This AXA iPhone ad is a great example of how to combine traditional media with digital media, giving it a social slant.
On launching their first iPhone app which guides users through the basic steps of dealing with a car accident, AXA went that step further and instead of just promoting it like any other app, they used a newspaper ad in conjunction with an iAd to give the campaign a unique twist.
The newspaper ad directed the reader to place their iPhone over an empty space on the page at which stage the iAd video would initiate. The ad includes a link at the end of the demo to download the AXA app for free, encouraging long-term customer retention while also showing the ability to seamlessly integrate offline and online media. Bravo AXA.