senckađ
Group745
Group745
Group745
Group745
Group745
EDITION
Global
USA
UK
AUNZ
CANADA
IRELAND
FRANCE
GERMANY
ASIA
EUROPE
LATAM
MEA
WhatsApp - The Privacy Gesture
05/09/2022
Advertising Agency
São Paulo, Brazil
0
Share
Brand
Agency / Creative
Production
Post Production / VFX
Editorial
Music / Sound

WhatsApp is a private chat app. To show this, we took advantage of the fact that Brazilians love football, and we sponsored a gesture that every player makes when they don't want everyone to know what they are saying during a match, putting their hands over their mouths. Every time a player did it, a live communication linked the gesture with WhatsApp privacy. And in games where no one did it – yeah, it happened – in the breaks, we had a spot talking about it. In front of stadiums, we’ve some OOH, generating even more conversation. The idea was commented on and replicated on sports programs (on TV and the internet). Players changed the thumbs on their profiles and talked about the gesture. And everyone understood that if the chat is private, it must be on WhatsApp.

The idea was a success: Impact on 1.2 billion people; Reach of 89 million people; Remembrance of 61%; 9.1/10 of average score among viewers; 85% of the year's goal with half of the budget; and WhatsApp has become even more synonymous with privacy in Brazil.

SUBSCRIBE TO LBB’S newsletter
FOLLOW US
The Immortal Awards Global Partner
Group745
Language:
English
v10.0.0