Pioneer Electronics taps emotional side of viewing experience

Pioneer Electronics has debuted a new integrated ad campaign to promote the launch of its second-generation line of Kuro televisions audio-video products.

The campaign, created by Omnicom’s TBWAChiatDay Los Angeles, has the tag line “Seeing and Hearing Like Never Before.”

“Our objective has been to connect Pioneer with the discerning entertainment junkie and take an emotional spin on the experience of the technology,” said Cathy Saidiner, global account director at TBWAChiatDay Los Angeles.

The idea for the push evolved from last year’s campaign for the first-generation line of products. Rather than focus on the technological specs, the campaign is aimed to bring to life the experience of watching entertainment through the KURO system. The goal of the campaign is to shift Pioneer’s brand association away from the flat-panel television market and reposition the company with a more technologically savvy home entertainment experience.

The creative centers around four print images, shot by photographer David Fields, that illustrate men and women being transformed by what they see on a screen – a rose, a butterfly, a trumpet and a race car. This imagery will be incorporated into the Kuro dealer promotions and flash animations of the creative will be added to the Pioneer corporate Web site. Google and Yahoo will also run banner ads for the product.

Print ads will highlight the Kuro televisions and Blu-ray Disc players, and will run in Esquire, Men’s Health and Wired. Television ads will run during ESPN college football. The campaign will run through the end of March 2009.

The campaign is not targeted at a specific age group, but more at a specific type of consumer who is focused on the entertainment experience, be it for watching movies or sports.

“The idea is to reach the individual who is enthusiastic about entertainment and wants to have the ultimate entertainment experiences in their homes,” Saidiner added.

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