I can’t remember the last time that an online ad left me open-mouthed and staring blankly at my computer screen, but this from 18 Feet and Rising for Skoda managed it. Easily. The campaign, called Fight For Attention, uses pupil-tracking technology to measure the way the viewer interacts with a 90 second-long split-screen film in which two cars, a white and a blue Skoda, literally vie for your attention. It then creates a personalised infographic to show you which held your attention for longer, identifying the details you missed and creating a percentage measure of which won. It’s space-ace in its accuracy.
Oli O’Neill, a creative from 18 Feet and Rising, explains that making it wasn’t always a simple process. “Coming up with an idea with technology that doesn’t exist yet is pretty easy,” he told us, “making it happen is not! The campaign is the first advertising creative to use pupil eye-tracking technology, it measures and displays the results of the user’s interaction with the film in real-time.” To have a go yourself head over to the website, Fight For Attention.
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