The Future Of Car Talk: The Weather Company Runs First ‘Cognitive Ads’ For Toyota
Using The Weather Company cognitive ads, Toyota’s able get deeper insight into the types of questions that consumers are asking during the decision-making process, says Sarah Ripmaster, TWC's head of automotive sales.
The Weather Company, an IBM Business, is taking another big leap in connecting artificial intelligence and advertising with the launch of what the company claims is the “first cognitive ads” for the auto industry in a campaign to promote the Toyota Prius Prime.
The Watson Ads for the Prius Prime will run in The Weather Channel App and on weather.com.
The campaign follows recent uses of Watson Ads by the Campbell Soup Company, Unilever, and GSK Consumer Healthcare, respectively began their first foray into marketing that promises to understand and respond intelligently to consumers’ voice-activated and written queries.
The most recent effort involved Watson Ads being aligned with the annual return of the GSK Consumer Healthcare’s Allergy Tracker digital tools to promote relief through its Flonase brand.
And now, with Toyota, the Watson ads invite consumers connect with brands with a personalized, one-to-one conversation via voice and text.
This Watson Ads experience is primarily focused on driving awareness and brand engagement, says Sarah Ripmaster, head of automotive sales at The Weather Company. “Toyota’s goal with this campaign is to reach and engage consumers who are interested in the Prius Prime.
The cognitive ad format combines machine learning, natural language understanding, and integrated dialogue tools designed to deliver on the promise of a personalized user experience.
IBM Watson can discern a user’s intent — as opposed to reacting to a keyword search — to best respond to the consumer, The Weather Company says.
Using Watson Ads, Toyota is employing the power of AI to “engage and educate” consumers about Prius Prime. Consumers are invited to ask questions like, “How can I be a better Prius driver” or “Can you tell me about the Prius’s new features?”
By connecting one-on-one and offering a consumer the new car information they specifically ask for, the effort can guiding decision making during the purchase consideration stage, Ripmaster says.
“Watson Ads put the consumers in the driver’s seat,” she says. “Instead of passively experiencing a brand’s message, consumers are actively engaging with the ad to learn more about car on their own terms. This means the experience empowers consumer to ask the questions that truly matter the most to them during their auto shopping journey, and can ultimately help impact brand consideration.
“On Toyota’s side, they are able get deeper insight into the types of questions that consumers are asking during the decision-making process, which can then influence future creative messaging and media strategies,” Ripmaster added.
The Toyota Watson Ad includes several additional features that extend the interaction, including exploring different Prius models, branded video content, and a Toyota dealer locator.
“In the competitive automotive market, the ability to showcase a helpful and beneficial customer experience is invaluable,” says John Lisko, executive communications director, Saatchi & Saatchi, Toyota’s creative and media shop. ”
We are entering the next frontier of marketing, with cognition and AI poised to take consumer engagement to the next level, and Watson Ads is a prime example of that shift and the great potential we have,”Lisko adds. “We have leveraged IBM Watson in other areas of our business such as the programmatic video campaign of 300 custom pieces for Toyota RAV4 and most recently, the Mirai campaign on Facebook in which the tool wrote thousands of ads and we continue to uncover valuable insights.”