Jetstar, in partnership with JCDecaux, has used eye tracking technology to determine the dream destinations of passers-by in a unique Australian first out-of-home campaign.

Using eye tracking technology, the campaign was able to determine the exact area of the ad people were looking at, and then serve a message relevant to their gaze.

The JCDecaux INNOVATE panels featured a range of destinations from Jetstar’s Christmas Sale, including Honolulu, Ho Chi Minh City, Gold Coast and Perth. People naturally looked at their dream location, while eye tracking technology registered the movement of their eyes.

Based on this movement, the INNOVATE panels either told people the sale price for a flight to that destination, or dispensed a Jetstar Gift Card to the value of $500 allowing participants to book the flight themselves.

The Jetstar campaign, developed in collaboration with J. Walter Thompson and Wavemaker, featured on JCDecaux INNOVATE panels at Melbourne’s Southern Cross Station and on George Street, Sydney.

Jetstar chief customer officer, Catriona Larritt, said: “Everyone has a dream destination when it comes to travelling and together with JCDecaux, we were able to develop an innovative and engaging way to bring this campaign to life.

“Using eye tracking technology, passers-by were able to see aspirational destinations featured on the panels, and we were able to surprise and delight them by showing them a sale fare, or giving them a gift card encouraging them to book their next holiday with Jetstar.”

JCDecaux head of creative solutions, Ashley Taylor, said: “Our eye tracking capabilities allowed the INNOVATE panels to interact with passers-by by featuring their dream destination in a beautiful, high-resolution execution that makes it desirable and a Jetstar airfare offer that makes it a must-do. The Australian first Out-of-Home campaign is just one example of how JCDecaux can deliver innovative, stand-out creative solutions for clients.”

CREDITS

Client: Jetstar 

Creative agency: J Walter Thompson

Media agency: Wavemaker

Social agency: TLA Worldwide