Lindsey Rayner appointed Managing Director of marketing agency Levergy
She brings extensive experience as a senior agency executive and has a particular interest in sports sponsorship and passion-led marketing
OOH ADVERTISING
WhatsApp’s innovative billboard activation highlights key features
By our News Team | 2022
Prime Piccadilly Circus site in central London has been chosen by the platform to push its brand story and engage consumers.
Along with Times Square in New York and Shibuya Crossing in Tokyo, London’s Piccadilly Circus is one of the world’s prime sites for out-of-home (OOH) and digital out-of-home (DOOH) advertising.
Little wonder, when you consider that by some estimates Piccadilly Circus has around 100-million people passing through this famous intersection each year. Many are wealthy locals, while others are well-heeled foreign visitors out to see the sights of the British capital.
Photo credit: Supplied
Renting the high-profile digital billboards – there have been billboards on the site since 1908 – can set you back US$6-million a year, according to some industry sources.
One of the current OOH activations that is catching people’s attention at Piccadilly Circus is a 3D billboard ad for WhatsApp, which is being described by some marketing industry media outlets as “mind-bending”.
Promotes WhatsApp’s revamped privacy and safety features
It promotes the social media platform’s revamped privacy and safety features, as well as its messaging service.
“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,” its Global Head of Brand, Vivian Odior said.
“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.”
Among the new innovations on WhatsApp that are being graphically illustrated to passers-by are: the ability to make once-off messages ‘disappear’ and with no capability for recipients to screenshot them; updated security features; and a reminder that messages are end-to-end encrypted, meaning no third parties will be aware of them.
You can see the Piccadilly Circus OOH activation here.
The Meta-owned firm has also ‘taken over’ live streaming platform Twitch and online game Roblox in a series of week-long activations to mark the culmination of its long-running promotional push.
The marketing currency that’s far more valuable than money
Why attention is the ultimate currency in a world of endless distractions – and how to make it work for your brand.
Gathering of Ethiopian marketers discusses Africa’s marketing trends
Africa is changing rapidly, so the continent’s marketers must work to shape trends and not merely react to them, Addis Ababa event hears.
PR company Edelman unveils new pan-African regional advisory service
New business offering to be steered by senior executives in four regions and will provide high-level support to clients.
Zimbabwe aims to seize emerging European coffee export opportunity
Rising demand in key European markets for specialty grade beans that are ethically sourced could boost Zim’s coffee industry.
How the metaverse is changing consumer engagement and blurring lines
Study examines emergence of virtual representations of individuals, which are blurring the lines between physical and digital identities.
Volkswagen Group Africa continues creative partnership with Ogilvy
Ogilvy presented a “unique partner model” during an 11-month pitch process involving 15-plus agencies and multiple rounds of presentations.
Poor cold chain logistics resulting in massive food wastage in Africa
Nigeria reportedly has less than 4% of its cold chain capacity requirement. Much of Africa faces a similar challenge.
Latest magazine discusses high-level insights for Africa’s marketers
The latest issue of Strategic Marketing for Africa, the magazine for deep-thinking African marketing professionals, is now available.
Skies of change: The effect of Marketing 5.0 in African aviation
As African commercial aviation expands, Marketing 5.0 has a vital role to play in enhancing operational efficiencies and customer service.
Want to make a sale? Pitch in public and give the customer more space
Researchers find that the location of sales interactions may be just as important as crafting a clever sales pitch.
