The Eyes That Don’t Lie
Midas
Issue 40 | September 2016
Agency
Proximity Madrid, Spain
Creative Team
General Creative Director: Eva Santos Executive Creative Director: Susana Perez Bermejo Creative Director: Pilar de Giles López Copywriter: Raúl Somaza Copywriter: Francisco Cuadrado Copywriter: Nestor Jimenez Copywriter: Fernando Esteban Copywriter: Sacramento Martinez Art Director: Daniel Sánchez Art Director: José Luis Diez
Production Team
Graphic Production Director: Gemma Selga Graphic Production: Astriz Menendez Video and Photography: Elias Maldonado, Teresa Muñoz Creative Technology Director: Victor Madueño Systems Technology Director: Rafael Zafra Polo
Other Credits
Service Client Director: Cristina Esteras Account Director: Erika Martín Account Executive: Lidia del Puerto
Date
March 2016
Background
According to a study released by the Spanish Organisation of Consumers and Users (OCU) 6 in 10 people think that mechanics lie. 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 their DNA. At Midas, transparency and honesty have always formed part of their DNA; but how can you prove to customers that the mechanics are telling the truth? A solution was found to this challenge and it was beaten in a way no other brand has done before. The idea was to focus on facing the main problem – credibility; rather than turning a blind eye.
Not just the product or the brand's credibility, but that of the group of professionals who were most clearly becoming a target of mistrust: mechanics.
Idea
A universal insight does exist. When you want to tell whether a person is lying or not, you usually ask them to "look me in the eye", and this was the starting point. The task was for the mechanics to tell the truth looking into their customers' eyes, but how could you prove that what they are saying is the truth and not just another advertising campaign?
At www.theeyesdontlie.com 20 Midas mechanics were challenged to volunteer to look the best lie detector in the world "in the eye". In order to achieve this, the "Eyedetect" machine was brought, the most advanced lie detection system based on pupil analysis technology and already used by the FBI, all the way from Utah (USA) to Europe for the very first time. This visual polygraph works on the basis that when you tell a lie, subtle changes are produced in the way the eyes behave, perceptible only to the machine.
EYEDETECT, the best lie detector in the world, has proved that the mechanics tell the truth about Midas' products and services. And customers got the chance to test it themselves at theeyesdontlie.com and in several Midas 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. A huge amount of tweets were received with truths to prove and there were many visits from customers who wanted to take the challenge.
Results
The campaign was a success. Confidence in Midas increased by 28.6%, putting them 34 points ahead of the competition. After the campaign, Midas 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