AMC’s What’s Up prepaid card targeted Albania’s youth market. Ogilvy’s challenge: capture the energy and dynamism of this connected generation. Our solution: position What’s Up as the ultimate enabler of shared experiences, connecting youth to each other and the world around them.
We tapped into the pulse of youth culture, emphasizing real-time connection and the FOMO (fear of missing out) that drives social interaction. What’s Up wasn’t just a prepaid card; it was a ticket to belonging, a way to stay in the loop and live life to the fullest.
The campaign leveraged a mix of channels:
- Street-Level Activations: We brought What’s Up directly to the youth, sponsoring events, creating interactive experiences, and fostering a sense of community.
- Youth-Focused Media: From radio to online platforms, we targeted the channels where young Albanians consumed content.
The result? What’s Up became synonymous with youth connection, driving unprecedented adoption and establishing AMC as the preferred brand for a new generation. #AMCWhatsUp #YouthConnection #Albania #Ogilvy #FOMO