The largest classical radio station in the United States tapped Perceptiv to help drive listenership within the crowded and fragmented Los Angeles market. Research showed a more diverse listener profile than one might assume and that listening habits generally centered around classical music as a backdrop for everyday life. Our “everyday people” campaign focused on showing the various demos of the classical listener coupled with the typical locations and situations in which classical music can serve as a background soundtrack. The campaign was focused heavily on outdoor media with a supporting online presence. All executions signed off with “buttons” that reminded listeners that they could connect with KUSC via an app, streaming, or via terrestrial radio.