One New Zealand and McCann New Zealand have launched ‘Misinterpreted’, to encourage Kiwis to get connected the old school way: by picking up the phone.
Faced with changing social norms and generational divides – with research showing 25 per cent aged 18-34 never answer the phone, 70 per cent prefer text, and 81 per cent feel anxious about calling – McCann took the opportunity to invite Kiwis to rediscover the value of a phone call.
The campaign creative highlights the texts, emojis and phrases used every day and exposed the different meanings they can carry. From an unembellished thumbs up or brutal ‘k’, to the confusing ‘all good if not’ or generationally divisive ‘dying’.
Coming to life across OOH and print executions, ‘Misinterpreted’ has brought to life a simple truth: Tone and context can be lost in a message, but you always know with a call.
“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,” said McCann New Zealand group creative directors Alan Jones & Angelo An.
“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,” said One New Zealand general manager brand and marketing Georgia Mahaffie.
“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 campaign launched on August 24 across OOH and print.
Client credits: One New Zealand
Agency credits: McCann New Zealand
Media Agency: McCann New Zealand
