Abdul Latif Jameel Motors / Saudi ArabiaDigital & Tech
Toyota's Journey to Redefine the Automotive Narrative.
Toyota in Saudi Arabia used dynamic creative and generative AI to sell reliability rather than price, then used location targeting to steer interested buyers to dealerships.
- Brand
- Abdul Latif Jameel Motors
- Agency
- Mediaplus Middle East
- Market
- Saudi Arabia
- Region
- Saudi Arabia
The challenge
In a crowded car market, Toyota wanted to compete on reliability and value instead of price. Its target, tech-savvy city dwellers aged 25 to 45, wanted dependable cars but often leaned toward rival brands. The goals were 20% more visibility and 15% more sales than the previous quarter.
The idea
Mediaplus Middle East, with Smartifai, used dynamic creative optimisation and generative AI to personalise ads across social media, automotive websites and in-app placements. Location-based targeting then pushed people toward nearby showrooms.
Results
- Click-through rate rose 193%, according to the MMA Smarties case summary
- More than 1,600 potential buyers were driven to dealerships, according to the case summary
Case study source: MMA Smarties Source ↗
Awards
- MMA Smarties KSA 2023KSA – Product and / or Service LaunchSilver
- MMA Smarties KSA 2023KSA – Data Insights / Contextual MarketingSilver
- MMA Smarties KSA 2023KSA – Experimental / Innovation TechnologySilver
- MMA Smarties KSA 2023KSA – Customer (CX) / User Experience (UX) & DesignSilver
- MMA Smarties KSA 2023KSA – Contextual and Geo TargetingSilver
Credits
- Media agency
- Mediaplus Middle East
- Additional company
- Smartifai
- Integrated Media Manager, House Of Communication
- Rana Nabeel Alkayyali
