Pioneer says the new relationship with TBWA will be instrumental to the success of KURO.

"In today's environment, the incomparable quality and performance of our Project KURO display panels distinguishes Pioneer from the rest of the market but that may not be enough on its own," said Pioneer National Marketing Manager Home Entertainment Group, Mark Anning.

"TBWA have a tremendous reputation stemming from successful marketing initiatives for brands like Apple Computer, Adidas and Pedigree," he said.

With TBWA on board, Pioneer says it is redefining its target audience, aiming at the ‘discerning consumer', targeting consumers not according to their age, gender, etc, but rather to those sports and entertainment enthusiasts and those who have a passion for premium quality products and want "the best".

Pioneer also says it will break away from the commoditisation model that most manufacturers are taking with flat panel displays.
 
"When undertaking Project Kuro, we drew inspiration from the knowledge that customers would bring our flat panel displays into their homes with the pride of ownership that comes from having the best. These customers are smart, understand technology and are able to appreciate products that reflect their own ‘no compromise' attitude to life," said Anning. 

TBWA, which is a global creative agency, has been engaged by Pioneer for the national launch of Project Kuro. In Australia, the Kuro screens will launch in October.