MiO Energy
About MiO Energy
The work made for MiO Energy runs to 2 verified projects since 2024 — mostly Campaign and Advertising. Most of it comes from 1 team, including The Kitchen. The people who work most often on MiO Energy projects include Gabriel Bortolotto, Jan Parma and Tamia.
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Inside the MiO Energy network
The people, teams, and projects that make up the MiO Energy network
Featured project
Crash Claims
The objective was to increase awareness and market share for MiO Energy, a customizable water enhancer, among Gen Z energy drink consumers. MiO Energy faced challenges standing out in an overcrowded energy drink market dominated by big brands. Despite offering a sugar-free alternative, MiO struggled to gain attention and market share. Over 55% of energy drink consumers experience negative symptoms like fatigue, brain fog, or jitters after consuming high-sugar and caffeine drinks. MiO Energy, being sugar-free, avoids these crashes. Leveraging this insight, the campaign aimed to position MiO as the solution to energy without the consequences. The campaign introduced "Energy Drink Insurance," offering coverage for damages caused by competitors' energy drinks. Participants could claim an "energy drink crash" by sharing videos or write-ups describing their negative experiences. This approach engaged energy drink fans to critique competitors while positioning MiO as the better alternative. Targeting Gen Z energy drink consumers, the campaign launched during exam season, a peak time for energy drink sales. Utilizing TikTok, the campaign enlisted Jack Innanen, a popular personality, as the claims adjuster. Humorous insurance-style videos sparked conversation, encouraging users to share their experiences. Participants called out competitors, generating user-generated content. Jack evaluated claims, awarded damages, and provided MiO Energy to entrants. The campaign generated a 23% increase in MiO sales and achieved 330% above-average watch time on TikTok videos. With 14+ million social engagements and 70+ million earned media impressions, the campaign successfully turned industry challenges into publicity. The unique approach effectively engaged Gen Z consumers and positioned MiO as the preferred crash-free energy option. Additionally, the campaign received 100% positive press coverage.
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