Pioneer Smiling With Global Ads

After unveiling its new logo in New York last week, Pioneer Electronics this week launches an integrated marketing campaign, tagged “Pioneer performance now playing,” touting its DVD and other audio technology for the car and home.
Billings are undisclosed, but industry sources said spending on the fourth-quarter effort will be around $4 million.
BBDO West in Los Angeles created the print ads, and Think New Ideas, also in Los Angeles, created the retail component. The ads are the first to incorporate Pioneer’s new red logo–developed in-house and by Asatsu in Japan–which replaces its 30-year-old blue mark.
The logo change is part of Pioneer’s Vision 2005 initiative marketing its DVD, next-generation displays, digital home networks and other key technologies and components.
“[Vision 2005] establishes Pioneer as a leader in DVD,” said Matt Dever, manager of home electronics marketing at the Long Beach, Calif., company.
As part of the Vision 2005 effort, Pioneer breaks a global campaign via Asatsu on Oct. 1. One ad shows a black-and-white multicultural montage of smiling faces, which is designed to present Pioneer as a fun technology company.