They don't specify what the 'natural' refrigerant is in the Pioneer unit, but it's possibly a hydrocarbon such as Propane, Butane, Isobutane or a blend thereof, or it could be CO2, all of which do provide considerably higher efficiency than modern synthetic refrigerants. I would therefore expect to see significant energy savings if the system engineering is similarly sophisticated.
Having said that, the test method shown is unsophisticated to say the least. If the manufacturer wants to sell that unit in Australia, they should be able to provide COP (Coefficient Of Performance) and EER (Energy Efficiency Ratio) ratings to Australian/NZ Standard 3823.2. These ratings can be compared to any other unit, for both heating and cooling, to prove the point with a high degree of credibility.
Keep in mind if it uses a Hydrocarbon refrigerant, they are explosive! Co2 is all good though and is currently used in some heat pump water heaters with amazing results. I would be asking exactly which refrigerant it is and if it can legally be used in a domestic air conditioning application. Hydrocarbon refrigerants are currently used in many refrigerators, again with great results, but the quantities in a frig are tiny (about as much as a cigarette lighter) so not capable of causing a decent explosion if they escape. Air conditioners contain larger quantities.