Title	THE EYES THAT DON'T LIE
Brand	MIDAS
Product/Service	AUTOMOTIVE PRODUCTS & SERVICES
Category	C06. Use of New Technology
Entrant	PROXIMITY MADRID, SPAIN
Idea Creation	PROXIMITY MADRID, SPAIN

Name	Company	Position
Susana Pérez	Proximity Madrid	Executive Creative Director
Pilar de Giles	Proximity Madrid	Creative Director
Daniel Sánchez	Proximity Madrid	Art Director
Eva Santos	Proximity Spain	Shief Creative Officer
Francisco Cuadrado	Proximity Madrid	Copywriter
Jose Luis Díez	Proximity Madrid	Art Director
Fernando Esteban	Proximity Madrid	Copywriter
Sacramento Martínez	Proximity Madrid	Copywriter
Raúl Somaza	Proximity Madrid	Copywriter
Astriz Menéndez	Proximity Madrid	Agency Producer
Cristina Esteras	Proximity Madrid	Customer Service Director
Erika Martin	Proximity Madrid	Account Supervisor
Lidia del Puerto	Proximity Madrid	Account Executive
Elías Maldonado	Proximity Madrid	Audiovisuals Coordinator
Teresa Muñoz	Proximity Madrid	Editor
Victor Madueño	Proximity Madrid	Creative Technology Director
Rafael Zafra-Polo	Proximity Madrid	Technology Director

The Campaign

A universal insight does exist. If you want to tell whether a person is lying or not, you usually ask them to “look me in the eye”, and this was our starting point. We wanted our mechanics to tell the truth looking into our customers’ eyes, but how could we prove that what they are saying is the truth and not just another advertising campaign? At www.theeyesdontlie.com 20 Midas mechanics volunteered to face the best lie detector in the world. To face the challenge, we brought the “Eyedetect” machine, 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 we tell a lie, subtle changes are produced in the way our eyes behave, perceptible only to the machine.

Campaign Success

We built the campaign website: www.theeyesdontlie.com, to which we diverted all traffic from the PR actions we organised and social media where the campaign was displayed with a highly developed audio-visual content. There we hosted the promotion for the final consumer to participate in on the website or via social media with the hashtag #theeyesdontlie. On the homepage the user could view a summary of the project via an informative video. All the tests the mechanics took, including summaries on video of the tests passed on each of the 6 main benefits of the brand, were also made available to the user. All the reports extracted from the tests were published on the website. Meanwhile, we organised a press conference along with a strategy for content and influencers on social media, which were the only tools used to communicate the campaign to our target.

Describe the success of the promotion with both client and consumer including some quantifiable results

We received a huge number of tweets with truths to prove and many visits from consumers and influencers to take the challenge in the various Midas garages where the machine was installed. “Spanish politicians” was the top subject of choice. We invited them to take part. None got back to us. After the campaign, customer confidence in Midas grew by 28.6%, 34 points ahead of our competitors. One month later we HONESTLY went from 4th to 1st position as the favourite car repair service, overtaking official dealerships, and we managed to increase sales by 5.1% during the campaign period and in relation to the same period the previous year. Plus we achieved the following: • 220K eyes visited the website • Over 80k watched the videos • Over 100 national and international media mentions • An estimated audience of over 25.6 million • EARNED MEDIA of 2.25 million Euros

Explain why the method of promotion was most relevant to the product or service

The best lie detector has proved that our mechanics tell the truth about Midas’ products. Our customers got the chance to test it themselves by visiting the website: theeyesdontlie.com and participating in the promotion that placed the best visual polygraph in the world at the general public’s disposal. Through our promotion, TV AD, via the website and social media, we invited them to choose which truth they wanted to prove. We received a large number of tweets with truths to prove and many visits to challenge it. We invited them to participate, but unlike our mechanics, none of them replied.

At Midas, transparency and honesty have always formed part of our DNA; but how can we prove to customers that our mechanics are telling the truth? We found a solution to this challenge and we beat it in a way no other brand has done before. We decided to focus on facing our main problem – credibility; rather than turning a blind eye. Not just our product or our brand’s credibility, but that group of professionals who were most clearly becoming a target of mistrust: mechanics. During the campaign, we subjected a wide range of Midas mechanics from all over Spain to a lie detector test. The aim was to scientifically prove that the truths that have made up the brand’s core from its very outset: innovation, quality and above all trust in the maintenance services we offer customers, are an unbiased and reliable reality at all our garages.