KK Box—Asia’s biggest music streaming service—wanted to drive trials to its new mobile service, for music fans on the move. At the same time, we knew that Asia’s hottest artist—Eason Chan—was about to celebrate his 20th anniversary in music. So with one big idea, we wanted to thank Eason’s biggest fans for their support and give 1000s of people a compelling reason to trial KK Box Mobile.

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.

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.