BTP case : Axion Banner Concerts

Axion Banner Concerts How to use experience to convert awareness into interesting-ness.

1. The situation. 5/27/09 Slide 3

Youngsters don’t buy the promo talk of youth banks anymore 5/27/09 Slide 4

Youngsters are hyper connected 5/27/09 Slide 5

Youngsters feel the need to get more out of their money. 5/27/09 Slide 6

2. Axion took a new position. From an ‘image brand’ to a ‘service brand’. 5/27/09 Slide 7

e.g. Axion Budget Assistent 5/27/09 Slide 8

e.g. Axion Student Sponsoring 5/27/09 Slide 9

e.g. Axion Banner Concerts 5/27/09 Slide 10

Insight 1: Music is relevant to all youngsters. 5/27/09 Slide 11

Insight 2: More youngsters play music at a younger age. 5/27/09 Slide 12

Insight 3: It’s hard for young bands to get known. 5/27/09 Slide 13

3. The idea. Axion offers her own media space to promote 25 upcoming young bands. 5/27/09 Slide 14

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Tim Vanhamel A Brand Malibu Stacy Tom Helsen 5/27/09 Slide 28

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PETER CROSBIE KURT OVERBERGH ALEX STEVENS 5/27/09 Slide 38

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+6.000.000 banner impressions 5/27/09 Slide 50

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Self promotion on websites and blogs 5/27/09 Slide 52

Self promotion on social media sites 5/27/09 Slide 53

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Self promotion in real life 5/27/09 Slide 57

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3. The results. 5/27/09 Slide 61

70 sites embedded banners 32.000 extra views (on top of mediaplan) CTR was 20% 5/27/09 Slide 62

Top site visits: an increase of almost 100% in October & December 5/27/09 Slide 63

1/3 of the increase in the marketing database is due to the Banner Concerts campaign. 5/27/09 Slide 64

31% of those exposed to the campaign has undertaken an activity related to it. Source: Insites 5/27/09 Slide 65

Over 23% changed to a positive or much more positive attitude towards Axion. Source: Insites 5/27/09 Slide 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

83% correct attributions of Axion to Dexia after wave 2 (64% after wave 1). Source: Insites 5/27/09 Slide 68

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BTP case : Axion Banner Concerts

by Dominique Poncin on May 28, 2009

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BTP case : Axion Banner Concerts — Presentation Transcript