Cannes Lions

YOUTH BANKING

BOONDOGGLE, Leuven / AXION / 2009

Awards:

8 Gold Cannes Lions
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Overview

Entries

Credits

OVERVIEW

Execution

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.

Outcome

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 known 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).

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