Pioneer DJ - CDJ Product Launch

Launch With Impact

It has been 15 years since the unveiling of the very first Pioneer DJ deck which revolutionised the DJ industry. This launch became a benchmark, later leading to the award winning CDJ-1000 series. Marking a major leap forward in the club standard CDJ series, Pioneer DJ intended to launch their two latest leading products. Planet worked closely with the Pioneer DJ European marketing team to develop a powerful campaign, propelling the CDJ-2000 & CDJ-900 into the global media limelight.

The Tease

The immediate approach was to create intrigue around the prospective products. Planet developed a teaser campaign entitled 'Dawn of a New Species', which ran a month before the simultaneous launch of the products. Up until this point, there had been a shroud of secrecy around the decks development and no detail had been leaked. The advert was a simple conception, using only lights, typography, and the Pioneer DJ identity. No actual facts of the products spec or even the names were revealed. The response was astounding, with media speculation awry, adding to the product intrigue.

The Approach

The concept of Darwinism was taken from the evolution of the past CDJ series, and subsequently evolved into a new superior range. To capture this concept, Planet worked closely with the photography team, developing an evoking image of the deck that focussed on the iconic jog wheel, shooting the image in such a way that it appeared to be animal eyes appearing from the darkness. The image was rolled out across the media, which in turn created an incredible hype.

The Launch

Moving the concept forward from 'Dawn of a New Species', Planet created an unveiling identity for the products which would feature across all forms of digital and printed marketing material. This identity featured heavily across the global launch of the product.