ESTABLISHING BRAND PREFERENCE ON THE HIGH-COMPETITION MARKET

The market of automotive electronics is stagnating, and competitors are fierce.

Learn how we grew Mio’s share of voice by 100%, contributing to a 10% annual sales growth and doubling Mio’s regional partner network.

Objective:

Turn Mio into the brand of choice through regular PR activities

Challenge:

Mio works on an intensely competitive and stagnating market

Solution:

We used Mio’s dashcam USP (higher quality of products) as the basis for our key messages. During the year, we natively integrated the key message in all formats and topics of the content for the media. We consistently covered Mio’s hardware benefits in the first half of year, continuing with software upgrades and connectivity advantages.

Also, we delivered additional value to readers on behalf of the brand, answering the most important questions on road safety and covering useful tips of automobile ownership. We picked the most relevant communication channels based on the audience research: expertise-heavy IT and automotive media, lifestyle and automotive blogs, consumer and regional media, VK social network public pages.

Result:

2X SHARE OF VOICE INCREASE IN A YEAR

TO A 10% ANNUAL SALES GROWTH

TO 2X PARTNER NETWORK EXPANSION IN RUSSIAN REGIONS