Lie Detector Tech Used in Auto Care Ad

Determined to prove that its grease monkeys are not like other mendacious mechanics, the Spanish branch of global motor repair shop Midas has gone to extreme lengths with The Eyes Don’t Lie, a caign devised by Proximity Madrid in which an FBI-used lie detector system was used on the brand's own staff.

“Oooh, sorry mate, your big end’s gone,” sighs Terry, of Terry’s Trusty Motors, scratching his head and quoting the GDP of a reasonably-sized country to fix your Ford Focus, which you only put in for a valet. It’s a familiar story and according to a recent survey from Spain’s National Consumer Institute, mechanic shops are the fifth most complained about sector each year, with six out of ten consumers believing they’re being told massive porkies about their motors.

This March, Midas launched a digitial caign that tested the trustworthiness of its employees using EyeDetect, a US-based lie detector that is considered as the most accurate (85%), since the invention of the polygraph in 1921. The system uses a precision optical scanner to measure the emotional responses that occur when a person lies in response to various questions.

More than 20 Midas mechanics volunteered to be tested, and passed with an average reliability score of 88.3%.

The caign was launched with an interactive website, The Eyes Don’t Lie, that allowed users to take the lie test themselves.

Midas customers could also participate in several garages where the machine was installed, inviting them to take the test personally. As a direct response, users could prove a truth by challenging the machine themselves on the website or social media. The website attracted more than 220K hits and Midas garnered a huge amount of tweets from customers posting truths to be proved.

After the caign, Midas climbed from 4th to 1st position as Spain's favourite vehicle maintenance brand.