Music is one of the strongest affections of young people and the common language for us all. KB has always supported the local music scene through various events throughout the years and so we decided to elevate this existing relationship and take it to the next level.

We gave young musicians a chance to win an opportunity of a lifetime by creating a unique nationwide and year-round musical competition that helped young talented bands move forward in their musical career – KB Band Academy. Whilst engaging a younger audience who followed the journey of the competition.

We got together with the local music TV channel and built KBBA from the ground up. Creating an all year music competition searching for the most talented and undiscovered teenage bands! The show started in April with a casting focusing on high schools, which was followed by several rounds to reveal the most potential bands.

The project had its own music show, named after the brand – KB Band academy, that was aired on a regular basis on the music channel. Further it was communicated across social media, the biggest Czech music channel and supported by famous local singers and talent hunters creating the wanted awareness in our target audience.

Top singles were played in radios and news were spread by top national and music websites and press. Whole show escalated by two concerts at the end of the October with TV summarization of the show day after the Christmas.

By teaming with the biggest Czech music channel, we ensured that our audience was younger than the average Czech TV population. With a TV reach of 1.750.000 viewers (approx 17% of the population) of which 31% were students, 46% were 15-34 and the average age of viewer was 18 years old – our target audience.

On social we saw Facebook hit 1.793.822 impressions (videos, posts, articles) from 1.121.778 users. Our videos on YouTube saw 48ths video views. In combination with all the other media channels (nationwide and music press titles + websites and radios) we reached 40% of Czech population 4+.

For the first time in 4 years, KB outperformed its main competitor ?eská spo?itelna, which had been the number one bank for students, coming first for both awareness and in consideration for this hard to reach audience.

And finally,KB experienced sales of student related services going up by 8%.