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Jetstar eye-tracking innovate panel at Australia, 2018-12, JCDecaux Australia

Concept

The Jetstar's interactive campaign, used JCDecaux INNOVATE panels and eye-tracking technology to determine the exact area of the ad people were looking at, and then displayed a message relevant to their gaze. 
Jetstar eye-tracking innovate panel at Australia, 2018-12, JCDecaux Australia

This unique OOH campaign featured a range of destinations including Honolulu, Gold Coast, Ho Chi Minh City and Perth, by presenting images of beautiful scenery on the screen. It would then start to track which image received the most registration of users' eye movements. 

Jetstar eye-tracking innovate panel at Australia, 2018-12, JCDecaux Australia
Based on the eye-tracking results from the users, the INNOVATE panels either displayed the sale price for a flight to their dream destination, or a Jetstar Gift card up to $500 would be dispensed, helping lucky participants to book a holiday of a life time.
Jetstar eye-tracking innovate panel at Australia, 2018-12, JCDecaux Australia

Impact

Jetstar eye-tracking innovate panel at Australia, 2018-12, JCDecaux Australia

The Jetstar campaign, developed in collaboration with J Walter Thompson and Wavemaker, was featured on JCDecaux INNOVATE panels in both Melbourne and Sydney. 

Jetstar eye-tracking innovate panel at Australia, 2018-12, JCDecaux Australia

This Australian first Out-of-Home campaign surprised and delighted passers-by while raising awareness of Jetstar's fantastic ticket prices and encouraging participants to book their dream travel destination.

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