Submitted by OgilvyAgency IPI Score 95/100

The Eye Tracker

Content Creation

de la Cruz Ogilvy built SuperMax a platform that pairs National Hurricane Center data with geolocation to give accurate forecasts and tell each home exactly which supplies to buy, reducing panic buying. Cannes Lions Gold.

Case in 60 seconds

When major weather events approach, panic buying leaves some households without critical supplies while other goods go to waste.

Panic buying comes from uncertainty; if people had an accurate forecast and knew exactly what their own home needed, they would buy sensibly.

Build a tool that turns official storm data into personalised, household-specific shopping guidance.

SuperMax and de la Cruz Ogilvy created the Eye Tracker, a platform combining National Hurricane Center data and geolocation to give accurate forecasts and tell each home what to buy and what to skip.

The project won a Cannes Lions Gold, corroborated by third-party records. No usage, reach, or sales figures are published on the source page.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

SuperMax shoppers in communities that face hurricane season and the stress of preparing their homes.
Panic buying is driven by fear and uncertainty, and it harms the very community it is meant to protect.
A supermarket needed to help people prepare sensibly, not just sell more, during a genuinely distressing time.
SuperMax positioned itself as a community ally by offering accurate information and guidance rather than encouraging stockpiling.
Replacing uncertainty with a clear, personalised recommendation removes the fear that fuels panic buying.

Creative & Execution System

Assets & channels

  • Eye Tracker data platform
  • National Hurricane Center data feed
  • Geolocation-based household guidance

Partners

  • Ogilvy (de la Cruz Ogilvy)
  • SuperMax

Participation mechanic

  • Shoppers used the platform to get a forecast and a personalised list of what to buy and what to avoid

Creator role

  • Not disclosed

Awards & Recognition

Award showYearCategoryResultSource
Cannes LionsNot disclosedNot disclosed (third-party records cite the Mobile category)——

Why Ogilvy's strategy worked

  1. 1

    Solving a real community problem with a data utility, rather than an ad, gave the brand a credible and useful role.

  2. 2

    Turning official storm data into personalised, household-specific guidance directly addressed the uncertainty that drives panic buying.

  3. 3

    Positioning a supermarket as a community ally, discouraging over-buying, built goodwill at a high-stress moment.

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