Axion – Banner Concerts



Describe the objective of the direct campaign
Axion, Dexia’s youth bank, has always supported youngsters between 12 and 25 years old in all aspects of their lives. As an ever increasing number of young bands are striving -in vain- for MySpace-fame and at a time when the international music industry is struggling to survive, Axion decided it was time to give young music bands a little push, financially and logistically.
Explain why the creative execution was relevant to the product or service
Axion, Dexia’s youth bank, has always supported youngsters between 12 and 25 years old in all aspects of their lives. As an ever increasing number of young bands are striving -in vain- for MySpace-fame and at a time when the international music industry is struggling to survive, Axion decided it was time to give young music bands a little push, financially and logistically. Via the banner concerts the young bands got a lot more exposure than if they had only used their MySpace pages.
Describe the creative solution to the brief  with reference to the projected response rates and desired outcome
Axion introduced an internet-first: “Axion Banner Concerts”, streaming live-gigs in the frame of traditional banners. We booked an impressive mediaplan on popular websites and organised a contest to select 25 young, up-coming bands to play a concert in these 6 million banners. We also installed a voting system for the public to elect a winner who will get a real gig at Ancienne Belgique, one of Belgium’s biggest concert halls with live streaming on their web TV-channel. This motivated the competing bands to embed their banner concert in their fan’s blogs and social network pages, giving their music even more exposure.
Results
This innovative campaign was not only a creative and technological showcase, foremost it connected Axion youth bank on a profound level with the needs of today’s young musicians.
– 25 young bands got an exposure for their live-gig via 6.807.442 banner impressions on well-known internet sites;
– By providing an “embed”-option, we generated another 43.479 impressions via viral embeddings on fan pages and blogs. Some of these generated more than 20% click-through;
– The campaign website attracted 44.845 unique visitors, 7.581 people voted for their favourite band (a majority voted by premium SMS instead of free web-vote).







Advertising Agency: Boondoggle
Creative Director: Stef Selfslagh/Vincent Jansen,
Creatives: Alexander Cha’ban/Vanessa Hendrickx/Peter Vijgen
Production Company: Mojuice
Director: Geert Geuten



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