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WhatsGerman

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Insight 

More than a million refugees arrived in Germany in 2015 with little more baggage than hope and a smartphone.  

Refugees use their smartphones to plan their escape and to stay in contact with family and friends. Arriving in Germany, they face a significant problem: while language is the most important thing for successful integration, they have to wait an average of three months for a spot in a German language course. 

The target audience was the more than one million refugees coming to German-speaking countries in 2015. 

Plan.Net, a leading digital agency in Germany, wanted to change the refugees' situation and help them to start their new lives more quickly. The company used the mobile app WhatsApp in a new way to teach German to German-language beginners. 

Strategy 

WhatsGerman was the first language course for refugees on WhatsApp. The key was that it wasn’t a separate app to install and use on its own. Rather, it was based on a digital platform that was already used many by refugees to stay in touch with their families: WhatsApp. 

The strategy for WhatsGerman was based on three pillars: 

Almost every refugee has a smartphone and uses WhatsApp. 

As the waiting time for an official language course was three months, the duration of the offer was three months as well. By bridging this time gap, WhatsGerman offered an opportunity to learn German in a self-regulated way. 

The lessons were available in English and Arabic in order to reach more than half of the refugees coming to Germany.  

Upon registering their smartphones at www.whatsgerman.de, participants received daily lessons consisting of text, explanatory emojis, and videos for pronunciation. The use of emojis, to explain a language that consists of alien letters, is typical for communication via messenger. The application of video underlines an appropriate use of all WhatsApp features. 

The course contents (length, readability, choice of topics) were developed with language teachers especially for WhatsApp. Three courses that built upon each other were available to choose from: 

Course 1: “The Alphabet” enabled users to get to know the Latin alphabet. 

Course 2: “Daily Life” made daily tasks easier with useful vocabulary and short phrases about everyday themes like shopping. 

Course 3: “Basic Grammar” offered an introduction to German grammar for advanced users. 

Execution 

Overall Campaign Execution: WhatsGerman was advertised with the help of print flyers and posters in refugee homes, social media, and reporting/PR. The programme was promoted via NGOs like Caritas, magazines (Page, VICE), leading national newspapers, and radio stations, including Radio Bremen. 

Facebook was an official partner of WhatsGerman and provided a non-profit ad campaign. A partnership with “Wir zusammen”, the refugee initiative of the German economy, increased media reach with ads in online and print magazines and via TV. 

Mobile Execution: WhatsGerman messages are sent through an external broadcasting service. The company offers a backend with which the project is controlled and statistics are evaluated. 

Results 

An independent media agency can quickly respond to trends and individual requirements or even to political issues. The success of WhatsGerman was based on earned media. But the biggest confirmation of success was positive feedback, often written in German, from dozens of refugees using the course. 

The first Facebook post about WhatsGerman was shared 1,400 times in two days. 

80,000 people were registered in the first six weeks. At this time that were 17% of Arab-speaking refugees. 

Today there are already more than 220,000 participants. 

But the biggest confirmation is the huge positive feedback from people using the course.

Have Your Say

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Brand:
Plan.Net
Category:
Utilities
Region:
Germany
date:
January - February 2016
Agency:
Mediaplus International
Media Channel:
Direct Marketing,Mobile,Online,PR,Print,TV
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