btp case : axion banner concerts
DESCRIPTION
one of the Boondoggle cases presented during the Beyond The Promise-Sessions (on experience)TRANSCRIPT
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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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