SMG launches two AI-supported campaigns
With its new digital campaigns for ImmoScout24 and AutoScout24, SMG Swiss Marketplace Group demonstrates how technological and creative innovation can be combined. The two campaigns, developed by the creative agency Freundliche Grüsse, utilize both real-world imagery and AI-generated moving images. In this context, AI is not used as a technical add-on, but rather as an integral part of the implementation.
Two brands, one innovative approach
AutoScout24 is focusing on the launch of "AutoScout24 Direct", a new C2B platform that allows private individuals to sell their vehicles directly to dealers at a fair price. This innovation is creatively translated into a campaign that plays with contrasts: relaxed selling by private individuals on the one hand, intensive bidding by dealers on the other.
A visual hybrid form was used for the implementation. While shoppers filmed in real life ensure emotional authenticity, the visual worlds of the retailers were created using a variety of AI tools. Elaborate camera movements, perspective exaggerations and surprising visual transitions enable dynamic storytelling that is both emotionally and technologically convincing.
ImmoScout24, on the other hand, focuses on the diversity of individual dream homes. The question: What if your next home exactly matches your current stage of life? The creative answer: four videos showing different living situations, from an old apartment with a bathtub to a new build with a garden.
The special feature: the protagonists were filmed in real life, while their backgrounds - including apartments, facades, gardens and cityscapes - are completely AI-generated. The film was shot in a virtual production setup in front of an LED wall to allow maximum creative control and immersive scene changes.
AI as a creative tool
For both productions, the use of artificial intelligence was strategically integrated into the creative process at an early stage. This was made possible by the in-house "AI
Creative Studio" by Freundliche Grüsse, which works with a specialized team of Prompt Engineers and combines a variety of different tools in a targeted manner. AI thus supports a new type of storytelling in which what is technically feasible extends what is conceptually possible.
Midjourney, for example, was used to develop visual worlds and interior designs. Nano Banana and Seedream were used for precise image editing and visual
The AI-generated images were scaled to a high quality using Topaz. Wan AI was used for realistic camera movements and zooms, while Kling AI was used to create complex virtual set designs. Veo 3 was used to simulate human movements as credibly as possible. The team generated the voice-overs with ElevenLabs, which also allowed a high degree of flexibility in terms of content and language.
Digital-first, data-driven and highly individualized
"As a digitally focused group of companies, the use of AI opens up completely new creative possibilities for us to bring our brands to life. For us, AI as a technology is not just a trend, but a strategic tool to make communication faster, more flexible and more relevant," says Sarah Safri, Group Marketing Director at SMG.
Both campaigns were planned digitally-only and implemented with the production company Boom, with playout on social media, YouTube, programmatic video and DOOH spaces. Over 500 individual assets enable precise targeting - tailored to touchpoints, usage situations and target group segments.
"The strength of these campaigns lies in the deliberate mix: real people and real emotions, combined with AI-generated worlds that enable new visuals. It is precisely this contrast that makes the stories shine," says Pascal Deville, Creative Director at Freundliche Grüsse.
Read also: Interview with Sarah Safri and Fabian Biedermann on the SMG campaign
Responsible at SMG: Julia Forjan (Head of Consumer & Private Customer Marketing), Christian Apenzeller (Senior Digital Marketing Manager), Anqi Zhou (Intern B2C Marketing), Francesco Corbino (Senior Marketing Strategist), Jelena Ristic (Graphic Design), Kristina Milutinovic (Graphic Design), Stefan Stehlik (Graphic Design), Giacomo Iotti (Digital Campaign New Products & AI Lead), Loïc Privet (Digital Marketing Manager), Sebastian Wagner (Senior Digital Marketing Manager), Michael Reichenbach (Head of B2C Marketing), Manuel Hauslaib (Director Marketing), Ivo Wassenaar (Director Private Clients), Roger Tschallener (Head of Marketing Strategy & Branding), Sarah Safri (Group Marketing Director).
Responsible at Friendly regards: Pascal Deville, Samuel Textor (Creative Direction), Sandro Matter (Consulting), Jacqueline Rufener (Text / Concept), Kevin Zysset (Art Direction, Prompt Engineering), Julia Felder (Graphics), Pascal Pfohl (Editing), Fabian Biedermann (Overall responsibility). Boom Creative Studio (film production): Mitch Bekk, Oliver Schmocker (director), Chantal Gugger, Paula Liszko (production), Emilie Fischer (set), Elia Quadri (lighting), Martin Sautter (compositing), Alex Martin (producer studio), Tom Keller (DoP), Dominic Heim, Elia Quadri (lighting), Katerina Carambellas (make-up/styling), Simon Hardegger (colorist), Joel Habermacher (edit, grading, sound design), Sominik Zeltner (voiceover), DubDub (sound studio).
