WhatsApp reinforces commitment to user privacy with creative OOH buy

Meta’s WhatsApp has launched a privacy campaign in Hong Kong to reinforce its commitment to user privacy through end-to-end encryption, delivering a reminder that no one, not even WhatsApp, can read or hear users’ personal messages.

The campaign, titled "Message Privately with Everyone," aims to promote WhatsApp’s end-to-end encryption technology. It is developed in collaboration with creative agency Ogilvy.

The privacy campaign kicked off with an unusual billboard showing chat box messages written in gibberish at Tin Hau MTR station, prompting passers-by to pause and wonder whether it was a printing error or part of a deeper message.

Images of the billboard went viral on social media, where celebrities — including twin sisters Gigi and Sabrina Cheung, as well as Marco Ip and Maggie Fung from ViuTV programme One Trip Dating — posted their pixelated visuals on their own social channels.

This cohesive online and offline activation captured the city’s attention, sparking curiosity and conversation around the mysterious creative concept.

A check by MARKETING-INTERACTIVE saw Cheung’s post garner over 3,900 likes, with many commenting they wish to decode the messages between the twin sisters.

The secret behind the puzzling visuals was soon revealed on Facebook, bringing the WhatsApp privacy promise to life. According to Meta’s Facebook, even the most ordinary messages can be deeply personal, and with end-to-end encryption, personal messages and calls stay between the sender and recipient. No one else can see or hear them, not even WhatsApp.

The campaign comes upon the launch of WhatsApp’s new feature “Advanced chat privacy”, which gives users powerful new control over their conversations by preventing others from sharing their content outside the app. Available in both individual and group chats, this feature blocks others from exporting chats and auto-downloading media to their phone.

This also comes in line with WhatsApp’s recent global privacy campaign called ‘Not Even WhatsApp”, targeting three billion monthly users around the world with the message that no one, not even WhatsApp, can see or hear your personal messages.

Vivian Odior, head of WhatsApp marketing, said, “WhatsApp is the next best thing to an in-person conversation. This campaign brings to life our privacy promise that no one, not even WhatsApp, can see or hear your personal messages in the most emotional and relatable way – all centred in the everyday moments we are all so familiar with.”

MARKETING-INTERACTIVE has reached out to Meta for more information. 

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