Hotwire shines at 2007 SABRE awards
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June 4 2007 - Hotwire won two prestigious awards with highly creative and hard hitting campaigns for Information Builders and Mio Technology at the 2007 European SABRE awards held in Barcelona last week. Hotwire won ‘Best Pan-European Programme’ award for its On the Ball campaign for Information Builders, and ‘Best PR campaign in France for Brand Building Using "Just PR"’ with Mio Technology.
The Information Builders ‘On the Ball’ campaign impressed judges with its creativity and the way it took advantage of the World Cup to showcase Information Builders’ business intelligence capabilities and make them stand out from the competition. The concept focused on logging a series of alternative statistics from each football game and making them available in real time to journalists for download using information Builders’ online WebFOCUS Active Reports tool. Hotwire used this data to carry out extensive media relations outreach to make sure that every World Cup commentator used the figures, referencing Information Builders and its website as the source.
The results speak for themselves. Across five European countries, coverage circulation of over 40 million was achieved with UK coverage reaching 21.8 million readers alone. Highlights included The Daily Telegraph, The Independent, Frankfurter Allgemeine Zeitung, Computerwoche and L’Equipe. The alternative ‘On the Ball’ statistics were downloaded over 50,000 times from the Information Builders’ website and hits to the site went up from 80 to 2000 a day during the World Cup.
The Mio campaign was equally innovative. Mio specialises in personal navigation devices, phones and PDAs with GPS. In an already crowded market, Hotwire helped Mio rise to number three in just 11 months using only PR. Mio wanted to generate visibility for the brand and individual products and transform the perception of the company from a heavy navigation slant into a must have lifestyle product for the French consumer. Hotwire organised a launch party for the total new range of Mio products at Colette’s, the trend-setting shop in Paris, with a number of new products that had been given a unique redesign by Manu Custom, the leading street-wear designer. Manu re-painted and stylised the shells of the Mio navigation products for the journalists at the event.
The results were just as impressive as those for the On the Ball campaign. Over 900 press articles have been generated from the consumer campaign and all target publications covered the new product range at least once. In 2006, Mio’s coverage increased by 250%, with France accounting for 42% of Mio’s entire press coverage across Europe last year.
“Both campaigns won in the face of stiff competition from a number of high profile campaigns,” said Brendon Craigie, Managing Director, Hotwire UK. “The awards are judged by some of the most senior public relations professionals from across the Continent, as well as The Holmes Group’s president and CEO Paul Holmes himself. We are incredibly proud of the teams that worked on these campaigns and hope to replicate this success next year.”
Press contacts:
Nikki Thompson
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+44 2076 084 692
About Hotwire:
Hotwire is an International technology public relations consultancy established to provide the technology industry with progressive PR services.
Since its foundation, Hotwire has won a number of prestigious awards across Europe. In November 2005, the company was named as European Technology Agency of the Year by the Holmes Report. Hotwire has also been awarded ‘Best IT PR Company’ at the Computing Industry Awards, the French Public Relations Top Com d’Or Trophée in the Corporate Business category, and the International Public Relations Association’s Best Business-to-Business Campaign for its work with Scottish telecoms company THUS.
The company has six specialist practice areas: applications & services, banking & finance, consumer, digital media, enterprise & electronics and telecommunications. It has offices in London, Paris, Frankfurt, Madrid and Milan.
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