Pioneer Electronics (USA) Inc. has captured the lifestyle of today's youth market with its new mobile entertainment advertising campaign set to launch in May issues of men's, music, and mobile entertainment publications. The campaign, "Living Large," focuses on Pioneer's digital mobile entertainment Technologies including XM Satellite Radio, REV speakers, Organic EL display and DVD audio / video technology. It was designed to create an emotional connection between today's 16-24 year old male market and the company's A/V products. Each execution depicts the Gen Y lifestyle in action.
"Pioneer's previous ad campaign reinforced the passion consumers have for our products. This campaign delivers passion for a lifestyle," said Michael Townsen, vice president of marketing for mobile entertainment at Pioneer Electronics (USA) Inc. "It's a lifestyle that's enhanced by the experience Pioneer products bring to the party."
Prior to developing the campaign, long-term advertising partner BBDO West did extensive research in the "tuner" market, literally driving in cars with the Gen Y men who are the core target audience for Pioneer's mobile entertainment products. The result is a series of authentic, lifestyle-oriented executions that capture a night-in-the-life of a typical consumer. Pioneer worked with local custom-car specialty dealers to put together small "tuner" parties in three different cities to obtain photos that deliver the passion for the lifestyle seen in each execution.
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 audio video, 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 products.