04/09/2024 12:04:00 PM 
How do you get the content to the segment if they are skeptical, resistant to traditional media channels and you are on a small budget? Create a web destination that entertains and informs ON THEIR TERMS and in their language, with art, music and copy that comes from them.
The idea is to hold up a mirror to the heart of their own subculture and let them celebrate themselves and associate the experience with your brand. If the content is good enough, it will win itself just by its own merit and be spread virally throughout the subculture.
This is easier said than done and the misfires and failed attempts are frequent, plentiful and result in enormous wasted media budgets.
So whenever it's done right, we should all take notice and take notes:
Pioneer car audio has a brilliant new campaign that is clearly informed and created from 'within' the target subcultures. The website features animation that cleverly and unobtrusively weaves in product information, thanks to cutting-edge, street-credible graphic designer, Evan Hecox.
The two streaming films, 'Defy' and 'Disturb,' are essentially ethnographies that showcase and pay tribute to the meanings that car audio enthusiasts put into their cars and car audio systems. 'Defy' honors the Mexican-Amercian project-car/lowrider culture while 'Disturb' praises the Asian-American racing/car-customizing street culture.
pioneer-disturb.com ('disturb the film' is on the lower right)
pioneer-defy.com ('defy the film' is on the lower right)
graphic designer Evan Hecox's site
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