BBDO West Cranks Up Pioneer Amps

They’re very loud, and they don’t look a bit pretty.
That’s essentially the message BBDO West is sending to car stereo enthusiasts in a new $1-3 million print campaign breaking next month for Pioneer Electronics’ Premier amplifiers.
The effort is running in speciality auto publications such as Car Sound and Automedia, and uses the tagline “Seriously loud amps.”
“For serious car stereo enthusiasts, [sound systems] are about power and performance,” said Rick Hope, manager of advertising and sales promotion for Pioneer Electronics USA, Long Beach, Calif. “They also want the products to look hard, not pretty.”
“We are targeting the guy stopped next to you at the red light whose car is shaking from the sound coming from his stereo system,” said Barney Goldberg, art director at BBDO West, Los Angeles. “This amp is about the size of a briefcase … and enthusiasts will put these amps in the trunk of their car and will show them off to their friends.”
The print executions feature images of tough-looking guys in classic cars. Text for one ad reads, “People may call you to turn it down. From France.” Another reads, “You’ll never have to call to tell them you’re on the way.”
Each execution includes an image of the black and silver Premier amp in the bottom right corner, along with the tagline and Premier logo.
“There was a need to showcase the sheet metal on this amp,” said Ken Mandelbaum, creative director for the campaign. “Aesthetics are important. So is loudness. These guys will buy the biggest and loudest amps before they buy food. “
The amps, which retail for up to $500, are not for everybody, Hope said. “We’re primarily trying to reach guys who aren’t buying their first amp. These are people who are no strangers to spending $20-30,000 on a car stereo system,” he said.