Jetstar tracked people’s eye gaze in an Australian first

20 December 2018

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Jetstar tracked people’s eye gaze to deliver the right holiday destination.

Jetstar trialled eye tracking technology to find out Australians' dream destinations in an outdoor campaign across Australia.

In an Australian first for out of home, the campaign was in partnership with JCDecaux and J. Walter Thompson.

The JCDecaux Innovate panels were able to determine the exact area of the ad people were looking at, and then deliver a message accordingly.

It featured a range of destinations from Jetstar's Christmas Sale, including Honolulu, Ho Chi Minh City, Gold Coast and Perth.

Based on people’s interest, the billboard either told them 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.

Jetstar chief customer officer Catriona Larritt said the campaign surprised and delighted passers-by.

“Everyone has a dream destination when it comes to travelling,” Larritt said.

“Together with JCDecaux, we were able to develop an innovative and engaging way to bring this campaign to life.”

JCDecaux head of creative solutions Ashley Taylor it wanted to stand out creatively.

“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,” Taylor said.

The campaign ran for a week until 10 December in Sydney and Melbourne.

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