SECRET STAGE

TitleSECRET STAGE
BrandKKBOX
Product / ServiceKKBOX
CategoryE04. Live Advertising & Events
EntrantCHEIL HONG KONG, HONG KONG
Idea Creation CHEIL HONG KONG, HONG KONG
Production CHEIL HONG KONG, HONG KONG

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

Brief Explanation

Secret Stage was a live outdoor advertising campaign centred 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.