GIANT QR CODE FROM PAINT CANS by Duval Guillaume Modem Antwerp for Axa

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GIANT QR CODE FROM PAINT CANS

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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
Art Director Ad Van Ongeval
Copywriter Dieter De Ridder, Kristoff De Prins - Philippe Blondé - Robbie Cap
Released February 2011

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Advertiser: AXA
Product/Service: BANKING & INSURANCE
Agency: DUVAL GUILLAUME ANTWERP/MODEM
Date of First Appearance: Mar 1 2011
Entrant Company: DUVAL GUILLAUME ANTWERP/MODEM, BELGIUM
Creative Director: Geoffrey Hantson/Lansen Walraet (Duval Guillaume)
Art Director: Kristoff De Prins/Ad Van Ongeval (Duval Guillaume)
Copywriter: Philippe Blondé/Dieter De Ridder (Duval Guillaume)
Account Director: Dimitri Mundorff (Duval Guillaume)
Media placement: Mobile - Iphone , Android - 1 March 2011
Media placement: Outdoor - Giant poster on scaffolding - 1 March 2011

Describe the brief/objective of the direct campaign.
AXA Bank asked us to get attention towards the launch of their renovation loan, offering consumers a triple advantage in 2011.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A giant QR code made from thousands of paint cans, spotting 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.

Explain why the creative execution was relevant to the product or service.
AXA Bank used a renovation product – paint cans – to form a QR code. And to make the campaign even more relevant, Axa bank posted the QR-code ads on the scaffolding of two high profile renovation projects in the centre of Brussels.

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.
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.