While a few individuals are still apprehensive about AI, we've taken a bold step by embarking on an experiment to uncover AI's potential within Irao's Car Insurance advertising.
Our decision led us to conduct a two-stage advertising experiment aimed at addressing several key questions:
• How can AI excel in commercial advertising?
• Can Midjourney's abilities be compared to human creativity?
• How would it perform in niche markets, such as Georgia?
In the initial stage, ChatGPT processed the digital advertising brief for auto insurance and generated two distinct briefs for the art department. Similarly, individuals from the digital team also authored briefs.
Subsequently, based on all the provided briefs, the art department created the designs, following their usual process in everyday work. Simultaneously, Midjourney generated visuals using the same briefs.
To assess the effectiveness of the generated visuals, we ran the ad with an identical budget, duration, placements, and target segment. When compared to visuals created by designers, the AI-generated visuals achieved the following results:
• Increased reach by 69%,
• Boosted impressions by 110%,
• Generated 264% more leads,
• Simultaneously, it significantly reduced the Cost per Lead by 59%.
To begin with, the experiment demonstrated that even though ChatGPT may not possess extensive knowledge about the Georgian market, both AI tools have the capability to significantly reduce the efforts and resources required by creative agencies. Furthermore, our findings indicated that Midjourney's visuals were particularly appealing to Georgian users for two key reasons:
• The default aesthetic of Midjourney aligns well with the preferences of Georgian individuals seeking car insurance.
• Given Midjourney's challenge in applying text to visuals, especially in languages as unique as Georgian, we opted for unbranded visuals with an organic feel, which resulted in higher user engagement and consequently, better commercial performance.
This professional campaign titled 'Make way, humans; the AI revolution is underway! ' was published in Georgia in May, 2023. It was created for the brand: IRAO, by ad agency: Hans & Gruber. This Content, Design, and Digital media campaign is related to the Insurance industry and contains 1 media asset. It was submitted 5 months ago by Head of Digital: Tio Zarnadze of Hans & Gruber.
Advertising Agency: Hans & Gruber
Project Author & Lead: Ramaz Getiashvili
Experiment Methodology & Strategic Supervision: Saba Javashvili
Digital Strategy: Ramaz Getiashvili, Tio Zarnadze
Digital Advertisers: Ramaz Getiashvili, Tazo Kvirikadze
Account Manager: Keti Gagoshidze
Art Director & Design Team Lead: Giorgi Magradze Artman
Graphic Designers: Giorgi Maghradze Artman, Lika Robakidze, Lika Labadze, Anastasia Garshina
MidJourney Operators: Ramaz Getiashvili, Gvantsa Margiani, Keto Tatishvili, Tio Zarnadze
Creative Director: Tina Kikalishvili
Senior Copywriter: Nini Bukia
Junior Copywriter: Gabi
Copywriter & Designer: Midjourney & ChatGPT