Jetstar, the Australian low-cost airline installed two ‘INNOVATE’ panels in Melbourne’s Southern Cross Station and Sydney’s George Street in collaboration with OOH Company, JCDecaux. The innovative campaign with eye-tracking digital billboards invited passersby to stand at a short distance from the screen and allowed the panels to track the user’s eye movements. A mix of Jetstar’s Christmas Sale destinations including Honolulu, Ho Chi Minh City and the Gold Coast was then displayed on the screen. Tracking the image that caught the attention of most users, the installation then dispensed Jetstar gift cards to help them travel to their chosen destination.