Promoting Real-World Connections with Real Mode
2degrees
Overview
We partnered with 2degrees to create Real Mode, a digital initiative designed to help smartphone users in Aotearoa balance their digital lives with real-world connections, promoting digital detox and responsible smartphone use.
The Challenge
In a world where constant connectivity is the norm, many people struggle to switch off, leading to increased levels of anxiety and stress. Recent research revealed that 46 percent of New Zealanders over 18 want to better manage their technology use, a number that rises to nearly two-thirds among those aged 18 to 39. Recognising this, 2degrees sought a solution to help users become more aware of the negative impacts of being constantly connected and to encourage healthier smartphone habits.
The Approach
We developed Real Mode, a feature available to any mobile phone user in Aotearoa, designed to promote digital detox by rewarding users for disconnecting from their phones. Real Mode allows users to set an ‘out of office’ on their social media channels, pausing their digital life to focus on real-world interactions. For every 15 minutes Real Mode is activated, users are entered into a draw to win experiences that encourage living in the moment, such as movie tickets and restaurant vouchers. This approach not only incentivises responsible smartphone use but also raises awareness of the importance of taking breaks from digital distractions.
Real Mode has made a significant impact, with users averaging 3.3 hours of time disconnected from their phones. Collectively, users have accumulated 12.5 years’ worth of digital-free time. Additionally, 30% of participants considered switching to 2degrees after using Real Mode, demonstrating the feature’s success in promoting both digital wellness and brand engagement.
By encouraging users to pause their digital lives, Real Mode is helping Kiwis reconnect with the real world and cherish important life moments.
To make New Zealand a better place to live we want to encourage Kiwis to use technology in a way that supports them to be happy and productive, while also making sure they are taking time to reboot, connect, and enjoy unfiltered moments in person away from the online world.”
– Mark Aue, CEO at 2degrees.
