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.
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.
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 (male actor version, female actress version). 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 Mercedes Benz
Date 2018
Credits Project management and production: Merlo S.p.A.
