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THE RAVTIVITY MACHINE
THE RAVTIVITY MACHINE

We all want something new to do.

SUV drivers are always ready to go on their next adventure. But they're also creatures of habit, repeating the same adventure over and over again. So when we launched a digital campaign for RAV4, we thought it would be a good idea to get adventurers thinking of new ideas—with a little help from our friend IBM Watson.

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“[Watson gives us] a whole new level of creativity that allows us to think more outside the box.” — Chris Pierantozzi, Executive Creative Director
“[Watson gives us] a whole new level of creativity that allows us to think more outside the box.” — Chris Pierantozzi, Executive Creative Director

Artificial intelligence.
Authentic adventure.

We created a machine with RAV4's adventurous spirit as its heart and IBM Watson's advanced algorithm as its brain. The "RAVtivity Machine" invents activities never thought of before by humans - based on the ones they loved.

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“With the RAVtivity machine, we combined Facebook's behavioral data with AI-created activities to deliver hyper-relevant content, personalized to their interests.” — Nancy Inouye, National Media Manager at Toyota
“With the RAVtivity machine, we combined Facebook's behavioral data with AI-created activities to deliver hyper-relevant content, personalized to their interests.” — Nancy Inouye, National Media Manager at Toyota

With Watson, content is getting personal.

We gave Watson a list of the top 1,000 activities —like biking, dancing and cooking— and asked Watson to pair an activity a user “liked” with an unlikely activity. We then used these pairings to create 300 unique videos that users could engage with on Facebook and Instagram.

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If a user was a Black Belt, Watson would combine a “liked” activity, martial arts, with an unlikely activity, barbeque, and suggest the user try a "Tai Kwan Tenderizer."

Smarter ideas work harder.

With help from Watson, we invented hundreds of new activities catered to each individual. Inspiring people to push their activities further and explore anything imaginable in the RAV4.

48%

Increase in Positive Opinion

70%

Outperformed All Facebook Campaigns

View Our Work Hotel Tacoma
View Our Work RAV4 Live Climb