Keung To's 2024 Birthday Bash: A Look at Fan-Led OOH Advertising Spectacles

05/06/2024 Optimize your media budgets

In recent years, fan clubs have shown remarkable creativity and enthusiasm in using Out-of-Home (OOH) advertising to celebrate their favorite artists. A prime example of this trend is the array of festivities organized by the Keung To fan club. Known as one of the leading members in the Hong Kong boy band MIRROR, his fans crowdfund every year for these festivities for his birthday. This phenomenon highlights the deep emotional connection fans have with celebrities and their willingness to engage in public displays of support and celebration. It is also a major changing point for the advertising industry in Hong Kong as fan club advertising become more common.

The Keung To Birthday Celebration

Source: U Lifestyle

For Keung To's 25th birthday this year, his fan club orchestrated a series of high-profile initiatives across Hong Kong. These included complimentary tram rides on beautifully decorated trams along Hennessy Road, showcasing Keung's photos and birthday wishes, which turned the area into a festive route and a photo opportunity for fans and the public alike. Additionally, Keung To fan clubs sponsored OOH bus ads, spending significant amounts to celebrate special occasions with bus ads designed to cover every corner of selected buses traveling around Hong Kong Island.

Source: HK Tramways

The fan advertising didn't stop at trams and buses. In Causeway Bay, commonly dubbed "Keung To Bay" during these celebrations, numerous billboards and DOOH featured Keung To's images, attracting thousands of fans who gathered to celebrate. The fan club even linked these advertising efforts to charitable causes, promising donations once social media interactions reached a certain threshold, exemplifying how fan-led advertising campaigns can blend celebration with social responsibility.

Source: User Kikichu21 on X

A Million Dollar Celebration

Source: The Standard

Perhaps another most notable fan club advertising campaign in Hong Kong is Anson Lo's 26th birthday. He's another leading member in MIRROR. His fans went above and beyond, spending over HK$1 million on various extravagant OOH advertising. This included LED lights on a cruise ship and a giant billboard at Tsim Sha Tsui pier, capturing the attention of the public and media alike. Additionally, they organized a special exhibition, showing the potential and scale of fan-driven OOH campaigns in celebrating celebrity birthdays.

Source: Sing Tao

La Foret

Nathan Road (Tsim Sha Tsui)

KMB & LWB Advertising

Mong Kok New Town Mall

A Quick Guide for Fan Clubs Looking to Utilize OOH Advertising

Source: TripSavvy

Choosing the Right Advertising Spaces

Visibility and Traffic: Choose locations with high foot or vehicle traffic to maximize visibility.
Relevance and Context: Select areas that are meaningful to the artist or the fan base, like popular youth hangouts or concert venues.
Scale and Impact: Consider the scale of the ad—larger spaces like billboards or building wraps create a significant visual impact.

Design Tips

Brand Consistency: Ensure the design reflects the artist's brand and aesthetic. Use recognizable images and color schemes.
Message Clarity: Keep text minimal and clear. The message should be easily understandable at a glance.
Engagement Hooks: Incorporate elements that encourage interaction, such as QR codes linking to a special birthday message or a fan page.

Additional Tips

Safety First: Remind fans to observe public safety and social distancing, especially if they plan to gather to view the ads.
Link to Charity: Consider linking the campaign to a charitable cause, enhancing the positive impact of the event.

By understanding these dynamics and strategies, advertising agencies and fan clubs can more effectively plan and execute campaigns that resonate with both fans and the general public, creating memorable experiences that strengthen fan loyalty and artist visibility.

Adintime works with fan clubs all over Hong Kong

Here at Adintime, we have worked with multiple fan clubs in Hong Kong to find the best OOH to celebrate their beloved idols. Whether it is for a birthday bash, new single release, or event promotion, we have helped fans get the best rate for the most desired billboards, DOOH, tram, or bus!