WhatsApp is a private chat app. To show this, we took advantage of the fact that Brazilians love football, and we sponsored a gesture that every player makes when they don't want everyone to know what they are saying during a match, putting their hands over their mouths. Every time a player did it, a live communication linked the gesture with WhatsApp privacy. And in games where no one did it – yeah, it happened – in the breaks, we had a spot talking about it. In front of stadiums, we’ve some OOH, generating even more conversation. The idea was commented on and replicated on sports programs (on TV and the internet). Players changed the thumbs on their profiles and talked about the gesture. And everyone understood that if the chat is private, it must be on WhatsApp.

The idea was a success: Impact on 1.2 billion people; Reach of 89 million people; Remembrance of 61%; 9.1/10 of average score among viewers; 85% of the year's goal with half of the budget; and WhatsApp has become even more synonymous with privacy in Brazil.