In a departure from its traditional product-oriented advertising, Pioneer Electronics (USA) Inc. today announced a new integrated print and online campaign that speaks to the Gen Y target consumer in his own language. Full of attitude and edgy documentary-style videos, the campaign appeals to the 16-24 year old male "Tuner" with a passion for cars and entertainment.
The campaign, called "Disturb" was developed by Omnicom's BBDO West and is a fully "interlocked" campaign comprised of print, online and television elements. It breaks in waves, with print ads released sequentially beginning in April. Each print ad includes a one word headline, "Disturb", "Defy," "Disrupt" and "Ignite," that corresponds to a URL, starting with pioneer-disturb.com in the beginning of the campaign, where readers will be transported into a different Web site world. Because the campaign is episodic, each site is distinguishable containing fresh new content.
The target demographic for the new mobile entertainment advertising campaign is defined by Pioneer as "Tuners," young males who double the value of a $10,000 car with investments in upgraded parts and electronics. Tuners are out to create the definitive ride, personalizing their vehicles to create works of art that make a statement.
The $3 million campaign is highly targeted to reach the core demographic. Its use of television-quality ads that air primarily on the Internet is part of a strategy developed to stretch the budget as well as to avoid the appearance of over-marketing to a demographic that does not respond well to traditional marketing tactics.
"This Tuner generation has created a lifestyle around their love of chrome and nitrous that results in a $26 billion market annually. But the audience does not respond well to companies that use a hard sell approach. An effective marketing campaign must speak their language and offer valuable information. A little humor doesn't hurt either," said Michael Townsen, vice president of marketing for the Mobile Entertainment Division of Pioneer Electronics (USA) Inc.
The campaign will reach its target through mobile entertainment enthusiast publications (Super Street, Euro Tuner), urban music publications (Vibe, The Source, XXL) and men's magazines (FHM, Maxim), all driving consumers to the Internet. Recent syndicated research shows that a significant percent of the target market use the Internet at least five times a week. The robust nature of the Web sites in the campaign will increase the length of time each user spends with Pioneer during each visit.
"We were able to stretch the advertising dollar through the use of an online "hush campaign," said Tom Hollerbach, president and chief executive officer of BBDO West. "The Web sites provide a tremendous amount of valuable information and entertainment to the target audience, creating a viral effect, further enhancing the campaign value. Pioneer's $3 million could easily be stretched exponentially because of the strategy."
The campaign also includes a Car Customization Guide that enables users to literally build their own dream system online, selecting a vehicle, colors, wheels, audio/video system and more. The Car Customization Guide will be available at www.umodify.com or on a CD-ROM that will be distributed to approximately 500,000 users through Primedia Publishing and at various events beginning with Primedia's Spring Break Bash in Daytona Beach. The guide enables users to select one of the five most popular cars in the Tuner demographic and customize it with wheels, tires, suspension, colors and audio/video products. The guide will link back to the "Disturb" Web sites and to pioneerelectronics.com.
"We've seen online programs that allow women to see what they would look like with a different hair style or color. Homeowners can see what their house would look like with a different color of paint. Now for the first time, Tuners can see how a new set of Pioneer subwoofers or car stereo would look in their Honda Civic," said Townsen.
Pioneer's Mobile Entertainment Division is the leading manufacturer of audio, video and information products for in-car use. Its focus is on the development of new digital technologies including visual/audio, navigation, and satellite radio, while maintaining its strong heritage in products for car audio enthusiasts and competitors. The company markets its products under the Pioneer and Premier brand names. When purchased from an authorized dealer, consumers receive a limited warranty for one year with Pioneer products and two years for Premier electronic products.