FMBX News

Funkstylerz help Circle promote Pioneer's STEEZ

Pioneer GB has launched the brand new STEEZ culture brand for street dancers through a live four day campaign in London.

The launch activation saw Pioneer partner with the UK’s Freestyle dance company ‘Funkstylerz’ who visited four pre-determined locations where they performed street dance routines and showcased the impressive functions of the STEEZ Dancer Audio System. At each of the four performance locations, Pioneer brand ambassadors were on hand to interact with the crowd, giving 1-2-1 product demonstrations and handing out STEEZ branded posters and stickers.

Each live event saw the activation of a STEEZ branded pop-up activity station, featuring product demonstration pods and a dance floor which visited five locations across four days. The unique modular design of the pop-up meant it could adapt to any environment.

A social media campaign has also been threaded through the activation to amplify the brand, post launch. Spectators were invited to log-on to the STEEZ Facebook from the 20^th December where they will be encouraged to tag themselves in photos taken at the event, taking the offline conversation into the online domain.

The objective of the campaign is to introduce consumers to the full range of STEEZ products; The Dancer Audio System- a unique, rugged MP3 docking station that uses Pioneer’s Mixtrax software to allow easy mixing of tracks for superb dance functionality on the go.  Additionally the range includes a club-style personal music player and matching headphones.  The tour is designed to drive sales of all three product lines in the lead up to the festive season and into the New Year. The innovative sound system is a result of extensive research and development taken out by Pioneer in order to meet the needs of dancers or anyone looking to manipulate music tracks on the go.

Gemma Hall, senior marketing executive for Pioneer said;

“We were particularly keen to use live activity for the launch of the STEEZ product line.  These units are unique to the market and really need to be demonstrated to fully appreciate their capabilities.  It was important for us to speak directly to dancers, who can vouch for the authenticity of the product and the value it can bring to them on a day to day basis.  It therefore made complete sense to partner with Funkstylerz and carry out our mini roadshow. STEEZ has already been hugely successful in the US and Europe and we hope that this launch activity will help to drive sales here in the UK.”

Devised and activated by The Circle Agency, the promotion launched at ASK Electronics on Tottenham Court Road, from there it was taken to the renowned street dance performance space  at the Trocedero, followed by two days at Westfield Stratford City and the tour will culminate today with performances at Victoria Street Station.

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