Pioneering Brand Value
Planet’s journey with Pioneer DJ began back in 1999, with two incredible challenges; launch a revolutionary new product to a market steeped in tradition, and deliver a brand vision, where product and lifestyle seamlessly co-existed. Now, over two decades later we continue to be Pioneer DJs go-to creative powerhouse, most recently delivering the campaign for their flagship product, the CDJ-3000.
Pioneer DJ created its first iteration of the CDJ multiplayer (a specialized digital music player) in 1994 with the release of the CDJ-500; and while it had some success with early adopters, there was work ahead to convince the DJ target audience that the future of music was in digital formatting. In the late 1990s and early 2000s, many of the top DJs were still playing on analogue mixers with vinyl. There was a large-scale mistrust of CDJs; and convincing this well-established and exclusive market to buy into this new technology, would be a massive feat.
The Pioneer DJ brand evolution
Building the brand
From day one, our relationship with Pioneer DJ has been a collaborative one, and it was important for all of us to integrate the brand as a part of the lifestyle that fuelled it. As the Pioneer DJ Marketing team worked hard to crack through the surface of the industry and build confidence in the technology — we crafted Pioneer DJ’s brand and the creative concepts for the campaigns that supported new product launches.
Evolution
The launch of the CDJ-2000 in 2009 was truly ground-breaking, not just for Pioneer DJ but the DJing community as a whole. Working closely with tour client team, we created a campaign coined The Dawn of a New Species, based on the Darwin-esque concept of the Apex Predator. The CDJ-2000 was really the first of its kind, with a digitised screen and track selection.
We used our knowledge of the target audience to get on board with their mindset. DJs are collectors; they’re tech-obsessed and invest in their kit. In order to build hype around the product we needed to get on board with their mindset — and that meant putting products to the test in front of the very best.
Through carefully curated promotional videos that featured world-class DJs including James Zabiela, Eddie Halliwell, Armin Van Buuren, Paul Woolford and Roger Sanchez, we were able to preview the product in the months before its release, creating a real buzz and excitement in anticipation of the eventual launch.
This state-of-the-art piece of equipment became the flagship product for Pioneer DJ and solidified their position as the top manufacturers of DJ kit.
Early Influencers
Every summer, we’d immerse ourselves in British and European DJ culture in the club capital of Ibiza. To further promote the brand, we worked closely with photographer Dan Reid to create iconic shots of the clubs and festivals. These images provided us with a unique bank of vibrant lifestyle and culture imagery, that not only supported Pioneer DJs marketing campaigns, but further aligned their professional products with the best in the business; whilst instilling further trust in the brand as a whole.
These days, big brands are paying high prices to get their product in the hands of social media influencers, for content that can then be shared with large audiences. It was the same strategic approach we employed way back in 2009 that helped to make Pioneer DJ the company, and the respected name, that it is today.
A New Dimension for a New Generation
As Pioneer DJ have grown in size, stature and product range, so has our relationship. From an ambitious marketing team of 3 to a diverse and vibrant team of over 20, we have supported and grown with them every step of the way. As custodians and consultants, it’s a brand we are proud to have assisted in achieving industry leader status.
Just recently we helped create the campaign for Pioneer DJ’s flagship product, the CDJ-3000. Modern campaigns – of course – go far beyond the relative simplicity of the early 2000’s. Now, our multi-channel campaigns have evolved to include the design and build of digital platforms, social media content and video. This comprehensive approach aims to drive views, engagement, likes and ultimately purchases.
We’ve always known that what Pioneer DJ ‘sells’ goes beyond electronic equipment. Yes, you can hit the audience with all the info on a product, the latest features, and technical capabilities of any piece of kit. But what has built the brand, is DJ culture. The consumer is buying a club culture; an image; and the aspiration that comes with being a Pioneer DJ. It’s our understanding of this, that has been instrumental in helping them to achieve such resounding success.