Cannes Lions
DDB SPAIN, Madrid / VAESA / 2012
Overview
Entries
Credits
Execution
We used the latest communication technology for this. An interactive advert for tablets inserted in digital publications for the target market.While iAD showed people yawning, the tablet camera was activated and analysed key points on the user's face.As soon as the user started to yawn, the camera associated the gesture with a sign of fatigue and sent an alert to warn them not to fall asleep.
Outcome
Average time spent: 20 secondsMore than 362,000 impressions with more than 2,800 users who interacted with the advertisement (0.78%).Traffic to the point of sale increased by 15%.Vehicle test requests were 10% more than forecast.
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