The Challenge
TAP Air Portugal faced critical creative scalability bottlenecks when adapting video concepts for 10 international markets and multiple languages, including several flight routes and different variants during Black Friday. The manual production process was too slow to handle real-time pricing volatility, limiting their ability to react quickly to market changes.
The Approach
Incubeta designed a modular framework by building a Generative AI Creative at Scale solution with “Master Templates” that allowed dynamic placeholders for prices, destination clips, and localized copy.
The solution centered on Creative Automation and Data-Driven Personalization. It integrated Gemini AI to generate automated multilingual voice-overs in 10 languages with their different accents.
By connecting a centralized Google Sheet pricing feed to an automated rendering engine, the result was the production of 162 unique video variants in three aspect ratios (16:9, 1:1, 9:16) for YouTube, PMax, and Demand Gen via Google Ads and DV360.
“A structured, flexible approach to ensure consistency across markets in a complex campaign – while enabling efficient local adaptation, agile testing, and fast responses to changing market and business needs.” – Justyna Valente, Head of Marketing & Branding at TAP Air Portugal.
The Outcome
TAP Air Portugal saw the following:
- The use of GenAI video contributed to a +79% increase in total revenue and a +55% increase in purchases during the Black Friday campaign.
- Reduced production “Time to Market” for pricing updates by nearly 100%, enabling live ads within hours.
- Delivered 162 localized videos in 100% of required aspect ratios (16:9, 1:1, 9:16),
- Covered 10 languages in multiple accents with AI-generated voice-overs.
- Creation of an extra multi-city video variant for US routes.
