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.

After a just few days, 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 just 1 day. The campaign had thousands of tweets, shares and likes (more than 3,000,000 free contacts), press coverage in all major newspapers and massive attention in the blogosphere.

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.

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.