NOS WTF (CCP BRIEFING ABERTO 2025)
BRIEFING
WTF wants to reposition itself not just as a telecom brand, but as a cultural badge of status for Gen Z. While competitors may offer better prices, being part of WTF should feel like being part of an exclusive club — like wearing Lacoste or Ralph Lauren. The goal is to make customers feel like Main Characters in real life and online, unlocking real perks, exclusive access, and a sense of belonging that sets them apart from the rest.
PROPOSAL
Our idea is to introduce the WTF FLEX — a digital badge each customer receives upon joining WTF. This FLEX isn’t just visual; it evolves through challenges, unlocks real-life perks (like VIP access, discounts, and freebies), and can be shared or traded with friends via QR code. The more you live the WTF lifestyle, the more your FLEX grows in rarity and status — turning every user into a true Main Character.
FLEX is WTF’s new digital badge — a symbol of status, perks, and progression. The name “FLEX” comes from the Gen Z slang for showing off with confidence, because having WTF isn’t just practical — it’s something to brag about. The logo takes inspiration from early-2000s Y2K aesthetics: bold, chrome-like, and unapologetically extra — just like the energy of a true Main Character.
The FLEX lives inside the WTF app — and it’s more than a visual.
Every new (or existing) client gets one. Each FLEX has a unique look, randomly assigned, making it feel personal from the start. But what truly sets it apart? It evolves. As users complete challenges, use perks, or invite friends, their FLEX becomes rarer — unlocking new levels, visuals, and rewards. It’s a digital symbol of status, progress, and belonging.
The campaign rolled out in three phases: pre-launch, launch, and always-on.
Before launch, teaser posts creates mystery around the FLEX. At launch, the badge drops for all WTF clients — along with clear posts explaining how it works, how to evolve it, and what perks it unlocks. After that, an always-on content plan keeps the energy alive.
To amplify the campaign, we brought in Bruna Magalhães and Mia Fernandes — hosts of the hit podcast “Más Influências”.
Unfiltered, hyper-online, and naturally sarcastic, they embody WTF’s tone and energy. On social, they use their own FLEX to unlock perks, skip lines, and challenge others to prove if they’ve got real Main Character status. With Close Friends stories and viral content, they turn the campaign into a scroll-stopping, FOMO-inducing experience.
As an optional digital expansion, we imagined a WTF world inside Roblox — built for the Gen Z and Alpha audience already living there.
Only clients with a FLEX can enter the “WTF Island”, a virtual space with mini-games, secret concerts, exclusive merch for avatars, and a VIP lounge for top-level users. It’s not the core of the campaign — but it’s a powerful flex for the brand to claim a space where no other telecom in Portugal has dared to go.
END CREDITS
Year: 2025
Competition: CCP Briefings Abertos
Designer: Fábio Franco & Tiago Lopes
Copywriter: Fábio Franco & ChatGPT