Behr Paint
Behr partnered with us to create an interactive AI ad experience using IBM Watson. The goal was to help consumers find the right paint color for their room project while also providing helpful paint tips.
I created the dialogue flow for this ad, along with a training matrix and Q&A for the chatbot to use. Much of the Q&A content was based on Behr’s website as well as tons and tons of proprietary customer service log info.
We also scored each paint color’s emotional tone through IBM Watson so the bot could match the mood the user was looking for to the right paint. For this, I had to create non-consumer facing color descriptions for each of the 100+ paint colors used for this experience. The descriptions helped Watson make a proper tone analysis.
* This 1.0 campaign won Adweek's 2019 Project Isaac Award (Marketing & Advertising: Digital Transformation Invention) AND the 2019 Internet Advertising Competition Award in several categories, including Best Advertising Online Ad and Best Of Show. Since then, there have been two new versions.
Sample of color descriptions I wrote for this ad experience. I sought inspiration from other color wheels in other industries (mainly paint, nail polishes) to get a feel of the color mood they invoked.
Conversation starts when a space is chosen from the initial banner screen above.
2. Finding the right mood
3. Word Play and Recommendation - for this part of the experience, I worked with the client on choosing a mix of “mood words” for the user to select. For each word, on the backend of the experience, I wrote a sentence that invoked the feeling behind the word for additional tone analysis.
After the user gets a recommendation of colors, they can expand them to get a better look, visit Behr’s site to explore the colors in-depth, upload a photo of their space to see what the color would look like, showcase their favorite paint colors on social media and/or email the colors to themselves to keep them top of mind.
Recommendations expand into Color Swatches
Recommendations shared on social
Users can ask questions about their interior paint project
The “Chat Now” text field in the ad gave users the opportunity to ask any in-scope questions they wanted about general paint tips before or after they received their color recommendation. And if they couldn’t think of anything to ask, they could tap on a suggested question.
A small sample of responses I wrote in the event someone asked something outside of this AI experience’s scope.
Interested in more? See a sample video here.