o increase its appeal to youngsters in Belgium, Axion, Delta’s youth bank, decided to run a competition for up-and-coming bands. The idea being that by assisting young people in an activity they are passionate about – music; they could be encouraged to bank with Axion.
And with the international music industry struggling to survive, it seemed an ideal time for Axion to give financial and logistical assistance to young people to help them achieve their goals.
Axion Banner Concerts streamed live gigs in the frame of traditional banners. A media plan was booked on popular websites, and 25 young bands competed to play an exclusive gig at Ancienne Belgique, one of Belgium’s biggest concert halls. A voting system was installed to select the winner.
In total the gigs were screened through 6,807,442 banner impressions. An embed option on the banners generated another 40,000 impressions via viral embeddings on fan pages and blogs – some of these generated more than 20% click-through. The campaign website attracted 44,845 unique visitors with 7,581 voting for their favourite band.
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