Axion: Banner Concerts

Credits:

Type of Entry: Use of Media
Category: Direct Response Digital: e-commerce, online advertising & brand awareness
Title: BANNER CONCERTS
Advertiser/Client: AXION
Product/Service: YOUTH BANKING
Entrant Company: BOONDOGGLE Leuven, BELGIUM
DM/Advertising Agency: BOONDOGGLE Leuven, BELGIUM
Creative Credits
Name Company Position
Dirk Schyvinck Axion Directeur Communicatie
An Van Moer Axion Marketing Communicatie Retail/Media Communicatie
Mieke De Dier Axion Commercial Marketing
Stef Selfslagh Boondoggle Creative Director
Vincent Jansen Boondoggle Creative Director
Alexander Cha'ban Boondoggle Creative
Vanessa Hendrickx Boondoggle Creative
Peter Vijgen Boondoggle Creative
Petra Sell Boondoggle Design Director
Kevin Crepin Boondoggle Designer
Inge Vander Velpen Boondoggle Client Services Director
Kelly Wouters Boondoggle Account Manager
Bart Vanuytrecht Boondoggle Project Manager
Dominique Poncin Boondoggle Strategic Planner
Bart Geukens/Ellen Bossuyt/Jeroen Janssen/Katsuyuki Nagatani Boondoggle Development
Bart Tauwenbergh Mojuice Film Producer Mojuice
Geert Geuten Mojuice Film Director Mojuice
Peter Crosbee Sound Director
Evert Thiry Photographer
Stakka Concepts Set Production
Details
Describe the brief from the client:
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.
Creative Execution:
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/objective.
Axion introduced an internet-first: “Axion Banner Concerts”, streaming live-gigs in the frame of traditional banners. We booked an impressive media-plan 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.
Describe the results in as much detail as possible.
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).