Abdul Latif Jameel Motors wins five MMA SMARTIES KSA awards

Abdul Latif Jameel Motors, Saudi Arabia – Toyota wins five Silver Awards at the MMA Smarties KSA Awards 2024, for one of its lead generation marketing campaigns.  This recognition underscores Abdul Latif Jameel Motors’ commitment to pushing the boundaries of creativity and innovation, to make sure consumers make the best, and most informed choice when considering a new vehicle.

Hosted by MMA Global, the Smarties KSA Awards recognize excellence and innovation in the use of technology to pioneer new approaches in modern marketing.  The focus is on business outcomes, emphasizing results over creativity, strategy, and execution.

Launched in collaboration with Mediaplus Middle East and Smartifai, the Abdul Latif Jameel Motors Toyota campaign sought to redefine the perceived value of a product by focusing on the very essence of the car and its importance to the vehicle user, utilizing Dynamic Creative Optimization (DCO) powered by Generative AI.  

This groundbreaking tool allows brands to create dynamic and interactive campaigns that adapt in real time according to user data and preferences, personalizing the experience to enable Toyota to capture a wider audience and yield better results.

Leveraging this Generative AI, Abdul Latif Jameel Motors conducted in-depth analysis of user landscapes using contextual intelligence.  Live and mobility context mapping enabled the creation of pools of lookalike audiences, enabling the communications to reach their desired targeted audience with real-time ads for the 11 different Toyota vehicles featured in the campaign.

This innovative campaign was recognized in the following categories:

• Marketing Impact:                    Product & Service Launch
• Emerging Tech Marketing:    Data Insights & Contextual Marketing
• Emerging Tech Marketing:    Contextual and Geo-Targeting
• Emerging Tech Marketing:    Experimental/Innovation Technology
• Creative:                                    Customer CX/User Experience (UX) & Design

MMA Global is a leading global trade association that brings together the full ecosystem of marketers, martech technology and media companies, providing them with essential resources and expertise to navigate the complex world of marketing.