Pioneer Electronics hired Omnicom's BBDO West to produce its marketing campaign called 'Defy, Disrupt, Disturb, Ignite'. The trade magazine AdWeek had an interesting review of their campaign:
"Even anti-social numskulls have plenty of discretionary income to spend. The ad prompts a reader to feel that Pioneer is part of a life that's more exciting than the version he's currently living. Actually, "reader" may not be quite the right word, since each ad in the series carries a one-word text - the likes of "Defy", "Disrupt" and "Disturb." This presumably won't overtax the target audience's patience for reading, while the sense of the words assures these guys (accurately or otherwise) that they have a big effect on those around them."
"The look of the ads seems rather gloomy, but I'm willing to believe that tuners will instead see it as conveying an air of menace - something to which they themselves may aspire. In sum, the ads give these guys a sense of importance, and they'll feel disposed to reward Pioneer for doing so."
How Pioneer Electronics envision urban life.
The ad attempts to speak in the voice of a lone boom car owner driving down a rainy street, but the underlying message is that Pioneer Electronics owns the road.
Depicting urban blight and a sense of menace.
Pioneer Electronics celebrates the accomplishent of an audio terrorist winning an SPL competition in its ad. Installing a boom car is an accomplishment that should result in a long jail sentence.
Pioneer Electronics claims to be a good corporate citizen. So much so, they take special accomplishment for the construction of the Virtual Resort at Disneyland. Located in the Innovation Building in Tomorrow Land is a booth where you can "experience a near future vacation".
We guess they are planning to construct a Boom Car Pavilion where visitors can experience what it's like to experience urban blight.
Pioneer Electronics and its employees are also deeply committed to the environment as well. Their position statement reads: "As the Pioneer Group works towards its group concept of 'Move the heart and touch the soul,' we, the entire group and all its directors and employees, will move forwards as leaders in the creation of new markets, and in doing so we will earn the trust and respect of society through our actions as highly ethical, good corporate citizens."
Perhaps we misunderstood Pioneer Electronics.
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