IBM's Watson has struck again. The machine learning program, which has emerged as a popular tool for agencies and marketers, is powering a new highly targeted digital campaign for Toyota that uses an algorithm to generate ad scripts. Breaking this week, the campaign is the latest example of how Toyota agency-of-record Saatchi & Saatchi Los Angeles is using what it calls "creative programmatic."
The agency wanted to connect the Toyota's Rav4 crossover to the favorite activities of individual consumers, but in an unpredictable way. So Saatchi fed Watson the world's top 1,000 activities -- like biking, dancing and cooking -- and asked Watson to pair two activities that had low probabilities of being matched. The agency then used the pairings to create 300 unique videos, which are being targeted at users on Facebook and Instagram.
For instance, one video (below) pairs the words "marathon" and "luge" and suggests the viewer try playing "win, luge or draw."