2degrees Real Mode
To help New Zealanders find a balance between the digital world and the real world, 2degrees turned all their messaging platforms on its head; instead of reminding people to tune in into the virtual world, they encouraged them to tune out and enjoy the real world. A state we dubbed, ‘Real Mode’.
See the idea in action
In conjunction with the TV ad campaign, 2degrees created an app to help customers remember to log off and track how many minutes they had spent away from their screens in ‘Real Mode’. This idea was also carried forward on the 2degrees website, with illustrated examples of fun, offline activities people could do together in ‘Real Mode’ when not staring into their phones.
Real Mode gave 2degrees a 46% uptick in brand awareness. But the even bigger number for the brand was seeing Kiwis spending the equivalent of seven years worth of minutes in ‘Real Mode’.