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Axa Insurance: iPhone print ad

AXA is Belgium's first insurance company to launch an iPhone app. Their free application helps and guides you through some basic steps when you have a car accident. This product has been launched with an innovative print ad that requires your iPhone to complete the message.

Advertising Agency: Duval Guillaume Antwerp / Modem, Belgium
Account director: Dimitri Mundorff
Account Manager: Julie Van Hoecke, Floris Adriaenssens
CD: Geoffrey Hantson, Lansen Walraet
AD: Kristoff De Prins
Copy: Philippe Blondé
Agency producer: Marc Van Buggenhout
Prod Comp: TRS
Director: Felix&Paul
Producer: Mitchel Elsen
Line Producer: Sach Baylin-Stern
DOP: Van Royko
3D modeling: Jean-François Gauthier, Lorien Routhier
3D animation: Gregory Bone, Jonathan Pepin-Gangné
Painting: Augustin Togas
Audio: Raygun

28 comments

Guest's picture
Guest

Very innovative!
Any idea how it was made, something akin to a QR code perhaps?

Shane

eclipse011's picture
eclipse011
44 pencils

Did you watch the case movie? The blank space in the ad told readers to navigate to an url on their iPhone. That url starts the movie.

Blackvertising's picture
Blackvertising
35 pencils

Great. Nice one.

Guest's picture
Guest

At first I thought "WOW" and gave 10, but now I changed my mind. There is an URL link on a print ad. As I understand, iPhone users had to go to URL with the film ad to make the ad complete. It wasn't a special aplication. You should hint it in your case study. Now the rating is 2.

Guest's picture
Guest

We have chosen for the url-link because this only asked one action from the reader. Using other (like qr) would need at least two steps to start the movie, because most people don't have the qr application on their iphone yet.

Guest's picture
Guest

Totally agree, I thought it was pretty magical... but yeah... still good but now my rating is 5

Guest's picture
Guest

That's lame, the video presents it as though it's automatic. Weak.

tirthomitro's picture
tirthomitro
2758 pencils

now this is beyond disruption.
this is the new phase of advertising we're about to enter...
great job guys. keep it up!!

they showed me a picture & i laughed
dignity has never been photographed

LeeHarvey's picture
LeeHarvey
3045 pencils

An old-fashioned newspaper ad linked with an app? Bit strange to me.

Hibon's picture
Hibon
3731 pencils

Very nice... this is the beginning of something new for newspapers.

Simple ideas are the best !

dsklan's picture
dsklan
1925 pencils

this wont save the newspaper-ad, its way to compicated, noone except agency people would recognize it...

Guest's picture
Guest

Great- i like it!

Roger Keynes's picture
Roger Keynes
5498 pencils

Woah!

Will Think for Salary

Hiperion's picture
Hiperion
3138 pencils

STupid thing. 0% interactive, 0% creative

Guest's picture
Guest

like!

Guest's picture
Guest

This is so cool! So new!

Awesome.

Keep up guys

Guest's picture
Guest

Actually it does not deserve a single star. Its a con to make something as basic as url based advertising sound really cool. Moreover, the makers are clearly dishonest by not divulging all details.

Guest's picture
Guest

Maybe you should try glasses, or wipe of your screen.

Guest's picture
Guest

I like it. Innovative and interactive. Url based? So what?

Guest's picture
Guest

using a url is ok. it's something people know and understand.
but i hope this accident is not based on true customer experiences.

Guest's picture
Guest

Concept is nice but not very original. A company from Québec (Canada) did the same 4 years ago for its produt Blindé (http://www2.infopresse.com/blogs/actualites/archive/2006/04/28/article...).

Hope they don't sue AXA Belgium!

Guest's picture
Guest

once again: DG is trying reallyreally hard to win some metal again this year. I don't see the link between the ad and the application it is selling.

Guest's picture
Guest

I'd suggest buying some glasses....

Guest's picture
Guest

R U BLIND?

Guest's picture
Guest

Mmmmmh. Don't know what to say. Is it useful?

pol27's picture
pol27
40 pencils

wow this is amazing. Lots of guys of this chat are to stupid to understand it.
It's genius, and very well done. I think much people are jealous that they didn't make it.
And the fact the case don't say the true is not a problem.
Wat is the difference to put a QR code or tip the address.
But us true is better to not lie about this. But in jury people don't take time to check this kind of details.
Is not important.
And the idea of the dino in the movie is very new and fresh, godzila is cool :)
I like it a lot is smart and original, will win for sure in awards.

LeeHarvey's picture
LeeHarvey
3045 pencils

Hey polly, been smokin' pot again?

Hiperion's picture
Hiperion
3138 pencils

Yes, she does

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