KK Box attracts new music lovers with single play ads in new campaign via Cheil Hong Kong
Kkbox, Asia’s biggest music streaming service, wanted to attract new listeners. But whilst current fans already know Kkbox for its exclusive, unreleased music, how could they communicate this with new listeners? And as an online service with no physical presence, how do you get them to go online in the first place?
Cheil Hong Kong premiered five rare, unreleased tracks through five playable print ads. People simply scan the QR code and use their mobile phone as the activation point. No downloads. No fuss. Just scan it and play.
Using trackable QR codes, ‘Single-Play’ Ads let people play each exclusive track, just once. So if they like what they hear, the only way to hear it again is to click through to Kkbox – where they can listen to the exclusive track again. Or they could discover 1000’s of other tracks from Asia’s hottest artists. By combining analog and digital fun into a print ad, Cheil Hong Kong encouraged offline music lovers to go online and turned the mobile phone into media in new listeners’ hands.