| Title | DOORHANGER |
| Brand | AXA INSURANCE |
| Product/Service | INSURANCE |
| Category |
B05. Use of Ambient Media: Small Scale |
|
Entrant
|
DUVAL GUILLAUME Antwerp, BELGIUM
|
|
Idea Creation
|
DUVAL GUILLAUME Antwerp, BELGIUM
|
|
Production
|
DUVAL GUILLAUME Antwerp, BELGIUM
|
Credits
| Dries De Wilde & Koenraad Lefever |
Duval Guillaume |
Executive Creative Director |
| Arjen Tarras, Kasper Janssens & Lode Vochten |
Duval Guillaume |
Creative Team |
| Jef Leysen |
Duval Guillaume |
Account Manager |
| Dorien Van Antwerpen |
Duval Guillaume |
Account Executive |
| Melanie Chabrier |
Duval Guillaume |
Account Manager |
| Bart Callaerts |
Duval Guillaume |
TVC Producer |
| Joris Prikken |
La Mancha |
Cameraman |
| Carline Ropsy |
Duval Guillaume |
Account Executive |
The Campaign
We looked up pictures of people on Facebook who were enjoying a holiday and shared it with the world. What they didn’t know, is that we could find their address in no time and went to their houses to hang a door hanger that says “please enter, I’m on vacation” followed by the holiday picture they shared on the internet. After two weeks, we went back to confront them with the picture and the door hanger. We asked them if they were aware of the consequences the sharing of the holiday pictures have and if they were properly insured in case the thieves could enter when they were away. Those reactions we joined in a movie, which we shared on Facebook, YouTube and the AXA website.
Creative Execution
The campaign consisted of two stages. In the first stage we looked up people posting holiday pictures in order to print these pictures on a doorhanger, that was then placed on the person's door. Consider it a direct mail that hangs on your doorknob instead of in your mailbox. A total of 6 people was 'targetted' to take part is this stage. After they came back from their holiday we confronted the people with the fact that, without knowing, they were inviting burglars into their home by posting these pictures. For the second and final stage the production and hanging of these doorhangers, together with the reactions of the home-owners were edited into a social film that was spread to Belgians on holiday.
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To bring a surprising message about the risks of our online behaviour, AXA Insurances used doorhangers in an original way. Every single doorhanger was personalized with a holiday picture.
Insights, Strategy and the Idea
The AXA uninvited invite door hanger was an idea to help AXA achieve the objective of making people aware that a proper insurance is not a superfluity, but a basic need. The door hanger puts emphasis on the consequences of sharing through social media and that’s what we wanted to achieve, because it’s all about being well insured.