Recently, several campaigns have come out where advertisers encourage consumers to get off their phones. Specifically, smartphones that have twenty-four-seven access to social media. So, what has sparked this sudden interest in making all of us log off? This article examines the factors at play.
Advertisers Taking Their Blinders Off About Smart Phone Use
We rely on our devices for most activities in our daily lives. However, evidence is released regularly that being constantly online is terrible for our well-being.
AND MANY COMPANIES HAVE CHOSEN TO ACKNOWLEDGE THIS AND ENCOURAGE US TO EXPERIENCE MORE IRL.
One of the most successful examples of advertisers striking back at excessive smartphone use is Heineken.
The beer brand’s latest promotion was a giveaway of 5,000 “Boring Phones.” These flip phones have limited features and zero internet access.
Believe it or not, the public loved them.
Global Head of Heineken, Nabil Nasser, said this to The Wall Street Journal:
“Young generations are craving release from their smartphones and the constant buzzing and dinging, especially on nights out and during social occasions. We want to give them the freedom to discover that there is more to their social life when they are less on their phone.”
Not only is this messaging important for advertisers to convey, but it’s also murder in the marketplace not to…
Case and point: Apple’s notorious iPad commercial crushing art supplies received massive backlash.
This begs the question — do these companies really care or is this about something else?
Ultimately, Marketers Want You to Feel A Certain Way…
Just as these advertisers acknowledge situations for what they are, so should we…
Marketing departments exist to make businesses money.
THERE IS NOTHING WRONG WITH THAT BY THE WAY. IT’S THEIR JOB.
That said, a potential side-effect of getting us to enjoy moments offline with their products is brand loyalty. (Something notoriously absent from younger demographics.)
That — of course — benefits their bottom line.
Nevertheless, as long as we go in without rose-colored glasses, the practice may accidentally be good for everyone.
Be Great (In-person and Online),
GCTV Staff
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