Wiener Städtische: From Concept to Finished GenAI Campaign in Three Days
Photo: For the Promptathon, the team from e-dialog and the Vienna City Utilities gathered at Google CloudSpace in Munich
In brief:
In an innovative “GenMedia Promptathon,” Wiener Städtische, in collaboration with e-dialog, produced a complete omnichannel campaign using generative AI. Through the targeted use of Google Gemini on the Google Cloud Platform, traditional production times were drastically reduced—while maintaining consistently high quality. At the same time, the client team received hands-on training in the use of GenAI tools, equipping them for future projects.
Challenge
Generative AI is often dismissed in the marketing industry as nothing more than a gimmick or a cheap substitute for genuine creative work. Such projects frequently end up as fleeting experiments with no productive outcome. Wiener Städtische, however, faced the real challenge of producing campaign assets faster, more efficiently, and for a variety of formats without compromising its own high quality standards. The goal was to demonstrate, both technologically and creatively, that GenAI is not just an add-on, but a fully-fledged, brand-compliant production tool for a complex, always-on campaign.
Generative AI is not a substitute for creativity, but rather a highly precise production engine. The crucial creative work takes place before the first prompt. In our Promptathon, we demonstrated that we can condense a traditional production process—which typically takes several weeks—into three days, with results that exceed the highest quality standards.
Measures
Instead of a traditional workshop, e-dialog partnered with Wiener Städtische to establish a completely new production format: the “GenMedia Promptathon.” After more than 100 hours of conceptual preparation and strategic brand analysis, the intensive, three-day sprint kicked off at Google CloudSpace in Munich. An interdisciplinary team from the creative and data science departments worked side by side with the insurance company’s project managers. Through precise prompting and customized workflows designed for seamless character consistency, the team generated hundreds of hyper-realistic visuals and dynamic video assets. The client did not act as a passive spectator but rather as an active co-producer.
Results
The project significantly transformed the traditional production cycle. Instead of the usual six to eight weeks, the entire campaign was ready for delivery in just three days. Finished assets were created for three different themes in eight formats, including 10- to 15-second video and animated content for all funnel stages. All of the visuals produced passed the insurance company’s strict internal quality check, were not recognizable as AI-generated, and were immediately ready for use in display, social media, and Performance Max. In addition, a structured upskilling program was implemented: The Wiener Städtische team learned prompting methods and AI animation and can now independently manage future productions in-house.
- Days Production time instead of the usual 6–8 weeks lead time
- x 3 Formats per Campaign Theme including dynamic video and animation assets
- % Brand Compliance All assets passed the internal quality check
Images: AI-generated
