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.

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.

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.