Ad Agencies can spend over a million dollar to pitch an account worth hundreds of millions of dollars in annual revenue (and billions if they can remain agency of record over time).
Now imagine, as I've been trying to convey for years, that agencies would buy domains on spec and build them into a campaign value proposition against which no other agency could compete.
With that in mind, was Toyota.ME the linchpin that clinched the business for "brand engineers" ATTIK, after an intense agency review that defeated incumbent Saatchi & Saatchi, to introduce for Toyota an entirely new sector in the marketplace with the launch of its Venza crossover sedan?
Toyota claimed it has created something “completely different” when it launched its new Venza to a packed hall in Detroit’s Cobo center.
The Venza originally began as the FT-SX concept unveiled three years ago in Detroit and was developed in North America exclusively for the North American market. But Carter said the car was developed when “we saw buyers sitting on the fence when it came to choosing between an SUV and a sedan.”
“On first look, it may seem that these two groups are from opposite ends of the spectrum. But they actually have a lot in common in their desire for a vehicle that will accommodate their families, their active lifestyles and their everyday errands.”
The vehicle is designed for a buyer group whose unique combination of lifestyle activities and vehicle needs requires a compact pickup offering good fuel economy, advanced functionality, maneuverability and unique styling in a durable package suitable for an active lifestyle.
But here's the juicy part. According to sources close to the review, the car will also launch the in-dashboard ME.COM cloud-access panel from Apple.
A marriage of two leading brands (Toyota and Apple)- the ME control panel would become the hub of all activity and provide secure access to any passenger's server-based applications, data, mail, calendar and credentials and download to a hand-held device. Imagine the possibilities for police, cabs or car poolers as a home and office-on-the-road entertainment center where you can stream any movie, game or audio file to anyone, anywhere they are.
With full voice search and prompts, and without bandwidth and software needed or upgraded in the automobile's operating system, this is truly the promise of workforce mobility and LIFEFORCE MOBILITY delivered.
So instead of carrying your computer, your computer comes to you.
This is all possible and eventually probable. But that any agency right now is smart enough to "get" this.... I never expected to see happen in my lifetime. In this case the agency ATTIK's mission is to leverage the mobile and me revolutions with a different approach. We'll see. But it's the only strategy that could end-around the TM issues.
After all who will sue their agency for taking initiative to promote the brand in a way the incumbent was nailed by the very fact they were oblivious to the possibility.
Developing.... more details and links for VIPs coming as soon as see the demo personally
2 comments:
More: Whether Toyota is doing this or not the fate of ME.COM is sealed.
What can be bigger then iPhone, MAC, iTunes and iPOD combined?
If you think Apple is doing well right now, you never considered me.com as the replacement for everyone’s car radio.
The computer/entertainment center that’s truly personal because it follows you wherever you go.
DotMOBI without a device and using your voice versus a domain.
Apple On-Board anyone! $173 today!
A note from a friend:
"Me.com was a brilliant purchase indeed… My xxxx@me.com account is the only third-party email address I’ve used/promoted since I got into domains 8 years ago… It’s relevance, brevity and exclusivity (ie. not gmail/hotmail) make me want to actually show it off…tk"
"Some people speculated about a multi-touch combination keyboard/touchpad when Apple released a patent for a dynamic touch surface last Fall (more on this later), so it surprises me that amidst all the speculation, this concept has not come back. VentureBeat’s MG Siegler has suggested that Apple would come up with some sort of next-generation interface and wondered about the relevance of a mouse when “you have the whole world at your fingertips?” A look at the string of Apple’s multi-touch patents strongly suggests that giving us a laptop that answers this question is the company’s goal."
Just a touchpad and a screen: A grand unified theory of Apple’s next big move:
http://venturebeat.com/2008/08/11/just-a-touchpad-and-a-screen-a-grand-unified-theory-of-apples-next-big-move/?disqus_reply=1163273#dsq-alerts
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