launching toyota’s most innovative vehicle.

In 2017, the zero-emissions, hydrogen-fueled toyota Mirai felt like the future. It was a new kind of vehicle, designed for a very specific audience.

Toyota_Mirai.jpg

so we thought:

let’s make a unique video,

for every potential customer.

To launch the Mirai in California, we set out to create 3300 custom videos.

To write these videos, we enlisted the most cutting edge technology we could think of:

(this was pre-AI.)

Videos x 50 | Human-Written

Based on what we knew about our audience’s location, behavior, interests, and occupation, we crafted the first 50 scripts to speak directly to them. Each video included two audience interests, such as food + California, or gold + astronomy.

TRAINING AI TO WRITE

For the other 3250 scripts, we partnered with Tool, and set out to teach watson how to write. 

First, we fed watson the 50 human-written scripts. Next, we had it scrape the Internet to learn our targets’ interests and really, to learn English.

needless to say, It started off weird.

it took four months but finally, it clicked.

for the first time ever, saatchi la made the front page of adweek.

case study:

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