Apple’s iAD meets Print Advertising

I found this Youtube video really fantastic.

We can easily get the idea that AXA has created an excellent advertisement that shows the new age of advertising at its best: a press insertion directs the reader to place their iPhone over an empty space on the page.

With this creative advertisement, AXA undoubtedly captured every customer’s attention successfully and paves its way to another successful round of promotion. The development of iAd extends the life cycle of print advertising, avoiding its disadvantages from a traditional perspective and cracks a new way to attract new customers. Using the cross promotion method, Apple and AXA successfully promote both products without stirring up any major conflicts between them.

However, we can hardly ignore that this advertisement for AXA can only target iPhone users which is currently not a particularly big market and could’t be the major and only  target market of AXA. Additionally, as it obviously involves high-tech which wouldn’t be cheap, we would easily come up with the question that would this ad be cost-effective? Is it a worthy risk that AXA should have taken? However, we all know that the market for iPhone is steadily growing and this ad could bring large profits to AXA from a long-term perspective.

It’s really good to see creative ideas in advertising and lots of customers would always love to see and try out fancy stuff. But marketer should always watch out that creativity must not overshadow the message they want to convey and be sure that the audience is the one they are intending to target and also never take the risks that they might not be able to afford afterwards.