Santa Monica, Calif., Aug. 30, 2006 — The launch of the national fully integrated campaign for Pioneer Electronics (USA) Inc.'s new line of Pioneer and Elite® PureVision™ high-definition (HD) plasma TVs and displays will debut Sept. 2. Developed by RPA, the largest independent advertising agency on the West Coast, the more than $20 million campaign coincides with the kickoff of the NFL and NCAA football seasons and conveys Pioneer's pursuit of innovation and best-in-class plasma TV technology.
Featuring the all-new line of Pioneer plasma displays and the world's first 1080p 50" Elite plasma with more than two million pixels, the company's most advanced plasma to date, the new HDTV commercials are set in a futuristic testing facility where Pioneer plasmas undergo a rigorous series of tests to ensure optimum performance and breakthrough capabilities. The commercials' dynamic imagery and messaging are designed to impart Pioneer's goal of delivering the ultimate HD home entertainment experience to consumers. Print and online executions mirror the look of these futuristic spots.
"Our new advertising campaign represents the essence of what makes Pioneer PureVision™ plasmas stand apart from other displays. Our plasmas are built by and for those who demand the very best high-definition experience: the HD purist," said Russ Johnston, senior vice president of marketing and product planning for home entertainment at Pioneer Electronics (USA) Inc. "We are always developing new ways to push the limits in high-definition home entertainment."
Targeting men in their late 30s to early 40s, the media buy is composed of :30 spots that will air during sports programming, including ESPN™ Monday Night Football™, NBC's Sunday Night Football™, the League Championship Series™ (MLB™) on Fox™, The Ryder Cup™ and various cable programming. Pioneer Electronics is the exclusive HD college football sponsor of the 2006/2007 season on ESPN HD and ESPN2 HD. In addition, Pioneer is the HD sponsor of the upcoming Warren Miller film tour and title sponsor of the Pioneer PureVision Las Vegas Bowl.
Print advertisements will appear in an array of publications that include men's lifestyle, AV enthusiast, sports, automotive, business/finance, technology and national newspaper. Online tactics include search engine optimization and "point roll" interactive banner ads that consumers can click through to discover more about Pioneer plasma technology.
"Providing an integrated advertising solution, RPA's expertise in a variety of marketing disciplines?from traditional media to innovative online solutions as well as search engine marketing?will give Pioneer a competitive edge and the branding needed to own the top position in the premium plasma display category," said Kirt Danner, vice president and director of marketing for RPA. "The campaign specifically targets those who seek the finest, advanced technology and are passionate about their home entertainment experience."
Creative Directors: David Smith and Joe Baratelli Art Director: Hobart Birmingham Copywriter: Seth Prandini Producer: Gary Paticoff
About Pioneer Pioneer's Home Entertainment Division is a leading manufacturer of plasma televisions and monitors, Blu-ray Disc and DVD products, A/V receivers, speakers and other audio and video accessories. Its focus is on the development of new digital technologies including Digital Network Entertainment™. The company markets its products under the Pioneer and Pioneer Elite® brand names. When purchased from an authorized dealer, consumers receive a limited warranty for one year with Pioneer products and two years with Pioneer Elite products.
Pioneer Electronics (USA) Inc. is headquartered in Long Beach, Calif., and its U.S. Web address is www.pioneerelectronics.com. Its parent company, Pioneer Corporation, is a leader in optical disc technology and a preeminent manufacturer of high-performance audio, video and computer equipment for the home, car and business markets. The company focuses on four core business domains including Blu-ray Disc and DVD, display technologies, navigation and Digital Network Entertainment™.
About RPA RPA, headquartered in Santa Monica, Calif., is the largest independent advertising agency based on the West Coast, with more than $1 billion in billings. RPA builds momentum for brands by offering its clients truly integrated campaigns that resonate throughout its disciplines, which include traditional advertising, media planning and buying, interactive, direct and event marketing. For more information, visit http://www.rpa.com.