标题 | EyeDetect |
广告公司 | Proximity Madrid |
广告战役 | The Eyes that Don't Lie |
广告主 | Midas |
品牌 | Midas |
首次发布日期 | 2016 / 5 |
行业领域 | 汽车及商用车租赁 |
剧情简介 | According to a study released by the Spanish Organisation of Consumers and Users (OCU) 6 in 10 people think that mechanics tell lies. This belief grew during the economic crisis, when society became more suspicious of car maintenance workshops.At Midas, transparency and sincerity have always been part of our DNA. How could we prove to consumers that our mechanics tell the truth? We found a creative strategy no other brand had ever done before. |
哲学 | When you want to know if someone is lying you ask them to “look you in the eye”. That was our starting point.At www.theeyesthatdontlie.com (www.losojosquenomienten.com) 20 Midas mechanics volunteered to look the best lie detector in the world “in the eye”. We brought EyeDetect, an advanced pupil-analysis-based lie detection system used by the FBI, to Europe for the first time. |
结果 | The campaign was a success. Confidence in Midas increased by 28.6%, putting us 34 points ahead of the competition. After the campaign, we climbed from 4th to 1st position as the favourite vehicle maintenance brand, ahead of Official Dealerships. • 220K eyes saw the website• More than 80K saw the campaign videos• More than 100 national and international media mentions• An estimated audience of 25.6 million• EARNED MEDIA of 2.25 million• Increased sales of 5.1% over 2015.• Total campaign cost: €81,035 |
媒体类别 | 案例研究 |
长度 | |
General Creative Director | Eva Santos |
执行创意总监 | Susana Perez Bermejo |
创意总监 | Pilar de Giles Lopez |
文案 | Raul Somaza |
文案 | Francisco Cuadrado |
文案 | Nestor Jiménez |
文案 | Fernando Esteban |
文案 | Sacramento Martinez |
美术指导 | Daniel Sanchez |
美术指导 | José Luis Diez |
Graphic Production Director | Gemma Selga |
Graphic Production | Astriz Menéndez |
Video and Photography | Elias Maldonado |
Video and Photography | Teresa Munoz |
Director of Creative Technology | Victor Madueno |
Systems Technology Director | Rafael Zafra Polo |
Service Client Director | Cristina Esteras |
客户总监 | Erika Martin |
客户主管 | Lidia Del Puerto |