IBM Watson Advertising and Toyota Prius Prime Named 2018 IDEA Awards Finalists

By IBM Watson Advertising

IBM Watson Advertising is excited to announce that our Toyota Prius Prime Watson Ads campaign has been voted as one of the finalists in the Best Mobile Campaign category of the 2018 ThinkLA IDEA Awards!

Now in its eighth year, the IDEA Awards celebrates Southern California’s advertising, marketing, and media superstars, and honors campaigns, agencies, clients, marketers, media partners, and individuals that exemplify the best of the region.

About the Campaign:

Toyota came to Watson Advertising looking to reach and engage environmentally conscious auto-intenders to drive sales of their Prius Prime vehicle and create an environment that could be used to educate on the vehicle’s many environmentally conscious features – such as fuel efficiency.  They also were interested in driving customers to a dealership for a potential test drive.

Watson was trained on Toyota’s product information and vehicle FAQ’s, and used natural language processing to enable 1:1 dialogue with users. Watson Ads engaged in real-time conversations, allowing consumers to interact with the Toyota Prius Prime in a brand new way, via dynamic ads across The Weather Channel app and website. In addition to being able to serve up relevant information to the user around topics such as fuel efficiency, the ad was able to drive users to the location of their nearest auto dealer by leveraging first party location data that users willingly share with The Weather Channel.

In addition to achieving great results based on Toyota’s KPIs, the insights generated from the customer engagements are available for Toyota to inform its overall planning and strategies.

  • Influencing Sales: 20% Increase in Purchase Consideration among M35-49
  • Engaging the Customer: 3x Google Rich Media Interaction Time Benchmark
  • Generating Insights: 6,000 Total User Conversations with 3 Interactions per Session for Big Web

Congratulations to the Watson Advertising and Toyota teams on this great accomplishment!

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