18 Feet & Rising Has an Eye on the Prize for Skoda

Creative agency 18 Feet & Rising London has launched its first digital campaign for ŠKODA – an interactive online experience called Fight for Attention – for the new third-generation Fabia car. 

The campaign is the first advertising creative to use pupil eye-tracking technology, measuring and displaying the results of the user’s interaction with the film in real time. The technology, developed by Visage Technologies, was adapted and integrated into the site by tech partners B-Reel.

The user experience starts with the calibration of the user’s pupil movement with the computer’s webcam. A 90-second split-screen film follows, featuring two Fabias racing through a number of locations, fighting for the user’s attention.

At the end of the race, the eye-tracking allows the site to calculate which Fabia stole most attention during the race, work out what they saw and missed, then create a personalised infographics of the eye movement and unique viewing statistics.

Users can share all of this to their social media channels and have the option to book a test drive with a local dealer and sign up for notifications about phase B, due to launch later in February.

“Genuine innovation is about overcoming the unforeseen and delivering a new experience; this campaign lives up to that, and then some," says Andrew Barnard, business director at 18 Feet & Rising. "The end result reflects the combined ŠKODA/ 18 Feet & Rising ambition to continue redefining the brand by creating unexpected experiences for the consumer.”

The next phase of the campaign will see users able to create their own films using a built-in editing platform. They can then submit their films to fight for attention against the ŠKODA drivers. By sharing these battles to social media, they invite friends to take part and increase their chances of topping the leader board by stealing more attention than their country competitors.