After a just few days already 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 1 day. The campaign got thousands of tweets and shares and likes (more than 3.000.000 free contacts), press coverage in all major newspapers and massive attention in 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.

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.