Saatchi & Saatchi LA is using relevant data to scale personalization for Toyota’s new RAV4 Hybrid Launch, and it looks good. The multi-pronged campaign features the RAV4 Hybrid and X-Men’s James Marsden and combines math and storytelling to create an entire ecosystem tailored to the consumer.
Aside from the traditional broadcast spots, the Facebook portion of the campaign serves up personalized videos that consist of three 15-25 second interchangeable vignettes that come together to make a unique video experience for each consumer. Over 100,000 pieces of content were created based on the user’s preferences, and the agency chose the best ads to go live with – you can check out one of the ads here. To bring this to life, Saatchi LA developed a proprietary methodology dubbed “multi-point storytelling” which takes the most unique aspects of the RAV4 Hybrid and reverse engineers them based on each individual’s likings.
This new hyper-relevancy isn’t a new concept for Saatchi LA. The agency has made a point to invest in similar data practices to bring sophisticated and tailored advertising for clients like local pet rescue, The Amanda Foundation. Here, they implemented a “Digital Paw Print” to use consumer data to match people online with potential pets based on different lifestyle needs and tastes.