Toyota's CRM-Powered Performance Engine.

In a market flooded with low-cost cars, Toyota had to remind buyers that value means reliability, durability and the ownership experience as well as price, and with third-party cookies disappearing, reaching them took a more precise approach, the SMARTIES case film says.

NER.O. AI, a 'Net Reach Optimizer' the case film presents as a proprietary Mediaplus tool, read what people were searching for on car-listing sites in real time and, when they looked at competitors' vehicles, served them a personalised Toyota alternative, working from contextual signals such as keywords and behaviour instead of cookies. The film shows the ads, for models such as the Corolla, Corolla Cross and Camry, beside rival models' listings on Yallamotor, and a page from Motory, the site whose searches the voiceover says the engine read. Leads were classified and fed straight into Abdul Latif Jameel's CRM so that sales teams could put buyers ready to purchase first. The same case film was entered at the SMARTIES under five other titles, among them 'Smart Signals: Toyota's Programmatic Win' and '$25K. 815 Leads. One AI Engine'.