WhatsApp demonstrates its privacy features with an eye-catching 3D billboard

WhatsApp has been attracting the attention of Londoners this week with an eye-catching 3D billboard at the city's iconic Piccadilly Lights that's designed to highlight its privacy features. The week-long outdoor buy by the Meta-owned messaging service features a building with disappearing walls and closing windows, as well as a giant locking mechanism made of impenetrable steel, giving a visual demonstration of the brand's "layers of protection," such as disappearing messages, end-to-end encryption and encrypted backups. The billboard is part of a wider campaign, created internally, that also includes a partnership with a number of top Twitch streamers. This will see them activate a "Privacy Mode timeout" when they need a break from streaming. When activated, an in-stream retro mini-game will allow viewers to use the chat to target the onscreen privacy intruders to earn rewards. The brand is also running in-game out-of-home ads in the online game Roblox, which display WhatsApp’s "Privacy Rangers," who personify the layers of protection as powerful, majestic Roblox characters. It has also formed a media partnership with sports media brand The Players’ Tribune that sees British athletes such as Tom Daly and Dina Asher-Smith highlighting why message privacy matters to them in a series of sponsored content. “We’re excited to see the next phase of our global campaign, a continuation of our 'Message Privately' narrative from last year, rollout across the U.K., " said Vivian Odior, WhatsApp’s global head of brand, in a statement. "Following the introduction of three new features on WhatsApp, this campaign shows how WhatsApp’s features provide interlocking layers of protection and give users full control over the level of privacy they are seeking. With both outdoor and digital placements, we want to highlight the closeness that’s possible on WhatsApp when you can message confidently and worry-free in a secure space.”

WhatsApp demonstrates its privacy features with an eye-catching 3D billboard

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