Mio Technology case study
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Establishing brand credibility: To underpin the other elements of the campaign targeting the wider consumer and corporate segments, Hotwire managed a trade media to reach acknowledged experts and opinion leaders within the GPS and technology media.
This element of the programme comprised regular product announcements and media tours, and an extensive reviews programme to drive base level coverage and interest, and establish the brand’s credibility.
The focus on the three sectors established a dialogue with the business press and created awareness of Mio Technology and its products with key audiences, well beyond traditional GPS purchasers.
Mid-way through 2005 Mio Technology conducted research into consumer purchase behaviour. The findings identified the internet as the first and primary source of information for potential GPS navigation system purchasers. In response, Hotwire researched and validated more than 50 specialist web sites, discussion forums and blogs covering mobility and associated technology and targeted these outlets with the objective of doubling online coverage and references to Mio Technology.
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Campaigns 
