Mio Technology case study
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Targeting lifestyle PR: In France, GPS navigation systems are a traditionally male purchase, associated with cars and gadgets. Hotwire’s approach involved identifying and targeting new user segments and highlighting the applicability of GPS – and Mio Technology in particular – to these groups.
Cycling was highlighted as a perfect example. It is traditionally close to the hearts and minds of most French people, but not typically associated with GPS navigation systems – despite the fact that Mio’s technology is equally suited to cyclists and pedestrians as well as drivers. Hotwire arranged for Mio Technology to support a group of French mountain bikers on their mission to cross the Pyrenees in a record 12 days, and publicised the group’s use of Mio on their quest.
Building a corporate profile: To establish Mio Technology as an opinion leader and genuine force in the GPS industry, Hotwire developed and issued quarterly ‘state of the market’ reports to key trade and business press. This approach recognised the need to establish the company’s business credentials, as well as targeting the business audience as potential consumers.
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