Cannes Contenders: Wavemaker

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How will Australia perform at Cannes this year? In the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges…

Jetstar: All EYE want for Christmas
Wavemaker, J. Walter Thompson, JCDecaux

Jetstar, the Australian low-cost airline, wanted to drive growth in bookings revenue from its Christmas Sale, particularly from direct bookings. At a busy time for flights the airline needed to ensure stand out from the crowd.

Jetstar’s customer research showed that consumers, having reached a state of decision fatigue, were often letting travel agents influence their decisions. It wanted to help consumers make better and more intuitive travel decisions. Rather than giving consumers yet another decision to make, this campaign set out to provide a fun and engaging way to let their eyes decide for them. Using outdoor media in a way never seen before, advanced eye-tracking technology was installed into the screens to model users’ faces in 3D and track the direction of their eyes.

The digital outdoor screens displayed a collage of Jetstar destinations, eye-movement was measured and the destination that held a user’s gaze the longest was identified. Within seconds, the image of their preferred destination grew larger and revealed information on the sale fare. The outdoor panels were also fitted with dispensers that issued gift cards, offering further incentive to book with Jetstar. The messaging was genuinely dynamic, responding to Jetstar’s seat inventory data to swap out fares and destinations depending on availability.