THE UNSPOKEN
Клиент
Novey
Рабочая группа
FCB Artgroup Tashkent:
Shakhrukh Nizamitdinov – Creative Director
Sergey Kim – Creative Copywriter
Malika Nasirova – Account Manager
Alisher Ahmedov – Art Director
Nasiba Nurmatova – Digital Manager
Zarina Abdukarimova – Digital Specialist
Novey:
Mohitobonu Kendjaeva – Marketing Director
Art Craft – Production Studio
Задача
Context:
Phone calls are declining year by year. According to research, more than 70% of respondents prefer messages over calls. However, in Uzbekistan, feature phones remain relevant for certain groups of people.
Novey, the market leader in the push-button phone category, needed a communication campaign to reach the hearts of potential customers during their rebranding and repositioning.
Challenge: How can we make phone calls relevant to a broader audience beyond their loyal customers?
Idea:
To run a social experiment highlighting that some unresolved issues are worth calling for and some words must be spoken.
Solution:
We interviewed 200 people, asking them to share personal stories that lingered without closure over time. Many participants expressed regret over unspoken words to their loved ones—family, friends, and relatives.
We offered them the opportunity to make a phone call and express the words they had held back for so long.
The most emotional moments were captured and shared online.
Results:
- Over 1 million video views.
- More than 160 000 shares, reposts and comments.
- Influencers, bloggers, and various media outlets shared the participants' stories.
- Most importantly, our heroes turned UNSPOKEN words into acts of care.
