AI hyper-localizes ads campaign to resonate with customized marketing

Target Audience

Sales, marketing, companies with a broad variety of user groups and sales regions

Challenge

For their advertising campaign in India, Sprite (a brand of Coca-Cola) is confronted with people living in very different regions, environments and daily habits. Making separate ads for each region would be too costly - but making only one ad for the whole nation can easily feel very generic.

Solution Approach

Multiple version of the ad were created, using storytelling that has been adapted to each version. These varying narratives are then put to life by taking a single set of original images and videos of the main actor, digital material from the various regions, and having them edited with AI image editors and video generators. Being clear about the story each version tells helps to have the ads perceived as relevant and high-quality.

Value Add

As the advertising videos have only be launched recently, its impact on sales figures are not available yet. However, social media posts are jumping on the #ThandRakh (stay cool) tag of the campaign and multiply its reach, ultimately showing that customers love the campaign.

How to Apply This

This example shows how a good story-telling from your marketing experts can be paired with AI video and image generators. Being clear about the narratives you aim to share is key to avoid creating 'AI slop'. Depending on how deep and hands-on you want your team to be involved int he actual creation, you have the options to create custom AI pipelines (with paid or open-source models), or leverage cloudservices that are optimized for such creative generation tasks. First experiments can be run with only little invest of time and money.

Want to customize marketing material yourself, but lack the foundational knowledge? Reach out to me, and we can talk about the best technology stack for your situation.