The use of interactive eye-tracking takes the consumer experience to a place that TV obviously cannot. Whilst there is nothing reckless or dangerous in the production, creatively, we were able to showcase the car in certain ways that may have been restricted in UK TV channels.

On the one hand, the proposition is a bold one; we wanted to create a campaign that let the car show-off as much as it could. On the other, the level of interaction we wanted for viewers meant a simple film wasn’t enough. Eye tracking technology ensured this; the film editor and competition mechanic takes it a step further. With c.70% of global browser use being on Chrome and Firefox, the tech developed works natively in both, requiring nothing from the end user other than access to webcam.

Our challenge was creating content that would feel tailor made to 32+ markets. The nature of our digital interaction meant that there were no language or cultural barriers to the campaign. In addition to conventional channels, the coverage gained from creating a world first digital experience meant audiences were drawn into the campaign from earned media and widespread word of mouth.

In it’s first day, the site stole more attention than the previous campaign in its entirety. In its first 3 months it was viewed by over 100,000. In its first week it reached 3 million on twitter. It won the FWA Site of the Day.

Viewers eyes locked on the new FABIA for 90 seconds straight.

The ambition for Fight for Control was always to feel more like a game than merely an interactive ad campaign; that’s to say, something you could control and affect, something that provided a unique, personal response. With the new ŠKODA Fabia at the heart of the experience, written to the proposition the car that steals attention and unique eye-tracking technology, Fight for Control goes beyond traditional ad campaigns.