Recently, AXA, the French global insurance group, launched a quite innovative ad format in Belgium. The print ad displays a strange accident and invites the user to type in the URL in his Iphone and place it on the ad to find out what happened. Its a smart way to enhance traditional print advertising with a simple mobile solution.
This innovative approach to enhance traditional print advertising is quite interesting and should be replicated as it allows to communicate longer and complex messages in an more engaging way. Moreover, this format obviously should generate a longer lasting effect on recall.
On the other hand, AXA did some evident mistakes. Today, there are more Android phones than Iphones sold in Europe. Excluding the former ones is probably a bad idea. Second, a simple 2 dimensional bar-code of which the user takes a picture taking him to the landing page where the video is displayed is a way quicker solution. Apart from that: Way to go AXA! Who would have thought that insurance marketing can be that sexy?! We expect to see more like this with the ongoing dissemination of latest generation smart-phones.