In 2017, over 500,000 New Zealanders heard Google Maps mispronounce Maori place names on a daily basis. With only 3.7% of the population able to speak Maori, our country couldn’t afford for our precious native language to erode any further.
With Vodafone connecting half the country to Google Maps – and with aural and oral assimilation the best way to learn a language – we saw this as a prime opportunity to contribute towards a revitalisation of the Maori language.
So, we created ‘Say It Tika’ (Say It Right); a campaign powered by Vodafone and Google, that rallied the nation to help Google Maps find and fix its pronunciation blunders at sayittika.co.nz.
This interactive site enabled locals to listen to every Maori place name in the country on a digital map. And drop a pin wherever Google Maps was falling short. In just 14 days, half the country engaged and 67,000+ pins were placed. Vodafone and Google then worked with linguists to fix these phonetic errors.
Digital advertisement created by FCB, New Zealand for Vodafone, within the category: Electronics, Technology.
Chief Creative Officer: James Mok
Executive Creative Director: Tony Clewett
Digital Creative Director: Matt Barnes
Copywriter: Lennie Galloway
Art Director: Thomas Gledhill
Creative Services Director: Jenni Doubleday
Designer: Nick Smith
Head of Content: Pip Mayne
Managing Director: Fleur Head
Group Account Directors: Jo Taylor, Karla Fisher
Senior Account Director: Emma Richardson
Senior Account Manager: Ra Kahukiwa
Planner: Murray Streets
Head of PR: Angela Spain
PR Senior Account Director: Joanna James
PR Executive: Katie Smith
Executive Digital Producer: James McMullan
Digital Designer: Andrew Jackson
Digital Developer: Andrew Johnston
Director/ Photographer: Arvid Erikkson
Sound Engineer: Nigel Foster