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Pioneer Electronics had consumer electronic product offerings in a variety of
categories. For many years, each category ran a variety of advertising campaigns that were separate – connected only by the Pioneer logo. They
tended to be very product/feature oriented.
LACKEY created a single campaign that connected them all in a way that
started to build the pioneer brand collectively.
So while each campaign featured specific product(s) the new campaign focused on the feelings Pioneer electronics created within us. Whether car audio or home theatre, Pioneer infuses that feeling, that emotion – the reason we buy higher end electronics.
Idea
Tagline
Creative
Rezults
4 main sauces
We’ve got your number
Corresponding Number
Awesome
Every dollar invested started building a brand that focused on the reason we buy high end electronics. Ads were immediately identified as Pioneer.
The brand found an identity here in Canada. These ads were used in other countries around the world.
Marketing is simple and we make it complex: it must help produce the business results of the business it serves.
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