WhatsApp is lauding its encryption services in a new global campaign which reminds over 3 billion monthly users how no one – not even WhatsApp – can see or hear users’ personal messages.
“Not Even WhatsApp” has been created in partnership with West BBDO and is the Meta-owned messaging platform’s biggest marketing campaign to date. The company insists it is a bold statement on privacy at a truly global scale.
The campaign kicks off today with a TV spot directed by Australian filmmaker, Mark Molloy out of Smuggler and was shot across a range of locations in Mexico City and Sydney.
Viewers are taken inside WhatsApp’s point-of-view – on the other side of the phone screen – to prove that no one, not even WhatsApp, can actually see messages.
The TV spot centres on the idea that even the most ordinary messages – voice notes from your mum, badly lit selfies, triple-texts, or late-night confessions – are deeply personal and private.
The 60-second ad also features top names in entertainment in each country, with actor and filmmaker Aamir Khan the voice in India in Hindi and English.
WhatsApp head of marketing Vivian Odior commented: “WhatsApp is the next best thing to an in-person conversation. This campaign brings to life our privacy promise that no one, not even WhatsApp can see or hear your personal messages in the most emotional and relatable way – all centred in the everyday moments we are all so familiar with.”
“Not Even WhatsApp” will include a series of activations over the coming months in the US, UK, Brazil, Mexico and India. It will run across TV, online video, digital, (D)OOH and audio.
The campaign follows the launch of “Advanced Chat Privacy” which is available in both chats and groups, helps prevent others from taking content outside of WhatsApp for when you may want extra privacy.
Advanced Chat Privacy builds on other tools that WhatsApp provides including Privacy Checkup that allows you to access step-by-step guidance to help strengthen the security of your account and customise your privacy settings all in one place.
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