Midway Games, already known in the 1980s as a publisher and producer of arcade games, is still going strong with video games such as Mortal Kombat, Unreal Tournament, Wheelman and TNA Impact.

For the launch of the wrestling game TNA Impact! Belgian advertising agency Mia devised a gimmick with 2 wrestlers – and a booth babe – appearing at gaming events and challenging people to a multiplayer session. In cooperation with various media, a competition was launched with a trip to London for a real TNA pro wrestling match as first prize. Journalists could even try out the most spectacular moves themselves.

The campaign enjoyed extensive coverage, both in the general press and in the gaming press. The launch gimmick featured in an extensive photo report in lifestyle magazines and announcements about the competition on radio and television.

Prime Water International purifies water to 99.9999 % safe drinking water with an energy neutral membrane filter which is unique in the world. The company called on Mia to put this asset in the spotlight and establish PWI as an innovative and attractive company, both to potential clients and future employees.

Mia developed a new logo and created the brand promise 'Prime Water, Safe Water made Easy'. A new website was developed and Els de Temmerman was appointed as ambassador in an extensive PR campaign. An important facet of Mia’s strategy was Prime Water’s participation in the Open Company Day and the fact that the company competed for the corresponding Award for Technological Innovation. In addition, Mia ensured Prime Water’s presence at the Aquatech trade fair in Amsterdam was carefully organised.

Their efforts paid off: Prime Water was one of the three winners of the Award for Technological Innovation 2008 and received prime time coverage on Belgian public television and local television stations Kanaal Z and TV Limburg. A number of newspapers (De Tijd, De Standaard, Het Belang van Limburg) discussed the technological innovations within the company and recruitment medium Vacature wrote an article on the job opportunities at Prime Water. Ten crucial vacancies were filled in a short space of time.