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. To make sure RAV4 drivers get the most out of life, we created a way to go beyond the limits of human imagination—by building a machine. With RAV4 as its heart and IBM Watson as its brain.
Director: Steve Mapp
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 the top 25 audience interests and combined them with 1,000 activities to create over 300 unique RAVtivity video pairings.
Enjoy one such offering.
Influencer Partnership
To gain traction across social, we paired up with Rory Kramer, a photographer, longstanding 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.