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Where commuters would rather be – Jetstar sets up eye-tracking OOH installations

Technology & Data

Where commuters would rather be – Jetstar sets up eye-tracking OOH installations


In an Australian out-of-home first, Jetstar has implemented interactive eye tracking technology in its latest outdoor instalment.

In partnership with out-of-home (OOH) giant JCDecaux, over the holiday season Jetstar placed two of JCDecaux’s ‘INNOVATE’ panels in Melbourne’s Southern Cross Station and Sydney’s George Street.

The displays invite passersby to stand a short distance from the screen and allow the panel track the user’s eye movements. A range of Jetstar’s Christmas Sale destinations including Honolulu, Ho Chi Minh City and the Gold Coast are then displayed on the screen. Tracking the image that receives the most of the user’s attention, the installation then dispenses Jetstar gift cards to help users travel to their chosen destination.

“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,” says Jetstar chief customer officer, Catriona Larritt.

“Using eye tracking technology, passersby were able to see aspirational destinations featured on the panels, and we were able to surprise and delight them by showing them a sale fare, or giving them a gift card encouraging them to book their next holiday with Jetstar.”

The Jetstar campaign ran for a week in December and was carried out in collaboration with J Walter Thompson and Wavemaker.

Says JCDecaux head of creative solutions Ashley Taylor, “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.



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Josh Loh

Josh Loh is assistant editor at MarketingMag.com.au

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