Axa Design & Branding GIANT QR CODE by Duval Guillaume Modem Antwerp

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Industry Banking & Financial Services, Insurance
Media Design & Branding
Market Belgium
Agency Duval Guillaume Modem Antwerp
Creative Director Geoffrey Hantson
Copywriter Dieter De Ridder, Dries De Wilde, Kristoff De Prins - Philippe Blondé - Robbie Cap
Designer Bram Laebens - Wim Sels
Released March 2011

Credits & Description

Category: Offline Digital Design
Advertiser: AXA BELGIUM
Product/Service: BANKING & INSURANCE
Date of First Appearance: Mar 1 2011
Creative Director: Geoffrey Hantson (Duval Guillaume Antwerp/Modem)
Art Director: Kristoff De Prins (Duval Guillaume Antwerp/Modem)
Copywriter: Philippe Blondé/Dries De Wilde/Dieter De Ridder (Duval Guillaume Antwerp/Modem)
Designer: Wim Sels (Duval Guillaume Antwerp/Modem)
Account Director: Dimitri Mundorff (Duval Guillaume Antwerp/Modem)
Media placement: billboard - scaffolding renovation project - 10 february 2011

Describe the brief from the client
Axa bank asked us to get attention towards the launch of their renovation loan, offering consumers a triple advantage in 2011.

Describe the challenges and key objectives
Create buzz through design

Describe how you arrived at the final design
A giant QR code made from thousands of paint cans, sporting an array of various colours that make up the interactive code. To make it even more relevant the code was posted on the scaffolding of two big renovation projects. Everyone who engaged and scanned the code was taken to a mobile-friendly website where they can immediately find out the exact details of the triple advantage of their renovation loan.

Give some indication of how successful the outcome was in the market
The campaign was and still is a buzz in Belgium, so the ‘get the attention’ question was answered. But what’s more, after just 2 weeks nearly 6% of all Belgian iPhone users engaged and scanned the giant paint code and another 100.000 visited the minisite. The campaign got thousands of tweets, shares and likes giving the giant paint code a total nearly 2.000.000 free contacts.