Pioneer Launches Global Strategy Repositioning Company As A Premium Brand For Passionate Home Entertainment Consumers

Introduces New Advertising Campaign and Brand Anthem – “Seeing and Hearing Like Never Before”

September 5, 2007

Pioneer Electronics (USA) Inc. today unveiled a new global brand campaign tied to the launch of its KURO flat panel displays. As part of this strategy, Pioneer® introduces a new brand platform, “seeing and hearing like never before” and corresponding advertising campaign designed to connect to consumers’ passion for home entertainment. This new brand mantra and advertising campaign is an anthem for change within Pioneer. The integrated campaign created by TBWA\Chiat\Day Los Angeles is designed to help Pioneer break away from the commoditized flat panel television market and reposition the company as a premium brand, connecting with the human emotion that is associated with experiencing home entertainment. The brand repositioning will also be reflected in Pioneer’s new logo. The Pioneer logo has evolved to a more contemporary piece that allows Pioneer to live in a premium space. The advertising campaign uses bold, iconic black and white imagery to express emotion, subtly reinforcing the importance of black, and the significance of the KURO name. These black and white photographs are by award-winning photographer Nadav Kander and the unique imagery is an artful expression of how a full sensory experience of sight and sound results in feeling emotion as never before. This imagery represents Pioneer’s core values in category innovation and technology firsts along with the desire to create an emotional response to entertainment. “The launch of this advertising campaign is a step in the multi-year disruption process that is being echoed throughout all aspects of Pioneer,” said Russ Johnston, executive vice president of marketing and product planning for the Home Entertainment and Business Solutions Group at Pioneer Electronics (USA) Inc. “While our vision has always been to make the best audio and video products, this new campaign is disrupting the senses and making a bold statement that Pioneer will always be the premium choice for entertainment.” Earlier this year, Pioneer announced the launch of its KURO televisions, game-changing flat panel displays that produce unrivaled picture quality. KURO, a Japanese word meaning deep, black and penetrating, reflects Pioneer’s goal of creating only the best audio and video products that also evoke emotion from viewers. “When we took a 360 degree look at all aspects of Pioneer, we realized that the company truly has the passion for making great products,” said Lee Clow, chairman and chief creative officer, TBWA\Chiat\Day. “Our goal is to take the brand from merely selling technology specs and engineering to a place that celebrates the power of their products to connect people’s senses and emotions to their favorite entertainment.” As part of the global brand strategy, Pioneer has redefined the consumer target for its premium products. The target, known as the “discerning entertainment junkie,” is categorized by an appreciation for high-quality audio and video, passion for entertainment, and income to afford high-end purchases. Pioneer’s new ad campaign consists of television, print, online, outdoor and immersion events. Pioneer has more than tripled its marketing commitment in the United States over 6 months. Media choices reflect the interests and preferences of “discerning entertainment junkies,” who prioritize great entertainment in their upscale lifestyles. Television includes national network and cable; print includes Esquire, GQ, Men’s Vogue, Wine Spectator; online sites include enthusiast sites as well as Yahoo, MSN and Google. Pioneer’s Home Entertainment Division develops high definition home theater equipment for discerning entertainment junkies. Its flat panel televisions, Blu-ray Disc players, A/V receivers and speakers bring a new level of emotion to the HD experience. The company brands include Pioneer and Elite®. When purchased from an authorized retailer, consumers receive a limited warranty for one year with Pioneer products and two years with Pioneer Elite products. More details can be located at www.pioneerelectronics.com.

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