A new found country.
Population: University Students.
What’s up, the youth brand of the biggest telecoms provider in Greece, COSMOTE, offered free data to its users that are university students, every time they were in campus.
In order to communicate this offer, we did not just create a campaign, but rather a whole new country. The country of Whatsupia.
A real country!
Whatsupia, was the country of free data, a magical place where only students lived, and it was located in every university campus.
It had everything a normal country has. It’s own traditional dances and costumes, it’s own language and it’s own heroes. But, most importantly, it had free data for all and that’s what its citizens love it for.
Students even received text messages when they arrived in campus, the same way we receive messages from internet providers when we arrive in a new country.
Talking to young people is intimidating.
This is why we paid extra care to make sure we don’t like like the wannabe cool uncle. We even opted for a voice over done by one of the most beloved rappers among the target group. This was his first ever (and possibly only) voice over.
