Campaign details

Brand/Sponsor: Plan.Net

Title: WhatsGerman

Campaign Cost: low-budget (under $100,000)

Campaign Scope: National

Advertising Agency: Plan.Net/Serviceplan

Product Type: Advertising

Campaign Start: 12/14/2015

Campaign Ends: 09/02/2016

Campaign Ran: German-speaking countries (GER, AUT, CH)

Campaign Description: Innovative use of media

Campaign Summary

SITUATION; More than a million refugees arrived in Germany in 2015. They left behind everything and spoke no German. They have to wait for an average of three months for a German course – but language is the most important thing for successful integration. IDEA; WhatsGerman is the first-ever language course for refugees. Upon registration with your smartphone at, you'll receive a lesson each day consisting of text, explanatory emojis and videos for pronunciation. Three courses that build upon each other are available to choose from: Course 1 – The Alphabet enables you to get to know the alphabet. Course 2 – Daily Life makes daily living easier with useful vocabulary and short phrases about everyday themes like shopping. Course 3 – Basic Grammar offers an introduction to German grammar for advanced users. These courses were developed for WhatsApp together with language teachers. They are available in English, Arabic and soon other languages. WhatsGerman is promoted using flyers and posters in refugee homes, social media and reporting/PR.

Marketing Context