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.