Axa DM AXA BRINGS PRINT AD TO LIFE by Duval Guillaume Modem Antwerp

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AXA BRINGS PRINT AD TO LIFE

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Industry Banking & Financial Services, Insurance
Media Direct marketing
Market Belgium
Agency Duval Guillaume Modem Antwerp
Creative Director Geoffrey Hantson, Lansen Walraet
Copywriter Kristoff De Prins - Philippe Blondé - Robbie Cap
Released October 2010

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Advertiser: AXA
Product/Service: BANKING & INSURANCE
Agency: DUVAL GUILLAUME ANTWERP/MODEM
Date of First Appearance: Oct 10 2010
Entrant Company: DUVAL GUILLAUME ANTWERP/MODEM, BELGIUM
Creative Director: Geoffrey Hantson/Lansen Walraet (Duval Guillaume)
Art Director: Kristoff De Prins (Duval Guillaume)
Copywriter: Philippe Blondé (Duval Guillaume)
Account Director: Dimitri Mundorff (Duval Guillaume)
Media placement: Print - Magazines, Newspapers - 1 september 2010
Media placement: Mobile - iPhone - 1 september 2010

Describe the brief/objective of the direct campaign.
It’s common knowledge that having to deal with a car accident can be quite a hassle.
However, AXA wanted to redefine the way a client interacts with its insurance company significantly.
How? By being the first insurance company in Belgium to launch an iPhone application.
Their application helps and guides you when you have a car accident. Such an innovative product deserved an equally innovative launch.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Axa brings a print ad to life. The ad shows a somewhat surreal accident and invites people to engage and place their iPhone on the ad to discover what exactly happened, by surfing to a specific URL.
What follows, is a print ad that comes to life through your iPhone. The ad then ends with a short product demo, followed by a one click call-to-action to download the app.

Explain why the creative execution was relevant to the product or service.
Given that Axa is Belgium’s first insurance company to launch such an iPhone app, it’s fitting to use such a unique method to announce it. Consumers with an iPhone literally engaged with the ad. Apart from that, this ad included a product demo and an immediate one click free download on your iPhone.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
After a just few days already 5% of all Belgian iPhone users watched the ad come to life through their iPhone. Another +200.000 – non iPhone users – went online to see how it works. The Axa iPhone app was the most downloaded branded app after 1 day. The campaign got thousands of tweets and shares and likes (more than 3.000.000 free contacts), press coverage in all major newspapers and massive attention in blogosphere.