On July 10th, Argentina won the Copa America and Lionel Messi celebrated this victory with his teammates, his nation, and fans publicly. But when it came to celebrating this grand moment intimately with his family, he chose to use the platform that over 2.5 billion people use every single day to connect with their close ones and message privately: WhatsApp.

We partnered with Messi to authentically integrate WhatsApp during the most important live game, the finals of Copa America, where Messi celebrated his win with his family using WhatsApp at the stadium and even between a sea of crowd found a private space to celebrate with his dear ones.

The strategy was to make people understand how WhatsApp is a private and intimate place that gets you closer to people who matter, even when in between a crowd.

Messi, being able to find a private place within WhatsApp to celebrate this important moment of victory with his family, in spite of being in a crowded stadium during a live game proved how WhatsApp lets you message and video call privately.

We partnered with Messi in a way that if he won the Copa America game on July 10th he could celebrate the victory in front of the world and even privately with his family through WhatsApp, right from the stadium, which became a reality.

Later, Messi shared this moment from his social media to tell millions of his fans and followers that WhatsApp is the platform where you can message privately and be your true self.

The Creative X team was on standby to craft the message in real time for this activation and partnered with Messi, and his team to create this one of a kind moment.

The Activation saw positive response and favoritism for WhatsApp, with a considerable increase in the number of followers for Messi as well as for WhatsApp’s Instagram.

Social Engagement +4466

Earned Media USD 3.7 Million

Impressions 382 Million