Dive Transient:
- Google-owned Android has teamed with comic Ziwe Fumudoh for an effort asserting that the inexperienced textual content bubbles exchanged in messages between iPhone and non-iPhone gadgets are costing Apple adherents love, per particulars shared with Advertising Dive.
- Timed to Valentine’s Day, the marketing campaign features a video, “Discovering Love with Ziwe,” that leverages Fumudoh’s satirical humorousness as she interviews actual individuals to focus on the stigma towards inexperienced textual content bubbles in courting. Company David Miami spearheaded the inventive.
- The advertising play follows Apple’s announcement that it will likely be adopting Wealthy Communication Companies (RCS), a extra superior model of the SMS, to deliver higher messaging interoperability between iPhones and Android gadgets, although messages reportedly will nonetheless be inexperienced.
Dive Perception:
Simply in time for Valentine’s Day, Android is coming ahead with the message that inexperienced textual content bubbles are not any motive to cross off a possible suitor — until that suitor is Apple. The playful transfer rides on the heels of Apple’s announcement final fall that it’ll quickly be adopting RCS, a messaging customary that enables for richer communication than the decades-old SMS, notably round stronger media sharing capabilities.
RCS for years has been supported by Google and numerous cellphone carriers, together with Verizon, AT&T and T-Cellular. Apple, alternatively, has overtly resisted the usual in favor of its personal innovation, iMessage, that means that an RCS message despatched to an iPhone would default to the SMS format and be marked with a inexperienced textual content bubble versus the blue bubbles used inside iMessage. Even with its adoption of RCS, Apple has reportedly not budged on the inexperienced textual content bubbles, that are anticipated to nonetheless seem when an RCS message is shipped to an iPhone from a unique platform.
Android’s “Discovering Love With Ziwe” makes an attempt to deliver consciousness to iPhone customers within the U.S. that their bias towards inexperienced textual content bubbles may imply that they’re “overlooking completely eligible Android singles,” in accordance with Rafa Donato, chief inventive officer at David Miami. Within the video, Fumudoh — who can also be a journalist and author — brings collectively iPhone customers who declare the inexperienced textual content bubbles are a deal breaker with potential suitors who’re Android customers to assist them confront the basis of their bias.
The video will run throughout YouTube and its Shorts video portal together with Instagram, Fb and X (previously Twitter). Android father or mother Google used Tremendous Bowl LVIII on Sunday to advertise its Pixel 8 smartphone, which may give the Valentine’s Day push a lift.
Google has usually teased Apple over its lack of assist for RCS by cheeky campaigns. The search large final yr created a faux commercial for an “iPager” gadget poking enjoyable at Apple for changing iMessages despatched to Android to SMS or MMS as a part of a “Get the Message” publicity marketing campaign. “Discovering Love” is one other approach for Google to stress Apple to assist RCS. Amongst different advantages of the usual, notably, is its safety over SMS.
”Messaging is on the coronary heart of the courting expertise. And like several good relationship, the communication between Android and iPhone customers needs to be seamless, inclusive, and safe,” mentioned Adrienne Lofton, vp of world shopper advertising for Google, in a press release.
Apple’s adoption of RCS may additionally assist entrepreneurs attain customers extra successfully. Amongst shoppers of conversational messaging platform Gupshup which are utilizing RCS, some have seen engagement charges about 30-35% greater than for messages despatched utilizing SMS, in accordance with Vartika Verma, the corporate’s senior director of world advertising. Apple’s adoption of RCS, introduced in November, adopted pressures positioned on it to designate iMessage as a “core” service underneath the European Union’s Digital Markets Act. Nevertheless, the EU just lately determined the tech large is not going to be compelled to open iMessage to rivals.
