Beyond The Promise: Axion Banner Concerts

Boondoggle is pretty proud on their own campaign (which got some awards as well, but you probably have read all about that on this blog already). Presenting this part of the session: Vincent Jansen and Inge vander Velpen.

The concept is pretty simple, you squeeze an orchestra or a band into a tiny box, and the viewer had the choice to either look at the concert OR win their own concerts. The brand that needed the awareness: Axion, by Dexia - a bank. In these times not the best products to pitch. /grin.

Other media was needed to raise awareness for the banner concerts: Boomerang cards, flyers, posters targeted at the audience: youngsters, aspiring musicians. Also; a spot on MTV with a teaser to invite people to check out the website.

Key point: you need other media to pull your target audience to your own website. The site was entirely built out of banners instead of using a traditional navigation. Even the form to apply was a banner. It's a totally different approach, a new one too, if I recall correctly.

Judges: Peter Crosbie, Kurt Overbergh, Alex Stevens - names that ring bells in the right places. So the banner concerts were a go, the bands were asked to make it as visually enticing as possible. Inventive ways were put forward to have the band members 'get in' the banner (with firemen slide pipes, squeezed into a skyscraper and so on)

The overflow menu allowed visitors to visit the band's site as well. The winner of the campaign won his own concert in the AB in Brussels. Voting could be done through the website or over TXT messages. If you sent a TXT message, an instant reply with the URL reminder was sent out, so traffic to the website grew as well.

+6.000.000 banner impressions, spread over a number of social media websites like MySpace, NetLog and so on were the very welcomed results of part 2 of the campaign.

Part 3 of the campaign was something that came naturally, the bands were promoting themselves on their own webpages, on Facebook and the likes. Some even made movies to explain to their fans how they had to vote. One band made a very remarkable effort: they launched a mini-event where the entrance fee was 1 euro plus one vote per TXT for the band.

The overall winner of the campaign, Bad Cirkuz won a live stream of the professional concert, which is in fact a dream for most of the starter groups that participated in the campaign.

Results
70 sites embedded the banners (not placed by the agency)
32K extra views (on top of the mediaplan)
CTR 20% (!)

Top visits: an increase of almost 100

1/3 of the increase in the nmarketing database is due to the Banner Concerts campaign.

31% of those exposed to the campaign has underatken an activity related to it.

Over 23% changed to a positive or much more positive attitude towards Axion

49% of the respondesnsts agrees on the statement that Axion was the brand that helps youngsters realize their ambition.