Pioneer uses Dennis Publishing's The Week and Octane to reach affluent consumers

London, 29th October 2007: Dennis Publishing today announced that it has signed a major deal with Pioneer to promote its flagship new plasma screen television, Pioneer Kuro, in The Week and Octane magazines. The one-off campaign coincides with the Pioneer Kuro television advertising campaign and will appear in the latest issues of The Week and Octane.

Drawing on the creative theme of 'Disruption' running through the wider advertising campaign, the activity in The Week and Octane emphasises the Pioneer Kuro's supreme quality in all areas. Pioneer Kuro is positioned as having the best technology, build and design available on the market and retails at the very top end of the price scale. Pioneer chose The Week and Octane magazines to target a male-skewed, extremely affluent and influential audience.

Dennis Publishing has produced a campaign with the aim of subliminally 'Disrupting' each magazine by placing random, abstract, monochrome photographs of the Pioneer Kuro taken from different viewpoints around the television. Dennis commissioned a specialist still-life photographer to produce five bespoke images which were relevant to each magazine with the aim of teasing the reader through each magazine before revealing the Kuro itself in double page spreads. In The Week, the Kuro was treated as piece of abstract art and in Octane the images taken were intended to appear reminiscent of details taken from classic sports cars.

Rob Osbourn, Creative Solutions Director, Dennis Publishing 'Both The Week and Octane perfectly matched the audience criteria set out in the brief and we created a solution which would engage each of their disparate but equally discerning readerships. Through subtle differences in the campaigns we make sure that we are successfully communicating with the readerships on there own terms. Our campaign is also an important statement of intent about the pioneer brand being positioned at the very top end.'

The deal was negotiated by MPG.

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