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

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

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