WhatsApp has chosen Brazil to launch its first major brand advertising campaign. The Facebook-owned messaging service has published a seven-minute film showing people communicating via WhatsApp as a fire breaks out ahead of Carnival celebrations.
Brent Lewin | Bloomberg | Getty Images-owned messaging service has published a seven-minute film showing people communicating via WhatsApp as a fire breaks out ahead of Carnival celebrations. Users are seen sending messages to organize costume donations for a rival's dance school whose warehouse burns down, and the ad ends with "Rivals in public. Friends in private," with WhatsApp's logo, and "From Facebook," underneath.
The ad — based on a true story — aims to show that WhatsApp is "more than a messaging app," according to a report on industry website, and wanted to convey the "emotional connection and solidarity" of Brazilians. It will be shown on Instagram and Facebook, as well as on TV. It used Carnival as a theme because of its popularity, according to Facebook's Head of Consumer Marketing Taciana Lopes. "Brazil is one of the main markets for the company worldwide, so we decided to launch the campaign here and pay tribute to the solidarity of Brazilians inspired by one of the country's dearest traditions," she said, according to the Marketing Week report.
Brazil is a major market for WhatsApp, which has more than 2 billion users globally. But the country has had a troubled relationship with the messaging service. During Brazil's 2018 presidential election, political campaigners
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