| Title | SECRET STAGE |
| Brand | KKBOX |
| Product / Service | KKBOX |
| Category | B02. Use of Audio Platforms |
| Entrant | CHEIL HONG KONG, HONG KONG |
| Idea Creation | CHEIL HONG KONG, HONG KONG |
| Production | CHEIL HONG KONG, HONG KONG |
| Name | Company | Position |
|---|---|---|
| Paul Chan | Cheil HK | Executive Creative Director |
| Ivan Au | Cheil HK | Associate Creative Director |
| Toby Hong | Cheil HK | Art Director |
| Shi Ping Ong | Cheil HK | Executive Creative Director |
| Shi Ping Ong | Cheil HK | Executive Creative Director |
| Wilson Ang | Cheil HK | Creative Director |
| Timothy Li | Cheil HK | Creative Director |
| Timothy Li | Cheil HK | Creative Director |
| Fai Leung | Cheil HK | Senior Art Director |
| Jay Jeong | Cheil HK | Managing Director |
INSIGHT: Asia is more connected than any other place on earth. So we knew the best way to reach music fans is in real-time, directly through their devices. IDEA: We staged an exclusive one-off concert with Asia’s hottest artist, Eason Chan. But it was a concert like no other—the venue details were hidden and there were no tickets for sale. You could ONLY unlock venue details and tickets by interacting directly with our music streaming service. Using livestream and geolocation technology, fans roamed the streets of Hong Kong listening to a playlist of Eason’s entire catalogue of songs—letting the songs guide them to free tickets. The closer they got, the newer the song that would play. The better they knew the songs, the better their chances.
Secret Stage was promoted just like any other concert but with one main difference—there were no venue details or tickets for sale. Instead, print ads, posters, YouTube and radio spots asked music fans to ‘Follow the music’ on KK Box to unlock venue details and free tickets. Existing users were prompted with in-app promo messages. Meanwhile, Eason promoted the campaign by posting teasers and video promos for all his fans and followers across every social media channel in Hong Kong.
Music fans kicked up a frenzy. The first 2,000 fans unlocked tickets to the actual concert itself. Another 200,000 fans unlocked access to watch the concert via livestream on KK Box. The campaign was covered by every major cultural influencer—and KK Box became part of the pop culture conversation. KK Box saw a 12% increase in trial users. And Eason thanked his biggest fans in the best way possible.
Secret Stage was a campaign built around an exclusive one-off concert with Asia’s hottest artist, Eason Chan. But it was a concert like no other—the venue details were hidden and there were no tickets for sale. Instead, music fans were asked to ‘Follow the music’ on KK Box Mobile (Asia’s biggest music streaming service) to unlock venue details and tickets. With one big idea, we gave 1000s of music fans a compelling reason to connect with our brand and interact directly with our music streaming service. It was the ONLY way to get tickets to the concert.
Asia is more connected than any other place on earth. So we knew the best way to reach music fans is in real-time, directly through their devices. With this in mind, we gave 1000s of music fans a compelling reason to connect directly with our brand—and interact directly with our music streaming service. It was the ONLY way to get tickets to the concert. And a surefire way to drive trials for KK Box Mobile.