14 DAY TRIAL // While iPod integration is a standard option for cars in the United States, in Europe it is still a rare sight. Toyota plans to change that with its iPod Integration Kit that allows the user to plug an iPod into the car glove compartment and then use either the steering wheel or usual audio system controls to navigate it.
For this effort, Toyota Motor Marketing Europe has appointed Madhouse Associates to develop a European marketing campaign to support the launch of its new iPod Integration Kit in the summer of 2007. Madhouse will be producing advertising, brochures, direct mail and the point of sale, while media buying for the launch will be handled on a country by country basis.
This is not surprising since Manchester-based Madhouse was already on Toyota's agency roster, but the company won the project following an international pitch with three other agencies. Madhouse will be producing a campaign that will run across 35 European countries, both above and below the line. The creative strapline is 'Coming soon to a glove box near you'.
Bosse Janson, general manager after sales marketing for Toyota Motor Marketing Europe said: "Madhouse has produced a number of European marketing campaigns for us during the past four years and the agency never fails to impress us with its combination of creativity and strategic thinking. We have every confidence that Madhouse's work to support the iPod Integration Kit launch will be as successful as all the other campaigns the agency has produced for us".
While the iPod is undoubtedly the number one player in Europe, portable music players as a whole do not see the same amount of mainstream penetration as they do in the United States. Other manufacturers will also be offering such iPod integration kits, but it will be a while still before such kits become standard options. In the meantime, one question is becoming increasingly important? Will these integration kits work with the iPhone?