Brand Trust and B2B Revenue with an AI clay figure
BayWa r.e. and BYD are using an AI-generated advert featuring a cloned influencer avatar. Their first AI-driven campaign delivered both wide reach and strong performance.
To this end, Anyland developed an AI Lead Creative for YouTube as well as adapted AI Ad Creatives for Meta. The core idea involved animating industry expert Andi Solar as an AI-generated clay figure, thereby making him part of an innovative, scalable video content strategy. This made it possible to convey complex content in an engaging way.
ROAS
Target Audience
Increase in revenue
Challenge outlined in the briefing: BayWa r.e. has launched a collaborative campaign to market the BYD battery storage range, targeting a clearly defined audience: installers across Germany. Over 90 per cent are male, mostly working in small businesses.
This target audience responds to technical facts, not glossy marketing. Anyone wishing to communicate storage solutions that require explanation does not need a celebrity endorser. What is needed is someone the target audience trusts. At the same time, three BYD models – the HVS, HVM and HVB – had to be featured in a single advert without diluting the message. The key selling points are the storage units’ low weight and straightforward installation.
Solution: a familiar face instead of an unknown actor. Recreated as an AI avatar, Andreas Reischl – alias Andi Solar – appears realistically in front of a model house at the start and explains how important it is to choose the right storage solution. With the words “Let’s have a look inside”, he is then drawn into the house – from this point on, a version of himself as an AI-generated clay figure takes over and guides the viewer through a comparison of the three storage solutions. The strategy behind this is that the advert combines the clarity of an explanatory video with powerful stylistic devices such as humour and animation – ensuring the technical content sticks in the viewer’s mind.
The Result
The 30-second advert ran as a campaign on YouTube and, in a shorter version, on Meta.
Ad variants for Meta
To suit the target audience, we have adapted the advert into two versions for the Meta platforms. Both formats are concise and stripped down to the essentials: they explain the storage solutions in a straightforward and easy-to-understand way.
Behind the Scenes: From Colleague to Clay Character
Andreas Reischl, influencer and product manager at BayWa r.e., was brought to life using AI. Andi is a familiar face to customers.
Anyland capitalised on precisely this familiarity: his appearance and voice were faithfully replicated using voice cloning and further developed into the final AI-generated clay figure.
The advantage of AI production: no travel days, no location scouting. Instead, the transition from the real world to the animated world takes place seamlessly right on screen. And it is precisely this fluid transition that becomes the key stylistic device in the finished advert.
Before reaching its final look and sound, the avatar went through several rounds of refinement, with voice, appearance and details fine-tuned step by step
Measurable business success
The format outperformed traditional video campaigns many times over and delivered above-average performance in terms of reach and revenue. Within the first four weeks, BayWa r.e. recorded a 15 per cent increase in revenue compared with the previous month. In addition to millions of ad impressions, the advert on YouTube and Meta generated a 20-fold return on advertising spend. AI targeting, in particular, engaged the target audience and transformed the AI video creative into a real revenue driver.
The collaboration was a resounding success. The internal response was unanimous: “Wow, that’s Andi through and through.”
Even Andi Solar was surprised by the resemblance of his digital likeness; the cloned voice, in particular, gave him pause for a moment. For BayWa r.e., the project is just the beginning – once established, the avatar will form the basis for future campaigns: “The great thing is that we can build on this.”
Inquire now
If you have any questions about our AI campaigns, how we work or specific projects, please do not hesitate to contact us at any time.
Björn Schneider
Managing Director
+49 421 5662-700
hello@anyland.de
