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Pioneer Launches New Campaign, Encouraging Consumers to ``Drive Happier''

LONG BEACH, Calif.--(BUSINESS WIRE)--April 19, 2006--Pioneer Electronics (USA) Inc. today launches its multimillion-dollar advertising campaign created by Grant, Scott & Hurley for its all-in-one navigation systems, showing millions of commuters how they can finally "drive happier."

"Pioneer's line of in-dash navigation products are designed with the consumer in mind, incorporating features that improve the driving experience as well as elements that take navigation to the next level. Traffic information, entertainment, safety and convenience features all are elements that customers are looking for. With the added value of iPod(R), Bluetooth(TM) and satellite radio compatibility, we needed an ad campaign that would bring the driving experience to life. `Drive Happier' does exactly that, inviting the consumer to share this experience with Pioneer," said Karen Rubin, director of marketing and product planning for navigation products at Pioneer Electronics (USA) Inc.

"Consumer research led us very quickly to the underlying insight of the campaign," said Grant Richards, co-Creative Director at agency Grant, Scott & Hurley. "Every driver over the age of 25 remembers what it was like when they first started driving. Most of them would like to re-capture some of that joy, but, instead, spend their time sitting in traffic. The message that you might actually enjoy even your daily commute was motivating -- almost inspirational -- to most drivers."

Beginning May 1, the "Drive Happier" campaign will be running on ESPN, Golf Channel, Spike TV, TBS and The History Channel, with three television commercials. The campaign also will be online and in print publications such as Wired, Fortune, Newsweek, and Golf Digest.

The "Drive Happier" theme will extend through all of Pioneer's marketing efforts this year including Web and grassroots campaigns. Designed by Choice Interactive Entertainment, allows users to interact with each of Pioneer's navigation systems. The site also provides visitors with 10 different examples to see what the navigation systems would look like when installed in a dash. Numerous interactive flash modules round out the experience.

Pioneer's 10-month, multiple-city mobile navigation tour run by the Elevation Group of Companies will double in size this year. Two teams will simultaneously cover the East and West Coasts of the U.S. from April 2006 to February 2007. With more than 7.6 million consumer impressions and more than 25,000 hands-on demonstrations last year, Pioneer was inspired to increase its reach with more vehicles in more cities. A total of 10 demonstration vehicles and 10 product demonstrators will travel the country visiting retail accounts, malls, concerts, festivals and other events.

Pioneer has a leading share of the $85 million aftermarket fixed automotive navigation market in the United States.


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