Buenos Aires (May XX, 2024) – Havas Group agencies HOY, based in Buenos Aires, and Republica Havas, based in Miami, have joined forces to create “Mini Rooms” – an Argentine market-driven campaign that promotes Motorola TVs by capitalizing on the brand’s strong positioning in mobile phones.
“Mini Rooms” presents the product in different miniature house settings. The creative teams collaborated with artists who specialize in models to generate hyper-realistic domestic environments, keeping in mind universal style for broad audience appeal. The campaign includes three audiovisuals (“playroom”, “living” and “bedroom”), outdoor, graphics, social networks, digital media and trade marketing.
The strategy is to transfer the positioning from screen to screen by scaling home environments to the size of cell phones and replacing home televisions with Motorola TVs. This leverages the brand’s strong global cell phone positioning, which, in Argentina, comes to almost 45%.
María Luján Donaire, General Creative Director of HOY by Havas, commented, “Mini Rooms is a project that has grown with everyone’s collaborative gaze – Newsan, Motorola, and the agencies. We are very proud to have created this campaign that seeks to position Motorola in the world of Smart TVs through a super attractive visual resource such as miniatures.”


Tony Waissmann, Chief Creative Officer of Republica Havas, remarked, “Always working together with different offices of the Havas network is just what a network should do. In this case, together with Motorola and Newsan, we managed to do this beautiful work where we could all find a way to transfer everything that Motorola brand already has to the new 4K Smart TVs. From the beginning, it was a pleasure to work together and that’s why I think the result was so good.”
Marcelo Romeo, Chief Marketing Officer of Newsan – the company in charge of the development and marketing of the products, added, “The creative idea proposes to adapt domestic spaces to the size of Motorola smartphones. This strategy emphasizes creativity and technological innovation. Since we can’t enlarge the phones to prove it, we created this strategy that involves transforming home environments by scaling them to the size of Motorola phones, occupying the space traditionally reserved for televisions.”
This innovative approach is embodied with the launch of the Motorola 4K Smart TV, an exciting expansion of the product offering that redefines the home entertainment experience, being the first step in building the Motorola ecosystem.
The new Motorola Smart TV line comprises 75″, 65″ and 55″ models (the latter with a Qled screen). All are available for purchase online at motorola.com and at the brand’s flagship stores.