DDJ-200 campaign
Pioneer DJ - DDJ-200 campaign concept, photography, digital advertising, POS & packaging
The Pioneer DJ DDJ-200 is designed as an entry level product that is set to attract newcomers to the world of DJ-ing. At the forefront of the campaign was a younger target audience that would be engaged by the fun and creative side to DJ-ing. Pioneer DJ instructed Planet to deliver a gender inclusive campaign that really hit the mark.
The concept for the campaign was built around lifestyle and portability. Both of these elements were conveyed through the photographic styles, tone of voice and colour, whilst the heritage of the Pioneer DJ brand worked to solidify the approach.
Digital assests, social media content, Google ads, printed literature, point of sale stands and packaging concepts were all created to harmonise the marketing channels.
Disciplines: Branding & campaign concept / Photography & art direction / Point of sale & packaging / Literature design / Digital Advertising
Selling the aspirational lifestyle
A relaxed lifestyle approach was carefully curated to capture the Gen-Z target audience. Whilst most Pioneer DJ advertising is very product (and specification) orientated, the DDJ-200 campaign was different, focusing more on promoting the fun and accessibility aspects to young budding DJ’s.
The in-use photography promoted a party atmosphere, but one that struck the right tone. A house party location and dancing crowd helped to clearly demonstrate who this product was for, while the on-the-go style images depicted mobility and flexibility, giving the user complete control of where when and how they might perform.
Product positioning
Messaging also played a big part, and we worked with a copywriter to produce the wording. Stearing away from technical jargon, the messaging was kept simple and to the point, highlighting key features with a friendly tone so that it was relatable and engaging.
The chosen strapline was: DDJ-200 - Stream. Create. Experience.
A series of flat-lay images complimented the messaging by helping to further position the product. The images sought to include various lifestyle items that related to the audience, and were carefully curated to create bold colourful compositions that successfully convey the DDJ-200 as a young, fun piece of technology.
Point of sale & packaging
A specialised point of sale unit was created as part of the project. The unit was designed to encourage shoppers to test out the product with their own phone so they could have a free demo. Packaging concepts were also created which showed off the number of ways you could use the product with compatible app software.
