Toyota RAV4 / The RAVtivity Machine
RAV4 is built for being active. It's right there in the name. Recreational Active Vehicle.
But even the most active drivers fall into routines, because humans are creatures of habit. So back in 2017, we built a machine to shake things up. With RAV4 as its heart and IBM Watson as its brain.
We started with the things RAV4 drivers were already into, then used Watson to combine those interests with new activities the RAV4 could help them get out and try. I led our creative team through the hundreds of combinations it kicked back, narrowing, shaping and writing the ones with the most potential into actual RAVtivities.
Then different viewers were served different RAVtivities based on their interests.
Lead Copywriter: Me
Lead Art Director: Krista Metcalf
Creative Oversight: Dan Sorgen & Jeremy Carson
Director: Steve Mapp
Production Company: Tool of North America
What Watson Churned Out
Whether you like piña coladas and getting caught in the rain, or perhaps art and off-roading, we had a match for you.
IBM Watson took our top 25 audience interests and mixed them with 1,000 possible activities, eventually helping us create more than 300 unique RAVtivity video pairings.
Basketball met snorkeling and became Swam Dunk. Martial arts met dog training and became Martial Barks. You get the idea.
Enjoy one such offering.
Influencer Partnership
To gain traction across social, we paired up with Rory Kramer, a photographer, longtime Toyota driver and self-proclaimed “Professional Life Liver.”
Also, he had a rather large Instagram following with active engagement. Like 37.5K views a day with almost 5% engagement on each post.
So, since he was seemingly down for whatever, we got him to take on 3 different RAVtivities in his own way. Capturing the fun and the mess.