As part of the final phase of its global campaign promoting its revamped privacy and safety features, international messaging service WhatsApp has taken over London’s Piccadilly Lights with a 3D billboard activation.

The Meta-owned firm has also ‘taken over’ live streaming platform Twitch and online game Roblox in a series of week-long activations to mark the culmination of its long-running promotional push.

Having launched a privacy-focused minigame on Twitch and extensive in-game advertising on Roblox, WhatsApp has also entered into a media partnership with Hearst and The Player’s Tribune.

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“Following the introduction of three new features on WhatsApp, this campaign shows how WhatsApp’s features provide interlocking layers of protection and give users full control over the level of privacy they are seeking,” WhatsApp global head of brand, Vivian Odior said.

“With both outdoor and digital placements, we want to highlight the closeness that’s possible on WhatsApp when you can message confidently and worry-free in a secure space.”