Mercedes Benz – A Class

Concept

“the most extraordinary thing that a machine can do is be human”

From the general purpose artificial intelligence we are moving to personal artificial intelligence: the new Mercedes A-Class offers a new way to drive and experience mobility with your personal assistant.


Application

For the launch campaign of the new Mercedes A Class, Ultravioletto created a hardware and software system that generates portraits and replicates the “human touch”. Users were invited to submit their own selfie to the AI.The final result is a unique and unrepeatable portrait, just like a human artist can do.

In a month of campaign the artificial intelligence has generated more than 20,000 portraits, creating a strong communication impact on the social networks and the Mercedes dealers in Italy.


Viral campaign, commercial and audience activation

The project was implemented in three phases.

Viral campaign: Ultravioletto has used robotic arms carrying them around the city by involving people to have a portrait made. The videos and photos of the guerrilla action have been published on the social profiles.

Commercial: Ultravioletto trained the robots with the AI for these 2 tv commercials. These robot arms were capable  to draw art portraits of the actors, and performances with their movements.

Audience activation: a dedicated website was developed, people were invited to upload their selfies, the artificial intelligence  automatically  generated portraits that were shared on the social media and printed at Mercedes dealers.

 

  • Client: Merlo S.p.A. – Mercedes Benz Italia
  • Date:  2018