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BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
BTP case : Axion Banner Concerts
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BTP case : Axion Banner Concerts

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one of the Boondoggle cases presented during the Beyond The Promise-Sessions (on experience)

one of the Boondoggle cases presented during the Beyond The Promise-Sessions (on experience)

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Transcript

  • 1. Axion Banner Concerts How to use experience to convert awareness into interesting-ness.
  • 2. 1. The situation. 5/27/09 Slide 3
  • 3. Youngsters don’t buy the promo talk of youth banks anymore 5/27/09 Slide 4
  • 4. Youngsters are hyper connected 5/27/09 Slide 5
  • 5. Youngsters feel the need to get more out of their money. 5/27/09 Slide 6
  • 6. 2. Axion took a new position. From an ‘image brand’ to a ‘service brand’. 5/27/09 Slide 7
  • 7. e.g. Axion Budget Assistent 5/27/09 Slide 8
  • 8. e.g. Axion Student Sponsoring 5/27/09 Slide 9
  • 9. e.g. Axion Banner Concerts 5/27/09 Slide 10
  • 10. Insight 1: Music is relevant to all youngsters. 5/27/09 Slide 11
  • 11. Insight 2: More youngsters play music at a younger age. 5/27/09 Slide 12
  • 12. Insight 3: It’s hard for young bands to get known. 5/27/09 Slide 13
  • 13. 3. The idea. Axion offers her own media space to promote 25 upcoming young bands. 5/27/09 Slide 14
  • 14. 5/27/09 Slide 15
  • 15. 5/27/09 Slide 16
  • 16. 5/27/09 Slide 17
  • 17. 5/27/09 Slide 18
  • 18. 5/27/09 Slide 19
  • 19. 5/27/09 Slide 20
  • 20. 5/27/09 Slide 21
  • 21. 5/27/09 Slide 22
  • 22. 5/27/09 Slide 23
  • 23. 5/27/09 Slide 24
  • 24. 5/27/09 Slide 25
  • 25. 5/27/09 Slide 26
  • 26. 5/27/09 Slide 27
  • 27. Tim Vanhamel A Brand Malibu Stacy Tom Helsen 5/27/09 Slide 28
  • 28. 5/27/09 Slide 29
  • 29. 5/27/09 Slide 30
  • 30. 5/27/09 Slide 31
  • 31. 5/27/09 Slide 32
  • 32. 5/27/09 Slide 33
  • 33. 5/27/09 Slide 34
  • 34. 5/27/09 Slide 35
  • 35. 5/27/09 Slide 36
  • 36. 5/27/09 Slide 37
  • 37. PETER CROSBIE KURT OVERBERGH ALEX STEVENS 5/27/09 Slide 38
  • 38. 5/27/09 Slide 39
  • 39. 5/27/09 Slide 40
  • 40. 5/27/09 Slide 41
  • 41. 5/27/09 Slide 42
  • 42. 5/27/09 Slide 43
  • 43. 5/27/09 Slide 44
  • 44. 5/27/09 Slide 45
  • 45. 5/27/09 Slide 46
  • 46. 5/27/09 Slide 47
  • 47. 5/27/09 Slide 48
  • 48. 5/27/09 Slide 49
  • 49. +6.000.000 banner impressions 5/27/09 Slide 50
  • 50. 5/27/09 Slide 51
  • 51. Self promotion on websites and blogs 5/27/09 Slide 52
  • 52. Self promotion on social media sites 5/27/09 Slide 53
  • 53. 5/27/09 Slide 54
  • 54. 5/27/09 Slide 55
  • 55. 5/27/09 Slide 56
  • 56. Self promotion in real life 5/27/09 Slide 57
  • 57. 5/27/09 Slide 58
  • 58. 5/27/09 Slide 59
  • 59. 5/27/09 Slide 60
  • 60. 3. The results. 5/27/09 Slide 61
  • 61. 70 sites embedded banners 32.000 extra views (on top of mediaplan) CTR was 20% 5/27/09 Slide 62
  • 62. Top site visits: an increase of almost 100% in October & December 5/27/09 Slide 63
  • 63. 1/3 of the increase in the marketing database is due to the Banner Concerts campaign. 5/27/09 Slide 64
  • 64. 31% of those exposed to the campaign has undertaken an activity related to it. Source: Insites 5/27/09 Slide 65
  • 65. Over 23% changed to a positive or much more positive attitude towards Axion. Source: Insites 5/27/09 Slide 66
  • 66. 49% of the respondents agrees on the statement “Axion is a brand that helps youngsters to realize their plans.” Source: Insites 5/27/09 Slide 67
  • 67. 83% correct attributions of Axion to Dexia after wave 2 (64% after wave 1). Source: Insites 5/27/09 Slide 68
  • 68. 5/27/09 Slide 69

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