In Belgium, Axa have created the first iAd. Digital hardware is placed within the page of a magazine.

The Ad shows an unusual accident and then invites people to place their iPhone over the designated space in the ad to discover what happened.

Clever stuff.

In the US, Liberty Mutual have created a fabulous iAd that promotes 'Random Acts of Responsibility'. This is tapping into the culture of & every person's primary motivation to 'make the world a better place'. 

This is the future of advertising...