2023年6月9日

创建机构代理,最新进化的“淡化”活动帮助挑战者品牌带来热闹的科技,不断增长的类别。2023年6月9日,发表竞选是我们分析一些最好的新营销世界的创造性的努力。视图列在这里的档案。近200天以来OpenAI ChatGPT推出营销世界已成为广告泛滥成灾,机构和科技公司急于拥抱生成各种形式的人工智能(AI)。然而,除了少数例外,品牌还没有公开接受人工智能作为广告创意的一部分。滑铁卢苏打水,利用人工智能爵士乐的最新版“淡化”运动是一个自然进化与一个汇集了其产品的品牌定位,公司文化和消费基础。“人工智能是完美的给生活带来口感艺术的想法,“CMO凯西Maurella说。“很多元素你看到的视频燕尾很多观点我们有我们的消费者。”,“2.0”的表达,去年开始,上个月在美国推出了付费和有机社会、视频和显示广告,连接电视,广告牌,店内顾客营销计划和零售显示器。的核心活动是一个30秒,主角在一群上班族的造型和外观变化每次他从滑铁卢可以吸允,他——在AI的帮助下变成一个时尚的阔佬,赛车手,足球运动员,厨师和摇滚明星。 Andrew Donoho, the ad’s director, explained in a press release that the “flickering effects” created by AI are meant to mirror the carbonation of Waterloo’s sparkling water. Physical props and the video’s color scheme were also enhanced by the technology. “We wanted to visually communicate how flavor can ignite the senses — to break you out of your reality and to elevate and heighten it,” said Donoho in a statement. “It made sense for us to use AI to create this world for Waterloo because we could translate both the full flavor and textured experience you can expect from the product itself.” Doho added: “With the different flavors from Waterloo, you can wear them like an outfit — allowing us to express the inner narrative that we all have when we try something new.” Consumer insights and agency trust Ad agency Agent A helped Waterloo launch “Water Down Nothing” last year. When it was time to iterate on the campaign, the agency brought the idea of using AI to the brand. “We didn't actually set out to use AI,” Maurella said. “It fit with the idea of the campaign and the brand positioning, but it also fit with the idea of [how] we really pride ourselves on the innovation we bring to the category and doing things a little different.” For Agent A, AI provided both a degree of creative control and the right amount of surprise that kept the creative in line with the brand positioning and with a sense of "joyous, unexpected personal discovery," said Alex Rodriguez, the agency's founder and lead strategist, in emailed comments. The approach also helped level up the agency's output. “In our case, we were able to create animation for our commercial and images for our [out-of-home] campaign in a fraction of the time it would take with traditional CGI methods,” Rodriguez said. “This freed us up to explore and present a wider range of creative options and truly deliver on the creative vision.” Speeding up the process worked for Waterloo, a challenger brand whose quick work rate is not always for the faint of heart, Maurella explained. While it wasn’t the typical storyboard and shooting process that the marketer was used to, being able to see the AI elements in rough cuts demonstrated that the final product would come together smoothly. “There was a lot of trust and faith in the partnership from start to finish,” Maurella said. “It fit with us trying to lean in on innovation, it fit with quick timelines and we could see that transformation happening right in front of our eyes.” For Waterloo, the latest leg of “Water Down Nothing” is part of a significant marketing investment that is up 46% year-over-year, according to Maurella. The brand outperformed the dollar sales growth of the category by 10 times and is pushing “all levers down” as it moves into the summer season, a busy period for beverage marketers, the executive added. That spend will likely put Waterloo — and AI-assisted creative — in front of more consumers. “AI can be a gimmick or an indispensable tool,” Rodriguez said. “I am excited that we had a chance to show what the current technology can do in combination with more established animation and image creation techniques. I love the combination of approaches that allowed us to create something truly unique and compelling.”