Alternative Title: Maraphon
Agency: Saatchi & Saatchi Los Angeles
Executive Creative Director (Saatchi LA): Chris Pierantozzi
Production Company: Tool of North America
Director: Steve Mapp
Artist: Sabri Sansoy
Wanted to share that Toyota and their agency Saatchi & Saatchi Los Angeles just 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 favorite activities in fun and unpredictable ways.
How the campaign works: 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.
Publicidad online "WIN LUGE OR DRAW" hecho por la agencia de publicidad "Saatchi & Saatchi Los Angeles" para el producto: Rav4 (marca: Toyota) Estados Unidos. Fue producido en ene. 2017.