Description
If you remember the pager, we're talking about a portable communication device that was popular in the 1990s andt allowed users to receive short numeric or alphanumeric messages. Technological advancements and the rise of smartphones eventually made this product far less popular.
However, Apple still uses a similarly outdated technology today for texting between iPhone and Android users. It is called SMS, an antiquated messaging standard from the 90s. Because it’s so dated, conversations between iPhones and Android phones get a downgraded texting experience. This is why users often encounter cross-platform messaging issues, including “green bubbles,” pixelated videos, a lack of read receipts and typing indicators, and most importantly, lack of end-to-end encryption. Apple could solve these issues between iPhones and Android phones by adopting RCS (Rich Communication Services) – the modern standard adopted by most of the industry.
To clarify this situation for iPhone users and to kindly request Apple to upgrade from SMS to RCS, a new phase of the #GetTheMessage campaign features the “launch” of the iPager, a parody device. With this campaign, Android takes a humorous approach to highlight where the problem lies: the outdated SMS messaging technology used by Apple.
Adrienne Lofton, Google’s Vice President of Global Consumer Marketing, said, "In today's world, texting should be seamless, inclusive and secure, not broken, degraded and outdated. By holding on to VCR-era technology and not adopting the modern messaging standard or participating in the process with the rest of the mobile industry, Apple is holding everyone back. This doesn't just impact their users, it impacts everyone who wants to communicate in an inclusive world. We sincerely invite them to help us all move messaging forward."
Catchy phrases like “What year is this?" and “Time for SMS to exit the chat” are featured in the campaign, which will span online videos, OOH, influencers and social media. 3D-printed mock ups of the iPager device will be sent to select influencers, which helps remind them that the messaging issues they experience today are caused by an outdated technology.
"Stepping back in time isn't always a nostalgic joy ride. When it comes to messaging, it's time to leave the 90s behind and embrace the future of communication. #GetTheMessage and move past the 'pager' days", says Rafa Donato, CCO at DAVID Miami.
This is the latest iteration of Android’s campaign that launched in 2022 with national coverage in the United States, where default texting is widely popular.
This professional campaign titled '#GetTheMessage - iPager' was published in United States in September, 2023. It was created for the brand: Android, by ad agency: DAVID Miami. This Film medium campaign is related to the Electronic Devices industry and contains 1 media asset. It was submitted about 1 year ago.
Credits
Android (Google)
VP, Platforms & Ecosystems Marketing: Nick Drake
VP, Global Integrated Marketing: Adrienne Lofton
Senior Director, Marketing: Menaka Shroff
Senior Product Marketing Manager: Alex Horowitz
Director of Brand Marketing: Jason Fournier
Senior Brand Marketing Manager: Blake Bensman
Global Group Creative Lead: Alicia Marder
Director, Activations & Engagement: Jackie Titus
Senior Brand Activation Lead: Brendon Holder
Social Marketing Manager: Jesse Cohen
Senior Partner Marketing Manager: Marissa Haby
Partner Marketing Programs Manager: Liza Kahn
Marketing Manager: Victoria Goolnick
Program Manager: Rachel McConnell
Agency: DAVID Miami
Campaign: #GetTheMessage - iPager
Client: Android (Google)
Global CCO & Partner: Pancho Cassis
Global COO: Sylvia Panico
Managing Director: Carolina Vieira
CCO: Rafael Donato
Group Creative Director: Alejandro Juli
Associate Creative Director: Bruno Reis, João Corazza, Georgia Taylor, Sarah Dembkowski
Art Director: João Corazza
Copywriter: Bruno Reis
Head of Production: Brenda Morrison Fell
Producer: Thiago Zveiter
Senior Producer – Influencers Endorsement: Natasha Louckevitch
Head of Account: Mariana D’Aprile
Group Account Director: Gabriella Hellbrugge
Account Supervisor: Isabella Carrion
Account Executive: Patricia Menendez
Global Chief Strategy Officer: Paula Vampre
Executive Strategy Director: Annie Rowe
Strategist: Brooklyn Carey
Head of Innovation & Tech: Toni Ferreira
Social Media Content Strategist: Maria Fernanda Maceda
Graphic Designer: Valeria Moreno
Director of Business Affairs: Barbara Karalis
Business Affairs Manager: Catalina Peña
Global PR Director: Sandra Azedo
Production Partners
Animation & Design - Masters & Savant
Creative Director: Chris Lockhart
Producer: Kelsey Calder
Senior 3D Animator & Editor: Sean Frawley
Senior 3D Animator & Compositor: Yolandi Meiring
Senior 3D Animator: Gerbrand Nel
Finishing Artist: Sean Frew
iPager Kit - Baby Lion Media
Executive Producer: Ramon Nuñez
Creative Director: Digby
Senior Producer: Brett Annese
Associate Producer: Lisa Morel
Product Photography: Adrian Mueller
Fabrication: Ketama Collective
Executive Producer: Nicolas Ferrero
Senior Producer: Maria Saravia
Lead Engineer: Agustin Mende
Industrial Designer: Thiago Quirici
Electronic Engineer: Alejandro Kruchowsky
Packaging design and production: Azul Cadenas
Fabrication Supervisor KTM: Hernan Gural
Render Artist KTM: Diego Mendoza
Music & Sound Mix - Marmoset
Music Producer: Katy Davidson, Tim Shrout
Music Editor: Greg Jong, Graham Barton
Account Manager: Rachel Basile
Music License - Mayflower
Music Manager: Josh Lieb
Director, Music & Brand Partnerships: Pete Merriman
Senior Director, Music: Danny Simon
Track Title: “Connected”
Performed by: Stereo MC’s
Written by: Robert Charles Birch, Nicholas Edward James Hallam, Harry Wayne Casey, Richard Finch
Published by: BMG Platinum Songs US, Sony Music Publishing, Harrick Music, Inc
Courtesy of Def Jam Recordings under license from Universal Music Enterprises
Influencers Endorsement - Mayflower
VP of Talent Procurement: Ian Weintraub, Kerri Green
