btp case : axion banner concerts

Axion Banner ConcertsHow to use experience to convertawareness into interesting-ness.

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1.The situation.

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Youngsters don’t buy the promotalk of youth banks anymore

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Youngsters are hyper connected

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Youngsters feel the need to getmore out of their money.

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2.Axion took a newposition.

From an ‘image brand’to a ‘service brand’.

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e.g. Axion Budget Assistent

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e.g. Axion Student Sponsoring

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e.g. Axion Banner Concerts

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Insight 1:Music is relevant to all youngsters.

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Insight 2:More youngsters play music at ayounger age.

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Insight 3:It’s hard for young bands to get known.

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3.The idea.

Axion offers her own media spaceto promote 25 upcoming young bands.

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Malibu Stacy Tom Helsen

A BrandTim Vanhamel

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PETER CROSBIE

KURT OVERBERGH

ALEX STEVENS

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+6.000.000 banner impressions

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Self promotion on websites andblogs

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Self promotion on social media sites

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Self promotion in real life

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3.The results.

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70 sites embedded banners32.000 extra views (on top of mediaplan)

CTR was 20%

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Top site visits: an increase of almost100% in October & December

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1/3 of the increase in the marketingdatabase is due to the BannerConcerts campaign.

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31% of those exposed to thecampaign has undertaken anactivity related to it.Source: Insites

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Over 23% changed to a positiveor much more positive attitudetowards Axion.Source: Insites

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49% of the respondents agrees onthe statement “Axion is a brand thathelps youngsters to realize theirplans.”Source: Insites

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83% correct attributions ofAxion to Dexia after wave 2(64% after wave 1).Source: Insites

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