RAA Embraces AI for Future Campaigns
In a significant move towards integrating artificial intelligence in marketing, RAA has adopted the Brandcomms.AI platform, initially stemming from a research collaboration with Forethought. Mark Healy, RAA’s executive, was convinced of the platform’s potential after just one meeting, recognizing that AI could transform traditional marketing approaches, particularly in executing high-impact campaigns, like those that involve setting elements on fire.
Healy expressed that the ability to bring innovative campaign ideas to life without straining member funds is no longer a question of “if,” but rather “when,” due to the cost efficiencies AI presents. “We were sold in the room off an animatic,” Healy recalled. “The only question was: When will it be ready to do what we need to do, not if. We instantly paused all high-cost production on everything we were thinking about making to wait for the technology because the campaign’s not broken, so let’s wait.”
RAA’s first project utilizing AI involved creating a comprehensive TV campaign with Forethought, which included generating three different scripts through the AI tool. Healy noted that while the campaign remains unreleased, it underwent extensive human testing that indicated AI’s effectiveness in creative processes. “We’ve seen all the verbatims. We know that nobody can spot that it’s AI,” he said, highlighting the successful outcome of their initial foray into AI-driven marketing.
The campaign tested well, especially in terms of positioning RAA against competitors. Despite strong brand loyalty in South Australia, Healy noted that the unique creative elements had the unexpected effect of “depositioning competitors.” Nonetheless, the campaign was held back due to timing and seasonal considerations, yet it has significantly contributed to justifying AI integration across the RAA business.
Healy shared insights from their internal discussions, stating, “We shared it with the board, shared it with the CE [chief exec], and said this is where this thing is heading. This is how technically impressive it is.” The board’s endorsement was crucial for propelling RAA into AI-driven future campaigns.
Next came RAA’s retail advertisement for Caltex, featuring “Trev the bee,” a character developed in collaboration with kwpx and visual effects company Rising Sun Pictures. Set to debut in mid-2024, Trev symbolizes a new creative direction for the 123-year-old brand, appealing to families and becoming a cultural touchstone in South Australia.
In a bold step, Healy advocated for using AI in the first TV spot featuring Trev, asserting that the decision was imperative. “I don’t answer to our advertising agency, I answer to primarily our membership base,” he stated. This member-centric approach drives his commitment to maximizing marketing efficiency, stating that any inquiry about the use of AI would be met with a transparent discussion about cost savings for members.
Despite initial skepticism surrounding AI’s role in marketing creativity, Healy has found that working collaboratively with their agency has strengthened their partnership. “Our agency has actually been superb about this,” he remarked. RAA and kwpx have engaged in joint learning about AI, seeking to redefine roles in an evolving landscape rather than allowing AI to overshadow traditional agency functions.
Healy is acutely aware of the financial pressures on marketing budgets, emphasizing the urgency of AI adoption. “Eventually your CFO is going to call,” he warned, as RAA’s marketing team has been encouraged to fully leverage AI tools. He cautioned that if the team fails to recognize AI’s potential, it would lead to consequences that could disrupt their operations.
“That agency power dynamic, I think in most businesses, has changed,” he added. “In the ones that it hasn’t, it should, because otherwise the CFO is going to call at some point. And that’s not good.” As RAA positions itself at the forefront of AI integration in marketing, the implications for the industry may be profound, with potential shifts in how brands engage with consumers.
As RAA moves forward, the adoption of AI could redefine not only its marketing strategies but also set a precedent for the broader industry, suggesting that creativity and technology can coexist in innovative ways.
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