One New Zealand launches ‘Misinterpreted’ campaign to encourage phone calls

One New Zealand and McCann New Zealand have launched a new marketing campaign titled ‘Misinterpreted’. The initiative aims to encourage people to use traditional phone calls rather than relying solely on text messaging to avoid communication errors.

The campaign addresses shifting social norms and generational gaps. Research cited in the launch indicates that 70% of people prefer texting, 81% feel anxious about making calls, and 25% of those aged 18-34 never answer the phone.

By highlighting how emojis, single-letter responses like ‘k’, and certain phrases can be misread, the campaign emphasizes that tone and context are often lost in digital messaging. The creative work is being rolled out through print and out-of-home executions.