WeChat
Campaign
Latin American Launch
WeChat approached Los York with a challenge; Concept and Launch the WeChat brand in Latin America and secure global phenoms Neymar and Messi to do it.
The Challenge
Position and introduce a highly successful Chinese mobile social messaging platform to a Western European and Brazilian audience in a crowded market of successful geo-local competitors using global football stars.
The Solution
Concept and shoot campaigns that have global appeal leveraging two of today’s biggest sports stars (Neymar Jr. & Messi). Directed by Seth Epstein, the campaign centered on how each star used WeChat to stay connected to family and friends and tied together the Chinese technology companies core message to a largely Latin European and South American audience.
The Result
Initial downloads of the foreign app across Western Europe was 20% above expectations and resulted in over 7M new subscribers at the end of the 2-Part Campaign.
