HIDDEN LIVE

Short List
TitleHIDDEN LIVE
BrandZOO RECORDS
Product / ServiceALTERNATIVE MUSIC STORE
CategoryB02. Consumer Products & Services
EntrantLEO BURNETT Hong Kong, HONG KONG
Entrant Company:LEO BURNETT Hong Kong, HONG KONG
DM/Advertising Agency:LEO BURNETT Hong Kong, HONG KONG

Credits

Name Company Position
Connie Lo Leo Burnett Hong Kong Executive Creative Director
Brian Ma Leo Burnett Hong Kong Group Creative Director / Art Director
Alfred Wong Leo Burnett Hong Kong Creative Director / Copywriter
Wen Louie Leo Burnett Hong Kong Creative Director / Copywriter
Joey Chung Leo Burnett Hong Kong Copywriter
Kenny Ip Leo Burnett Hong Kong Art Director
Nicky Sun Leo Burnett Hong Kong Art Director
Kennie Chung Leo Burnett Hong Kong Account Manager
King Ho dothub Ltd. Project Manager

The Brief

There's no space for alternative music in Hong Kong. No media support, no live venues, no money for rent. That makes things like music festivals all but impossible. As Hong Kong's most celebrated alternative music store, Zoo Records is dedicated to promoting live indie music, by any means.

Creative Execution

Hong Kong has too little space for live indie music, and too few people are exposed to it. A mobile phone is an affordable and accessible venue which can hold an audience of any size. Anyone with a mobile phone can experience live indie music, wherever they are. What's more, a code hidden in a ticket is an intriguing hook for the hip and the young.

Describe the creative solution to the brief/objective.

We found space for them to perform live, the 6 square inches of your mobile phone. 1 week before the event, Zoo Records and participating bands announced the music fest through Twitter and Facebook. 2 hours before the concert, free tickets became available at renowned chain stores and Facebook. When scanned with a mobile phone, your mobile screen turned into the venue for the world's first mobile music festival. 8 bands performed over 4 nights, with live online chat and comments for audiences. They could buy albums directly from their phone, and share them across social media.

Results

More than 10,000 attended the festival each night, and countless more got involved as concert clips were shared on Facebook, Twitter, Youtube and personal blogs. Zoo Records sold out 80% of the albums for those 8 performing bands. But most importantly, alternative music came alive at tens of thousands of venues all over Hong Kong.