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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)

Published in: Business, Technology
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BTP case : Axion Banner Concerts

  1. 1. Axion Banner Concerts How to use experience to convert awareness into interesting-ness.
  2. 2. 1. The situation. 5/27/09 Slide 3
  3. 3. Youngsters don’t buy the promo talk of youth banks anymore 5/27/09 Slide 4
  4. 4. Youngsters are hyper connected 5/27/09 Slide 5
  5. 5. Youngsters feel the need to get more out of their money. 5/27/09 Slide 6
  6. 6. 2. Axion took a new position. From an ‘image brand’ to a ‘service brand’. 5/27/09 Slide 7
  7. 7. e.g. Axion Budget Assistent 5/27/09 Slide 8
  8. 8. e.g. Axion Student Sponsoring 5/27/09 Slide 9
  9. 9. e.g. Axion Banner Concerts 5/27/09 Slide 10
  10. 10. Insight 1: Music is relevant to all youngsters. 5/27/09 Slide 11
  11. 11. Insight 2: More youngsters play music at a younger age. 5/27/09 Slide 12
  12. 12. Insight 3: It’s hard for young bands to get known. 5/27/09 Slide 13
  13. 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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  27. 27. Tim Vanhamel A Brand Malibu Stacy Tom Helsen 5/27/09 Slide 28
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  37. 37. PETER CROSBIE KURT OVERBERGH ALEX STEVENS 5/27/09 Slide 38
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  49. 49. +6.000.000 banner impressions 5/27/09 Slide 50
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  51. 51. Self promotion on websites and blogs 5/27/09 Slide 52
  52. 52. Self promotion on social media sites 5/27/09 Slide 53
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  56. 56. Self promotion in real life 5/27/09 Slide 57
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  60. 60. 3. The results. 5/27/09 Slide 61
  61. 61. 70 sites embedded banners 32.000 extra views (on top of mediaplan) CTR was 20% 5/27/09 Slide 62
  62. 62. Top site visits: an increase of almost 100% in October & December 5/27/09 Slide 63
  63. 63. 1/3 of the increase in the marketing database is due to the Banner Concerts campaign. 5/27/09 Slide 64
  64. 64. 31% of those exposed to the campaign has undertaken an activity related to it. Source: Insites 5/27/09 Slide 65
  65. 65. Over 23% changed to a positive or much more positive attitude towards Axion. Source: Insites 5/27/09 Slide 66
  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. 67. 83% correct attributions of Axion to Dexia after wave 2 (64% after wave 1). Source: Insites 5/27/09 Slide 68
  68. 68. 5/27/09 Slide 69

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