One New Zealand and McCann New Zealand‘s new campaign is encouraging Kiwis to stop texting and call each other instead.
Research shows 25% of people aged 18 to 34 never answer the phone, 70% prefer text and 81% feel anxious about calling. McCann thought it was time to change that by helping people rediscover the value of a phone call.
The campaign, named ‘Misinterpreted’, highlights how ambiguous text messages can be. Creative assets across out of home and print feature commonly used emojis and phrases that can often have different meanings. This includes the thumbs up emoji, a single ‘k’, the phrase ‘all good if not’ or just the word ‘dying’ (do they need an ambulance, or have you just told a great joke?).
Don’t leave people guessing
‘Misinterpreted’ focuses on the fact that tone and context can be lost in a message, often leaving people guessing. But you always know with a call.
McCann New Zealand group creative directors Alan Jones and Angelo An say: “Messaging is a minefield. The strength of this campaign is that we’ve all been there, and everyone has their own examples. Thinking someone’s angry when they’re not. Thinking someone isn’t angry when they are. Or learning that your go-to thumbs-up emoji is terrifying your younger co-workers. Yep… it’s better to just call.”
Bringing people together
One New Zealand general manager brand & marketing Georgia Mahaffie says the campaign is built on a universally relatable human truth that seamlessly ties back to the brand’s core message.
“We’ve all stared at a text message and thought, ‘What does that mean?’ And apparently even a thumbs up can get you into trouble these days.
“That’s what I love about this work. It’s simple, it’s topical and it makes the point without taking itself too seriously. ‘Let’s get connected’ is ultimately about bringing people together – and sometimes the best way to do that is still just to pick up the phone.”
The post One NZ and McCann showcase value of phone calls appeared first on stoppress.co.nz.
Discussion about this post