Mio Technology case study
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Mio Technology has been introduced to the French market with startling success. Not only has Hotwire’s campaign taken it from a virtual unknown into one of top players in the GPS market, it has taken a GPS brand out of the technology pages and deep into the lifestyle press for the first time:
· 349 articles were published in France in 2005
· French coverage accounted for 43% of Mio Technology’s European press coverage (according to the company’s data), despite a notably lower proportion of the marketing spend
With a share of voice significantly greater than its budget or market presence logically deserves, the success of Hotwire’s PR campaign 2005 has enabled Mio Technology to continue to grow market share into 2006 and beyond.
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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Campaigns 
