Toyota and Saatchi LA Use AI to Create Quirky New Activities for Rav4 Campaign

Toyota, along with creative agency Saatchi & Saatchi Los Angeles, launched the latest campaign for the Rav4 combining a creative programmatic strategy and artificial intelligence. The new campaign is digital and will live on Facebook, Instagram, Snapchat and interactive banner ads.

As Rav4’s demographic is made up of some of the most adventurous explorers in the world, Toyota and Saatchi LA wanted to come up with a targeted campaign that would tie the Rav4 to people’s favourite activities in fun and unpredictable ways.

IBM Watson was fed over 1,000 different active interests such as biking, dancing, kayaking, cooking, etc. The team then asked Watson to pair two different activities that had a low probability of being matched together. The result of the algorithm was the creation of 300 new and unexpected personalized activities targeted for individuals who expressed interest in one of the original actions.

“We believe the future of programmatic creative will incorporate a layer of AI that will allow us to create even more personalization at a mass scale.” said Chris Pierantozzi, Executive Creative Director at Saatchi LA.

A second phase of the campaign will launch in February, where a famous influencer will act out one of the new unlikely activities for viewers.

Integrated production company Tool teamed up with Saatchi LA on this unique AI driven content project — from building and filming the RAVtivity machine with the vision of Tool Director Steve Mapp, to leveraging Tool’s AI artist Sabri Sansoy to use machine learning to process images, which allowed over 300 versions of the campaign content to be created using a proprietary dynamic video rendering platform, Imposium.

Source: Saatchi & Saatchi Los Angeles

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