Sicap head of marketing Per-Johan Lundin said: “The campaign that Hotwire implemented was creative, innovative and widely exceeded my expectations. I was extremely pleased with the number of press articles that Hotwire achieved across different media, from the nationals, newswires and mobile trade titles, which in turn greatly raised awareness of Sicap as a company. We used PR as the primary medium to launch this new product. The campaign was very successful in alerting our target operator customers to its launch and establishing us as a credible player in the picture messaging space.”