Jetstar campaign first sees eye tracking technology used on consumers

In partnership with JCDecaux, Jetstar used eye tracking technology to determine the dream destinations of passers-by in the unique Australian first campaign

Jetstar has used innovative eye tracking technology in its most recent out-of-home (OOH) campaign in December.

In partnership with JCDecaux, Jetstar used the eye tracking technology to determine the dream destinations of passers-by in the unique Australian-first campaign. The eye tracking technology was able to determine the exact area of the ad people were looking at, and then serve a message relevant to their gaze, thanks to a custom-built application and software.

Jetstar chief customer officer, Catriona Larritt, said results are still coming in, but Jetstar would consider using the technology again.

 “We are still waiting on the final statistics to be collated but we certainly found that people enjoyed interacting with the digital display,” Larritt told CMO.

“We’re always looking for innovative ways to engage with our customers and this campaign started with the simple insight that people’s eyes are often drawn to aspirational holiday imagery. When JCDecaux confirmed they were able to provide eye-tracking technology, it presented a fun and engaging opportunity to drive awareness of our Christmas Sale and the destinations in the Jetstar network.

"JWT developed the story board for the user flow, and the accompanying artwork, which were built into a custom built application and software development which was then integrated into our hardware across the two locations.

"The result was a custom physical build that had complete Jetstar ownership of the panel, while also having the capacity to be flexible with changes in flight locations, switch effectively between delivering a gift card and sale fare messaging, and delivering an engaging experience for potential traveller

"Data capture was facilitated through our custom software application – the panels were fitted with wifi so that we could access them remotely to obtain data logs of interactivity. This was important throughout the campaign to manage the rate of gift card dispenses while also allowing us the flexibility to change out sale fares if and when they sold out online.

"Because our application was built with data capture in mind, this also means that we have been able to obtain a range of data to be shared with Jetstar in a post campaign review. This includes the number of gift cards dispensed, rate of completion for people who started the interaction vs finished it, average duration of interaction, most popular destinations, and most active days.

“We’ve learned a lot from working with JCDecaux and would consider using similar technology again.

“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," Larritt said.

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 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 at Melbourne’s Southern Cross Station and on George Street, Sydney. 

 The campaign ran for a week until December 10th, 2018.

 Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu  

 

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