8 reasons why Banner Concerts rocks

Axion's Banner Concerts is a campaign I'd love to have been involved in - and their Cyber Lion shows that I'm not exactly unearthing a hidden gem.
http://www.bornoncloud9.be/oneshow2009/axion/the-banner-concerts-innovation/
But regardeless, here are 8 lessons that we could all learn from the campaign:

1. Simplicity. Music auditions have been around forever. Just make it contemporary and fit for a digital age.
2. It gives a much needed boost to a flagging format. Online display is struggling - mainly down to it being in danger of becoming the modern day equivalent of the pizza flyer. Network media buys have resulted in a low creativity / high volume (impressions) approach that MBNA's credit card acquisition dept would be proud of. Video works, and music online works. Result - ads that you want to look at.
3. Heroing the humble banner. More than just creating nice ads, this campaign actually heroes the placement... nice idea. It's not often that the message and the medium are so intertwined... this gives the campaign the quirkiness of, say, the 'noses printed on coffee cups' ambient approach.
4. It's inclusive but not to the detriment of the campaign content. Anyone can sign up and join, but there's a natural quality filter - you've got to have a band and / or a musical ability. So you get a decent amount of engaging content, not tons and tons of crap.
5. Good structure. The campaign's (not totally original) longlist/shortlist format maintains interest, and crucially increases interest and buzz as the campaign goes on. Unlike many other campaigns whose success decreases with time.
6. It's a genuine integrated campaign with digital at the heart. Yes, online can be the lead media for a large scale campaign. But, without the support of push media techniques, it'd be highly likely to fail (hence the beauty of concerts in a banner). Quite rightly, no modern client would ever just pray that their £500k 'viral' would just 'go viral' with a bit of seeding chucked in.
7. It's a long term bet. Their audience is too young to be worth much to them now... but in 10 years.... Rare to see that much far-sightedness in this day and age. Even when there have never been better channels through which to reach niche audiences effectively.
8. It's done by a Financial Services brand. Well done them for giving something back. And who cares about whether the campaign's in line with their central brand strategy (it might be, I don't know). Their customers of the future frankly don't give an ISA about whatever brand promise they might currently have. The point is the brand just gets out there, joins the conversation on its audience's terms.