The Brief
AXS needed to build awareness of live events, including upcoming shows at Utilita Arena Birmingham and bp pulse LIVE. The goal was to reach music and live event fans aged 45 and over within a defined geographic radius, driving intent to browse and purchase tickets via the AXS platform.
For the shows specifically within this campaign, AXS needed to reach an older, high-value demographic. They turned to audio advertising as a channel that could cut through the noise, connecting with listeners during the moments that matter most, whether commuting, relaxing or actively consuming entertainment content.
The Execution
The campaign ran solely via audioXi, Bauer Media’s premium digital audio advertising platform, delivering ads across all Bauer-owned devices and brands. Running for two weeks from 29th April to 12th May 2026, the campaign delivered a total of 200,018 impressions, split across two distinct formats:
- 100,011 impressions using Bauer Media’s innovative Shake Me interactive format
- 100,007 impressions using a standard non-interactive audio format
Two bespoke audio creatives were produced, one for each delivery method.
Targeting was focused on:
- Adults aged 45+
- Geo-located within 1 hour 30 minutes’ drive of the Utilita Arena Birmingham and bp pulse LIVE
- Listening on a mobile or tablet device to enable Shake Me functionality
The creative led with local relevance and live event excitement, positioning AXS as the go-to destination for discovering and booking events close to home.
The Shake Me format allowed for an additional leave of campaign interaction. When a listener shakes their mobile device during the ad, it triggers an interactive response, taking the listener directly to the AXS website. This creates a direct, measurable conversion moment at the point of listening.
For AXS, this meant a listener could hear an ad about an upcoming event at the two arenas and, by simply shaking their phone, be taken directly to the AXS app or website to browse tickets.
The Results
The campaign delivered exceptional performance across every key metric.
The Shake Me format generated 1,096 interactive engagements, a direct, real-time signal of intent from listeners who physically engaged with the ad on their device. Ads were delivered on mobiles and tablets, ensuring the interactive Shake Me function was fully accessible to the audience.
Summary
The AXS campaign demonstrates exactly what intelligent, targeted audio advertising can achieve when creative, data, and technology come together.
For live event brands like AXS, the ability to reach a motivated, local audience and give them a direct path to purchase through the Shake Me mechanic represents a genuinely powerful addition to any marketing mix.
Ready to see what targeted audio advertising can do for your brand? Get in touch with the Hits Radio Advertising team.