Pioneer + Apple CarPlay
We produced a large scale event with every detail to launch Apple CarPlay on Pioneer receivers to the world in San Francisco.
Pioneer + Apple® + Anyone. This is clearly an equation for excitement, innovation and success. When our long-time client, Pioneer, reached out to us to disclose that they would be collaborating with Apple, we were thrilled! Not only would it give us the opportunity to work with two of the most renowned brands in consumer electronics, we would be launching a product that represented a huge breakthrough for aftermarket car electronics. Originally slated to be released in 2015 in select new cars only, Apple CarPlay needed a conduit to existing consumers.
The collaboration between Pioneer and Apple established Pioneer as the first aftermarket manufacturer to bring Apple CarPlay to market and served as the key to making Apple CarPlay available to consumers in the vehicles they already own. To announce this incredible breakthrough to the media and press, Pioneer asked us to produce a launch event catered to key journalists with influence in the car audio and tech industries.
This launch event marked the grand unveiling of Pioneer’s collaboration with Apple and the first time anyone would see it in action. Given the six-week timeline from inception to launch, we had to start moving right away. To kick things off, we designed interactive invitations to welcome select journalists to the event and get them excited about the product. These led to our custom-coded parallax microsite that officially announced Apple CarPlay’s availability through Pioneer.
The event itself needed a unique venue. Our exhaustive search led us to a unique restaurant on the Embarcadero in San Francisco. The Waterfront Restaurant and Café afforded us unparalleled views of the bay and ensured that it would be an event to remember. Working simultaneously on location and at our office in South Pasadena, we developed every piece of installation art that would set the scene for both the campaign and the event. From branding to video production to messaging, we set out to produce an event that fully immersed guests in Pioneer and Apple CarPlay.
Heading out to the busy streets of San Francisco, we filmed for two days in a vehicles equipped with Pioneer’s NEX units and Apple CarPlay to document the app in use, focusing on usability. Many of San Francisco’s iconic locations played supporting roles as we strove to capture the feel of a genuine driving experience. The resulting video, which was edited on-the-fly in 24 hours, was shown at the launch event to major media influencers and will be displayed at key retail stores like Best Buy.
- Pioneer’s Apple CarPlay Launch event gave members of the media the opportunity to experience CarPlay for the first time.
- We worked as a cohesive team with Pioneer and Apple to ensure the aesthetic of both brands was integrated in all designs and collateral.
- The extensive coverage of the event resulted in the extension of many invitations for Pioneer to demo Apple CarPlay through their units.
• +345 Million Impressions
• 198 Pieces of media coverage.
Here is the video we produced that launched Pioneer & Apple CarPlay to the world.
THE BAY AREA REPORTER
STREET TRUCKS MAGAZINE
GAY CAR GUY
“The demonstration through the streets of San Francisco convinced me that Apple is on the right track.”
“If you're an iPhone user who's dying to try out the new auto-friendly CarPlay interface, but can't quite shell out the big bucks for a new Ferrari, Pioneer has good news for you.”
“Pioneer’s NEX in-dash receivers are already pretty awesome, and miles ahead of most stock infotainment systems. With that said, CarPlay is just another great reason to go with an aftermarket car stereo.”
“Pioneer appears to be in the best position to move quickly with CarPlay, as its latest NEX systems already include CarPlay-compatible hardware…”