Electrical retailer Pioneer GB used a troupe of street dancers for a live four-day experiential campaign to launch its Steez culture brand in London.

Pioneer partnered with freestyle dance company Funkstylerz who showcased the functions of the Steez Dancer Audio System.

Each live event had a STEEZ branded pop-up activity station, featuring product demonstration pods and a dance floor.

The campaign introduced consumers to the full range of Steez products, including The Dancer Audio System, a MP3 docking station, a personal music player and matching headphones.

Devised and activated by The Circle Agency, the promotion launched at ASK Electronics on Tottenham Court Road and went on to the Trocadero, Westfield Stratford City and Victoria Station.

“We were particularly keen to use live activity for the launch of the Steez product line,” said Pioneer senior marketing executive Gemma Hall. “These units are unique to the market and really need to be demonstrated to fully appreciate their capabilities.”