Axion, Dexia’s youth bank, has always supported youngsters between 12 and 25 years old in all aspects of their lives. As an ever increasing number of young bands is striving -in vain- for MySpace-fame and at a time when the international music industry is struggling to survive, Axion decided it was time to give young music bands a little push, financially and logistically.
Axion introduced an internet-first : "Axion Banner Concerts", streaming live-gigs in the frame of traditional banners. We booked an impressive mediaplan on popular websites and organised a contest to select 25 young upcoming bands to play a concert in these 6 million banners. We also installed a voting system for the public to elect a winner who won a real gig at Ancienne Belgique, one of Belgium’s biggest concert halls with live streaming on their webtv-channel. This motivated the competing bands to embed their banner concert in their fan’s blogs and social network pages, giving their music even more exposure.
This innovative campaign was not only a creative and technological showcase, foremost it connected Axion youth bank on a profound level with the needs of today’s young musicians.
- 25 young bands got an exposure for their live-gig via 6.807.442 banner impressions on well know internet sites.
- By providing an “embed”-option, we generated another 43.479 impressions via viral embeddings on fan pages and blogs. Some of these generated more than 20% clickthrough.
- The campaign website attracted 44.845 unique visitors, 7.581 people voted for their favourite band (a majority voted by premium SMS instead of free web-vote).