After a car accident, it’s never simple to fill in a claim form. In order to make it simpler, AXA is offering its customers the AXA Claims App, where you can make your claim electronically. But how can you encourage the 18-30 target market (50% of accidents reported) to download it when there are about a hundred new apps appearing every day?

In areas where traffic is busy, we have customised 200 bar and restaurant tables and turned them into a playground. The idea: we have recreated a car accident with 2 Smartphones. After loading a URL, each person chooses a car (A or B). Then you just need to bump the Smartphones into each other for a film that’s synchronised on both screens to begin. Accident. The drivers get out of their vehicles. They start to argue. At the end of the film each person can download the AXA claims App immediately and enjoy special features in other places, with other people in order to spread the App.

The campaign was launched in mid-April 2013. It was not possible for us to provide relevant results for the deadlines given (30th April 2013). We should be able to provide them now. Thank you for your understanding.

NOTE FOR THE JURY:

Adress : http://axa-smartphones-collision.tumblr.com/

Password : 4444

Young people use their Smartphones more than anyone else. That’s why this experiment (a first in terms of using Smartphone screens) was not just significant in relation to our target audience, but also incredibly innovative in the insurance world, which is often perceived as old-school by this target group.

The campaign was launched in mid-April 2013. It was not possible for us to provide relevant results for the deadlines given (30th April 2013). We should be able to provide them now. Thank you for your understanding.