| Title | SECRET STAGE |
| Brand | KKBOX |
| Product / Service | KKBOX |
| Category | E04. Live Advertising & Events |
| 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 |
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.