This combination of print and an app in this advertisement is really nice and clever idea.
The advertisement doesn't try to sell a product directly. It targets existing customers of an insurance company to download an app which can help them when they have car trouble.
I found the ad on the dutch blog from Jan de Jonge and it got broken down into this:
Rough estimate of the target of the ad: existing customers of the bank/insurance company Axa + iPhone = 25 000 people.
For a campaign that cost a good amount of money that aren't that a lot of people.
It could be that the point is to shed the very grey image thats these kind of companies have. To make it look more modern and innovative. The iPhone and cool video will have to help with this. But cool videos aren't always that effective.
Let's say the objective of the company is to become more hip, do you think this is the way to do it?
Please share your opinion in the comments!