| Title | EyeDetect |
| Agency | Proximity Madrid |
| Campaign | The Eyes that Don't Lie |
| Advertiser | Midas |
| Brand | Midas |
| Date of First Broadcast/Publication | 2016 / 5 |
| Business Sector | Car & Utility Rentals |
| Story | According to a study released by the Spanish Organisation of Consumers and Users (OCU) 6 in 10 people think that mechanics tell lies. 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 our DNA. How could we prove to consumers that our mechanics tell the truth? We found a creative strategy no other brand had ever done before. |
| Philosophy | When you want to know if someone is lying you ask them to “look you in the eye”. That was our starting point.At www.theeyesthatdontlie.com (www.losojosquenomienten.com) 20 Midas mechanics volunteered to look the best lie detector in the world “in the eye”. We brought EyeDetect, an advanced pupil-analysis-based lie detection system used by the FBI, to Europe for the first time. |
| Result | The campaign was a success. Confidence in Midas increased by 28.6%, putting us 34 points ahead of the competition. After the campaign, we 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 |
| Media Type | Case Study |
| Length | |
| General Creative Director | Eva Santos |
| Executive Creative Director | Susana Perez Bermejo |
| Creative Director | Pilar de Giles Lopez |
| Copywriter | Raul Somaza |
| Copywriter | Francisco Cuadrado |
| Copywriter | Nestor Jiménez |
| Copywriter | Fernando Esteban |
| Copywriter | Sacramento Martinez |
| Art Director | Daniel Sanchez |
| Art Director | José Luis Diez |
| Graphic Production Director | Gemma Selga |
| Graphic Production | Astriz Menéndez |
| Video and Photography | Elias Maldonado |
| Video and Photography | Teresa Munoz |
| Director of Creative Technology | Victor Madueno |
| Systems Technology Director | Rafael Zafra Polo |
| Service Client Director | Cristina Esteras |
| Account Director | Erika Martin |
| Account Executive | Lidia Del Puerto |