THE WhatsApp, famous messaging app, is used all over the world. The platform then decided to gather some numbers and create a global campaign of New Year to show the relevance of the messages on the last day of the year.
On New Year’s Eve 2020 alone, 100 billion messages were sent on WhatsApp, more than on any other day in the app’s 10-year history. In addition, 1.4 billion voice and video calls were made on December 31, 2020, showing that the platform is very present during the New Year’s votes among people.
“WhatsApp has always been an integral part of New Year’s Eve. Every year, people around the world rely on the app to stay in touch with their loved ones and share their best wishes for the coming year,” says Vivian Odior, Global Head of Brand Marketing at WhatsApp. “That’s why our new campaign focuses on telling a diverse set of stories that showcase the private and personal moments that help people through the New Year.”
The new campaign celebrates the most popular messaging day among users with the concept that “It’s not New Year until you get the message you’ve been waiting for.” The broadcast will take place in 5 countries: Brazil, India, United Kingdom, Germany and United States.
The creation was made in partnership with the marketing team of the WhatsApp on Meta and for BBDO, and the film was directed by the winner of the Cannes Lions, Niclas Larssonn. The campaign shows that the new year doesn’t necessarily start at midnight, but when you receive that special message from someone dear.
Check out the main video of the year-end campaign:
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