What’s happened?

In an Australian first and in partnership with JCDecaux, Jetstar has used eye-tracking technology to promote their annual Christmas sale.  The campaign entitled “All Eye Want For Christmas” involved custom built panels situated in Sydney’s George Street and Melbourne’s Southern Cross Station in the lead up to Christmas. Panels featured a range of Jetstar’s most popular destinations on sale, enticing via alluring photos of Honolulu, Ho Chi Minh, Perth and the Gold Coast.

The panels used AI technology to track the gaze to the destination that appealed the most, and serve a relevant message. Users were shown the sale price and some lucky users were offered a $500 Jetstar voucher to book the flight to their prime destination. Due to the interactive nature of the panels, Jetstar was able to capture metrics such as rate of completion for people who engaged vs those who completed the interaction, including average duration – data points that are not usually available via static OOH displays.

View a demonstration of the technology in action here:

The Media Store Take

This unique campaign, is a great example of AI coming to life in a standout way. With this high resolution execution, Jetstar has captured the attention of those passing by – and delighted potential customers – critical factors in an ever increasing competitive environment. The success of the eye-tracking technology opens up new opportunities for brands wanting to enter this space and think outside the box.

Cindy Luu