Axa DM INTERACTIVE TV-AD YOU CAN STEP INTO by Duval Guillaume Modem Antwerp

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INTERACTIVE TV-AD YOU CAN STEP INTO

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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 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 (Duval Guillaume)
Copywriter: Philippe Blondé (Duval Guillaume)
Account Director: Dimitri Mundorff (Duval Guillaume)
Media placement: TV commercial - VT4, RTL - 10 march

Describe the brief/objective of the direct campaign.
In 2010 Axa was the first insurer in Belgium to launch an iPhone app for ‘car insurance’ and now they’ve also created one for ‘Home insurance’. Brief was to launch this innovative idea in an equally innovative way.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Axa bank created an interactive experience from a live 30-second tv-ad using QR-code and iPhone. The intriguing 30 second tv-ad shows a house with no door, just a QR-code. And then a big, mysterious crash hits the home. The audience is then invited to scan the code to find out what happened and to discover the new Axa ‘home insurance’ app. When scanning the code it loads an extended story on your iPhone, allowing them to step into the ad. The mobile film – the extended version of the tv-ad – ends with a short application demo and offers a one touch link to download the Axa ‘mobile home’ iPhone app.

Explain why the creative execution was relevant to the product or service.
Creating an interactive TV-iPhone ad is a clever way to engage TV-audiences with an iPhone during ad breaks by making them involved. Of course the TV-ad showed a relevant case for ‘home insurance’, but with a twist. And since the extended version is on iPhone the target audience was just one click away from downloading the app.

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.
We succeeded in emphasizing the innovative image of Axa insurance within the financial world. But what’s more, after just 1 week nearly 5% of all Belgian iPhone users engaged and loaded the extended story and another >50.000 visited went online to see how it works. The campaign got thousands of tweets, shares and likes offering Axa a total of nearly 1.000.000 free contacts, in 1 week.