Amazon Collaborates with Honda to Bring AI-Powered Dream Sequences to Life
Experience the magic on Amazon as you immerse yourself in imaginative scenarios showcasing Honda's latest all-electric Prologue SUV. Let AI spark your creativity and transport you to a world of dreams and innovation.
Honda's Innovative Use of Artificial Intelligence
Honda is utilizing artificial intelligence (AI) to create an exciting new Dream Generator experience to showcase its latest all-electric Prologue SUV. This vehicle marks Honda's debut into the world of zero-emissions SUVs.
The Dream Generator invites consumers to answer questions to create a unique film showcasing the Prologue SUV. This initiative was created in partnership with Amazon Ads Brand Innovation Lab exclusively for Honda.
Access the Dream Generator through call-to-action banners on Amazon, with plans to expand to other Amazon devices like the Echo Show. This project is linked to the launch campaign for the 2024 Prologue, which will unfold gradually over the course of 2024.
Honda Introduces Dream Generator for All-Electric Prologue SUV
Honda is excited to introduce the Dream Generator for its new all-electric Prologue SUV. This innovative experience, powered by 1stAveMachine's AI technology, is part of a groundbreaking campaign in collaboration with Amazon Ads Brand Innovation Lab. By making the Dream Generator available across Amazon, Honda aims to reach a broader audience and showcase the endless possibilities of its new electric SUV.
Phil Hruska, senior manager of Honda Marketing, expressed that the launch of the all-new, all-electric Honda Prologue is a significant moment for the brand. He mentioned that they aimed to provide customers with an innovative and engaging campaign that suits Honda's first zero-emissions SUV.
The Dream Generator on Amazon helps customers personalize their experience by answering a few questions. Once they submit their responses, a custom film featuring the Prologue SUV is created. This film is a blend of various story themes, imagery, and sounds. The experience incorporates AI-generated animation by 1stAveMachine, combining traditional hand-drawn animation cells with generative AI to bring characters from 2D illustrations to life in the video's 3D environments.
Honda’s Dream Generator can create unique experiences such as a jungle with dinosaurs, a magical cloud world, a microscopic garden jungle, or even outer space. According to release details, there are over 190 different story variations possible. Kate McCagg, director of Amazon Ads Brand Innovation Lab, described the Dream Generator as a great example of creative collaboration, bringing together illustrators, animation artists, 3D artists, film directors, and AI developers.
The Dream Generator experience is part of the launch marketing campaign for the 2024 Prologue, which also includes a TV spot called “Next Gen Dreamers” currently on air. The full campaign will continue throughout 2024. This initiative, created with agency RPA, is not the first time Honda has used AI in its marketing efforts. In January, the automaker incorporated AI into its “Chasing Greatness” campaign to showcase its TrailSport truck models.
The Dream Generator creates stories for Amazon users on their preferred devices such as desktop, mobile phone, or Fire TV. It can be accessed through CTA banners on Amazon and was also promoted with a homepage takeover on March 15. The plan is to expand the experience to more Amazon devices, including a custom branded experience on Echo Show devices that uses voice-activation with Amazon Alexa.
Honda, like many other brands, has been exploring AI technology as it gains popularity in the marketing world. The automaker has been proactive in trying out new creative opportunities to connect with different audiences. For example, Honda has ventured into the virtual world of Fortnite with the Hondaverse and used TikTok to showcase the Honda Civic.
Editor's P/S:
Honda's innovative use of AI in the Dream Generator for its all-electric Prologue SUV is a testament to the transformative power of technology in the automotive industry. By partnering with Amazon Ads Brand Innovation Lab, Honda has created an immersive experience that allows consumers to customize their own film showcasing the Prologue SUV. This approach not only captures the imagination of potential buyers but also demonstrates Honda's commitment to staying at the forefront of digital innovation.
The Dream Generator's ability to generate over 190 different story variations using AI-generated animation is particularly impressive. This level of personalization ensures that each consumer has a unique experience tailored to their preferences. By incorporating traditional hand-drawn animation cells with generative AI, Honda has created a visually stunning and emotionally engaging experience that transcends the boundaries of traditional marketing campaigns., including TV spots, social media, and interactive experiences, ensures that the Prologue's launch generates maximum impact and drives awareness among potential customers.
