We know we shouldn’t get lost in phone use before we go to sleep, but we do. A healthful night’s sleep be damned.
TBWA\New Zealand and 2degrees’ mission to promote healthier phone habits has found a fun way to nudge people to put their phones to bed at bedtime. Radio ads. The ads turn notifications into lullabies and play late at night on phone-first channels such as Spotify, a fun reminder to put your phone to bed for the night and get to sleep.
Phone Lullabies, created with audio specialist, Eardrum, reimagines three well-known bedtime tunes – Rock-a-bye Baby, Brahms’ Lullaby and Hush Little Baby – using nothing but mobile sounds. Dings, swipes, buzzes and alerts – typically designed to capture attention – have been reworked into calming soundscapes that signal it’s time to put the phone (and yourself) to bed. The radio-led audio activation places each lullaby in high-frequency slots just before bedtime, encouraging listeners to disconnect and relax.
The campaign continued 2degrees’ ongoing mission to help New Zealanders build healthier relationships with their phones under its Fairer Phones Project platform. The lullabies air as targeted radio ads and streaming audio, timed to reach listeners during their evening wind-down.
“We’ve all been there – a last scroll before sleep turns into an hour,” stated Dave Pearce, GM marketing for 2degrees. “This work builds on our ambition to support digital wellbeing in relevant and disarming ways. It takes the very sounds that usually keep us locked in, and flips them into something that helps you switch off.”
“There’s something arresting about taking the sounds we hear every day and flipping them into something unexpected,” added Shane Bradnick, chief creative officer at TBWA\NZ. “We loved the idea of reimagining these alerts as soothing lullabies – it’s surprising and fun but serves an important purpose in helping people unwind at the end of the day – in a very 2degrees kind of way.”
The campaign follows the success of previous 2degrees’ work tackling everything from oversharing to notification overload.
Credits:
Client: 2degrees
GM Marketing: Dave Pearce
Senior Marketing Manager: Haley Featonby
Agency: TBWA\New Zealand
General Manager: Simon Mills
Chief Creative Officer: Shane Bradnick
Senior Business Manager: Rachel McClennan
Art Director: Mark Cameron
Copywriter: Ezra Whall
Media: OMD
Business Manager: Harry Chapman
Production Company: Eardrum
Creative Director: Ralph Van Dijk
