• by Mark Walsh  @markfwal, January 9, 2014

Auto tech has been one of the big trends at CES this year, with manufacturers showcasing fully connected cars that can provide everything from 4G LTE wireless access to high-def video recording of “hero driving.”
 
To highlight the voice command capability of its own Entune in-car multimedia and telematics system, Toyota Motor Sales USA has launched a mobile campaign featuring a voice-activated ad unit from Millennial Media.
 
The audio ad presents images of three different options available on the Entune system, including iHeartradio, Weather or more information on Entune itself. The creative prompts users to say which app they want to learn more about -- and depending on their verbal response—they’re given a demo of the selected app’s key features.

The ad spotlights Entune Audio as part of a broader promotion for the 2014 Corolla. Powered by Nuance Communications, the voice ad is branded by mobile ad network Millennial as its “Show & Tell” unit. The format was rolled out last April by Nuance, with other mobile ad firms, including Celtra and Opera Mediaworks offering their own version of voice ads promising a “two-way conversation” between brand and consumer.

A Millennial spokesperson said Toyota is the first marketer to partner with the company on employing the ad unit, with other clients lined up to feature it in campaigns later this year.

The Toyota campaign, in which Millennial teamed with the automaker’s agency, Saatchi & Saatchi LA, is running on iOS and Android smartphones and tablets through the end of January.