MIA GLOBAL is a cutting-edge technology company working to develop the ideal portable hydrogen (H2) battery to capture and transport clean energy from renewable sources. By using a fuel cell, our engineers combine hydrogen and oxygen (air) to supply electricity. The result is not only a powerful energy source able to power a car or a truck, but also keep our planet clean. They have been developing both a scooter and a golf cart with this new tech.
The Problem
MIA was looking to expand to markets in the US. Their target audience was unique- they were seeking to appeal to both ages 19-25 on a college campus and ages 55+ in a small community. The first group would be looking for something more trendy, fast, and cheap: while the second group would be looking for a dependable, easy-to-use and non-intimidating alternative to driving a car. In some ways, the two target audiences were at odds: one group preferred speed and value for their money, the other preferred reliability and quality.
The Solution
The trick was to find an image that would appeal to both groups. Creating a positive image of “trendy and affordable” would appeal to a younger demographic, while emphasizing reliability and ease-of-use would attract a more mature age range.
