AXA is the first insurance company in Belgium to launch an iPhone application. Their application helps you when you have a car accident. Such an innovative product, deserved an equally innovative launch.
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.
After just a few days already 5% of all Belgian iPhone users watched the ad come to life through their iPhone and another 120.000 – 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, press coverage in all major newspapers and massive attention in blogosphere.