gen Z love music, they capture live music events on their phones by filming and taking photos, even at the costs of being present ‘in the moment’.
Instead of asking Gen Z to put their phones away, like some events do, we celebrated and rewarded Gen Z’s live music behaviour.
The Solution
We invited Gen Z to “Drop The JPEG” and share their best live gig footage for a chance to win: a VIP weekend at Red Bull Symphonic with Ruel.
Rather than scolding screen use, we partnered with Val Morgan Digital to celebrate it. UGC was encouraged, access to gigs granted, bragging rights won, and brand love earned.
Results
Drop the JPEG turned content into cultural currency—and built real brand preference.
+3.8ppt Brand preference among Gen Z exposed on TikTok
32% Brand Preference (vs. 18% control) among VMD exposed
