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MOTOROLA: LOFT
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%.
HOY by Havas team Related |
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