AXA, in partnership with XCO Media+ and Havas Media Group, launched its latest campaign mobile phone safety project. The campaign incorporates motion tracking technology in digital screens. Developed in partnership with technology firm Nano Rock Global, who specialise in AR and game development, cameras and sensors were installed to capture human gait and postures.By detecting commuters’ motion and images, animations are created to depict different scenarios such as getting into an accident or taking a child to the doctor. These scenarios convey the importance of obtaining the right insurance coverage.Valerie Wee, brand specialist at AXA said, “XCO Media+ has provided us with a disruptive yet engaging way to capture the very distracted consumer. In such a busy landscape, we want innovative solutions and the company has provided a one stop solution to help us achieve this.”The campaign was first launched in November last year. It was also conceptualised by Publicis Singapore to raise awareness of the potential dangers of negligent mobile phone use. Called The AXA Mobile Safety Project, the campaign is the third wave of AXA’s global Born to Protect initiative.
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