Making digital wellness real.
Problem
Digital wellness was becoming a pressing concern, with research showing 46% of adult New Zealanders wanting better control over their technology use. This figure rose to nearly two-thirds for those aged 18-39.
2degrees saw an opportunity to help Kiwis create healthier relationships with their smartphones, while differentiating themselves in the telco market.
Solution
We developed Real Mode – an innovative feature that helps people step away from their screens and engage with the real world. The solution allows users to set an 'out of office' status for their social media and pause their digital presence. To make unplugging more rewarding, we built a system that converts screen-free time into entries for experience-based prizes like movie tickets and dining vouchers.
Results
Real Mode resonated with New Zealanders, inspiring longer periods of digital disconnection. Users typically choose to unplug for extended periods when they activate the feature, showing a real appetite for digital wellness. The initiative strengthened 2degrees' brand position, with many users reporting they would consider switching to 2degrees after experiencing Real Mode.