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All EYE Want for Christmas

When it came to booking a holiday during the Christmas season, innovative use of outdoor let the eyes of Australia decide, and they decided to fly with Jetstar.




Jetstar, an Australian low-cost airline, was seeking improvements in three KPIs for its Christmas Sale:

1. Bookings revenue

2. The proportion of bookings coming direct, rather than via Online Travel Agents (OTAs)

3. Positive brand personality metrics which had stagnated

Christmas is a time when consumers are asked to make more decisions than ever. But Australian consumers would rather be drinking than thinking. So they turn a blind eye to advertising.

These marketing challenges– advertising saturation and distracted consumers - are common to all marketers. In the travel category, this problem is exacerbated by the growing number of OTAs, overwhelming potential travellers with even more choice.

Jetstar’s customer research was showing that consumers, having reached a state of decision fatigue, were lazily letting OTAs influence their decisions, resulting in poor choices. The opportunity for Jetstar lay in helping consumers make better decisions.


Marketing science has proven that consumers who make choices sub-consciously spend less time deciding and are often less price-sensitive. For Jetstar, this also improved the prospects of securing a direct booking.

Sub-conscious decisions come from subliminal and sensory triggers. Not by burdening consumers with more information or rational reasons to choose Jetstar. The real value for consumers was in making their travel decisions more intuitive, and more fun.

The sensory trigger that was created for Jetstar was based on sight. Decades of behavioural science has proven that the eyes do not lie. From an early age we read eyes to detect subtle, unconscious social cues. For advertising, eyetracking is a reliable way to measure a person’s response and reaction.

Strategy: Let your eyes decide

Rather than giving consumers yet another decision to make, Jetstar would provide a fun and engaging way to let their eyes do the deciding for them.

Jetstar used traditional outdoor media in a way never seen before, installing technology that had previously been confined to a laboratory into street furniture.

Advanced eye-tracking technology was sourced that could model users’ faces in 3D to track the direction their eyes followed, and mapped these as coordinates on the screen to identify the section of the screen that they most engaged with.

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 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.


The eyes of Australia decided, and they decided to fly with Jetstar.

The engagement results for the outdoor panels demonstrate the campaign’s success:

· 89% of users who started the interaction completed it

· 14 seconds – average duration of the interaction; double the duration for a standard walk-by ad

Passers-by who interacted with the digital panels were surprised by the experience and delighted to receive a prize or special sale fare that felt relevant and personalised.

The uniqueness of the campaign generated mainstream media coverage, with stories of Jetstar’s mind-reading billboards generating publicity in may local and international media.

Key brand personality metrics for International travellers increased over the campaign period: Adventurous +8% Dynamic +10% Energetic +8%

As the centrepiece in the Jetstar Christmas Sale, this ground-breaking use of outdoor was a key contributor to a year-on-year revenue increase. Proof that this was more than just a tech-fuelled gimmick.