Japanese automaker Toyota has launched a hyper-personalised video campaign on Facebook, using 100 individual, interchangeable clips. The video ads for the Toyota RAV4 are customised according to the Facebook preferences of each user, with the potential for 100,000 different versions to be created.
Using Facebook profile data, each specific ad is built using three clips from the collection of 100, formatted to appeal to individual user tastes and interests. The campaign was put together by US advertising agency Saatchi & Saatchi LA. Creative director Chris Pierantozzi told UK marketing blog Mobile Marketer: “The majority of Facebook consumption is done through mobile devices. So we crafted a campaign that took into consideration not just the platform, but also the delivery mechanism. Everyone is unique, so why tell everyone the same thing?”
Saatchi worked with US post-production firm Cloneless Media, which has developed technology that enables highly automated video creation – “allowing you to make new versions of a video in the time it takes to compose a tweet”, as its website claims.
The campaign taps into a number of themes – context, personalisation, mobile video – that we explore in depth in our State of Mobile: Winter 2016 report. See also Location-Based Mobile Marketing and New Video Marketing Strategies.