In 2010, Axa was the first insurer in Belgium to launch an iPhone app for ‘car insurance’ and now they’ve also created one for ‘Home insurance’. The brief was to launch and promote this innovative idea in an equally innovative way.

We succeeded in emphasising the innovative image of Axa insurance within the financial world. But what’s more, after just 1 week nearly 5% of all Belgian iPhone users engaged and loaded the extended story and another 50,000 visited online to see how it works. The campaign had thousands of tweets, shares and likes offering Axa a total of nearly 1,000,000 free contacts in 1 week.

Axa bank created an interactive experience from a live 30-second TV-ad using QR-code and iPhone. The intriguing 30 second TV-ad shows a house with no door, just a QR-code, and then a big, mysterious crash hits the home. The audience is then invited to scan the code to find out what happened and to discover the new Axa ‘home insurance’ app. When scanning the code, it loads an extended story on your iPhone, allowing you to step into the ad. The mobile film – the extended version of the TV-ad – ends with a short application demo and offers a one touch link to download the Axa ‘mobile home’ iPhone app.

Creating an interactive TV-iPhone ad is a clever way to engage TV audiences with an iPhone during ad breaks by making them involved. Of course the TV-ad showed a relevant case for ‘home insurance’, but with a twist. And since the extended version is on iPhone, the target audience was just one click away from downloading the app.