Direct > Use of Direct Marketing
DUVAL GUILLAUME ANTWERP/MODEM, Antwerp / AXA / 2011
Overview
Credits
BriefWithProjectedOutcomes
A giant QR code made from thousands of paint cans, spotting an array of various colours that make up the interactive code. To make it even more relevant the code was posted on the scaffolding of two big renovation projects. Everyone who engaged and scanned the code was taken to a mobile-friendly website where they can immediately find out the exact details of the triple advantage of their renovation loan.
ClientBriefOrObjective
AXA Bank asked us to get attention towards the launch of their renovation loan, offering consumers a triple advantage in 2011.
Effectiveness
The campaign was and still is a buzz in Belgium, so the ‘get the attention’ question was answered. But what’s more, after just 2 weeks nearly 6% of all Belgian iPhone users engaged and scanned the giant paint code and another 100.000 visited the minisite. The campaign got thousands of tweets, shares and likes giving the giant paint code a total nearly 2.000.000 free contacts.
Relevancy
AXA Bank used a renovation product – paint cans – to form a QR code. And to make the campaign even more relevant, Axa bank posted the QR-code ads on the scaffolding of two high profile renovation projects in the centre of Brussels.
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