Finishing strong - with AI power
For the abrasives expert Tyrolit, we developed a campaign to strengthen the brand's awareness in the field of stainless steel surface finishing - with purely AI-generated visuals, no stock footage, no shooting and no filming.
727
Mio.
revenue in euros
1
artificial intelligence
4
TOWA experts
Background
Tyrolit is one of the leading manufacturers of bonded grinding, cutting, sawing, drilling and dressing tools, as well as a system supplier of tools and machines for the construction industry. The company has now expanded its portfolio to include grinding tools for the surface treatment of stainless steel and wants to communicate the availability of these products, thereby positioning itself as a strong all-round partner.
Phase I - Approach and Planning
In discussions, it quickly became clear that there was not enough image and video material available for the new products. However, the campaign needed to be rolled out in the markets as quickly as possible and appeal directly to the target groups through an emotional approach, away from the pure product promise. The solution: They built the campaign visuals exactly the way we needed them and developed charismatic testimonials with clever prompts and mid-journeys.
Phase II - Campaign Concept
In terms of content, the campaign does not focus on the products or their features, but on the benefits that people have when working with them: More enthusiasm through better work results, more confidence in the tool and their own work, and more reliability of the results. All of this is paired with charismatic AI portraits whose appearance and facial expressions we matched to the products and key messages.
The assets run across six digital channels. From Instagram, Facebook, LinkedIn and YouTube to display ads on Teads and Google to SEA and Google Search, the campaign reaches people in Austria, Germany and France.
Phase III - Creating the visuals
Midjourney delivers very impressive results at first glance. But as soon as the inputs/commands/prompts become more concrete or unambiguous, the AI has less room for interpretation. This means that 99% of the time the results do not meet expectations and only need to be optimized through intensive prompting sessions and the resulting learning. With the release of Midjourney V5, it was also finally possible to display hands realistically, which simplified prompting. Step by step, we shaped the characters, changing their facial expressions, clothing, hairstyles, mimicry, etc., until we achieved the ideal campaign visuals.
The outlook
After Austria, Germany and France, the campaign will be adapted for other countries and languages in the future and optimized in terms of messages, design and formats based on our findings from the first flight.
Our campaign shows that it is already possible to develop strong campaigns quickly and efficiently using AI. What artificial intelligence cannot yet deliver is the idea and the will to implement it on the part of the client and agency teams.
Interested in an AI campaign?