Erika Martin
Account Director at Proximity Madrid
Madrid, Spain
BaşlıkEyeDetect
Haftanın
Kampanya The Eyes that Don't Lie
Reklamcı Midas
Marka Midas
İlk Yayınlanma Tarihi
Sektör Car & Utility Rentals
hikaye 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. 
felsefe 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. 
Sonuç 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 
Medya Türü Case Study
Süre
General Creative Director
Yaratıcı Yönetmen
Yaratıcı Yönetmen
Reklam Yazarı
Reklam Yazarı
Reklam Yazarı
Reklam Yazarı
Reklam Yazarı
Sanat Yönetmeni
Sanat Yönetmeni
Graphic Production Director
Graphic Production
Video and Photography
Video and Photography
Director of Creative Technology
Systems Technology Director
Service Client Director
Müşteri Direktörü
Müşteri Temsilcisi

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