I thought this was a really cool way to engage an audience from a print ad. AXA Insurance in Belgium recently released an iPhone app designed to help people in the event of an accident, and to get their customers attention, they decided to launch it in an innovative kind of way… They bought traditional full page print ads, but combined with with a digital twist by mapping out a space to place your iPhone. Once you’ve got the iPhone into position (and typed in the address – should this have been a QR code perhaps?) the add came to life though a video that matched the print ad’s creative, ultimately telling the story to each reader.

The final part of the ad was an interactive product demo for the iPhone App, followed by a link to instantly download the app for free. Very cool. I’d really love to see more of this over the next 12 months. There would have to be great potential around things like sporting products .etc But what do you guys think? Just a gimmick or perhaps a great way to increase the engagement of a print ad? (via Inge on Blogilvy)

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