New Year’s Eve is the star of the latest global campaign from WhatsApp, “It’s Not the New Year Until You Get the Message You’ve Been Waiting For.”
The Meta-owned messaging platform’s marketing team and BBDO collaborated on the campaign. The video will be published in social media, digital video platforms, broadcast, and film channels in five nations: Brazil, India, the United Kingdom, Germany, and the United States, and was made in cooperation between Meta’s WhatsApp marketing group and BBDO.
WhatsApp referred to its record-breaking New Year’s Eve 2020, saying that 100 billion messages were sent on its foundation, more than some other earlier day in its 10-year history, and 1.4 billion video and voice calls were set, likewise a single-day high.
The campaign was directed by Cannes Lions winner Niclas Larsson and shot by Academy Award-winning cinematographer Linus Sandgren in Mexico, displaying 6 countries: Brazil, India, Mexico, Nigeria, South Africa, and the U.K.
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Talking on this, Vivian Odior, Global Head of Brand Marketing of WhatsApp said “WhatsApp has forever been a fundamental piece of New Year’s Eve. Consistently individuals all around the world depend on the application to remain associated with their friends and family and to share their all the best for the year that is going to begin. Therefore our new campaign centers around recounting an assorted arrangement of stories that all show the private and personal moments that assist individuals with moving into the new year.”
Tres Colacion, Global Creative Lead at BBDO said “New Year’s Evening is one of a handful of the worldwide moments that truly unites individuals, so it was incredible to match this with the widespread understanding that on an individual level the festival doesn’t actually occur until you hear from individuals you know and love, and that as a general rule those individuals can just contact you at that time through WhatsApp. In each format, we set off to catch the quintessence of what it seems like to get the message you’ve been sitting tight for. While the work takes us across the globe, the team worked energetically to create a visual existence where every one of our heroes is the fundamental person of their own evening.”
Commenting on the campaign, Niclas Larsson, Director said, “One of the most exciting things about partnering with WhatsApp on this project was to figure out how to convey emotional memory in the story. We moved toward this by playing with speed, moving between lethargic movement and genuine speed, and by exploring different avenues regarding light, utilizing a shade box to twist light. Playing between these two components permitted us to make a sensational perception of dreams and recollections that I think truly rejuvenated the enthusiastic exhibitions.”
As indicated by AppFigures, WhatsApp Messenger was downloaded 39 million times in August 2021 alone. Most downloads came from Google Play (with 29 million installs), while one more 10 million downloads came from the App Store. In view of appraisals from Sensor Tower, WhatsApp Business was downloaded 18 million times across Google Play and App Store in September 2021. By far most, 16 million downloads, came from Android users. The excess 2 million introduces came from iOS clients.
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