SECRET STAGE

TitleSECRET STAGE
ClientKKBOX
Product / ServiceKKBOX
CategoryA01. Activation by Location
EntrantCHEIL HONG KONG, HONG KONG
Idea Creation CHEIL HONG KONG, HONG KONG
Production CHEIL HONG KONG, HONG KONG

The Campaign

Secret Stage was a mobile 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. 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. So with one big idea, we thanked Eason’s biggest fans in the best way possible—and gave 1000s of music fans a compelling reason to connect directly with our brand.

Creative Execution

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.

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.

Credits

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
Links
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